Retail Environments - July/August 2013

SCALE

CLOSELY RELATED to measurements is another meaning of dimension—the size or magnitude of something. Downsizing is being prompted by demand for improved returns on real estate investments, a desire to test new concepts without committing significant capital initially, and a movement toward urban centers on the part of retailers with a heavy suburban presence.

Beyond interior space, other aspects of retail are expanding: the store’s presence beyond its lease line, the time during which a store uses its space, and the content provided in-store. Retailers’ presence geographically is changing as well, with many going global and some scaling back global expansion activities.

The 60-meter-long facade of Au Chocolat
in Singapore’s Marina Bay Sands makes
the mall’s common area look like part of
the bistro, drawing shoppers into the store
without requiring a conscious decision
to enter.

Photo: Marcus de Photographer

Mosaic tile on undulating surfaces shaped as leaves jut out into the aisle of Mall of America in Bloomington, Minn., giving Lululemon a presence beyond its lease line.

At the AT&T 4G LTE Lab Experience in Arlington Heights, Ill., a life-size photoplay app promoting the camera capabilities of HTC devices invites guests to photograph themselves in front of exotic backdrops.

FACE T S

RETAILERS ARE REDEFINING dimensions, or aspects, of their stores. Some of these trends are driven by consumer demand for convenience. Some retailers are forsaking the established notion of merchandise organization by product category, and traditional logistics are being challenged as retailers define new ways for customers to order, pay for, and receive their purchases.

While some facets are being redefined, others are coming to the forefront. In green retailing, for example, consumer education is taking root. Other facets coming into play in retail relate to consumers’ emotional needs: nostalgia, levity, exclusivity, and ego.

Kids—and those who want to revisit their childhood—can sit behind the wheel of this life-size Bone Shaker Hot Rod model for a photo to illustrate their own toy story at Mattel Experience in LAX.

At Washington, D.C.’s Boloco, customers can place an order in any of four ways: with the cashier, at an in-store kiosk, online, or via a phone app. This saves “regulars” from being forced to wait behind newbies unfamiliar with custom ordering options.