As a term, ‘Store of the Future’, begins to sound a little like store of the past, it’s been around so long. That said, the phrase is still bandied around by numerous retailers and brands and one of the latest to do so is Tommy Hilfiger, which has revamped its Amsterdam store based on being forward looking.
It might perhaps have been advised merely to call the store a new flagship for the city as in this instance the future turns out to mean interactive screens, personalisation in-store and a café (which it already has in London).
All of this means that it is also a reasonable example of a brand that wants its stores to be ‘phygital’ with shoppers being able to interact online while in the store as readily as might be the case when sat at home.
And when the shopper eventually arrives at the ‘People’s Place’ café the tables have monitors inset into their tops in order that browsing of the Hilfiger ranges can continue.
The 300 sq m store is on Pieter Cornelisz Hooftstraat, the home of the big name brands in Amsterdam and it does look flashy and very aspirational. Whether it needs to be called a store of the future when it does the same as many other retailers are doing does seem to be a rather different matter.