LSN : News : Selfridges develops the meaning of retail therapy

A brand identity that grows like a plant

Sproutl rebranded by OMSE, UK

London – Plant marketplace Sproutl has been given an animated rebranding, with a platform and logo that grow and evolve like its product range.

Tuning into the Sproutl's ambition to make the experience of purchasing plants more accessible, while modernising the gardening sector, design consultancy OMSE has created a visual identity that ‘grows'. The company’s logo features twisting vines, flowers and leaves – including Millennial favourite, the monstera plant.

With bursting floral motifs and bright colours, the identity is a celebration of gardening that is meant to feel playful and joyous rather than factual. ‘We felt Sproutl needed an identity that could grow, just like its plants. Taking inspiration from the name, the core symbol can grow into many of the products Sproutl offers – from flowers and houseplants to shrubs and trees,’ explains OMSE.

With an algorithm that caters for users' specific plant preferences and goals, Sproutl is also taking a data-driven approach to gardening. To learn more about regenerative gardening technologies, readers should consult our Nature-hacking Market.

Strategic opportunity

As the gardening industry attracts a younger and more diverse audience, branding should reflect these societal shifts. Visual identities should feel playful, not prescriptive

Selfridges develops the meaning of retail therapy

Superself by Selfridges, UK

London – The British department store group is launching Superself, a wellbeing initiative designed to help clients rest and rejuvenate while shopping. With a range of events, experiences and activations, the project offers customers a chance to merge their self-care routines with their shopping ones.

Launching this February, the project will combine online and offline wellbeing activations. Customers in-store will have the chance to unwind in calming sensory pods designed by immersive reality company Sensiks, equipped with virtual reality headsets, soothing voice activation and climate control. The pods aim to improve moods, reduce stress and benefit physical health.

Expanding the definition of retail therapy, the store is also partnering with London-based women's charity The Stack World to offer customers breath work workshops, confidence coaching and sex therapy sessions. Offline, clients will have a chance to listen to a new wellbeing podcast as well as shop for a range of mood-boosting vitamins and incense sticks.

Taking a fresh approach to Contemplative Stores, Selfridges is prioritising customer wellbeing by offering educational resources and workshops that will help people with mental health solutions on the go.

Strategic opportunity

Companies keen to launch in-store initiatives should also launch complementary digital activations that cater for consumers who can't physically be present

Central Park is getting its own climate lab

New York – As the climate change crisis accelerates, urban parks are under threat from extreme temperatures, flooding and high winds. In response, New York's Central Park will be home to a new Climate Lab that will research, study and implement vital strategies to protect the future of public green spaces.

The initiative will create data-driven solutions to help cites across the country protect their parkland. Using mapping tools and data collection, the climate lab will create scalable strategies to help cities defend themselves from the impact of climate change. With 50% of New Yorkers stating that the only time they spend in nature is in city parks, the need to protect green public infrastructure is more urgent than ever.

As extreme weather events become more common, more cities will need to use technology to respond to the catalysing climate crisis. ‘With about 55% of the world’s population now living in urban areas, urbanisation plays an increasingly important role in how we manage and mitigate the impact of global climate change,’ explains Karen Seto, a professor at the Yale School of the Environment.

Central Park Conservancy, US

Strategic opportunity

Companies that collect user data should consider how this information might be used to help mitigate the effects of the climate crisis

Stat: Brand loyalty is on the decline

Rotaro in partnership with Airbnb, London

Once a defining factor of purchasing decisions, brand loyalty is becoming a rare resource in retail. According to a study by digital transformation consultancy Edit and Kin + Carta, only 6% of UK and US consumers feel loyal to e-commerce brands, compared to 9% for finance and 21.5% for offline food and drink retail.

A new set of drivers are influencing the ‘habit’ generation, who are more likely to shop according to incentives rather than emotions. The report finds that even habitual shoppers do not necessarily consider themselves loyal, suggesting that companies must reconsider emotional marketing strategies. ‘Brand affinity through emotional connection has weakened to be replaced by habitual ties based on lived and related experience with brands and retailers,’ explains Rob McGowan, joint managing director at Edit.

To increase brand loyalty, e-tailers must appeal to consumers in the earliest stages of shopping. A third of Gen Z respondents, for example, would sign up for brand communications in exchange for exclusive products. To explore other loyalty incentives, readers can revisit the Loyalty Market.

Strategic opportunity

To encourage repeat shoppers, e-tailers need to focus on incentive rather than emotions. Consider launching an SMS campaign that provides access to exclusive products