The New York fashion boutique, The Conservatory, brings a new layer of exclusivity to online and brick and mortar commerce. How? Shoppers must first visit the physical retail space before they are given access to the brand’s online store. Because shoppers can’t preview any items online, there is a sense of exclusivity and a feeling of initiation around signing up in the store.
Other brands are also finding interesting ways to merge their digital and physical offerings including: Harvey Nichols’ in-store assistants, online shoppers, and Macy’s space for pure play e-commerce brands. While new concepts may be harder to come by these days, The Conservatory manages to bring exclusivity into a saturated fashion market, while recognizing the importance of foot traffic in-store. Taking their approach, can brands step up their loyalty programs by creating intrigue and exclusivity around their online and offline offers?
Contributed By: Lukas Quittan, Integer London
Image Source: Unsplash