Rent the Runway was once an online-only service that allowed people to rent designer clothes and accessories, but the brand now has its own highly customized retail space in New York.
Using data that it has gathered on its site over the years, the space was designed to optimize the shopping experience for users and was inspired by the shopping habits that Rent the Runway previously tracked online. The space was designed to look like a large, luxury walk-in closet and the entire shopping process is customized to the visitors' individual needs. Upon entering, shoppers check in at kiosks where they provide information about what they're looking for, for what occasion and their taste preferences. The store has dozens of dressing rooms and shoppers receive texts when their fitting rooms are ready. The store also features touchscreen displays that allow visitors to view the thousands of clothes and accessories that Rent the Runway offers – with shoppers being able to request items that may not be in-store.
This extremely personalized retail space works to engage consumers, make them feel like their individual needs are being met and improves their commitment to making a purchase.
Personalized Retail Shopping Experiences
'Rent the Runway' Now Has a Brick and Mortar Space
Trend Themes
1. Personalized Retail Experiences - Create customized retail spaces that optimize the shopping experience based on user data, boosting consumer engagement and purchase commitment.
2. Data-driven Shopping Habits - Utilize customer data gathered online to inform the design and layout of physical retail spaces, enhancing the shopping experience and personalized recommendations.
3. Interactive Retail Technology - Incorporate touchscreen displays and interactive features in retail stores to allow visitors to browse and request items that may not be physically available, offering a seamless omnichannel experience.
Industry Implications
1. Fashion - Innovate brick-and-mortar fashion retail by integrating data analytics and interactive technologies to create personalized shopping experiences that increase customer satisfaction and sales.
2. E-commerce - Leverage online customer data to inform the design of physical spaces, bridging the gap between digital and physical retail to offer personalized experiences and drive offline sales.
3. Retail Technology - Develop interactive touchscreen displays and other retail technologies that enable seamless browsing and customization, transforming the traditional shopping experience and driving foot traffic to physical stores.