Upload
digiday
View
327
Download
3
Embed Size (px)
Citation preview
WHY DO YOU NEED A STORE WHEN EVERYONE IS BUYING ONLINE?
How Rent the Runway is innovating its retail model around the customer journey.
WE HAD CREATED A SEAMLESS ONLINE EXPERIENCE
Empowerment via fashion freedom
- Browse- Search filtered by
style, formality, occasion
- Recommendations
- Look at customer reviews
- Get second size for free
- Get a second style for $32.50
- Order arrive- Exchange dress- Customer service- Seamless, free return- Free dry cleaning
included
PRE-ORDER ORDER POST-ORDER
BUT THERE ARE SOME THINGS PEOPLE JUST CAN’T DO DIGITALLY.
Browse endless selection (like on
site)Walk in and try
things onBrowse and rent same day styles
Collaborate with stylist
Get styled for that night
Get styled for an upcoming eventGet style & fit assessment
Pick upTry on
Exchange dressIn-person customer
serviceDrop off return
WE BUILT OUR RETAIL MODEL TO FULFILL THESE NEEDS
WE UNDERESTIMATED HOW MUCH PEOPLE WANT TO DO IN STOREPRE-ORDER ORDER POST-ORDER
DREAM CLOSET
STYLE STUDIO
RTR BAR
FLAGSHIP PROTOTYPE
Interrogate the customer journey to understand barriers, needs and desires.
Determine which aspects of customer journey a “retail” space can improve, enhance and elevate.
Design the space accordingly – don’t be shackled by retail convention.
TAKEAWAYS