Retailers are limiting in-store inventory, but this shop made inventory the actual design

San Francisco – Click-and-mortar retailers have found an increasingly successful formula: use the physical store as a showroom, have customers try on what they want and then order the items online through a unified POS system. Apart from a unified POS system, one of the keys in this strategy is limiting in-store inventory accordingly.

Don’t tell that to shoe brand FEIT: at its new San Francisco location, the luxury footwear manufacturer turned the stockroom inside out – it’s now part of the actual store design.

The purpose was to eliminate that awkward lull in every shoe-store transaction: the moment when the attendant goes to the backroom in order to retrieve the items in the right model and size, leaving the customer alone with their thoughts and doubts. To designer Jordana Maisie and FEIT founder Tull Price, this was a way to reimagine and improve the customer experience, unchanged for ages in this particular sector.

The simplicity of the packaging has been elevated as a design element

But achieving that in an 80-sq-m space was quite the feat. Maisie used vertical space intelligently by creating a shelving system around the perimeter of the store that mimics the craft-coloured shoe boxes and blends with the birchwood items used on the main floor. ‘The simplicity of the packaging has been elevated as a design element, introducing a repetitive, rhythmic feature,’ Maisie explained. ‘The perimeter shelving system provides an enhanced level of service, as stock is accessed without leaving the floor.’

The takeaway: As the backlash to blanding grows, here is a brand that took a stand and smartly used the austerity of its product packaging to its advantage in the crowded halls of physical retail.

jordanamaisie.com

Location 406 Jackson Street, San Francisco, CA 04111

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