The company is using technology and innovative design details to enhance its in-store connection with shoppers — and reduce its environmental impact.
The intimate apparel retailer has taken the wraps off its renovated and reimagined store at Easton Town Center in Columbus, Ohio. The location features Victoria’s Secret’s “store of the future” concept, which aims to create a more welcoming space for all shoppers.
The design includes mannequins representing a range of sizes, inclusive product offerings and an easy-to-navigate layout. The store also has a smaller environmental footprint thanks to more efficient lighting and HVAC systems and low-flow toilets.
The renovated Victoria’s Secret also has been updated with new fitting room technology (from Crave Retail) that links each product with the store’s computer system through radio frequency identification tags. The technology enables customers to communicate with store associates directly from their fitting room.
Additional features include buy-online-pickup-in-store and dynamic video content. Custom video walls provide enhanced storytelling and interactive digital technology supports education and promotion with energy and motion in the space.
