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在过去的几年里,由于新冠疫情的影响和线上购物趋势的加速发展,零售业和酒店业都经历了巨大的变化,催生了差异化发展和吸引顾客的新创意。
三场圆桌会议中大家都提到了从消费到体验的转变,这背后的原因不仅是疫情期间酒店的关闭和跨境旅行的中止,也包括人们对于使用时间的方式和地点的选择发生了巨大的变化。
本文对三场圆桌会议中出现的五个关键主题进行了解读,重点关注了最能够表现这些变化的案例,并对讨论内容进行了发散性的提问。其中一些主题业界讨论已久,而另一些主体则刚刚引起关注。但所有的主题都有同一个关键词:灵活性——无论是谈到空间、资源、思维方式还是服务。
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01. 逗留效应 – 超越人流,留住顾客
随着顾客与零售业关系的转变,零售商正在超越传统零售消费模式,在零售环境内的功能范围扩大到酒店、餐饮和休闲。与此同时,酒店也发展为休息、聚会、工作和娱乐的多功能场所。零售商和酒店品牌都在对场所营造的概念进行升华,打造吸引人们全天候逗留的场所。
零售业和酒店业的成功标准在很大程度上已经从到访者数量转移到了能否留住顾客。运营方希望通过零售业和酒店业之间的合作,通过逗留效应打造吸引人们长时间逗留的生态系统。
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无论规模大小,许多品牌和目的地已经先行实践。比如米兰时装店Slowear18每晚七点便会变成一个鸡尾酒吧,产品展示柜打开之后形成吧台。
公司的CEO在酒吧开业时向媒体表示:“我们希望通过融合购物和调酒这两种娱乐体验来强调我们与客户之间的关系建立在对顾客的热忱之上。”
奢侈品百货公司哈罗德也在以独特的方式提供更多酒店服务。哈罗德在伦敦的旗舰店以零售而闻名,但它也拥有英国最多的米其林厨师。
亚洲有很多利用逗留效应的典范。比如成都的O Shop,白天是家具店和咖啡馆,夜晚变身酒吧。咖啡台底部有一个内嵌壁炉,营造了一种舒适、愉悦的气氛;商店后面的反光面板收回来之后便露出了一个隐藏的酒吧。
伦敦圆桌会议的一位嘉宾指出,人们通常不会一直上到商店顶层,因此将这些楼层用作餐饮和酒店空间可以有效鼓励人们向上走,并逗留更久。Make对悉尼Chatswood Chase购物中心进行的翻新设计便采用了这种理念。我们对屋顶进行了扩建,包含了花园、餐厅、工作空间等功能。
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02. 行业性反思 – 面向未来的行业发展
多位圆桌嘉宾一致认为开发商和投资者需要认识到逗留效应带来的财务效益。较长的逗留时间会带来较高的收入。现有的租赁和投资体系应根据生活、购物和工作方面不断变化的期望发展。这需要整个行业重新思考,特别是如何对零售地产和酒店地产进行估值。
房地产不应被视为这些行业中孤立的单一资产,而应该被视为广泛生态系统的一部分,能够满足客户的所有需求,提供餐饮、办公、健身、购物、充电和放松的地方。正如一位会议嘉宾所指出的,酒店的意义已远远超越了客房本身,同样在于酒店所处的地点和社区。
业主有机会创造新的商业模式来适应消费需求的变化。随着零售业对购物者有了新含义,租赁模式将越来越收到购物者期望的影响。
正如普华永道英国零售板块主管Jacqueline Windsor最近在一篇关于改变零售模式的文章中所说:“需要品牌重新思考的不止是店铺的形式、位置和持久性,还有当销售不再是衡量成功的唯一指标的时候,要如何衡量店铺价值,这需要品牌拥有全局观。”
无论这意味着细致到考察零售资产的每个平方米,还是将公共空间占比纳入投资回报,很明显的是行业交叉需要新的思维方式。
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![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_1.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=1f008c0e2453b1938599c9fbea46349f 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_1.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=15f657272976ee66e4dae34ab360048f 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_1.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=c3d44c39ef4e5c84bd0dae9ba5f5e94d 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_1.jpg?auto=format&crop=center&fit=crop&h=683&ixlib=php-1.2.1&w=1024&s=5e411a8e63f1463bd46f25837d004b47 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_1.jpg?auto=format&crop=center&fit=crop&h=933&ixlib=php-1.2.1&w=1400&s=ee9dfcc4776e7a89c4b895e21e24f70b 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_1.jpg?auto=format&crop=center&fit=crop&h=1067&ixlib=php-1.2.1&w=1600&s=468856c841c36ffc1df1dac4cb7a780c 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_1.jpg?auto=format&crop=center&fit=crop&h=1280&ixlib=php-1.2.1&w=1920&s=c2b3fb0c71b01ffec12755792b95f61b 1920w)
The Commons是曼谷的一个以健康生活为主题购物中心,将零售和社交活动结合起来,鼓励人们在传统商铺以外的地方逗留和体验。商场30%以上的空间是露天的公共空间,将人们从城市的喧嚣中解放出来。商场上层空间可预订举行瑜伽课、音乐表演、艺术工作坊、舞蹈班等多种用途。
这一模式让人们重新思考地产和空间利用的价值。
来自 ArchDaily
