Next-gen Container Store debuts
The Container Store is making shopping for kitchen and laundry supplies a lot more high-tech.
This 40-year old retailer has opened its newest store format in Texas and it's a futuristic, revamped version of its stores, with tech upgrades, organization studios, digital design screens and a lounge area. The Container Store plans to use the store to “test the waters” before rolling out the format to the rest of its footprint.
“Our purpose as a brand is to help our customers accomplish their projects, maximize their space and make the most of their home. In order to help them achieve those goals you’ll see a focus across all of our channels on making it easier to find the solutions they want and need,” said Melissa Collins, chief marketing officer for The Container Store. “The Next Gen Store plays a key role in bringing our purpose to life and continuing to cultivate meaningful relationships with our customers.”
According to Collins, the company "took a lot of cues from its online business" to determine where to invest more in bricks and mortar.
"This is also a confidence-building opportunity for our employees," Val Richardson, vice president of real estate at The Container Store, said. "We are having training sessions on the new technology to make sure they're much more comfortable using it."
This revamp comes at a time where plenty of older retailers such as Target and Express are seeking to compete with e-commerce giants such as Amazon.
“We know that countless retailers are building digital tools and using them to innovate the shopping experience, but combining the human element with technology is when things really get powerful,” said Val Richardson, vice president of real estate at The Container Store. “The Organization Studio offers the convenience of an online experience and marries it with a personalized in-store engagement that offers a curated solution created by a real person.”