Retail Inception: Are Stores-Within-Stores More Convenient?
When’s the last time you visited a Kohl’s? For me, it was this past week, and I noticed something about the store I’d never seen before while picking up a gift for my dad’s birthday.
Cue the angels singing... NOW!
Lo and behold: what stood in front of me but three aisles of Hallmark greeting cards. I gasped and started looking at the “His Birthday” section for a card (Side note: I love him, but I really hate that his birthday is 2 weeks after Christmas. I’m not yet ready to hit the stores again in search of that “perfect” gift. I just never learn to buy his birthday gift while I’m Christmas shopping).
So, thanks to Kohl’s, not only did I find the perfect gift (a man can never have too many sweaters) but I crossed another errand off my list. I’m usually a Target girl for cards, but the selection in the Hallmark section of Kohl’s was perfect. I had several choices to choose from, but not too many where I felt overwhelmed. Just like the movie “Inception” blew my mind, so did this store-within-a-store concept. I’ll be remembering this store combo forever!
This isn’t a new concept, though… we’ve all seen a store that includes a miniaturized store inside of another store. Can’t think of any? Well, let’s take a look at these retail realities:
Apple is right on Target
No, the other "apple"!
Technology giant Apple announced they would be testing out their stores within 25 Targets nationwide. For those who may be a bit confused, Target does already sell iPods and iPads within their stores but not their Mac computers. It’s still too early to know if Apple will sell their Macs there, but if nothing else it provides Target another competitive advantage against Wal-Mart or Amazon.
Friday Night’s outfit, from Lipstick to Shoes
Since October 2006, make-up lovers have been delighting over Sephora being inside select JCPenney locations. Even though these stores are smaller (only 1,500 square feet), they still pack quite a punch. This is such a great situation; women can now shop around for a new outfit to wear on a date (including a new purse) and pick up some new lipstick or a fun new nail polish color. One-stop shopping couldn’t be any easier!
Chips and a Checking Account
Steak? Potatoes? New Checking Account? Check, check, check!
Walk into a Dominick’s or a Jewel and you’ll come face to face with the ultimate convenience. A bank within walking distance to dinner: what a concept! Open a checking account at Chase while you’re grabbing snacks for the big game this weekend. Or, apply for a loan with TCF and grab a bottle of Merlot all within one errand. Perfect!
Best Buy’s Best Move
Many Best Buy stores have miniature stores right inside them like Verizon, Magnolia Home Theater, and Apple, just to name a few. This makes it easier for customers to comparison shop right there in Best Buy instead of leaving to visit an Apple or Verizon store location and never coming back to Best Buy. As someone who hates comparison shopping, this concept is a Godsend!
As I’m sure you’ve picked up, I love this idea of creating a store-within-a-store since it cuts down on the number of errands I have to run and it’s just plain convenient. If I can go into two stores and accomplish the work of doing 4 or 5 errands, then why wouldn’t I? Plus, both stores and brands are seeing an increase of traffic and revenue as a result. A sort of ‘you scratch my back, I’ll scratch yours’ type of marketing and partnership. Who wouldn’t love that?
Can you think of any other stores that have miniature stores within them? Do you like the idea? What’s your favorite combination? Sound off below!