In a bid to create a retail experience that’s equally engaging for both kids and the grown-ups holding the purse strings, Portuguese childrenswear retailer Zippy has unveiled a tech-fuelled flagship in the city of Setúbal, south of Lisbon.
Located in the newly opened Alegro shopping centre, the 2,163 sq ft store – designed in collaboration with London-based branding agency Dalziel + Pow – mixes neutral-coloured timber and felt with bright, shiny red panelling and multicoloured signage.
Seeking to engage digitally fluent youngsters while freeing up parents to shop, the brand has created its own mini multimedia landscape. A set of digital screens scattered throughout the space display branded animations, while interactive installations include the ‘sound wall’, which responds to touch with different sounds, and a cash register that prints child-oriented receipts covered in cartoons.
A touchscreen-equipped ‘Smart Kiosk’, soon to be introduced in the flagship, will allow consumers to browse the full collection of strollers and car seats – extending the small number currently displayed in-store.
Further playing to the parental mindset, the brand also organises antenatal workshops and childcare assistance – giving consumers an extra reason to visit the store and increase dwell time. For more on such family-focused retail initiatives, see Retailing to Families in Flux, part of our Modern Family Macro Trend.
For more on retail strategies targeted at children, see also Next-Generation Retail for Kids and Kids’ Stores Grow Up. Also look out for our report on key tactics for toy brands, publishing in February 2015.