2018 is just around the corner and retailers across America are trying this new philosophy “People don’t have to go to stores anymore; they have to want to go,” said Lee Peterson, an executive vice president at WD Partners, a strategy, design and architecture firm. “And that goes a long way when thinking about what retail has to become.”
Online vendors such as Rent the Runway and Warby Parker have opened showroom-style spaces in recent years to offer customers a chance to touch their products. For some companies, the facilities increased local online sales and sometimes produced as much as five times the revenue per square foot recorded by traditional shopping center tenants.
Showrooms may encourage the customer to make more purchases, especially compared with pop-up stores and those with self-check-out options, according to research conducted by WD Partners.