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_2.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=35e3c897c54352c42140be94bc4be9b0 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_2.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=db52364d4cd40ac253eb37af192f29c1 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_2.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=6cefcdf0fbe4462918c51c935a809d12 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_2.jpg?auto=format&crop=center&fit=crop&h=683&ixlib=php-1.2.1&w=1024&s=4417e22b3d24e8fe77cd023a980fb2b9 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_2.jpg?auto=format&crop=center&fit=crop&h=933&ixlib=php-1.2.1&w=1400&s=462fbfb4c8e26971c03ee628aa36d170 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_2.jpg?auto=format&crop=center&fit=crop&h=1067&ixlib=php-1.2.1&w=1600&s=623b40fd0ab00a4a702e791ecc1998e7 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-Commons_2.jpg?auto=format&crop=center&fit=crop&h=1280&ixlib=php-1.2.1&w=1920&s=b26d438bc8bf3eb687004861a503b9d7 1920w)
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=032a303947a8cf0d4255564860f88148 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=0b1c38f1d5cf5f9cfb5c7eb85d078d61 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=a04af8f17d4abedff52bd499f7d7a007 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=683&ixlib=php-1.2.1&w=1024&s=2e4e664a3ee8d63bcefe14e0b9393bcc 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=934&ixlib=php-1.2.1&w=1400&s=15b6293ebae07ee23d114ce76e16a6a6 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=1067&ixlib=php-1.2.1&w=1600&s=11d83d07be890b4108fcfbac7a7b7643 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=1280&ixlib=php-1.2.1&w=1920&s=1a4dbb90bff0d75c9b1783b6ffe56f4d 1920w)
03. 品牌忠诚度 – 拓展客户忠诚度
品牌忠诚度不是一个新概念,会员制和积分计划在酒店业和零售业中广泛使用。但品牌忠诚度正在向物理空间和产品以外的方向转变。人们越来越多地选择把钱花在自己认同的品牌上,这在零售业和酒店业之间创造了一种新联系。
例如酒店正与理念一致的生活方式和零售品牌合作,提供延伸其物理空间自然体验。成功的基础是来自客户的信任。如果客人信任所住的酒店,便很可能也会信任与之结盟的品牌。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FDiagram_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=132&ixlib=php-1.2.1&w=210&s=b8c1a8ba9cfdefd50973fe30363e4dc9 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FDiagram_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=263&ixlib=php-1.2.1&w=420&s=366df2dc30c825edaee400d348298b6b 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FDiagram_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=482&ixlib=php-1.2.1&w=768&s=b92e58f76e27f4820571eb43cce92bbd 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FDiagram_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=642&ixlib=php-1.2.1&w=1024&s=9b2c5fbc6cc7edf532646be57164a5c7 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FDiagram_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=878&ixlib=php-1.2.1&w=1400&s=25c1bc9ed10f07f32af5ed0fdd8c94e6 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FDiagram_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=1004&ixlib=php-1.2.1&w=1600&s=e0433e8227a347e8bdbe06aaa764ac02 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FDiagram_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=1205&ixlib=php-1.2.1&w=1920&s=7ef2eb542a132e17c45e04464be6f5e0 1920w)
