The Container Store Reveals First Next Generation Store
June 28 2018 - 8:07AM
Business Wire
Specialty retailer blends design, technology
and personalized service for a completely reimagined customer
experience
The Container Store, the country’s leading retailer of storage
and organization products, has reimagined its flagship store in
Dallas revealing a new architectural design, merchandising strategy
and proprietary digital resources that make it easier for customers
to accomplish their storage and organization projects.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20180628005354/en/
The Container Store Next Generation Store
entrance. (Photo: Business Wire)
The Next Generation Store concept is a result of extensive
consumer research conducted in partnership by The Container Store,
strategic design and architectural firm, FRCH Design Worldwide and
digital innovation agency, MJD. It brings to life a customer
experience that offers a balance of convenient and unique digital
resources combined with personalized service to deliver on the
brand’s purpose. The innovative new concept will serve as a test
and learn environment to determine elements for eventual rollout to
new and existing locations.
“Our purpose as a brand is to help our customers accomplish
their projects, maximize their space and make the most of their
home. In order to help them achieve those goals you’ll see a focus
across all of our channels on making it easier to find the
solutions they want and need,” said Melissa Collins, chief
marketing officer for The Container Store. “The Next Gen Store
plays a key role in bringing our purpose to life and continuing to
cultivate meaningful relationships with our customers.”
The technology components in the store were finalized after many
rounds of customer testing, which showed that customers’ biggest
hurdle in beginning a project was feeling overwhelmed. The store
features 18 digital screens supporting customers as they shop,
featuring everything from inspiration and tips, to an interactive
design tool and even a new proprietary digital experience called
The Organization Studio. The Organization Studio was developed
exclusively for The Container Store and is currently only available
at the Next Gen Store. It allows customers to upload a photo or
video of their organizational challenge online, describe the
challenge, and set an in-store appointment to meet with a store
Organization Expert. The Organization Experts will then present the
personalized solution they developed for the customer free of
charge and with no purchase commitment.
“We know that countless retailers are building digital tools and
using them to innovate the shopping experience, but combining the
human element with technology is when things really get powerful,”
said Val Richardson, vice president of real estate at The Container
Store. “The Organization Studio offers the convenience of an online
experience and marries it with a personalized in-store engagement
that offers a curated solution created by a real person.”
The architectural design breaks the store space into manageable
areas that naturally pull the customer through the store and make
it easier to navigate. Ceilings were lowered to make the store more
inviting, rows of shelving were removed to improve sightlines, and
new flooring as well as enhanced lighting were implemented to
create a more approachable and comfortable environment.
This redesign features Custom Closets as a real focal point with
higher ceilings anchoring the Custom Closet Studio in the store,
creating a destination where closet vignettes allow customers to
visualize possibilities at every price point. It is an elevated and
more comfortable experience featuring a new hospitality component,
including a seating area where customers can review an inspiration
book and gather ideas for their own spaces. There are also
interactive screens at the Custom Design Centers – a great tool for
the store team and the customers, showing more examples of “real”
closet spaces for them to peruse.
In addition to the Custom Closets Studio, new merchandising is
reflective of a real home kitchen or office space to allow shoppers
to get a sense of how products might work in their own homes. Small
and large project solutions are highlighted throughout the store to
show how one might begin a project or maximize their space in any
area they had not yet considered organizing.
About The Container Store
The Container Store (NYSE: TCS) is the nation’s leading retailer
of storage and organization products — a concept they originated in
1978. Today, with locations nationwide, the retailer offers more
than 11,000 products designed to help customers accomplish their
storage and organization projects and maximize any size space. The
Container Store also offers a suite of custom closet systems, and a
wide variety of convenient online and mobile shopping services.
Visit www.containerstore.com for more information about store
locations, the product collection and services offered. Visit
www.containerstore.com/blog for inspiration, tips and real
solutions to everyday organization challenges, and
www.whatwestandfor.com to learn more about the company’s unique
culture.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20180628005354/en/
The Container StoreMara Richter,
972-538-6893msrichter@containerstore.com
Container Store (NYSE:TCS)
Historical Stock Chart
From Aug 2024 to Sep 2024
Container Store (NYSE:TCS)
Historical Stock Chart
From Sep 2023 to Sep 2024