Why stores still matter in an e-commerce world
Reports of the death of brick-and-mortar stores have been greatly exaggerated. How else to explain the throngs of shoppers still crowding physical stores in the major shopping districts of the U.S., especially over the weekend at H&M's grand opening in New York?
Walking into H&M’s newest store in the buzzing Herald Square section of Manhattan, for example, a shopper's first thought might be: How could shopping online ever feel as good as being right here, right now? For many consumers, shopping is an emotional experience. And there is a different kind of emotion involved in clicking the “checkout” button on the Internet.
On the other hand, a visit to H&M’s newest flagship on Saturday featured pulsating Hip-Hop courtesy of an in-house DJ (whom, by the way, was more than willing to take song requests), friendly sales staff answering every question, iPads in the fitting rooms for easy checkout, and four floors of spring and summer's hottest fashions spread over 64,000 square feet.
It felt thrilling and exhilarating to be surrounded by the glittering sights, deep sounds and perfumed smells of a new retail store. Try that, Amazon and Etsy.
And H&M wasn't the only store that was mobbed with shoppers in Herald Square. Macy's, Old Navy and Forever 21 were all jam-packed.
"We are thrilled to be opening our world's largest store in Herald Square, a historic retail hub, that exemplifies our continued commitment to job creation and growth in New York City," said Daniel Kulle, president of H&M North America.
The Swedish fast-fashion giant's flagship at 34th Street and 6th Avenue in the shadow of the Empire State Building is the retailer’s 13th store in New York City.
The new H&M has a department-store feel, and features four levels of fashions and accessories for the entire family, including maternity wear, kids clothing, footwear and beauty. It also has a large home section, with mini-departments tailored to any style of decor.
There are 40 fitting rooms at the new H&M. Other unique store details include a custom-designed 35 foot modern glass facade with LCD screen, mirror and terrazzo tile details, as well as an approximately 30 foot high atrium on the second level, which gives the store an open and airy sensation.
H&M also created sections for categories such as denim, swim, lingerie, activewear and — for the first time — shoes, making the shopping experience not that much different from visiting a department store like the neighboring Macy's.
Judging by the sense of excitement among shoppers at H&M, physical stores still matter. As long as retailers realize that the experience in the store and the associates are the key differentiators that attract customers and keep them coming back.