If you've read the interview with CEO and Creative Director, Kristina Lindhe about sustainability, you know we promised two more on digitalization and the future of brick and mortars. This is us delivering on that promise.

How is your digital efforts changing the in-store shopping experience that has been affected by the pandemic?

Our digital communication drives traffic to our stores. Today, the customer knows what they like or the brand they like. And sometimes they want to see, feel, experience and try things that only the store can offer. The digital experience may not be enough.

In most cases, the store complements the digital experience by making it the last stop of the customers' digital experience. Those who come into the store have usually read about a product or the brand already on our channels or received information about it via our digital activities. They already know what they’re looking for when they walk in. So, then it becomes very much about helping customers find what they have been looking for and be able to provide the information, service or advice that they want. I would chalk the whole thing up to saying that there’s a need for personal, real-life interactions. That's why customers might come to our stores, to get help and for the tactile and visual experience that’ll lead to easy decisions. Customers are also able to pick up items in stores and submit returns. The stores are increasingly becoming service points as well as places for discovery and exploration.

I also think the stores will increasingly function as communities for customers. Our stores offer things our customers like, and things they want to associate themselves with. Customers who come to the stores are to a large extent fans of the brand. Therefore, I believe that brand stores will increase in importance in overtime. Offering service and a sense of belonging in some way are what’s unique for physical stores. Therefore, I believe that for stores like ours, it’s important to offer other things than what is directly linked to our brand. The stores will offer experiences and products that have some form of synergy with the brand without turning them into multi-brand stores.

What makes your consumer choose an in-store experience over the digital experience?

It’s the personal interaction. At first, when we were introduced to personalized newsletters and digital interactions, many of us felt seen in the digital world. Especially when “Hello Kristina! Log in here,” popped up on a screen or when a newsletter wished us a happy birthday. It is impossible for a person who works in a store to know the name of the person who walks in or when said person’s birthday is. In the beginning, I think we perceived these digital experiences as very personal. The more we were confronted by them, the more they felt less personal. This creates a longing for human interactions.

What are some of the exciting things Lexington is doing when it comes to the in-store experience?

Above all, I would say that our stores are inspiring. Something is always happening either inside the stores or the windows. We invite customers to “how-to” events in which we share tips and tricks on how to set a table for holidays, how to refresh the bedroom or how to style something.

I’d also emphasize the importance of the personal interactions we have with our customers. We have fantastic staff members in our stores. We’re known for having friendly and knowledgeable staff who take care of our customers' needs. That part is, in fact, very important. You’re more likely to revisit a store where you think you’ve been treated well. But when it's the other way around, you’ll never go back. And that very thing, the friendly human interaction, cannot be digital.