We’ve considered for a while that creating experience within ‘bricks & mortar’ retail is the key to the shopper choosing this over (often cheaper and quicker) online purchases, and it was good to see this in practice when we visited one of the newest branches of Martinus in Brno in Czech Republic.
Expanding their success from Slovakia, Martinus have achieved in bringing a spacious yet homely retail space to Brno, that not only functions as a book seller but also as somewhere to relax whilst considering the books on offer… and as a place to have a coffee/lunch, to meet a friend, or sit with a laptop and catch up on work.
The materials used are warm and friendly, with organic timber furniture and shapes contributing to an inclusive and welcoming environment. Opportunities to sit and linger are placed around the store – seating is cleverly woven into the store's fixtures – why would you want to rush the experience when it is this inviting?!
Ultimately this fusion of experience helps to drive sales and enhances the customer experience beyond merely clicking an order online. The shopper feels understood and catered for, and above all valued – so maybe the humble coffee can help to conquer the likes of Amazon!
