FROM THE EDITOR’S DESK
A New Playbook — at least for now Fitting rooms by appointment-only. Contactless payment options. Low-touch, high-tech display technologies. Plexiglass partitions at checkouts. Reconfigured layouts. One-way aisles. And more sanitizing — a lot more sanitizing. These are just some of the measures that stores are rolling out (or have already implemented) in a marketplace upended by the COVID-19 pandemic. Some industry experts say that COVID-19’s impact on consumer behavior — particularly shopping — will last well beyond the end of the crisis and be forever changed. Maybe. But I’ve always been a bit wary of overarching forecasts. Some of the early predictions that followed the 9/11 attacks, such as people refusing to work on top floors of big buildings, never came to pass. Others, such as stringent safety measures at airports, became routine. I think a similar scenario will eventually play out in retail. For the short term, however, the experience is anything but business as usual. The situation is particularly tricky for apparel retailers, a high-touch and often high-service sector. Sixty-five percent of women said they would not feel comfortable trying on clothes in fitting rooms, according to a survey conducted in late April by retail predictive analytics company First Insight. And 66% said they would not feel safe working with a sales associate. (There were generational differences, with only 49% of millennials saying they would not feel safe trying on clothes in dressing rooms versus 71% of baby boomers.) “The Coronavirus has moved the industry away from high-touch to low-touch,” said Greg Petro, CEO of First Insight. The ‘new normal’ for retailers will be to work with shoppers in a hands-free way to help them find what they need while also
CHAIN STORE AGE
giving them the space to feel comfortable, particularly with high-risk groups like baby boomers.” Some retailers are already doing just that — and getting pretty creative about it, often with the help of technology. Suitsupply is a global menswear brand known for its on-site alterations and custommade suiting. As part of its new store safety plan, the digitally native retailer has installed free-standing transparent partitions that allow for up-close — and safe —interaction during tailoring sessions. The sales associate can reach through the partition to take measurements while having minimal contact with the customer. Suitsupply is also offering a guided virtual experience on its web site that helps customers pre-select items for store visits through co-browsing sessions with live style experts. Customers are guaranteed their selections will be waiting when they arrive at the store. An optional online tool allows customers to reserve prepared fitting rooms and private shopping suites. Another digital native, Warby Parker, has also gotten creative — or more creative in this case. Developers for the eyewear retailer have built an app that allows store employees to measure the distance between the customer’s pupils — an important metric in eyeglass fit — on an iPad or iPhone, without having to touch the customer’s face. The next few months are likely to be tough for retailers as they work to keep up with an ever-evolving landscape. But I have every confidence they will rise to the challenge as they have done so many others. Let’s end on an upbeat note, with some insights from Justin Hill, principal, MG2, on what retailers can do now to make customers feel safe. “Focus on making shopping fun,” he said. “The messaging should be in your [brand] voice, not simply clinical instructions. Graphics and signage can be encouraging while also being informative. Look to create smiles and surprises along the journey.”
Marianne Wilson mwilson@chainstoreage.com
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