Dive Summary:
- Online jewelry merchant BaubleBar has debuted their state-of-the-art New York pop-up shop through August 13, and some industry leaders are calling the design of the retail space a possible wave of the future for brick-and-mortar retail stores.
- Located at 121 Greene Street in the SoHo neighborhood, customers are allowed to use in-store iPads in order to design and purchase personalized jewelry. The store also features interactive displays to engage its customers designed by Perch Interactive to inform customers on current merchandise trends.
- "Everything we do must be ROI positive … for that to happen, we needed to create a fun shopping experience [people] would talk about and then want to share with their friends,” says BaubleBar Co- Founder Amy Jain.
From the article:
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."
