Melissa Barnes and David Page's presentation from the Digiday Retail Summit in Nashville

1. WHY DO YOU NEED A STORE WHEN
EVERYONE IS BUYING ONLINE?
How Rent the Runway is innovating its retail
model around the customer journey.

2. WE HAD CREATED A SEAMLESS
ONLINE EXPERIENCE
Empowerment via fashion freedom
- Browse
- Search filtered by
style, formality,
occasion
- Recommendations
- Look at customer
reviews
- Get second size for
free
- Get a second style for
$32.50
- Order arrive
- Exchange dress
- Customer service
- Seamless, free return
- Free dry cleaning
included
PRE-ORDER ORDER POST-ORDER

3. BUT THERE ARE SOME THINGS
PEOPLE JUST CAN’T DO DIGITALLY.

4. Browse endless
selection (like on site)
Walk in and try things
on
Browse and rent same
day styles
Collaborate with stylist
Get styled for that night
Get styled for an
upcoming event
Get style & fit
assessment
Pick up
Try on
Exchange dress
In-person customer
service
Drop off return
WE BUILT OUR RETAIL MODEL TO FULFILL
THESE NEEDS
WE UNDERESTIMATED HOW MUCH
PEOPLE WANT TO DO IN STORE
PRE-ORDER ORDER POST-ORDER

5. DREAM CLOSET

6. STYLE STUDIO

7. RTR BAR

8. FLAGSHIP PROTOTYPE

9. Interrogate the customer journey to understand
barriers, needs and desires.
Determine which aspects of customer journey a
“retail” space can improve, enhance and elevate.
Design the space accordingly – don’t be shackled
by retail convention.
TAKEAWAYS