Retailers At Westfield’s WTC Mall Opt For Mobile-Driven In-Store Experience

What Happened
Westfield reopened its mall at the World Trade Center this week, and many participating retailers are embracing mobile-driven strategies to enrich their in-store experience. Some highlights include:

• Cole Haan will equip its sales staff with mobile checkout devices to speed up the process. A courier service will also be available for customers who’d prefer to have their purchases sent straight home or to their hotels.

• Footwear retailer Aldo is prompting shoppers to download the Aldo app, where they can check inventory, request sizes, and read reviews. The app also features “virtual aisles” that display online-only items that may help inform their decisions.

• Under Armour is integrating its Connected Fitness app into its store for the first time, displaying stories collected from app users in-store to entertain and inspire shoppers.

Why Retailers Need To Do
Even though brick-and-mortar retail still commands roughly 90% of consumer purchases, there’s no denying that U.S. shopping malls are in decline, evidenced by a steep drop in foot traffic and Macy’s closing 100 underperforming stores across the country. It’s no secret that physical retailers need to shape up and embrace digital technologies to appeal to today’s customers. With nearly 90% of retail shoppers already using their smartphones in stores, mobile offers a great tool for retailers to engage with customers and improve their in-store experience.

The Lab has extensive experience working with retail, beauty, and CPG clients to create and implement digitally-enhanced experiences for their stores. Our recent work with NYX Cosmetics incorporated the brand’s social assets into its in-store experience and offered an innovative take on sampling with a digital beauty bar. Please contact our Client Services Director Samantha Holland ([email protected]) if you’d like to learn more about how to develop a mobile-driven retail strategy that bridges the gap between physical and digital shopping experience.


Source: Glossy