The Paris based Maison & Objet, which calls itself the “premiere arbiter of global luxury in the home market” is in Miami this week, the first time in the Americas for this prestigious multi-day event. The Show attracted 340 exhibitors and featured 20 conference topics with thought leaders in design and retailing.I attended one of the seminars on Offline Retail Innovation with panelists Davide Berruto, Founder and Creative Director of Environment and shelter half ;Fernanda Rezende and Cristina Rogozinski, founders of the Brazilian concept store, Amoreira, and moderator Richard Cook, Editorial Director of Wallpaper magazine.
Panelists shared their keys to success and “how to get customers to discover something they didn’t know they wanted”. Here are the highlights:
We’ve all been hearing that travel, retail, it’s all about the experience. LVMH and its brands have recently taken to setting up posh suites in shops for VIPs where they can relax, enjoy refreshment, and possibly meet up with friends so they feel at home. Panelist Berruto has taken the retail experience to a new level, creating a rental home furnished with his products in Venice, California where everything is for sale. The home can be rented by individuals and also for events. He firmly believes that offline retail has to give the feeling, touch, and sound of the product to customers, which is something online can’t offer. “We’re in the theater business,” he said . Does the rental drive a lot of product sales? No, but he has gotten terrific feedback about the positive experience and I’m sure it does wonders to create a “buzz” (he also gets inquiries about whether he can design their homes and I would think he gets guest feedback as well about ideas for product enhancements).
Amoreira’s successful approach in creating a destination store is about creating a slow shopping experience, one of calm, relaxation, and a place to decompress on the one hand, and on the other, creating events as reasons to visit — workshops with designers, popups, book readings. They also carry exclusive, one of a kind merchandise. When it sells out, they replace it, which often entails changing the layout in that specific area . So customers are regularly greeted by not only products that change, but also the layout. In line with their “natural” approach, they eschew ambient perfumed fragrances for the aroma of freshly brewed coffee which clients can enjoy with their home baked cakes.
I asked about service and how to set yourself apart from online retailers? They both emphasized how training is more important than ever, imbuing the team with the story of the product which they can relate to customers and projecting their passion.
Recently I read in Adweek about how Ikea in China had to stop people from sleeping in the their bedrooms in the store. Based on this panel discussion, maybe instead they should set up a sample room for sleeping albeit with a time limit on the snooze? What do you think?