Getting Engaged
Rent The Runway and Nordstrom’s service emporiums for the tech-enabled shopper
What’s next for bricks-and-mortar retail? To Rent the Runway (RTR), it may be premises where customers can get a makeover, enjoy a coffee, and get work done, all the while trying on some freshly hand-selected outfits.
Initially an occasion-based online rental service, RTR has since expanded their merchandise mix to include everyday wear and opened physical retail shows in 5 U.S. cities to breed awareness and engagement for their offering. Their New York flagship engaged the same all-female design team that created The Wing’s spaces. In addition to 3,000 pieces of merchandise curated daily and some 20 dressing rooms, the space is completed with stylists, a beauty bar, space for events, desk space for co-working, and a coffee cart.
In the same spirit, department store Nordstrom is planting a pair of local outposts in Manhattan before opening its flagship there in October. Instead of carrying merchandise, these outposts will be hubs for online pickups and returns, as well as perks like tailoring, personal styling, and wine. The company’s research showed that many Manhattanites prefer not to leave their neighborhoods—a crucial reason for setting up the hubs. Unlike its colossal stores, the size of the “Local” posts will be comparable to coffee shops. “We aim to bring the convenience and accessibility right to the neighborhoods where our customers live and work,” said Shea Jensen, Nordstrom’s senior VP of customer experience, “We’ve heard loud and clear from our customers that drivability is a factor.”
Sources: The New York Times (May 1, 2019) | TechCrunch (May 8, 2019) | FastCompany (July 9, 2018) | Image: Kelly Sullivan/Getty