Lululemon Athletica is aiming to lure in shoppers, and keep them browsing longer in its retail space and taking a few new approaches to making that happen.
November 23, 2015
Lululemon Athletica is aiming to lure in shoppers, keep them browsing longer in its retail space and taking a few new approaches to making that happen.
It's newest in-store strategy, being deployed at its biggest flagship, includes a community gathering place, called Hub Seventeen, where shoppers can watch films, check out art shows, attend a concert and even catch up on yoga, according to an Ad Age report. The Manhattan Flatiron District location will also feature a new concierge service to help consumers participate in those activities and even get tickets and access to other New York City events.
"Our local teams seek out and partner with leaders in the community … to create experiences that excite and inspire our guests," Carolyn Manning, U.S. director of brand and community at Lululemon, told Ad Age.
The initial debut of the two approaches is a pilot test at this point but could very well be deployed at some or all of Lululemon's 340 locations if it proves rewarding for the retailer.
