As online sales continue to grow, and grow as a percentage of total retail sales, retailers must find new ways to bring consumers in-store. In Real View's latest article, they explore how some retail brick-and-mortar locations are adding food and beverage service to provide a better experience for consumers.
Shoppers visiting luxury retailers are nowadays just as likely to browse the menu of new in-house restaurants and cafes as they are to search the shelves for designer shoes or handbags.
Burberry in London and Gucci in Shanghai are among the newer movers in this field. They follow in the steps of Armani which now has restaurants and cafes in 13 cities around the world and department stores such as Harrods and Harvey Nicholls whose menus have drawn in faithful shoppers for decades.
“It’s showing how retailers have to be more proactive and engage with customers in a 3D way,” says Tim Vallance, JLL Head of UK Retail & Leisure. Since eating and drinking are (not yet) activities that can be carried out online they remain points of differentiation with online stores and ways of bringing customers into shops.
So what approaches are the different luxury retailers taking? Armani is at the more ambitious end of the spectrum, also running hotels in Milan and Dubai’s Burj Khalifa. It sees its dining rooms as part of a bigger picture. Founder Giorgio Armani says: “I’ve always wanted to create a complete Armani lifestyle that reflects my ideas and can be applied to different areas, not just fashion. Restaurants and cafés seemed a logical expansion.”
Read the entire article here.