SoHo Gives a Glimpse of Retail's Future
Walk down Greene Street in Manhattan's SoHo district this week, and you'll get a glimpse of the retail store of the future — two of them, in fact.
At 131 Greene Street, online jewelry retailer BaubleBar has set up a pop-up shop replete with digital touchscreens and interactive displays. Open through August 13, shoppers can use in-store iPads to design and purchase jewelry personalized with their initials and other permutations. Interactive store displays, designed by Perch Interactive, use projections and sensors to serve up content when shoppers pick up individual pieces of jewelry on display. Visitors will also be encouraged to upload photos of themselves to the web via Olapic.
The store's digital enhancements are designed to bring the engagement and conversion-driving features of BaubleBar's website to a physical retail environment, BaubleBar co-founder Amy Jain said in a phone interview with Mashable last week. "On the website, we have a lot of editorial content about trends and how and when to wear [our jewelry]," Jain explains. "Finding out how to do that in a retail space was challenging."
Jain says the pop-up store is a way for BaubleBar to reach new customers that will continue shopping with the company online after the store closes. "Everything we do must be ROI positive," Jain says. "For that to happen, we needed to create a fun shopping experience [people] would talk about and then want to share with their friends. [The store] allows us to introduce the brand to new customers, who can touch and feel the product in person, then continue shopping on our site."