E-commerce et concept-stores : intervention Ultrō aux talks Retail Coaching de Maison&Objet

Online Concept Stores: How to Combine Different Brand Universes Through a Unique Shopping Experience?

The Nature of a Concept Store

Retail practices are evolving, as are consumer behaviors and expectations: stores are becoming cafés, cafés are becoming working spaces, and shops are turning into pop-up and event spaces. A concept store is an unconventional retail space that people visit to shop, discover, and get inspired. It offers a curated selection of eclectic, exclusive, original products gathered around a theme, style, or genre (lifestyle, vintage, art, etc.).

Concept Store: What Are the Differences Between the Physical Experience and Its Digital Version?

The digital shopping experience deprives consumers of several sensory and emotional triggers that influence the purchase decision: the storefront with its sign and window display, the architecture of the space, the scenography, lighting, sound, scent, etc.

Online, the context is entirely different. The e-commerce site is primarily a service, designed to facilitate quick and easy navigation in a short time. Unlike a store, which faces local competition, a website is exposed to much broader competition. However, despite expectations for performance and conversion, it’s still possible to make it a creative and distinctive showcase.

What Strategies Can a Concept Store Use to Express Its Uniqueness Online and Differentiate from a Standard Multi-brand Experience?

Identity

In-store, the concept store’s identity is expressed through the space, the products offered, and other sensory and emotional factors. Without these physical cues, the visual identity will allow the store to leave its mark on the e-commerce site.

Whether colorful, enthusiastic, rich, or minimalist, each store can claim its uniqueness. Some lifestyle concept stores even create their own products and thus become brands in their own right.

Composition

Composition organizes various visual elements (images, typography, illustrations, interface components) within a given space. By arranging these elements in a harmonious or strategic way, the designer can guide the visual journey of the customer. Composition creates a sense of dynamism and movement or seeks stability and harmony, and is crucial for establishing visual hierarchy.

It can also play an emotional role. Using certain composition patterns, subtle animations, or empty spaces — known as "negative space" — can enhance feelings of calm, tension, grandeur, or minimalism.

Photography

Product photography is both a qualitative and differentiating factor between the concept store and the traditional multi-brand retailer. Its primary function is aesthetic and commercial: it allows the concept store to showcase the products it sells by photographing them, regardless of their nature, under identical lighting and shooting conditions.

Editorial & Storytelling

Storytelling takes many forms: fashion editorials, artist profiles, stories of encounters and moments of life. It is a fluid that infuses the concept store’s culture and universe into the shopping experience, as well as through social media. It inspires the consumer and recreates an emotional context around the shopping experience. Above all, it is the best expression of the concept store's creative vision.