Report Fixtures Living
LG Live Store
Virtual shopping may be on the rise, but store-based retailers are fighting back with stores that increase dwell time and bring ‘experiential shopping’ to the fore. By John Ryan
Real worldnovelty N
ovelty never lasts long in retail. You’ve no sooner come across something than you discover that there are half a dozen similar examples elsewhere. Couple this with the fact that it is rare to find anything completely new,
rather than a variation on a theme, and the challenge facing those in search of innovation becomes apparent. There is, however, a theme that seems to be establishing
itself at the moment, and that is the ‘test-drive’. The ability to try something out before a purchase is made remains
18 spring 2012
Globetrotter
the experiential piece that is missing from the online retail equation. Few surprises therefore that in the real world, ‘cutting-
edge’ store design increasingly means shops that allow customers to play. Test-driving is a global phenomenon and it matters little whether you’re looking at LA, Singapore or Munich, the try-before-you-buy ethos is leading the way. While the shops showcased here are displaying and demonstrating high-end product, there is much that mainstream UK retailers can learn in order to create a compelling reason for consumers to visit their stores. l
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