Shopping online has fundamentally changed how we shop and plan our lives. It’s not surprising, considering the scale and speed of this transformation, that people have talked about physical stores disappearing from our lives altogether. The reality, of course, is more nuanced–and it’s becoming increasingly clear why. Visiting a store is, and will remain, essential to retail. If done right, the store will emphasize their purpose, the physical experience can become their brand’s key differentiator.
The social aspect
The in-store cafe concept is not a new idea, but the latest eateries to pop up are in hip cafés with conscious food options to match. Swedish fashion group H&M knows all about this. The latest addition to their palette of brands and cafés are It’s pleat, an in in-store café located in some of the London and Stockholm based H&M’s. The interior and the menu is described as “instagrammable” by reviewers, and the food is healthy, locally grown and affordable. All very suitable for building brand in social medias.
Not only do they position themselves as contemporary food wise, in the Stockholm café they arrange theme nights called “Come sit with us”. Events mainly targeted to young women (15-30) with informal talks from influencers, cook book writers and social entrepreneurs. A good example of being perceived as relevant and reaching out to the desired target group in a new way.