New Lids store concept combines tech, fun and fandom

Lids takes omnichannel one step further with new store concept. (Lids)

Lids will roll out its new store concept this week at the flagship store in New York City's Time Square. Aimed at the core customer—the fan—the store will improve the customer experience with the latest technology and personalization, along with the traditional styles consumers already know.

The layout of the store is meant to create a path through the store, while products are pulled away from the walls, closer to the consumer. The space is meant to look modern and includes pedestal fixtures as focal points for newly launched products. 

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The highlight of the store is the Custom Zone, which contains a touch screen for browsing the store's library of customization options for hats. Other technology includes digital messaging towers and screens that inform shoppers of new styles and promotions.

"Shoppers will quickly notice an enhanced Custom Zone experience, allowing them to customize their hat with a signature of their favorite player or a selected design from the digital design screen. Additionally, customers can easily find their favorite teams or popular brands with how the new design clearly showcases these sections of headwear," Jeff Pearson, senior VP of e-commerce & marketing at Lids, told FierceRetail. 

For a more up-close look, the embroidery machine is visible to consumers. And a featured wall will contain online orders to make in-store pickup fast and easy for digital customers. 

The store opening will include live music and special deals, plus 50% off customization for the first 48 hours. 

Lids has been making a conscious effort to improve in-store digital technology and the omnichannel experience over the last few years. Last March, the company erected a giant basketball bracket in an Indianapolis store in order to celebrate the NCAA basketball tournament. 

"We believe this new format will be our store for the foreseeable future as there are elements of entertainment and personalization with the new custom zone and the ease of shopping provided by the new layout showcasing the thousands of products available," Pearson added.

Lids is planning on opening additional concept locations throughout the U.S. later in 2018.