RETAILER FOCUS
The evolution of retail
Housewares Magazine editor, Anjali Sooknanan took a trip to John Lewis’ Oxford Street store to have a look at OXO’s new innovative branded fixture.
O
XO has launched a new concept at John Lewis’ Oxford Street store aimed at enriching the customer shopping experience. The newly installed ‘Retail Evolution Fixture’ brings a premium
kitchen environment to the store allowing consumers to imagine OXO tools in their own home. “This is a new evolution of our retail fixture. It is a 6x6m shop-in-shop so a fairly large space. Our aim is to bring the kitchen into retail which means allowing consumers to feel our products, understand them and get the best out of them. One of the ways we try to achieve this is by allowing consumers to see themselves in their homes and have our products there,” says Max Viale-Sole, OXO’s sales manager for UK and Ireland.
The OXO story Founded in New York in 1990, product designer Sam Farber designed the first OXO peeler for his wife who struggled with arthritis. After going through different variations of the product, the now-iconic OXO handle was created. Viale-Sole says “What is really interesting about the OXO story is we only try to make products that we know we can make better. And that’s what our new fixture aligns with, it’s about being simple but elevated and trying to envision how that product would fit in your home. We engineer our products to help solve problems that people sometimes don’t even know they have. We needed to explain that and this allows us to do that.”
Innovative ways of retailing The new kitchen fixture is complemented by Lift & Learn technology,
a new concept for the brand that delivers a whole new level of product interaction. Consumers are encouraged to actively interact with OXO products via sensor activation technology, which triggers the initiation and projection of video content onto a digital screen. This concept not only enhances consumer engagement but also blurs the lines between the physical instore experience and technology, creating a more seamless integration than ever before. With this new instore concept,
10 | October/November 2023
housewareslive.net
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