American Girl ‘Courtney Pop-Up’ recognized as one of VMSD Magazine International Visual Competition honorable mention. See full article here.

Larger than the epic Baby Boom generation, millennials currently make up about 92 million of the population in the US. Born between the 1980 and 2000, Millennials (or Generation Yers) are defined as those who reached adulthood during the 21st century. They’re known to be incredibly tech-savvy, environmentally friendly, and avid researchers – especially when it comes to making purchases. While it is true that millennials still make 75% of their purchases in traditional brick-and-mortar retail stores, over half compare prices and actively research brands, prices and reviews before ever setting foot inside the physical location. For brands wanting to ensure that the Millennials who have researched them and their products online reason complete the final in-person sale, it is incredibly important to pay attention to both in-store design as well as the design of websites and mobile apps.

Here are some tips for designing brick-and-mortar locations that benefit millennials:

1. Utilize Omnichannel

The design and brand of your website, mobile apps and online stores as well as your brick-and-mortar locations should feel like it is from the same company. Creating a similar experience and brand in all “locations’ whether physical or virtual gives shoppers the comfort to browse and research before even leaving their house. Some great examples include Sephora and L.L. Bean.

2. Cut Down on the Clutter

Minimizing clutter and adding more organized “white space” provides a sense of serenity for millennial shoppers. Try reducing the number of displays or sales racks.

3. Pay Attention to Color

Limit your color palette to neutral colors rather than overly bright and bold. This evokes natural relaxation for Generation Yers. Bringing in colors from nature is an easy way to provide a “getaway” experience. Think of Urban Outfitters.

4. Appeal to All the Senses

While design and color remain of paramount importance, you can’t forget about smell and sound. Calming music and scents tailored to your brand can greatly influence shoppers’ decisions. Stores like Bath and Body Works appeal to all the senses. Soft lighting accompanied by calm music and amazing smells invite the shopper to escape to their “calming space” without having to leave the store.

5. Create Space

If you can’t afford an entire remodel, try creating resting space within. Rearranging furniture and clothing racks can provide optimum space for millennials to shop and recharge before finalizing their purchase. Examples include stores like Nordstrom that have café style areas.

For more tips from Eric Eberhardt, Director of Retail at NELSON, click here.

Foreword: Every 3 years, 100,000+ visitors flock to an international destination to experience all things retail. Hailed as the “Global Retail Trade Fair,” EuroShop covers all things retail related, from store design to visual merchandising. Located in Dusseldorf, Germany, the event offers 17 exhibition halls within 19 different buildings.  A group of lucky FRCH-ers made the trip this year and will be sharing global trends and inspiration from the conference and nearby travel all week!

We see the trend of bringing the outdoors “in” for retail, and Bogner in Cologne is a great example of the use of natural resources to create great impact on the store experience. Whether it is for displaying the merchandise or functional users, the added aesthetic to the store is a natural fit.

A sophisticated retail experience showcasing premier German sporting apparel. For those not familiar with the history of the brand or the founder Willy Bogner, check out the website. The entrepreneurship, artistry, and athleticism rooted in the brand is truly unique.

Having been a fan of the Eileen Fisher brand for a few years, I was excited to discover one of their Renew stores in downtown Columbia City, a suburb of Seattle.  According to the website, Eileen Fisher Renew is the brand “taking responsibility for the lifecycle of their clothes”. Their vision is admirable – a future without waste. When a gently-worn article of clothing is returned to Eileen Fisher, the customer receives a $5 rewards card, then if the item is not directly re-sold, it is either mended, overdyed, resewn or felted before re-selling.

The Renew shop in Columbia City was quite busy for a rainy Saturday morning. The selection of merchandise was pretty great, and upon perusal, most garments seemed in near-new condition. The store was simply laid out, a typical dry-cleaners’ conveyor rack ran along one wall and housed a tremendous amount of sweaters, grouped by color. In the front window of the shop was a small tailoring area for mending and adjustments. The sales clerk commented that she loved being able to actually sew on the job, as well as tend to the store.

The brand’s Resewn Collection includes limited-edition pieces all cut and sewn from old clothes and entirely one of a kind. Overall the price points were very reasonable, compared to new Eileen Fisher garments. Aside from Seattle, The Resewn Collection is only available at Eileen Fisher Soho and Making Space Brooklyn. They also have a company-owned factory in Irvington, NY that is dedicated to clothing renewal.

