INSIGHT
The retail convenience con?
Striking a balance between efficiency and experience
Towards the end of 2024, there has been a fascinating shift in how brands approach customer experience, balancing the efficiency of modern technology with the desire for more meaningful, immersive interactions. In the fast-paced world of modern retail, speed and convenience have become paramount. Consumers have become accustomed to quick online checkouts, same-day delivery, and seamless in-store experiences. Convenience literally translates to the state of being able to proceed with something for little effort or difficulty. While it makes sense on the surface to expedite the journey to reward customers with more time, the opposite effect is losing countless brand bonding moments.
A counter-trend has emerged, one that values slow, thoughtful and experiential shopping experiences, encouraging customers to linger, engage with the brand and build deeper emotional connections. Often it is the journey that is memorable and not only the end destination. For the busy consumer, time is now a luxury and one that has been successfully used by many luxury brands. However, for brands with a lower price point, does it make economic sense to compel their customers to slow down?
This is the “fast-and-slow” retail dynamic that we explore, incorporating examples that brands can employ to capitalise in new and surprising strategies on the benefits of both fast and slow retail environments.
Comfortable lounge seating at Gina Shoes
Fast retail: convenience, efficiency, edited and instant gratification
Fast retail focuses on providing customers with quick, efficient shopping experiences that prioritise speed and convenience. As consumer expectations for streamlined shopping grow, many brands have embraced technology and AI driven solutions to make purchasing faster and easier.
Key characteristics of fast retail
• Automated checkouts: Self-checkout kiosks and mobile payments have revolutionised how quickly customers can make purchases.
• Click-and-collect, seamless returns: Online ordering with in-store pickup offers customers the convenience of browsing online, then picking up their items without waiting for delivery.
• Smart mirrors and virtual try-ons: In fashion retail, smart mirrors and augmented reality tools allow customers to “try on” items virtually, reducing the time spent in-store and enhancing convenience.
• Edited collections: This can range from edited collections or stylists picks to capsule wardrobes where customers can select a style and sign up to a subscription service where their wardrobe is selected for them.
• Personalised recommendations: AI-driven recommendation engines can help customers quickly find the products they need, making the shopping journey more efficient.
Zara (Inditex)
Back in 2022, Zara opened a new store on Plaza de España which they introduced as their most advanced store concept, equipped with innovative technology such as the Pay&Go service, where customers can scan clothes with their mobile phones and pay, a online fitting room reservation service and an automatic online return point. Interactive mirrors that use RFID to detect what a customer is holding and suggest outfits as well as self-checkout areas that automatically identify the items being purchased. Since then they have rolled out many of these initiatives into their other stores and brands.
Technology driven Zara store, Madrid
Hotter 2.0
Hotter shoes challenged us to help them design a store with minimal shoes on display. This would provide flexibility to suit diverse locations from high street to small scale concessions. We designed a digital-first innovation concept through interactive projection mapping and integrated comfort hubs. To encourage exploration on screen, engaging with product innovation features and have virtual try-ons, delivering customised comfort and choices of colours and styles.
Projection mapping shoe testing at Hotter Shoes designed by Caulder Moore
The key benefits for convenient, fast retail seem apparent: reducing the time spent in-store, improving customer satisfaction, increasing sales by allowing customers to complete transactions quickly and meeting consumer demand for speed and convenience in an increasingly fast-paced world. The drawbacks are a bit more subtle. Since speed and convenience is the aim, often fast retail risks creating a more transactional experience. For example, only using self check out technology often cuts out the human interactive element. And when it goes wrong, is ripe for customer discontentment and walls of blank tv screens. In a study by the business of fashion, Age of Reenchantment’ WGSN, ‘2026 Future Consumer’, 44-56% feel “technology distracts me from living a more interesting life”
Slow retail: Immersion, experience and connection
In contrast to fast retail, slow retail focuses on creating meaningful, immersive, and leisurely experiences that encourage customers to spend more time in-store. This trend caters to consumers who crave personal connections with brands and value craftsmanship, quality and unique, sensory-rich environments. Its roots are based around inclusivity with safe spaces for differently abled people, those with anxiety or communication difficulties. So why take the trouble to keep customers on the site, even when they’re not actively buying? Slow shopping is basically an admission that transactions are usually much faster and more conveniently done online and so stores have to offer something else to entice shoppers to them.
Key characteristics of slow retail
• Tactile and sensory engagement: Slow retail spaces engage all the senses—sight, sound, smell, taste, and touch. These elements help create memorable, emotional connections with the brand.
• Craftsmanship and artisanal focus: Slow retail often emphasises high-quality, handcrafted products that reflect the brand’s commitment to artistry and thoughtful design.
• Community building and social spaces: Slow retail environments often feature communal areas, such as cafes or event spaces, where customers can interact with each other and the brand. Customers therefore spend more time in-store, increasing brand loyalty and long-term sales.
• Localisation and storytelling: Stores often incorporate local cultural elements into their design, reflecting the community in which they operate and telling the brand’s story in a way that resonates locally. This creates spaces that feel authentic and unique, making them destination locations that attract repeat visits.
