Changing rooms are taking centre stage as experiential, value-add features of retail stores. Why do some retailers put lots of effort and energy into their bricks-and-mortar stores but ruin the shopping experience with substandard changing rooms? It is a sad fact but shoppers are too often subjected to cramped, uncomfortable and dirty cubicles – potentially wrecking the final, crucial decision-making stage before purchase.
“The fitting room experience is rapidly becoming one of the key reasons [customers] continue to shop in store,” says Kate Shepherd, director of strategy and insights at store design consultancy Checkland Kindleysides. “These spaces need to amplify the tactile, sensorial and emotional elements of the in-store experience that are impossible to replicate online.” Read more at Drapers.