Staying on course through flagship store strategies

December 4, 2014 Rick Migliorelli

I don’t know about you, but when I think of flagship stores, I think of the famous BIG piano at FAO Schwartz, the Apple store’s ornate all glass spiral staircase and Macy’s Herald Square department store that encompasses an entire city block.  Each store offers hours of entertainment, as well as a totally unique and memorable customer experience.










As the brightest diamond in a retailer’s crown, the flagship store plays a key role in the company’s brand strategy. Unlike other stores within the chain, the purpose of a flagship is not only to generate profit. Rather, it draws attention to the brand, broadcasting its brand status and setting itself apart from its competitors. The flagship store provides an opportunity for customers to experience the brand in an innovative and memorable way, raising brand awareness on a truly personal level thru a unique shopping experience.

In addition to making a strong brand statement, the flagship store may also be used to test the market, reposition the brand, test new products, assess retail store design concepts or serve as a site for a range of PR activities or events.

In essence, a flagship store says, “This is who we are and this is what we’re about.”

But getting a flagship store up and running smoothly is only half the battle. With so much at stake, keeping the store relevant, timely and engaging is not only important, it’s critical to keeping the flagship on course and ahead of its competition.

So what does this mean and how do you keep a store relevant?

Infusing new technology and media throughout the store, adding more space, creating new mobile apps to guide customers as they shop and upgrading presentations tailored toward millennial-generation customers are just a few examples of how a flagship store can enhance its current footprint or build a new one in order to stay relevant and generate more foot traffic while building brand awareness.

Whether the updates are simple or on a grand scale, keeping your flagship store on course is not an option. Rather, it’s crucial to not only preserving your brand identity, but also ensuring your flagship store remains a destination location for all your customers – both young and old – for many years to come.

Contact me to learn more. 


About the Author

Rick Migliorelli

A retail industry veteran and a member of our Project and Development team, Rick Migliorelli has over 23 years of experience managing the multi-site retail design, construction and facilities functions for several of the nation’s leading retailers and facilities service providers. He has a reputation for creating efficiencies through best practices, outsourcing, and technology solutions and is well-regarded for his ability to intuitively address both operational and execution issues. While at JJ

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