Thyme Maternity's Concept Store Targets Savvy Moms-to-Be
Laura McQuarrie — June 25, 2015 — Business
References: thymematernity & marketingmag
In an attempt to win over the hearts of tech-savvy expecting Millennial mothers, the new Thyme Maternity store in Toronto's Yorkdale Shopping Center was outfitted with tons of digital technology.
Knowing that the store's target customer group falls between the ages of 28 and 29 years of age, the store was crafted to appeal to young mothers with walls that feature built-in iPads and 360-degree interactive fitting room mirrors. These stations give customers a better chance to learn about products, try them out for themselves, as well as share the experience with others.
In terms of the design of the maternity store, Thyme Maternity shaped the "Bump Bar" cash area more like a kitchen island to foster natural conversation between staff and women sitting at the in-store bar stools.
Knowing that the store's target customer group falls between the ages of 28 and 29 years of age, the store was crafted to appeal to young mothers with walls that feature built-in iPads and 360-degree interactive fitting room mirrors. These stations give customers a better chance to learn about products, try them out for themselves, as well as share the experience with others.
In terms of the design of the maternity store, Thyme Maternity shaped the "Bump Bar" cash area more like a kitchen island to foster natural conversation between staff and women sitting at the in-store bar stools.
Trend Themes
1. Digital In-store Experiences - Creating interactive and tech-enhanced experiences in brick-and-mortar stores to engage tech-savvy customers and enhance the shopping experience.
2. Interactive Fitting Room Mirrors - Incorporating 360-degree interactive mirrors in fitting rooms to provide customers with a more immersive and informative shopping experience.
3. Social Sharing in Retail - Facilitating the sharing of retail experiences on social media platforms to generate buzz, attract new customers, and build brand loyalty.
Industry Implications
1. Maternity Retail - Applying technology and innovative design concepts to the maternity retail industry to cater to the needs and preferences of millennial mothers-to-be.
2. Retail Technology - Developing and implementing digital technologies in physical retail spaces to create unique and engaging customer experiences.
3. Social Media Marketing - Leveraging social media platforms as a marketing tool in the retail industry to amplify brand reach and connect with target customers.
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