This brand has taken on a noble cause that goes beyond retail and hopefully we will see more stores like this in the future.

With the rapid growth of e-commerce and a global pandemic causing retail developments to limit capacity or temporarily close, transforming underutilized space into creative pickup and return concepts is a clever and valuable way to meet consumer demands now and in the future. When activating a development for click-and-collect opportunities, there are four principles to creating successful consumer engagement:

Identify underutilized space

Whether it’s a mixed-use development with underutilized storefront parking, or a traditional mall with excess garage space, the first step is identifying these dead spaces and transforming it to become a new touchpoint for transaction.

With increased delivery speeds, ride sharing apps, and lower foot traffic inside stores due to COVID-19, the demand for parking is shrinking. Developers can outfit a few parallel parking spaces in front of stores with prefabricated shipping containers that house walk-up lockers with adjacent loading spaces. This allows shoppers to quickly drop off returns or pick up orders without having to go inside a crowded store.

Traditional malls and shopping centers have a plethora of unused parking spaces that can be made into something more relevant for today’s consumer. A partial row of parking spaces within an existing surface lot or garage can be converted into a drive-up pickup area. These destinations can offer automated lockers or loading/unloading services.

Provide designated support

Having a viable click-and-collect solution is nothing without support. In-person or digitally operated, it’s critical to make these novel activations successful.

Support looks different depending on the type of development. If it’s a standalone click-and-collect box located in an isolated parking lot, it may need a designated customer service representative. If it’s directly connected to a shopping center with plenty of in-person support nearby, a designated app or digital kiosk could suffice. Determine what’s right for the development and provide a thoughtful support model that fits.

One trend we see many brands adopting post-pandemic is smartphone technology services that offer product information and seamless support. As consumers continue to avoid communal, high-touch surfaces, brands have realized that the technology found inside our pockets is a valuable channel for click-and-collect models.

Create an integrated customer journey

While support is just one element of the larger customer journey, developers must also consider the holistic experience from start to finish to make a positive, lasting impression. It starts with the promotion of the service offering on the shopping center’s website, mobile app, or social media accounts. Consumers must first be aware of the perk before they can start to enjoy it. It is also about managing traffic for both cars and people, wayfinding, and minimizing bottlenecks.

Communication, notifications, and status updates leading up to the pick up or return are imperative. This can be accomplished through text message or email. Upon arriving to the destination, minimizing confusion and frustration can be solved immediately through clear signage. Consistent wayfinding from the second a consumer enters a shopping center is another key element of a successful, streamlined customer journey.

When considering a parking lot click-and-collect solution, there should be dedicated lanes for people dropping off versus picking up – even dedicated entrances may be necessary for in-store click-and-collect models. It’s about seamlessly integrating both physical and digital touchpoints for consumers, so they are always aware of what to expect and what they need to do to accomplish the task at hand.  

Remember your brand purpose

Brands must be strategic about how they approach these strategies, especially today while navigating the impacts of COVID-19. Even if it’s a short-term solution, it’s still a reflection of the brand and must feel authentic to consumers.

Developers must lean into their brand and make their click-and-collect solutions look and feel like what they already have to offer. Signage, wayfinding, and branding for these services is a great opportunity to make an immediate impact and present a true “wow” factor. Temporary sandwich boards and do-it-yourself window signs will take away a property’s credibility and seem like an after-thought, versus an innovative, thoughtful solution. A professional, branded look will not only differentiate you from the competition but provide consumers with a visual cue that they can trust that their experience will be seamless and keep them coming back long after the pandemic is over.  

Finally, consumers are fluid and are constantly altering their preferences based on external factors, their own need states, and advancements in technology. And to be successful, brands must function the same way. With the rise in e-commerce, and a global pandemic changing the way the world behaves, a demand lies in safe and convenient pickup and return options, but tomorrow, the ask may change, and the concept must be flexible and nimble enough to evolve with the consumer.

With a history spanning nearly 200 years, Levi’s sits in a unique position, as a heritage brand rich in stories, values, and authenticity unmatched by its competitors. While a storied past can be a treasure trove for brands, it’s important to adapt and resonate with contemporary consumers. Today, Levi’s appeal is stronger than ever, remaining relevant with new generations of consumers who have an overwhelming amount of denim choices.

