C&A is testing a revamped retail concept that places even more emphasis on sensory experience. A store in Leidschendam, near The Hague, serves as a “learning lab” to learn more about customer needs and wants. Discover the pictures here.
Sensory journey
The completely renovated store has a sales area of 2,350 sqm over three floors in Westfield Mall of the Netherlands, the largest Dutch shopping centre. C&A says it offers shoppers “a new sensory journey through visual, tactile, olfactory, and acoustic cues.”
An enhanced customer flow invites shoppers to be inspired by the range, ensuring everyone finds the style and size they are looking for – in a pleasant and interactive environment. To immerse shoppers in the C&A brand, the retailer deploys all means: light, imagery, materials used for furniture and natural props, an acoustic ambience and the choice of scent along key touchpoints.
Valuable learnings
The concept store is being used as a lab to learn more about customer needs and wants, as part of the fashion company’s modernisation strategy, says CEO Giny Boer: “C&A is focused on modernising its store portfolio and customer experience, ensuring a consistent look and feel across all our sales points. This new store in Leidschendam will bring us invaluable learnings to apply in different stores, and we are looking forward to hearing feedback from our customers and staff.”
By summer 2023, more than a thousand stores across Europe will have been updated, the retailer reports.
