VIRTUAL REALITY WILL CHANGE THE WAY WE SHOP
There is fresh impetus to combine digital tools with well-informed staff to make
buying convenient for customers, with improved visualisation software in stores
such as John Lewis & Partners, The Conran Shop and SCP. ‘Technology must add
value and convenience,’ says Marsh. ‘We’re investing in new virtual reality tools
at John Lewis & Partners to make it easier to see what furniture will look like in
your own home. This will enable more confident purchasing.’FUTURE OF RETAILSEPTEMBER 2019 ELLEDECORATION.CO.UK 81SHOPS NEED TO BUILD STRONG COMMUNITY RELATIONS
A vital ingredient of a healthy store is connecting with the local community, whether
that’s by working with regional suppliers or designers or inviting customers to in-store
events. Such an approach is driving Anthropologie’s expansion, says Ruis.
‘It’s important to make things feel local and personal,’ explains Askem of Habitat’s
strategy. ‘In Brighton, we collaborated with local artists, turning their artworks into
rugs, and in Leeds, we recently invited a local interior designer to give a talk.’
Heal’s runs its annual Festival of Light, showcasing the latest lighting products from
brands worldwide. Meanwhile, SCP hosts events in conversation with prominent interior
design names such as Matthew Hilton and Ilse Crawford. Such programmes are a
positive way to inspire and educate the customer, while also building loyalty.DESIGN WILL LEAD THE WAY
Pioneering homeware retailers recognise that investing in design is key to differentiation and a rosy
future. The Conran Shop is leveraging partnerships with major brands to release exclusive pieces.
‘All 25 of our limited-edition chairs with Vitra sold out in four weeks,’ says Briars. In addition, the
brand is collaborating with and sponsoring emerging and younger designers and brands to broaden
its audience and appeal to a 20- to 35-year-old age demographic.
‘Design has never been so important,’ agrees Philippa Prinsloo, head of design at John Lewis &
Partners, who has expanded her in-house team by a third to 28 designers, with five principles framing
the output – one being ‘future-focused’. There is also less emphasis on big name designers. ‘We felt
that creating that capability to design ourselves was necessary going forward,’ adds Marsh.
Meanwhile, the Heal’s Discovers programme continues – the inaugural showcase 15 years ago gave
Russell Pinch a springboard into business – albeit in a new format adapted for the tougher retail
climate. ‘Rather than just developing one-off products, we pledge to work with graduates for a year,
helping them with marketing, PR, finding buyers – something money can’t buy,’ explains Mansbridge.4
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SOME SHOPS AR E
INVESTING IN NEW
VISUALISATION
SOFTWAR E
A VITAL INGR EDIENT OF A HEALTHY
STOR E IS CONNECTING LOCALLY