Container Store thinks Next Generation

The Container Store's Organization Studio allows consumers to work with experts to set up a space. (The Container Store)

The Container Store has unveiled a reimagined flagship store in Dallas focused on its Next Generation concept of personalized customer service. Complete with a different architectural design and digital resources, the retailer used consumer research to create a space that balances digital innovation and experience.

Research was conducted by architectural firm FRCH Design Worldwide and digital agency MJD, along with The Container Store. The team will continue to test and learn from this new store in order to roll out new concepts to existing locations.

“The new technology tools and intuitive product displays in the store allow more customer-facing time for the store team members. We want to help our customers accomplish their organization projects and having more personalized interactions allows us to serve them better," Val Richardson, vice president of real estate at The Container Store, told FierceRetail.

According to collected consumer data, the hardest part of starting a project was feeling overwhelmed. So in response, the Dallas store features 18 digital screens that offer inspiration and tips, as well as a design tool called The Organization Studio.

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The Organization Studio allows users to upload a photo or video of their organizational challenge and set up an in-store appointment to meet with an Organization Expert. The Expert will then present users with personalized solutions, free of charge.

Richardson says that The Organization Studio is the perfect combination of an online experience with in-store personalized engagement.

The Custom Closets section of the store creates a place with customers can visualize possibilities at different price points. It now includes a comfortable seating area with books to gather ideas for design spaces and interactive screens with more examples of real closet spaces for guests to look over.

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Plus, the new format of the store breaks the store into manageable areas, making it easier to navigate. Ceilings are lower for an intimate feel, and enhanced lighting and flooring create a more comfortable environment.

"The Next Gen Store creates a ‘test-and-learn’ environment for us to best understand which of the new elements resonate with our existing customers and attract new customers. We will evaluate how the different elements perform and determine how we incorporate the features into our new and existing stores," Richardson added.