Made a whirlwind trip to nyc this weekend for the US Open (tennis, not golf - I prefer sports, not hobbies 😀). Bucket list awesomeness, but I suppose that’s for another social media platform that I’m not on.
Anywho… made it into the new On store in Williamsburg. It’s a humble, pocket-sized store, but really well done.
What’s to love?
1 - They invested at the product level. Don’t get me wrong, the space is nice and all, but the attention to detail at the fixture and merchandise level is what sells. Oftentimes too much puffery in the store design can detract from the product itself.
2 - People power. They have some badass associates working there. Peeps that know their product, love the brand, and are super personable and helpful.
3 - They intelligently considered operations. Those slide out shoe fixtures with sample sizes at the ready mean the associate is never leaving the customer during the sales process and creating an easier (and better) process for guest and associate.
4 - No screens. Well, actually, there were 3 tiny screens for info level, but they weren’t working (shocker, I know).
5 - They had some nicely integrated eco and performance oriented storytelling that added to the experience but didn’t overpower.
It feels like On is finally starting to crack the nut on creating the right experience and design for expansion.
*For tennis enthusiasts* I got the chance to see Ben Shelton best Tommy Paul in an incredible match, and Coco Gauff pull it out against Caroline Wozniacki - all while sipping on a Grey Goose Honey Deuce. Highly recommend the pilgrimage if you get the chance.
#retail #retailstrategy #retaildesign #customerexperience
Exciting news! Can't wait to see the new Gymshark store at Westfield Stratford City. Best of luck to the team with the final preparations!