Visual Merchandising and Retail Design – July 2019

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and are often starting points for rides,
giving members reasons to visit regularly.

When a brand can elevate the community
space & lifestyle

Having an engaged brand community
is a huge advantage as it leads to more
customer loyalty and retention. Hosting
the community regularly in stores gives
fans a chance to share their interests with
other people and their frequent visits may
drive more sales. It also means the brand
becomes a significant part of people’s
lifestyles. These events are likely to be seen
by casual customers too who might want
to join in, meaning the community grows
organically.

To cater to communities in-store, the space
needs to be able to facilitate them. Flexible
spaces work well, particularly if there isn’t
much room, as it means the brand can host
a variety of events or display merchandise
when no scheduled activities are taking
place. Cafes or lounge spaces can serve
as a meeting point. Another important
consideration is event programming.
Events need to be relevant to the brand
and its fans, catering to their interests and
lifestyles.

We created Marie’s Baby Circle, a parent-
focused baby brand in South Korea which
has one of the world’s lowest birth rates.

The brand answers the need for knowledge

and reassurance for new parents, building

a supportive community. A studio space

hosts pre-natal classes, product demos

and wellbeing activities such as yoga, and

transforms into a children’s play area on the

weekend when more families visit. The Baby

Canteen also offers a space to get together,

eat and relax.

Nike has also developed a new store

concept, Nike Live, to cater to its NikePlus

members. The first opened in Melrose, LA

last year and acts as both a store and service

hub for the brand’s local community. City-

specific products are stocked according to

data on things like local buying patterns,

app usage and engagement. Nike also gives

members reasons to keep coming back.

There’s a vending machine where members

can redeem rewards, a lounge to relax in

and various other services.

When a community forms around a brand,

the brand becomes more meaningful to

its most loyal customers. In return, brands

should facilitate these communities where

they can. Turning stores into community

hubs means they can keep customers

engaged through regular activities, events

and by creating a sense of belonging in the

space. All of this works to create deeper

connections with customers and form long-

lasting relationships. l

About the Author

Keith Ware, Director of Brand Environments, Dalziel & Pow

Keith is responsible for managing D&Ps Brand Environments Department and overseeing

client service & development for a number of key clients. He’s also at the helm of key

strategic development projects that contribute to the growth of D&P. Keith has exceptional

experience in design and project management, working in retail and consultancy and his

knowledge has helped brands develop their offers globally. He has been instrumental in

helping D&P grow its business globally, with a particular interest in the Indian region.

July 2019