Out of lockdown and into Christmas
Melbourne loving getting back to physical stores
After nearly 12 weeks with the majority of bricks-and-mortar stores in Melbourne unable to open during Stage 4 Covid-19 restrictions, I was 'keen as mustard' to get out to retail shops on their opening day to see what had changed.
Written by Zita Watkin, Shop! ANZ. Photos credit: Shop! ANZ
On Wednesday 26th October, I visited Chadstone Shopping Centre on the first day of Melbourne's post restriction trading. Physical stores had been closed since August 6. Would 3 months of shopping local and a newfound love for on-line shopping equal walking into a baron retail apocalypse? Would the visual merchandising be outdated? Would stock be winter centric? And what would the shopper vibe be like?
When the writing was on the wall in July and stores were looking like they would need to temporarily close as Coronavirus cases were on the rise, retail was a sad sight. At this time, many stores were choosing not to open, and those that remained open seemed insecure and there was a general feeling of anxiety of the unknown. The shopping environment had changed before lockdown, and I wondered what it would be like to go back nearly 3 months later.
What I saw when I went back out again was impressive. Unlike my last store visits in July, the feeling was positive and to be honest, a little euphoric. Businesses and people had done the hard time in lockdown. What I re-entered felt like a Covid-safe space, with happy retail workers and keen shoppers. Here are some of my personal shopper observations on my maiden post-lockdown shopping outing.
Key learnings:
- Hygiene top of mind, integrated into the brand experience
- Acceptance of tech. Booking store visits
- Full shelves with fresh stock and inspiration
- Out of lockdown and into Christmas
- Going to physical store for the experience
Health and hygiene top of mind
During the early stages of the pandemic in Australia, people were restricted to ‘in and out’ style shopping, and ‘Covid-safe’ functional signage felt like a temporary requirement only.
But after months with the doors closed, retailers have refreshed their communications from what was simply an obligation before. I saw more innovation presented by retailers; merging brand, hygiene, and retail displays to create a more permanent and accepted Covid-safe experience in store.
Acceptance of tech. Booking store visits
Kmart is using an online booking system to manage people limits which also helps to create a feeling of certainty for shoppers regarding crowds. Great for health and shopper piece of mind!
Target Chadstone was an absolute delight to visit. Fantastic Covid-safe navigation, well laid out aisles and checkouts, not to mention a super full store of fresh stock!
An abundance of store signage, sanitisation devices and staff to help customers through every step of the new shopper journey.
Full shelves with fresh stock and inspiration
I absolutely loved going into all stores and seeing fresh new stock. What I thought might feel like a sterile and uninspiring retail experience (more sanitisation, less product and inspiration), was quite the opposite.
Out of lockdown and into Christmas!
I think the most exciting thing for me was seeing Christmas visual merchandising on display in all its shiny glory. I’ve been one of those people in the past that’s seen all the Christmas VM up in October and got that sense of dread and anxiety, “No, it can’t be that time of year already can it!?” But this year is so different. The Christmas VM made everything feel so fresh, and that “We’ve made it!”. The stores that had managed to install festive windows and instore displays really stood out. It felt special, and I could see shoppers wanted to be around that Christmas retail story.
Going to physical store for the experience (with social distancing in mind!)
Melbourne is world renowned for its cafes and shopping and we have missed this so much over the last 3 months.
Visiting Chadstone Shopping Centre made me remember just how much effort goes into making stores look like the "brands home" and "their story". An online store will never replace this feeling, and this trip to physical retail totally reminded me of this.
Whether I visited a beauty store, a high-end retailer or a pop-up activation, the physical spaces were designed perfectly merging Covid-safe environments and brand experience.
Counter spaces have been redesigned to create more space between shoppers and team members.
In conclusion
As Melbournian retailers start to trade normally and 2020 comes to an end, it will be interesting to see more and more innovation presented by retailers, merging brand, hygiene and retail displays to create engaging retail experiences for the new-normal shopper.
Written by Zita Watkin, Shop! ANZ. Photos credit: Shop! ANZ
All photos taken on this day (60) are being uploaded to the Shop! ANZ POP Search Engine. Member's have access to all photos. Please email marketing@shopassociation.org.au to access photos.
