Österreichische Textilzeitung 11.2016

Focus: Customer Service

Digitisation in the stationary fashion trade moves the focus more sharply again onto customer service. Architect Frank Dittel discusses the value of linking what already exists with innovation.

Stationary trade is undergoing an upgrade and is rising to the challenges of multichannel retailing or digitisation at the very least. These changes also encompass store design. Architects such as Frank Dittel, owner of Dittel Architects in Stuttgart, are signalling a call to action for innovative shop concepts and the integration of new technologies in existing retail spaces.

Frank Dittel, what is the current situation in the retail trade in relation to advancing digitisation?

We have observed that there has been uncertainty within the retail trade for about two years now in terms of new investment. Digitisation has naturally already begun, however it is still not possible to predict which trends will continue to develop in a positive way and how things will progress over the next few years. Many retail companies we work with are focussing intently on this issue and are charting a course operationally that is clearly targeted towards digital conversion.

However, there are still sectors that are confined to stationary retail operations, such as opticians. On the other hand, digitisation has well and truly arrived in fashion retail. This is primarily because consumers are more well informed than ever before via the internet and social media.

Which options are worth considering when integrating new technologies into shops? In other words, how do you link what already exists with innovation?

Individuality is the top priority, that is to say, it is important to also respond to the customers’ individual needs in stationary shops.

Service is therefore the most important mantra. Click-and-collect needs to be offered along with advice, in order to provide added value for the customer.

People have had enough of walking into homogenised shops. It is possible to design the shopping experience in a more individualised way with technologies such as iBeacon. It is conceivable that in the future social networking sites will take over the role of beacons and will alert customers to special offers or inform them about a particular brand. The specific tool is not actually relevant, it is more about the individualised approach itself. However, the concept will only really take off, if the majority of retailers use this technology. These digital methods will have taken root within five years.

You have designed a new customer service area for the Breuninger flagship store in Stuttgart and you have also integrated digital tools in the process.

The customer service area includes a click-and-collect point, an advice station and fitting rooms where items ordered online can be tried on straight away. The fitting rooms are extra large and include a social mirror, which enables the customer to photograph the new look and share it on social media. A light installation provides different types of mood lighting and the fitting rooms include a WiFi interface so that music can be played just like in your own living room. The two areas are clearly distinguishable from each other and they provide an exciting contrast. On the one hand, the click-and-collect area is very light, open and transparent, and we have worked with glass and wood with a clear vocabulary of design. On the other hand, the fitting room area is darker and provides warm and soft surfaces made from velvet and leather to create a feeling of intimacy.

outsized changing rooms with atmospheric lighting

Has click-and-collect been well received?

Customers are increasingly more willing to order items online and have them delivered to stationary shops where they are able to make use of additional customer advice services. Breuninger is very satisfied with this customer service concept, which is expected to be rolled out to other Breuninger stores. We are currently working at three other stores.

Click & Collect: order per click, collect and try on

How much technology does the consumer generally demand in the stationary retail sector?

Customers have changed significantly. They expect to receive information immediately and are not happy if goods are no longer in stock. However, it is also true to say that no customer goes into a fashion store with the sole objective of seeing technical devices. This is about a combination of technology and ambience. The way that the shopping experience works on an emotional level plays a primary role and not the individual digital gimmicks.

Which technologies are currently already feasible and which are still just visions of the future?

Theoretically anything is technically feasible. There is an increased trend towards augmented reality or virtual reality. In principle you can achieve anything, however the software and infrastructure are usually not available that are required to appropriately implement products of this type into a store in a meaningful way. Furthermore, their use is simply not financially viable yet. Digital shopping windows, social mirrors or “corporate walls”, which display a company’s social media messages, or similar content, are already being used to help make a brand more transparent for customers. To improve links between online and offline retail, points of sale and merchandise management systems are being created, which no longer work separately, but function in a comprehensive way. Another innovation that works well is the use of goods carrier services with a mobile device. I can buy something directly in a store and then arrange to have the item delivered to my home. Or, I can order the item directly with the goods carrier from the online shop.

Retailers should try out the different concepts, but should never lose sight of the principles of ambience and hospitality because this is the only way to develop the quality of the shopping environment, which encourages customers to stop and browse.

What are the latest global trends?

The global trends are largely similar to the trends in the German speaking sector. There is only one difference: the USA, Australia and the UK are two steps ahead of us in terms of implementation and therefore appear to be more innovative. These markets have simply been focussing on digitisation for longer and can draw on the resources of a large number of start-ups from this sector.

Source: Österreichische Textilzeitung
Author: Simone Arlits
Free translation by DIA – Dittel Architekten