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Why Retailers Shouldn’t Assume That One Store Fits All

If you’re a retail executive and you’re smart, the in-store customer experience should be top of mind. Yes, same day shipping, click-and-collect, and curbside pickup are great services, but where are the innovative concepts that encourage customers to spend more time in-store? How are retailers ensuring that its assortment and store concept are perfectly suited for a specific demographic or location?

I’m happy to report that a few brands are already thinking this way. MAC opened its first youth retail format in Orlando (see above). It’s a selfie friendly space with dedicated areas for product testing and multi-category merchandising. Eileen Fisher launched the Fisher Concept, a bright and airy Los Angeles store that’s stocked with a higher end capsule collection targeting the contemporary market. And Kohl’s announced today that it doesn’t plan on taking a CityTarget approach and opening smaller stores, but the big box retailer will have 1,000 different assortments based on Census data and customer insights from specific locations.

If everyone is concerned about Amazon now, they should be even more concerned once the e-commerce giant opens its New York City store later this year. I’m pretty sure it won’t just be a warehouse. It will be a store that’s informed by online shopping data and consumer insights. It will be contextually relevant and offer innovative concepts. It won’t take a one store fits all approach and neither should other retailers.

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