Liquid Retail, Part 4: Expect the Unexpected

A 6-part guide to the key trends changing the face of retail
Featured in A1 Retail Magazine

Part 4: Expect the Unexpected

Liquid retail is the fluid approach retailers need to adopt to survive and thrive.

By Emma Gullick, Associate Creative Director at design agency Phoenix Wharf

Revolution or Extinction

Whilst some sectors undergo constant evolution, others face a starker choice: revolution or extinction. Without regular reflection on how things could be done differently, there’s always the threat of a radical new market entrant seeking to eclipse you. By harnessing the power of surprise, some sectors have successfully fought back, whilst others have launched unexpected collaborations to keep things fresh.

All Change

After the 2009 financial collapse, the banking sector had to fight hard to regain trust whilst, at the same time, the convenience of online banking was making classic transactional formats feel outdated. Most big-name banks and building societies reconsidered and committed to new investment, with Nationwide, for example, creating the 4C Experience, for example: Convenience, Conversation, Consultation and Community. New areas allow for face-to-face interaction, with larger areas for meetings, private pods for those who prefer more privacy and tablets for those wanting to carry out independent transactions.

Unexpected Locations

In some sectors, a single disruptor brand can change everything. Back in 2015, Auto Trader’s ‘Car Buyer of the Future’ study revealed that just 17 out of 4,002 car shoppers - less than 1% - were happy with the established car-buying process. The stage was set for the arrival of Rockar, bringing the car showroom not only to the high street, but into shopping centres. By looking so different, new customer mindsets and demographics were encouraged, with all purchasing taking place online, either via tablet computers in-store or via mobile at home.

Surprise Collaborations

Brand collaborations have moved on from the era of more predictable allegiances – think food retailers at petrol stations - to more imaginative and unexpected pairings. Next has been a leader here, including teaming up with Virgin Holidays to target the family demographic. Last year, Virgin Holidays increased its V-Room concessions to a 31-store presence, targeting customers already in relaxed shopping mode. A champagne bar in its latest Basildon concession transports customers instantly to holiday mood.

Mixing High and Mass

Back in 2004, H&M shook the fashion world to the core by launching a revolutionary haute-couture-meets-high-street collaboration. Its first such collection sold out almost instantaneously, showing that the cross-market fusion no one thought possible - or necessarily advisable – was in fact a stroke of genius. In the course of the next (almost) two decades, H&M proved the idea right over and over, launching collaborations with an outstanding list of leading international fashion and shoe designers – including most recently with Giambattista Valli - to provide limited-edition access for fans who could never afford the mainline brands.

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