Aspinal of London
Aspinal of London’s stores reflect a clear commitment to slow retail. Caulder Moore designed their flagship stores to feature seating areas where customers can relax while their purchases are carefully wrapped or personalised and they are often offered refreshments. This emphasis on hospitality, craftsmanship, and personalised service reinforces the brand’s heritage and luxurious identity.
Dedicated pause points and seating at Aspinal of London, Regents Street designed by Caulder Moore
John Lobb, NYC
Rather than trying to compete with the whirlwind of fast fashion on apps and social media, the new John Lobb store in New York City has taken a completely opposite approach. They have a bootmaker on-site who meets with their customers to help design & create their shoes. The process can take months, with the result being a truly bespoke item for each customer. The store also holds some ready-to-wear items, some of which are exclusive to this location.
© John Lobb
A lot of the brands that focus on pure slow retail are luxury brands and they have traditionally relied on heritage, craftsmanship, and exclusivity as their foundation. While these qualities continue to be essential to their allure, they are possibly not enough in a world where customer-driven innovation reigns supreme.
The numbers confirm the issue. Inditex achieved a 7.1 per cent year-on-year (YoY) sales increase in the first half of 2024, while in contrast, many luxury players posted stagnant growth (LVMH posted a 2 per cent revenue drop over the year’s first nine months) – or even a sharp decline, as is the case with Kering’s negative 12 per cent YoY over the year so far. This gap reveals a disconnect and part of it could be due to luxury brands that cling to their heritage, while mainstream brands swiftly embrace modern innovation.
Blending Fast and Slow Retail
While the obvious answer is that brands don’t have to choose between fast and slow retail—they can strategically blend both to cater to different customer needs and shopping journeys—the real challenge lies in the execution. The devil is in the details, as success depends on how effectively brands balance these approaches to maximize impact. This involves understanding their audience segments, aligning operational strategies, and creating seamless transitions between fast and slow experiences to ensure each complements the other. Done thoughtfully, this hybrid model can drive both customer satisfaction and long-term loyalty. Done carelessly, results in a chair or a charging point in the middle of a store. We explore three practical ways to begin this process cohesively and effectively.
1. The Fast-Slow Dual Store Concept
Brands can divide their stores into sections that cater to both types of customers. For instance, a fast-paced section of the store could feature self-checkout kiosks, express lanes, and click-and-collect services. Meanwhile, a slower-paced section could include areas for trying out products, socialising, or attending brand events.
Antipodea
We were given the brief by Antipodea to increase their evening trade, and extend beyond their traditional day parts. The hospitality space operated successfully during the day, emphasising it being a faintly fast-moving experience. By introducing different types of seating, a central fireplace at the rear of the cafe, and lighting changes, there was an immediate upturn in evening trade, resulting in a doubling of turnover. Additionally, layering in some specific location-inspired elements such as botanical wallpapers reinforced a sense of place relative to the critical location. Considered touches like these created a richer, more immersive experience.
Cozy mix of spaces at Antipodea, Richmond
2. Elevating Fast Retail with Sensory Engagement
Even in fast retail environments, sensory engagement can be enhanced to elevate the experience. For instance, a quick-service cafe could incorporate ambient music, unique lighting, or a signature scent to enhance the customer experience while maintaining fast service times.
Joe & the Juice at Gymshark
Gymshark’s Regent Street store features a small retail area and a juice bar run by Joe & the Juice, combining fast retail (quick grab-and-go drinks) with the slower, more social experience of group workouts in their in-store fitness area. This combination of efficiency and experience appeals to a broad audience, deepening customer engagement while keeping transactions fast.
Joe & the Juice in Gymshark, London
3. Using Technology to Facilitate Slow Retail Experiences
While slow retail is about taking time and creating meaningful experiences, technology can still play a key role in making these experiences seamless and enjoyable. For instance, brands can use data from online profiles to personalise in-store experiences, offering product suggestions or personalising services such as custom fittings or consultations.
Veja’s Slow Engagement Strategy
Veja, a sustainable sneaker brand, offers an in-store Clean, Repair, Collect service, where customers can bring in their sneakers for cleaning or repair. This slow retail approach ties into the brand’s sustainability efforts, offering a thoughtful, hands-on service that encourages longer interactions with the brand. Technology plays a role here by allowing customers to book these services online before coming in-store.
Veja repair station in London
Conclusion: Finding the Right Balance for Your Brand
The fast-and-slow retail trend highlights the evolving expectations of modern consumers, who seek both the convenience of fast shopping and the connection of slow, immersive experiences. Brands that strike the right balance between these two approaches can not only meet their customers’ immediate needs but also create memorable, lasting brand experiences that encourage loyalty and repeat visits.
As you consider how to blend fast and slow retail in your store, ask yourself, “What do my customers value most?” Whether it’s efficiency, immersion, or both, understanding your audience will guide you in creating a retail experience that resonates deeply while driving long-term success.
Contact us below if you wish to discuss how to fine tune your retail experience to your key brand fans.