Stepping into a store that's a whole other world...

I’m a fairly regular West Edmonton Mall shopper and have a set of staple stores I make sure to visit on each shopping occasion. Of these, one of my favourites is Anthropologie. But, what is it about this particular store that keeps me coming back and causes me to linger, for sometimes an hour, looking through merchandise? It is that every time I step foot in the retailer, I feel as if I am transported to another world filled with magic and art. By using retail format and store layout in combination with unique displays and product selection Anthropologie has successfully created an atmosphere that provides customers with an experience through entertainment

The retailer is renowned for its creative window and store displays as well as an extensive selection of products, carrying everything from clothing and accessories to home furnishing and unique gifts and decorative items. In this way the store layout combined with product selection works to stimulate and inspire customers, creating a fun and exciting shopping experience. Entering Anthroplogie, a customer can almost forget that they are in a store since the sense of comfort is one that makes you feel at home and like you are free to browse and shop at your convenience. This draws the customer in and encourages them to spend more time in the store examining every product and creative display. As well, the lay out is extremely open allowing you to see each detail and spot the products that appeal to you.

Urban Outfitters Inc. owner of Anthropologie describes the brand as “an escape from the everyday; [a] source of inspiration and delight, where innovative merchandising, customer centricity and a curated array of products come together to create an unimagined experience.” By successfully fulfilling this goal Anthropologie has differentiated their brand through experience and has been able to add value for customers by continuing to also consider selection and convenience. By enhancing these three aspects of the RVP Anthropologie is able to carry higher priced items because for consumers, like myself, there are few stores that compare to Anthropologie.

What’s more Anthrolplogie has been able to carry over their in store experience online by launching The Anthropologist, in 2009. This link off their store website is an online space for creativity and imagination sharing creative works and encouraging customers to be inspired by life. As well, Athntoplogie's website links to Youtube videos that they have posted that work to promote the creative concept of the brand experience.

For those of you who are not familiar with the retailer I strongly encourage that you stop in next time you’re at West Edmonton Mall to see an excellent example of how store format and layout can step beyond the expected to create customer experience.

http://www.anthropologie.com/anthro/index.jsp

http://www.urbanoutfittersinc.com/

http://theanthropologist.net/

http://en.wikipedia.org/wiki/Anthropologie