On Thursday, October 26th at 4:15pm CST, NELSON Chief Brand & Creative Officer, Bevan Bloemendaal, and Lifestyle Studio Leader, Faith Huddleston will be joined by Levi’s Director of Global Store Design, Jesse Moyer for a fireside chat at the International Retail Design Conference in Minneapolis. During this closing keynote, Jesse, Bevan, and Faith will discuss how Levi’s remains relevant and ahead of the competition. What do they prioritize when it comes to store design and the in-store experience? Find out in this “riveting” session from two different perspectives – client and designer.

Register today for the International Retail Design Conference to attend this exclusive look at Levi’s, and for perspective on how centuries-old brands thrive in the 21st century. Save $100 on event registration with promo code EABGUEST. Restrictions apply. See website for details.

From retail destinations, office amenities, new services, and sustainable design, we’re seeing a surge in the desire to reconnect with the great outdoors across every consumer-facing environment. In our latest series, Our Return to the Great Outdoors we’ll share how brands can embrace this trend to create both safe and memorable outdoor experiences that will resonate with consumers long after COVID-19 fades.

In times of uncertainty, consumer expectations don’t change completely—they simply evolve, pivot, and accelerate, raising the bar and amplifying the demand for new, relevant experiences. A growing trend as consumers gravitate toward more convenient services, road and curbside experiences of all shapes and sizes are becoming more and more essential, especially as COVID-19 pushes brands to offer outdoor and contact-less services. In part two of this series we explore the experiences and services that keep people outside and on the road, in addition we’ll identify what brands are doing to bring this to the forefront of their experiences:

Drive-Thru Only

With a growing number of consumers ordering takeout instead of dining in due to COVID-19, restaurant and food brands have had to adapt to more efficient service models that support new consumer behaviors. Even before the pandemic, we saw an uptick in these convenience focused concepts, but today they have grown even more essential.

• Restaurant table reservation app Resy is hosting a 10-course drive-thru dinner experience in Hollywood, CA. Catered by these high-end chefs, the model could help bringing luxury dining back to life. Guests will be served food in single-use containers and be given a lap tray to keep. Each car will have its own designated waiter who will guide them through the courses.
  

  Resy Drive-Thru Experience | RESY

• At KFC’s first drive-thru only concept located in Australia, the goal was to develop a unique operating model that celebrated this change in consumer behavior and gravitation toward technology. The drive-thru has multiple lanes that allow customers to order and pay for a meal through the brand’s smartphone app or website, including designated lanes for more traditional, on-the-spot orders. Traditionally, the restaurant is the hero experience, but in this case, it’s the drive-thru. 

KFC Drive-Thru | NELSON Worldwide

Creative Curbside Pickup

With the rapid growth of e-commerce and a global pandemic causing retail developments to limit capacity or temporarily close, transforming underutilized space into creative pickup and return concepts is a clever and valuable way to meet consumer demands now and in the future:

• Adjusting to safety demands and new consumer behaviors, NELSON Worldwide explored the idea of creative click-and-collect concepts that could serve retailers and mixed-use developments. Along the way, we identified three ways these concepts can be activated and brought to life.

Click-and-Collect | NELSON Worldwide

• Looking to capture more off-premises business during and post-pandemic, Shake Shack announced plans to incorporate and add interior and exterior pickup windows to its stores. The new concept dubbed Shake Track is the start of a trend we will see implemented in restaurants and food concepts around the world.

Shake Track Pickup Window | Shake Shack

In-Car Entertainment

Seeking new ways to connect with their communities and enhance their lives post-pandemic, consumers have turned to new, COVID-safe ways to entertain themselves. As a result, an old pastime has resurged giving consumers socially distant options to enjoy themselves. Around the world, many variations of the classic drive-in movie experience has been reimagined: 

• This Halloween, Hulu is engaging fans and customers with a socially distant drive-thru and scary movie experience. Hulu is taking over the L.A. Equestrian Center for some spooky screenings ahead of Halloween where guests can drive thru a haunted forest of jump scares and spooky scenery called Huluween.

Huluween Drive-In Experience | Hulu

• The Immersive Van Gogh Exhibit in Toronto recently announced the world’s first drive-in art experience. Cleverly called, Gogh By Car, this new-age art experience is an immersive show of art, light, sound, movement, and imagination. The space can accommodate 14 vehicles per time slot and participants must park and turn off their engines to enjoy the 35-minute show from inside their cars.

Gogh By Car | Immersive Vincent Van Gogh Exhibit