WHY DO YOU NEED A STORE WHEN EVERYONE IS BUYING ONLINE?

How Rent the Runway is innovating its retail model around the customer journey.

WE HAD CREATED A SEAMLESS ONLINE EXPERIENCE

Empowerment via fashion freedom

- Browse- Search filtered by

style, formality, occasion

- Recommendations

- Look at customer reviews

- Get second size for free

- Get a second style for $32.50

- Order arrive- Exchange dress- Customer service- Seamless, free return- Free dry cleaning

included

PRE-ORDER ORDER POST-ORDER

BUT THERE ARE SOME THINGS PEOPLE JUST CAN’T DO DIGITALLY.

Browse endless selection (like on

site)Walk in and try

things onBrowse and rent same day styles

Collaborate with stylist

Get styled for that night

Get styled for an upcoming eventGet style & fit assessment

Pick upTry on

Exchange dressIn-person customer

serviceDrop off return

WE BUILT OUR RETAIL MODEL TO FULFILL THESE NEEDS

WE UNDERESTIMATED HOW MUCH PEOPLE WANT TO DO IN STOREPRE-ORDER ORDER POST-ORDER

DREAM CLOSET

STYLE STUDIO

RTR BAR

FLAGSHIP PROTOTYPE

Interrogate the customer journey to understand barriers, needs and desires.

Determine which aspects of customer journey a “retail” space can improve, enhance and elevate.

Design the space accordingly – don’t be shackled by retail convention.

TAKEAWAYS