我们现在看到利用率不足的会议设施开始用作快闪商铺,酒店客房内产品印上二维码将客人带到网上商店。这种共享客流的方式不仅能为零售商节约资本开始,也能增加酒店对本地居民和外来游客的吸引力。
苏格兰的Gleneagles从几十年前便开始跨界零售,销售自家品牌产品。近年来酒店开始引入小众设计师的产品,为他们提供发展空间。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=70&ixlib=php-1.2.1&w=210&s=04bf75fb54c253d3bc601ec0e0238eb3 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=420&s=63bc6f9fe8471099cd5198c875a00fbe 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=256&ixlib=php-1.2.1&w=768&s=4570425e4e2965df513f4bbaa43732a8 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=341&ixlib=php-1.2.1&w=1024&s=b4c07ea1815bfaf72b33e7b553319bfe 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=466&ixlib=php-1.2.1&w=1400&s=99057e629535fc6036fad4c0904cf14a 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=533&ixlib=php-1.2.1&w=1600&s=c3d8406aac982c2e4216f8231fcc8f5e 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-loyalty-scaled.jpg?auto=format&crop=center&fit=crop&h=640&ixlib=php-1.2.1&w=1920&s=52002bc3d6d8fa711ae726c0bf7e2cff 1920w)
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FSoho-House_Nick-Glimenakis-scaled.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=4c314070f40a045242111d22ba5b9d4f 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FSoho-House_Nick-Glimenakis-scaled.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=47d6bdcfac7d28709c6ce64010e90432 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FSoho-House_Nick-Glimenakis-scaled.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=da129fb3cb9e5e7284cf7885c75257c0 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FSoho-House_Nick-Glimenakis-scaled.jpg?auto=format&crop=center&fit=crop&h=683&ixlib=php-1.2.1&w=1024&s=03df51ec0c553b9e7ede1b1fdcaee667 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FSoho-House_Nick-Glimenakis-scaled.jpg?auto=format&crop=center&fit=crop&h=934&ixlib=php-1.2.1&w=1400&s=ab03aecece8df282e20263038cf1e54a 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FSoho-House_Nick-Glimenakis-scaled.jpg?auto=format&crop=center&fit=crop&h=1067&ixlib=php-1.2.1&w=1600&s=b074672ec528334de4e25c36927cd9cd 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FSoho-House_Nick-Glimenakis-scaled.jpg?auto=format&crop=center&fit=crop&h=1280&ixlib=php-1.2.1&w=1920&s=f4eb419a3c6feeeef984f6efffe38a60 1920w)
品牌忠诚度源自顾客的信任。最成功的品牌以多种方式与顾客互动。Soho House就做到了这一点。
从最初的会员制会所发展到如今的Soho Works联合办公空间、Soho Skin护肤品系列和Soho Home室内设计服务。
Soho Home团队在室内设计师的帮助下将Soho House精致的室内设计搬入客人家中。
Soho House还与涂料与壁纸公司Lick合作,以酒店所在的不同城市为灵感,打造了八种涂料颜色,使客户能够进一步将Soho House品牌融入自己的家中。
照片来自 Nick Glimenakis
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=7cb876c6556605138e7f79d1177dfb1e 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=1d72823fcf843790cca2e262182e8bc5 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=6134ce8ee324fdece23278ed914ed229 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=683&ixlib=php-1.2.1&w=1024&s=49b843ba5bca66eae6263ce054d1cf1e 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=934&ixlib=php-1.2.1&w=1400&s=9832b4edb8c737860a304bbd66e9df44 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=1067&ixlib=php-1.2.1&w=1600&s=3e774b0a3e02377e772adfb216c84961 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FBrand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=1280&ixlib=php-1.2.1&w=1920&s=0fb9887d1596e0cb1014cfd9dbc83b1a 1920w)
