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BizReport : Ecommerce archives : September 05, 2011

Bodum opens first 'lab' shopping experience

The high street is evolving thanks to online and mobile shopping. Research suggests that stores as we know them will be a thing of the past before long, and kitchenware brand Bodum is leading the way with the launch of its BODUM-lab store in Paris.

by Helen Leggatt

Recent research in the UK from Verdict Research found that online retail is growing six times faster than high street sales and that, by 2014, Internet transactions will reach $60 billion.

Furthermore, in the last 10 years around 40,000 stores have left the high street and malls and moved online, including familiar brands such as Littlewood, Woolworths, and Etam.

Those stores that do remain open will have to provide a very different shopping experience in years to come, predicts Verdict's Neil Saunders. Stores will come to resemble showrooms where consumers can try out and learn about different products, be educated by sales staff, and where purchases can be made from anywhere in the store via handheld devices carried by staff.

"By 2014, we predict the high street will become less about shopping and more about the experience," said Saunders, adding "Apple is ahead of the game, where their stores have already become a destination rather than just a shop."

That future is already here.

Bodum reportage 3384 copie.jpgTrendy kitchenware manufacturer Bodum opened just such a destination last week in its central Paris store following a trial run at its Copenhagen site earlier this year.

As well as product demonstrations and variouos multi-media presentations, the so-called "BODUM-lab" will give shoppers hands-on time with products they are interested in whether it is a juicer, a coffee machine or a paring knife.

Purchases can be made directly online for delivery and the environment is geared up to collect product and service feedback.

"Our great confidence in the quality of our products means that we are not afraid of direct feedback from our customers. We have already benefited greatly from suggestions from our customers through channels such as Facebook and Amazon. BODUM-lab is a natural next step in our direct dialogue with customers," said Jørgen Bodum, CEO.

Tags: high street, in-store experience, interactive shopping, online shopping, shopping experience, UK

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