New relaxation features are added to the store to enhance the in-store experience and invite guests to stay in the store longer.
APPEALING TO THE SENSES
Research shows that creating experiences that appeal to our 5 senses is very powerful. In this case, we chose to create unique touchpoints that cater to each of the senses. These touchpoints elevate the luxury experience of going to a Tommy Bahama store and serve as more ways to help customers relax while in the store.
As soon as guests enter the store, they are offered a complimentary beverage, such as lavender mint lemonade or herbal tea. This touchpoint invites them to stay in the store longer and enjoy their free beverage.
Calming nature sounds have been proven to soothe the brain and relieve stress. Nature sounds, such as waves crashing, will be played as guests shop in the store.
We created a signature scent for Tommy Bahama called the "Signature Island Blend". It's a mixture of soothing scents that is reminiscent of being at the beach. Customers can purchase the scent in candles or essential oil rollers. These products will help them to relax and also remind them of Tommy Bahama when they smell it.
Warm lighting, natural textures such as wood and plants, and island inspired images and colors are used throughout the store to evoke the feeling of "living the island life".
Trying on clothes is one of the most stressful parts of shopping. We saw the opportunity to make this experience unique to Tommy Bahama and help make buying decisions a little less stressful. The new changing rooms allow guests to visualize themselves in a relaxing place by selecting scenery to 'view' from the change room window. Whether it's at the beach, or a sunny vineyard, guests can visualize how their outfits will look and feel in that relaxing destination.
RELAXATION AREA WITH GUIDED MEDITATION
Guests are invited to sit and stay awhile at the relaxation area in the center of the store. In this relaxation area, guests can participate in guided meditation through the ipads and headphones provided. These public spaces makes Tommy Bahama a place where tranquillity can be found and makes mental wellbeing more accessible for always 'on-the-go' hard working people.