Immersion in the brand universe
Ever since the concept was democratized, Flagships have been constantly innovating to differentiate themselves, investing heavily in new technologies and design to create immersive experiences. The first European Flagship in terms of surface area is Ralph Lauren's in Paris. From furniture to décor, everything is designed to project visitors into the closet of the designer and head of the house. A few meters further along the Champs Elysées, Peugeot takes you on a thrill ride in a racing car: with 3D glasses, headphones broadcasting engine sounds and seats imitating the driving experience. And to really get into the swing of things, head to Levi's in San Francisco, where the brand offers you the chance to relax in a Jacuzzi with your new jeans to make sure they fit perfectly.
Innovation at the customer's service
Other brands are innovating to transform theshopping experience, such as Burberry on Regent Street. In addition to the largest screen ever used in a retail outlet, the store features interactive touch mirrors that tell the story of the products selected, using RFID chips on the items. All this in a space where artificial rain recalls the brand's London universe, successfully revitalizing its aging image. Another forerunner in ready-to-wear, the Flagship of the Etam and Undiz brands, offers customers new sizes or complementary products thanks to in-cabin connected mirrors. The idea is to attract the many foreign customers on the Champs Elysées, who are more easily guided by the mirror. The highlight of the show is the "Undiz Machine", which enables customers to select their items on shelves, which they receive in less than two minutes thanks to a network of pneumatic tubes connected to the stockroom.
Flagships are an opportunity for brands not only to consolidate their reputation, but also to animate their customer relationships, which are increasingly virtual, prioritizing image over profitability. In fact, Shiseido's Tokyo boutique has no products to sell! While it's not certain that the Flagship is the best strategy for profitability, it nevertheless offers remarkable sales experiences and renews outdated retail codes. By leveraging the mobility, omnichannelity and point-of-sale animation that are at the heart of Univers Retail's expertise, brands attract a wider audience and build loyalty among those who identify with the universe they offer.
By Inès Syoen.