From the Michael Chudi Ejekam Blog: Emerging Commercial Real Estate Trends
Although we’re all familiar with the model of having an anchor store or two paired with other smaller venues, one of the newest trends puts multiple retailers under a single roof in a shared space. It’s akin to a traditional market, yet in a formal retail setting. Google is one of the best-known brands to do this. The company launched an immersive shop inside Currys PC World, a London department store. The goal of the Google store was to give consumers a chance to try out Google products and truly experience them before they made a purchase. The company says they plan to open more using the same model.
Short-term spaces are nothing new, either, but we’re seeing more of them in the formal setting as well. While traditionally reserved for a holiday or seasonal goods, and perhaps even a roadside stand could be considered the same, today’s pop-up shop is highly organized. The trend may have begun as landlords who could not fill long-term spaces agreed to short-term leases, but the concept has blossomed into certain venues only offering up retail space for short periods of time. There are now even companies that specialize in connecting landlords with tenants in a peer-to-peer marketplace. While still used for seasonal goods, pop-up shops have also become an attractive option for businesses that want to improve branding efforts or increase awareness of their normally online enterprise.
Commingling Real World and Online Experiences
Many of the big-name brands, like Target and Amazon, have started creating hybrid stores. These shops have a limited amount of merchandise, giving consumers the opportunity to hold and experience a product before they buy it. This is immensely important in the tech industry, and this is where Amazon shines. Their stores are primarily billed as bookstores, but they have Kindles and other devices, as well as classes on how to use them, so consumers feel more comfortable and familiar with their products. When shoppers don’t find the book they’re looking for in the store, seamless ordering is just a click or a tap away.
As emerging markets continue to grow, these trends throughout the world will likely come into play. Retail has come a long way, and these strategies will help usher them into entrepreneurial success.
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