In order to keep customers coming back to your brick-and-mortar store, they should be welcomed by physical experiences that are impossible to translate onto a screen. In this post I explain how to source and merchandise the right stock to do just that.
Minimalism is a beautiful aesthetic that many brands seek to cultivate. But it's hard to be authentically minimalist as a retailer whose stock and trade is things. If you design things, sell things, and create a lot of content about those things across multiple channels... well... you run the risk of creating some pretty uncomfortable cognitive dissonance if your brand is trying to pose, stylistically or philosophically, as a minimalist. That's where Essentialism comes into the art of selling.
It's true that high street stores need to find creative ways to evolve as customers' expectations around personalisation and convenience are reshaped by their internet informed world. But I don't believe our goal should be simply to make physical stores feel more like 'the internet' in order to justify their continued existence. In fact, I believe that truly savvy retailers understand that the absolute opposite is true.