04. 品牌殿堂 – 未来的零售业态
由于有逗留效应,商场正拥有越来越高的灵活性,模糊了博物馆、艺术、零售、酒店与文化之间的界限,邀请顾客沉浸在“品牌殿堂”的体验中。比如由Make设计的哈罗德百货豪奢名衣殿楼层的奢侈品商铺橱窗采用了精心斟酌的玻璃形式,营造了画廊的氛围,将各个时装设计师作品如艺术品般呈现。
在商场中融入酒店服务为零售业提供了独特的机遇,为顾客提供消费以外的体验。与网上购物相比,实体店要关注的吸引人们进入空间内部,打造亲切感,利用情感联系在品牌和客户之间建立更强大、更忠诚的关系。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=70&ixlib=php-1.2.1&w=210&s=4b708b5b729fc72da6ac8c662bead0e7 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=420&s=4e000712147e83d0b7a28a0f7ece77f3 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=256&ixlib=php-1.2.1&w=768&s=da737167933066ffff67fdd025847c5e 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=341&ixlib=php-1.2.1&w=1024&s=26b07851657b07afb74f0f2f23401623 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=466&ixlib=php-1.2.1&w=1400&s=188fb9c9f4791e20876fdd0ea4396fd9 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=533&ixlib=php-1.2.1&w=1600&s=5ab3ee53ad1fb3e83ac982015fa47a9c 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Brand-temples-scaled.jpg?auto=format&crop=center&fit=crop&h=640&ixlib=php-1.2.1&w=1920&s=ebbc9e9e67793acb1deac19419c087b2 1920w)
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_1.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=f1d98939eaf0da0d761caef11d92d1f2 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_1.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=3a69a1c69377ae96de690d7f55f32a08 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_1.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=e9a895f5e36c7559f158d1a4e922012f 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_1.jpg?auto=format&crop=center&fit=crop&h=682&ixlib=php-1.2.1&w=1024&s=35a642c95ef8e02d98010cc219d5c26c 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_1.jpg?auto=format&crop=center&fit=crop&h=933&ixlib=php-1.2.1&w=1400&s=84112c36037e12dc4aa7168b71b40f83 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_1.jpg?auto=format&crop=center&fit=crop&h=1066&ixlib=php-1.2.1&w=1600&s=e62ea14bae3c6c9d746467c122f11fed 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_1.jpg?auto=format&crop=center&fit=crop&h=1279&ixlib=php-1.2.1&w=1920&s=b2e8296f8f69b1b9550421eda6000cc7 1920w)
迪奥在巴黎的旗舰店是教科书般的品牌殿堂,包括了一个画廊、一间餐厅、一个咖啡馆、三个花园、一个活动空间、珠宝商、高级时装工作室等等。
并设有私人公寓Suite Dior,里面配有厨师和专属购物助理,使商店成为一个餐饮、住宿和沉浸式迪奥体验的地方。
来自56Paris和Hotel Barriere
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_2.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=fac7dfd3e9b43949e46308d3419b323c 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_2.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=32eea5c4197d3598a16c5d9cc41e6cd7 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_2.