Unique Experiences and Exceptional Service Big Part of NY’s New Hudson Yards Mall
To say that retail has changed today is missing the far bigger picture that illustrates that it’s the art of retailing that has really changed. And we’re not using the word “art” loosely.
The retail space transformation that is Hudson Yards in New York’s Manhattan, a 28-acre mixed-use development that was completed this past spring, is truly a piece of retailing art – as it is being called a one-stop, shopping fantasy, where one can live, work, and shop - all in the same place.
But upon closer inspection, it is actually much more than that, as the thought process behind each of the stores located at Hudson Yards Mall boggles the mind.
Dealerscope was lucky enough to get a behind the scenes look at Hudson Yards with Retail Store Tours (RST), the company behind the concepts and designs that went into many of the retail stores in this mall.
RST discovered the top trends affecting retail today and implemented them throughout this new shopping Mecca. Founder & CEO of RTS, Dan Hodges said, “in curating hundreds of stores and retail formats in the last year we discovered the winning factors in retail today, including employee training, retail environment, use of technology, business model, store design, customer management, brand story, unique concept and the human touch.”
Located on Manhattan’s far West Side, stretching along 30th to 34th streets at Tenth Avenue, Hudson Yards has reimagined what retail is all about. This seven-story, 720,000 square-foot space, which was developed by Related Cos. and Oxford Properties Group, features an entire floor of digitally native brands having a go at brick-and-mortar retailing.
What these up-til-now, online-only stores bring to the table is well worth taking a look at, as it’s all about letting the customer explore, get comfortable and play with the tech a bit, before staff comes anywhere near them. The fact store personnel are expertly equipped to discuss that tech makes the eventual visit a welcome one.
Interestingly, according to a recent JLL Clicks-to-Brick report, digitally native brands are expected to open over 850 physical stores nationwide over the next five yeas. Clearly, they have spotted a hole in retail and they are filling it, quite nicely.
While soft lighting and soothing, inviting interior designs are among the more obvious elements you’ll be struck by, it is the creative customer experiences and outstanding customer service that are at the heart of what’s happening at Hudson Yards.
Many of the stores focus on customer engagement technology, that creatively interacts with shoppers in-store. For example, Sephora’s Color IQ allows a shopper to select make-up while looking at themselves on a digital screen so they can see what various cosmetics will look like, without actually putting any of the products on their face.
The underlying theme here is to offer a unique and memorable buying experience not found anywhere else.
What is also obvious is that adding a bunch of technology bells and whistles, just for the sake having it in your store, won’t work. However, when it’s combined with stunning visual aspects, the right merchandise and engaging experiential aspects, it’s a can’t miss retail play.
Home to more than 70 stores and restaurants, Hudson Yards Mall truly represents the best of what today’s most forward thinking retailers have to offer.