What You Can Learn From Newbury Street Retailers to Get More Customers
Newbury Street in Boston is a mile-long shopping experience destination known for its picturesque brownstones and vibrant mix of retail offerings, dining, and galleries. Our principal designer packed her bags and went on a tour of the most iconic retail spaces to see what makes Newbury Street retailers so captivating. In this article, we share the strategies Newbury Street retailers use to attract and engage customers.
North Face Newbury Street (October, 2024) localizes itself in the community with a custom map.
Newbury Street’s Story
Newbury Street is located in Boston, stretching through the heart of the Back Bay neighborhood. Its story begins in the mid-19th century when it was developed into one of the city’s most elegant neighborhoods. Because it was originally residential, its storefronts are iconic Boston brownstones with interiors cleverly adapted for modern retailers. This blend creates a unique retail environment that appeals to both the nostalgic and the contemporary shopper. Today, Newbury Street attracts tourists and locals alike with its diverse offerings and pedestrian-friendly charm. Its unique ability to blend timeless architecture with cutting-edge retail experiences makes it a standout in Boston’s urban landscape.
How Retailers Stand Out on Newbury Street
While having a location on Newbury Street guarantees outside foot traffic, there is no promise of paying customers. Retailers must take advantage of every moment they have with potential customers, as competitor retailers are within walking distance. The following strategies are how Newbury Street retailers successfully stand out amongst their competitors.
Eye Catching Window Displays
Newbury Street retailers understand the importance of engaging window displays and how to use them to draw foot traffic inside their stores. Retailers with second-level or set-off-the-street windows use bright and bold displays to get pedestrians' attention. While street-level displays are minimal allowing users to see into their well-curated stores to pique interest.
Kiehl’s Newbury Street (October, 2024). These 2nd story windows include bright and bold graphics with large readable lettering that draws the eye.
Away Newbury Street (October 2024) uses brightly colored products layered with bold graphics to showcase larger products and create interest.
Glossier Newbury Street (October, 2024). Glossier’s understated windows allow pedestrians to see into their well-curated store drawing users inside.
Fjallraven Newbury Street (October, 2024) uses brightly colored products paired with bold photography and text that invites foot traffic inside.
Memorable Welcome Moments
Newbury Street retailers prioritize creating warm, engaging, and brand-consistent entryways to set the stage for a positive shopping experience. Welcome moments give users time to familiarize themselves with the brand instead of immediately bombarding the user with products. This shows the customer that they are being invited inside to explore the store instead of just “buy and leave” giving the impression that lingering is not only welcomed, but encouraged. Welcome moments can be created in numerous ways, including visual elements, personally greeted by associates, or with sensory details, such as smell, sound, and light.
Norrona Newbury Street (October, 2024). Norrona’s memorable entry moment makes a big impact on new and returning customers alike.
Visual Merchandising & Storytelling
Once inside, retailers focused on storytelling above all else. Product-heavy stores like Topo Designs use visual merchandising to craft narratives for their products. Visual Merchandising creates a space for products to speak for themselves and deepen the brand story. Retail spaces with fewer physical products to showcase use displays to spark interest and tell a deeper story of the product or brand. Both types of storytelling show the customer that the space is more than a transaction, it’s meant to be enjoyed.
New Balance Newbury Street (October, 2024). Allowing space for generous product and brand storytelling tells the customer that the store isn’t just there to sell, but to tell a deeper story.
Topo Designs Newbury Street (October, 2024) creates well-merchandized spaces that allow the product to speak for itself.
Google Store Newbury Street (October, 2024) mixes digital and static displays to add interest.
Integrating Community
As retailer designers who constantly preach to invite the community into retail spaces, we were ecstatic to see that community hubs are still alive and well! From displaying local hikes and having guidebooks accessible to creating physical maps to localize their stores, Newbury Street retailers want to show that they are part of the community.
Arcteryx Newbury Street (October, 2024) localizes itself by displaying a map with favorite local hikes. They also give free access to local guidebooks, showcasing their store as the expert in these activities.
Newbury Street (October, 2024) shares photos and names of the employees so you can feel like you know them before interacting with them.
Levain Bakery Newbury Street (October, 2024) localizes itself in the community with a custom map.
How to Use These Strategies in Your Own Retail Space
Now that you understand the strategies Newbury Street retailers use to stand out among their competition, it’s time to integrate these practices into your retail space. With over 15 years of architecture, in-house brand, and design agency experience for influential brands including HOKA, Arc’teryx, Nike, Adidas, and Garmin, Feels on Brand is the go-to retail experience design studio for creating unforgettable retail spaces. Together, we'll help navigate designing and implementing your next retail brand experience. Download our Investment Guide to learn how to get started.
