Design studio Fyra has created a boutique-style collection point called Box that eases the hassle of online shopping. With brands being pushed to create simple and enjoyable e-commerce experiences, the brick-and-mortar space emphasises the value of aesthetic and social elements in stores. We explore the insights behind the development, and why consumers are keen for a click-and-collect upgrade.
Located in Helsinki, Box was designed for Posti, the Finnish postal service, and houses 600 storage lockers where people can pick up online orders. With its brightly hued interior, it has the aesthetic of a boutique while also being home to a number of practical features such as an unboxing area with a recycling zone, digital kiosks for returns, and fitting rooms. Box also features a ‘spotlight section’ in which brands can showcase select products, and a lounge space where people can sit down and enjoy a cup of coffee.
"The consumer behaviour of the Finnish people has changed significantly,” says Kaisa Ilola, Posti's head of customer experience and channels. “Before, there was a piece missing between the online store and home. Box was created to fill in the missing piece.”
Nearly half (48%) of Finnish consumers shop online monthly, but while buying online is as easy as pressing a button, returning unwanted or unsuitable items can be inconvenient. What’s more, transactions that start on-screen and end at an unmanned locker are typically devoid of the sensory stimulation and human touch that shoppers often desire. Consequently, developments such as Box may not only ease the hassle of online returns, but also provide people with the social element of brick-and-mortar stores that they have long valued.
With online shopping and serial returners shaking up the retail landscape, there may be a growing demand for physical spaces that make online returns easier. Nearly 80% of people report that they’ve made impulse purchases while browsing the web, and with 96% of people saying that they would shop with a brand again based upon an easy returns experience, it’s within a brand's best interests to offer smoother services.
By designing spaces that combine convenience with the opportunity for a more socially and aesthetically stimulating experience, brands can build loyal consumers as well as catering to social shoppers who value more interesting interactions with retailers. Similarly to Box, in the US, Happy Returns lets online shoppers visit physical locations where they can easily send back unwanted items on-the-go, while Amazon partnered with department store Kohl's to allow their customers to return products in-store even without boxes and labels.
Alex Poultney is a junior behavioural analyst at Canvas8. He holds a BSc in Psychology and an MSc in Psychology of Advertising. Outside of work, you’ll find him consuming any form of sport – from grass-roots to high-profile tournaments, or going abroad to sample some of the quirkier foods the world has to offer.
