Improving Shopping Experience In Apparell Setting In Turku
Ikeata, Anthony (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024121335634
https://urn.fi/URN:NBN:fi:amk-2024121335634
Tiivistelmä
Turku City Centre has experienced the negative impacts of e-commerce, online clothing selling point interruptions, evolving customer preferences, and the long-term implications of the COVID-19 pandemic on the clothing retail business. This research presented a comprehensive framework for revitalizing this sector using modern technology solutions, sustainability concepts, and the community. The research followed the Double Diamond Design Process, covering four stages: Discover, Define, Develop, and Deliver. This qualitative study was based on a literature review, interviews with key informants, and direct observation. The emergent issues affecting the apparel retail sector were provided, making these solutions realistic and innovative.
While general research revealed that present-day customers, including Millennials and Generation Z, prefer experiential retail experiences, this study however also revealed that fully virtual try-ons through the use of Augmented Reality (AR), Virtual Reality (VR), mobile applications, and the use of QR codes that display information on products once scanned, could greatly improve the in-store experience. These technologies formulate concepts that provide a competitive edge over online shopping platforms since they are fun and interactive. Furthermore, the growing demand for sustainability among consumers underscores the importance of offering eco-friendly and ethically sourced products, along with circular economy initiatives such as garment recycling programs. These initiatives resonate with environmentally conscious shoppers and help build long-term customer
loyalty.
One of the critical solutions suggested is the creation of a specific application for a smartphone that would connect online and offline shopping. This app would incorporate stock updates in real-time, targeted promotions, and augmented reality to fit with real-life images of the store’s products that allow users to shop both online and physically. In addition, there would be comprehensive information about the ecological footprint of every product in the application, which fits the trend of higher consumer awareness of the origin of products. The convenience of the app, as well as its potential to engage customers and generate traffic to the downtown area, places it at the center of the revitalization initiative.
Another important solution is the application of the Business Proposition Model which concerns sustainability and customer orientation of innovations. This model brings about positive change in terms of product selection by retailers and their suppliers, local and ethical sourcing, and packaging materials. By providing information about the returns system in the mobile app and implementing circular economy activities with customers, for example, take back programs, retailers can improve their value offerings. Furthermore, the Business Proposition Model will likely include guidelines for eradicating waste, effective energy consumption, and a reasonable choice of ethical partners – suppliers.
Also, this study suggested that retailers source locally made products from designers and artisans to improve connections within the community. Themes for events that can potentially be implemented in stores include sustainability workshops and fashion shows to potentially increase customers’ involvement and repurchasing. Retailers are also urged to join forces with local authorities responsible for urban regeneration projects, which help transform the image of the city center as a modern retail environment.
In summary, the framework presented offers a complex and integrated approach towards the renewal of Turku’s apparel retail industry. By applying the Double Diamond Design Process, the study highlights the necessity to embody AR/VR technologies, a mobile application, and the Business Proposition Model based on the sustainability notion. These solutions, combined with local community involvement and cooperation with local officials, offer a harmonized and revolutionary strategy for adjusting to the consumer's preferences, developing customers’ loyalty, and guaranteeing long-term success within a competitive and sustainable climate.
While general research revealed that present-day customers, including Millennials and Generation Z, prefer experiential retail experiences, this study however also revealed that fully virtual try-ons through the use of Augmented Reality (AR), Virtual Reality (VR), mobile applications, and the use of QR codes that display information on products once scanned, could greatly improve the in-store experience. These technologies formulate concepts that provide a competitive edge over online shopping platforms since they are fun and interactive. Furthermore, the growing demand for sustainability among consumers underscores the importance of offering eco-friendly and ethically sourced products, along with circular economy initiatives such as garment recycling programs. These initiatives resonate with environmentally conscious shoppers and help build long-term customer
loyalty.
One of the critical solutions suggested is the creation of a specific application for a smartphone that would connect online and offline shopping. This app would incorporate stock updates in real-time, targeted promotions, and augmented reality to fit with real-life images of the store’s products that allow users to shop both online and physically. In addition, there would be comprehensive information about the ecological footprint of every product in the application, which fits the trend of higher consumer awareness of the origin of products. The convenience of the app, as well as its potential to engage customers and generate traffic to the downtown area, places it at the center of the revitalization initiative.
Another important solution is the application of the Business Proposition Model which concerns sustainability and customer orientation of innovations. This model brings about positive change in terms of product selection by retailers and their suppliers, local and ethical sourcing, and packaging materials. By providing information about the returns system in the mobile app and implementing circular economy activities with customers, for example, take back programs, retailers can improve their value offerings. Furthermore, the Business Proposition Model will likely include guidelines for eradicating waste, effective energy consumption, and a reasonable choice of ethical partners – suppliers.
Also, this study suggested that retailers source locally made products from designers and artisans to improve connections within the community. Themes for events that can potentially be implemented in stores include sustainability workshops and fashion shows to potentially increase customers’ involvement and repurchasing. Retailers are also urged to join forces with local authorities responsible for urban regeneration projects, which help transform the image of the city center as a modern retail environment.
In summary, the framework presented offers a complex and integrated approach towards the renewal of Turku’s apparel retail industry. By applying the Double Diamond Design Process, the study highlights the necessity to embody AR/VR technologies, a mobile application, and the Business Proposition Model based on the sustainability notion. These solutions, combined with local community involvement and cooperation with local officials, offer a harmonized and revolutionary strategy for adjusting to the consumer's preferences, developing customers’ loyalty, and guaranteeing long-term success within a competitive and sustainable climate.