Is there a mutual benefit? The store-within-a-store concept works well when the two retailers have complementary offerings and customer bases that align.
- For example, Target and Apple are a good fit, given the former’s cheap-chic aesthetic and Apple’s high-end brand positioning.
- That enables both brands to benefit from each other’s traffic. Apple gets a high-profile location where consumers are already regularly shopping, while Target sees traffic from customers who are seeking Apple-trained Target Tech Consultants or a broad selection of Apple products.
- Other retailers, such as Macy’s, use the concept to gain traction in a new category, such as toys.
The risk: While a store-within-a-store can drive more foot traffic, that incremental gain is only valuable if it leads shoppers to explore the rest of the host retailer’s store.
- That’s why Kohl’s makes a point to highlight how stores that feature Sephora at Kohl’s outperform the balance of the chain both in terms of sales and visits.
- That said, there is some risk that if both parties aren’t strong, a partnership can hurt a brand’s identity. That’s a critique that some (including us) have made in regard to Kohl’s both for its expanding relationship with Sephora—it is currently testing cross-company click and collect and accepting Sephora gift cards—and its relationship with Amazon, in which it accepts the online retailer’s returns.
- Walmart and the retailers that lease space via Popable face a similar challenge as they need to ensure that both brands’ customer bases align.
The big takeaway: For host retailers, the store-within-a-store helps maximize the value of their real estate. And, when two merchants’ have similar brand positioning and customer profiles, the concept is a no-brainer.
- But retailers that operate within another merchant’s store need to carefully consider how they can benefit from such a relationship.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.