THE LONDON
COLLECTION

Assessing London’s store scene and comparing it to New York’s finest

THE LONDON COLLECTION

Assessing London’s store scene and comparing it to New York’s finest

In February we analysed New York’s finest and most innovative stores.

Now it’s London’s turn.

We visited 25 London stores to analyse the latest trends in in-store design, customer experience and innovation. In this report, we share our thoughts on these Great British innovators.

THE LEADERBOARD

We ranked every store we visited against the same three criteria:

Brand – The ability to surprise and delight customers, offering a differentiated experience which creates a genuine and authentic relationship with customers, based on trust and integrity.

Digital – Delivering relevant and individual interactions across all touchpoints, subtly introducing technology to reduce friction and be in a position to respond quicker to customer needs.

Experience – Becoming a seamless, customer-centric organisation which reacts and adapts to the individual customer’s needs, combining customer service, convenience, comfort and personalisation.

BURBERRY
Brand: 4
Digital: 3
Experience: 4

Visit the Burberry website
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SWEATY BETTY
Brand: 4
Digital: 2
Experience: 4

Visit the Sweaty Betty website
Download the Full Report

 

SELFRIDGES
Brand: 4
Digital: 2
Experience: 4

Visit the Selfridges website
Download the Full Report

 

MATCHESFASHION.COM
LUSH
Brand: 4
Digital: 1
Experience: 4

Visit the Lush website
Download the Full Report

 

LOAF
Brand: 3
Digital: 3
Experience: 4

Visit the Loaf website
Download the Full Report

 

PELOTON
Brand: 3
Digital: 2
Experience: 2

Visit the Peloton website
Download the Full Report

 

H&M
Brand: 3
Digital: 3
Experience: 3

Visit the H&M website
Download the Full Report

 

HAMLEYS
Brand: 3
Digital: 2
Experience: 4

Visit the Hamleys website
Download the Full Report

 

HARRODS
Brand: 4
Digital: 2
Experience: 3

Visit the Harrods website
Download the Full Report

 

ALEXANDER MCQUEEN
MADE.COM
Brand: 2
Digital: 3
Experience: 2

Visit the Made.com website
Download the Full Report

 

DOVER STREET MARKET
IKEA
Brand: 3
Digital: 2
Experience: 2

Visit the Ikea website
Download the Full Report

 

WHOLE FOODS
Brand: 3
Digital: 1
Experience: 2

Visit the Whole Foods website
Download the Full Report

 

L'OCCITANE
Brand: 2
Digital: 1
Experience: 3

Visit the L’Occitane website
Download the Full Report

 

ROUGH TRADE EAST
LULULEMON
Brand: 2
Digital: 1
Experience: 2

Visit the Lululemon website
Download the Full Report

 

TOD'S SLOANE APARTMENT
Brand: 3
Digital: 1
Experience: 2

Visit the Tod’s website
Download the Full Report

 

MULBERRY
Brand: 2
Digital: 1
Experience: 2

Visit the Mulberry website
Download the Full Report

 

LN-CC
Brand: 2
Digital: 1
Experience: 2

Visit the LN-CC website
Download the Full Report

 

GALERIA MELISSA
Brand: 2
Digital: 1
Experience: 2

Visit the Melissa website
Download the Full Report

 

TIFFANY & CO
Brand: 2
Digital: 1
Experience: 2

Visit the Tiffany & Co website
Download the Full Report

 

GENTLE MONSTER
Brand: 2
Digital: 1
Experience: 2

Visit the Gentle Monster website
Download the Full Report

 

THEDRUG.STORE
Brand: 2
Digital: 1
Experience: 1

Visit the TheDrug.Store website
Download the Full Report

 

Digital innovation has been retail’s biggest challenge to date. Many brands have invested alongside, or behind, the trend rather than attempting to get ahead of it.

David Gore, BJSS Head of Retail

REPORT AUTHOR

REPORT AUTHOR
Giorgia Gallarati

Associate Retail Consultant, BJSS

Giorgia Gallarati is an Associate Retail Management Consultant who specialises in delivering innovative customer-focused solutions and leading market research analysis. In this report, she combined her professional skills and her expertise as an amateur shopper to find London’s most innovative retailers.

Most recently, Giorgia helped a market-leading client to reimagine its consumer offering. This project delivered a demonstrable improvement to the client’s customer loyalty, while also bolstering its competitive positioning.

Giorgia.Gallarati@bjss.com

CONCRETE COMPARISONS

 Assessing New York’s newest and most innovative retail concepts

Assessing New York’s newest and most innovative retail concepts