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=b925a9f366a67e140d9b05a14055d5a1 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_2.jpg?auto=format&crop=center&fit=crop&h=682&ixlib=php-1.2.1&w=1024&s=de51475dd7b6824210d1321ceb9312d6 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_2.jpg?auto=format&crop=center&fit=crop&h=933&ixlib=php-1.2.1&w=1400&s=871393b0e5b54c743d8f18aa8a081186 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_2.jpg?auto=format&crop=center&fit=crop&h=1066&ixlib=php-1.2.1&w=1600&s=c2e83948ebc8eac1871b56ae2d0e3e68 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FDiors-flagship-store-in-Paris_2.jpg?auto=format&crop=center&fit=crop&h=1279&ixlib=php-1.2.1&w=1920&s=32c0476c20fde05ffe855b420baee8df 1920w)
由LVMH持有运营的百货公司莎玛丽丹在巴黎的店铺容纳了650个奢侈品牌,涵盖时装、配饰、美容、珠宝和手表。商场改造之后设置了餐厅、保障性住房、办公室和日托中心,以及与之相邻的酒店和一家著名的米兰咖啡馆的分店。
体育用品巨头FILA也在发掘跨品牌伙伴关系的优势,与凯悦酒店集团合作在上海建立了品牌酒店FILA House,预计于2024年投入运营。酒店将成为FILA母公司集团新总部的一部分,还将包括办公空间、零售商铺和餐饮,使FILA可以将其品牌和服务扩展到传统零售空间之外。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-return-of-try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=c7d66a518fd39310764333f88b3f5c38 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-return-of-try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=f426304ee1a4b508317edd44efbaf1e2 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-return-of-try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=26746223bd011d67f4dcda4ae524a798 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-return-of-try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=683&ixlib=php-1.2.1&w=1024&s=fde57c74fd2166e6510419871562f5f5 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-return-of-try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=934&ixlib=php-1.2.1&w=1400&s=e1b57ef0eb60a9c9fb5b1c5c9f31dec6 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-return-of-try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=1067&ixlib=php-1.2.1&w=1600&s=72c96acdd5d744f9f35b51e97a07d64c 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FThe-return-of-try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=1280&ixlib=php-1.2.1&w=1920&s=d1e5eba4775db2a04e4de26c35b8680b 1920w)
05. 先试后买 – 在住宿的地方购物
2016年,法国零售商Pimkie推出了胶囊服装系列Mini Fashion Bar,让顾客可以从安特卫普的Banks酒店客房衣柜中购买。该系列由时尚博主创作,主打酒店住客在出发时可能忘记放入行囊的单品,也包括还有季节性的流行单品。
同样,Gap与Virgin Hotels合作推出了名为Lucy的应用程序,满足住客临时产生的置装需求。酒店住客通过iPad下单,衣服在几小时内便可送到客房。如果客人留下了产品,便需付钱购买;如果客人不喜欢,只需把衣服放在衣柜里便可完成退货。
Mini Fashion Bar和Lucy都没能够走得更远,或许是因为理念过于前卫,或许是需要不同的品牌定位。但电子商务的进步意味着人们已经习惯了“随时购物”。酒店为客人提供了先试后买的完美环境,特别床单和床垫等家居用品。现在很多公司和初创企业都在充分利用这一机会。
酒店品牌SLS便是一个例子。酒店住客可以通过扫描客房家具和设施上二维码直接访问酒店的线上商店SLS Shop,购买酒店品牌的产品并快递回家。SLS Shop提供与其品牌形象相符的其他品牌产品。
初创企业LiBi(Love it, Buy it)想到了相同的创意,从客人睡在上面的床垫到住宿期间租用的冲浪板都印上了二维码。LiBi抓住了人们对度假时使用的物品产生的情感联系,帮助客人便捷地把自己心仪的物品买回家。
