One being its extensive social media presence, another is its overall concept-not many people have been able to get their manicure done all while drinking the matcha latte that they ordered at the same counter they picked their gel nail color-and lastly its convenience factor. Chillhouse, the Lower East Side nail and body spa-that doubles as a coffee shop-has gained much popularity for a few different reasons. The idea of converging services and products may not seem new to people who live in New York City because of all the businesses that have implemented such practices.
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For example, Urban Outfitters in Herald Square has a hair salon, full beauty bar and even an extension to a poké bar. Collaborations can also range from celebrities’ influence to multiple channels within one brick-and-mortar. Attempts like this are found to be successful upon entering new consumer territory. Another way businesses are adapting is through collaboration with forces such as designers, celebrities, influencers, brands and retailers.
Whether it’s points that go towards a future discount or being able to grab a coffee during their stay, consumers are looking for that extra boost to keep them shopping in physical locations. It is no longer acceptable for a company to simply sell a service or a product, there must be an added outside benefit that comes along with it. In the current retail and services climate, businesses face challenges of fulfilling complex needs posed by potential consumers on a daily basis.
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