The booming consumer appetite for customisation is underpinning a new wave of flagship-store concepts in London – with personalisation stations driving both impulse buys and post-purchase upgrades.
It’s a strategy that’s especially important for engaging millennials – 70% in the US say they’d pay more for products or services connected to a highly personalised in-store experience, with 24% paying up to 20% extra (TimeTrade, 2017).
The latter concept mirrors fast-fashion giant Topshop’s in-store customisation service station. Launched for the Christmas 2016 shopping period, it played host to bespoke denim personalisation by local tattoo artists and illustrators for anyone spending more than £40 ($51). See also Instagangs: DIY Designers.
For more on the evolution of customisation, see Rapid Custom Retail: Yun Eyewear Flagship, Berlin, Luxury Product Customisation Boom and Product Playgrounds: Experimentation & Co-Creation.