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=70&ixlib=php-1.2.1&w=210&s=32297a060eac6ae840eb44354a69d9b4 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=420&s=7daa852be6bb09f297c8f3792ec81a62 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=256&ixlib=php-1.2.1&w=768&s=76ea041bbb708fc9d809462871324439 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=341&ixlib=php-1.2.1&w=1024&s=d5f24ca84e7c5652a489b5bf4ee0ff2c 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=466&ixlib=php-1.2.1&w=1400&s=ebfeaf1f370084b74d0e9058ff5f17b8 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=533&ixlib=php-1.2.1&w=1600&s=09bc6138a3316a42e29c9b55d33fd7c4 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F03%2FQuote_Try-before-you-buy-scaled.jpg?auto=format&crop=center&fit=crop&h=640&ixlib=php-1.2.1&w=1920&s=a9de279e29375da976dc5c240b44399d 1920w)
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_1.png?auto=format&crop=center&fit=crop&h=274&ixlib=php-1.2.1&w=210&s=323dc891239a4daf6e7df9e418971770 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_1.png?auto=format&crop=center&fit=crop&h=548&ixlib=php-1.2.1&w=420&s=8553bdee6c3c22b9b1d959bb0d9ca591 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_1.png?auto=format&crop=center&fit=crop&h=1001&ixlib=php-1.2.1&w=768&s=92db3f643ade6c05e03ba092cac9021b 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_1.png?auto=format&crop=center&fit=crop&h=1335&ixlib=php-1.2.1&w=1024&s=95695cf3d7c31985bd71738ea1cf2d6e 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_1.png?auto=format&crop=center&fit=crop&h=1825&ixlib=php-1.2.1&w=1400&s=36ff5b5cd960301926de80a02aa11e7e 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_1.png?auto=format&crop=center&fit=crop&h=2086&ixlib=php-1.2.1&w=1600&s=7605fcc18e55a747881b6312b1b1a5c0 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_1.png?auto=format&crop=center&fit=crop&h=2503&ixlib=php-1.2.1&w=1920&s=69ec8a443c7a65f6525dcffb0e3f5424 1920w)
美国公司Minoan允许客人购买旅行酒店里的特色产品,这一创意源自酒店创始人有一次在Airbnb中看到了他想买的音响。Minoan目前与超过160个优秀品牌合作。这项服务取代了客房服务和室内电影等服务,为与Minoan合作的酒店和出租空间提供了新的收入来源。
来自 Minoan
![#](https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_2.jpg?auto=format&crop=center&fit=crop&h=140&ixlib=php-1.2.1&w=210&s=7e575b5a2586bca9879cb83f632ebd2d 210w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_2.jpg?auto=format&crop=center&fit=crop&h=280&ixlib=php-1.2.1&w=420&s=47d6ae8691bce40386d37c6329099b14 420w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_2.jpg?auto=format&crop=center&fit=crop&h=512&ixlib=php-1.2.1&w=768&s=4dedefafee305e14081b746af4edd165 768w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_2.jpg?auto=format&crop=center&fit=crop&h=683&ixlib=php-1.2.1&w=1024&s=10034cdb87ad6c95b3d500e385210e92 1024w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_2.jpg?auto=format&crop=center&fit=crop&h=933&ixlib=php-1.2.1&w=1400&s=8aa33244482267704e0a07096b395def 1400w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_2.jpg?auto=format&crop=center&fit=crop&h=1067&ixlib=php-1.2.1&w=1600&s=6bc137e923109ef6f4dd8950417c4b7a 1600w,https://make-arch.imgix.net/https%3A%2F%2Fwww.makearchitects.com%2Fwp-content%2Fuploads%2F2023%2F02%2FMinoan_2.jpg?auto=format&crop=center&fit=crop&h=1280&ixlib=php-1.2.1&w=1920&s=f126a323e37a79f116f6c0c4cfc14e02 1920w)
结语
酒店业和零售业的核心都是为顾客提供最佳的接待体验。这不仅是某种举动或是一时一刻,而是一种思维方式,也是品牌体验应该关注的。
在全部三场圆桌会议中,参与者对升级后的体验能带来的新可能达成了共识。酒店业和零售业的融合提供了重要机遇,使品牌、运营商和设计师能够走到一起,集两个行业之所长,以全新的人际互动方式打造一个不一样的未来。