Pro Tip: Involving consumers in the retail process brings them into the brand eco-system and forges a new relationship between shopper and retailer. While in-store customization has done this for many years in store environments, bringing customers into the experience, even during essential trips, can create loyalty and positive memories.
As Swiss brand Victorinox celebrates the 125th anniversary of the Swiss Army Knife, the retailer returned to London with the opening of its flagship store on 388 Oxford St. this past fall. The return to London reflects the brand’s growing influence in the U.K. retail scene, while the new store and design concept (which can also be seen in Victorinox’s store in Brunnen, Switzerland) combines Victorinox’s principles of quality, functionality, innovation and iconic design with refined details. The brand’s corporate history, products and core values have all become part of the consumer’s overall shopping experience.