Holt Renfrew vs. Burberry’s London Store
In my recent trip to London, I was fortunate enough to visit the Burberry store. When I compare my experience at Burberry London, I can’t help but recalling my shopping experience at Holt Renfrew, a prominent store that sells luxury brand products in Edmonton. I might not have come back from my London trip with an expensive Burberry product but whenever I purchase online items from their store I definitely remember my experience.
Some of the comparisons I made while comparing Burberry London with Holt Renfrew are:
Difference #1 – Product Display
The sight that first greet any potential customers that walk through their doors are the dated glass cases that may have once drawn consumers to closely examine their contents. These glass cases now act as triggers to memories of similar displays found at The Bay or Sears that often house random disorganized trinkets. This connection that is made mentally in my mind dissuades me from investing any effort into investigating the contents, as I automatically assume they would house the low-cost and low quality products of the store. Burberry London embraces open concept in their stores. They stray away from the classic department store display methods. I believe that by opening up their shelves it encourages consumers to explore all the products they have to offer, through touch, sight, and occasionally smell, barrier free. The trust that is indirectly conveyed to their customers by the openness of their display methods makes consumers feel less intimidated to examine a product because there is no hovering sales associate silently judging while waiting on the side. This makes the in store shopping experience enjoyable. This feeling is remembered and transferred when the customers shop online.
Difference #2 – Navigation and Lighting
In comparison to Burberry London, Holt Renfrew closely resembles the department store layouts we are more familiar with. Some displays are close in proximity and often form walkways and zones that are convenient for only one browser. I believe that this is purposely done so that people that are interested in the same display avoid entering into the display zone until the current viewer has left. In this manner, sales associates are able to provide the potential customer with excellent customer service and recommendations without being overwhelmed or having to split their attention between two clients.
Entering Burberry London, I noticed that they played with open spaces and differing levels. The differing levels effectively separated their different fashion lines without causing wasted and empty areas within the stores. I found that the open spaces that were provided gave me the opportunity to examine articles of clothes from a certain distance effectively allowing me to imagine myself in a particular piece. This gradually made me form an attachment to the product and a desire to purchase it. The lighting was used to highlight central pieces in a fashion line effectively displaying them to catch the eye of a potential costumer. This helped to direct consumers to the next product line in the store creating flow within the store.
In conclusion, I believe that the Holt Renfrew in Edmonton can benefit from adopting some of the in-store concepts of Burberry London.
Sources:
[2] http://pursuitist.com/inside-burberrys-london-flagship-store/
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