The advantages of store within a store come to life when companies use 5G solutions to address connectivity and security challenges
The store within a store concept isn't new, but the challenges that come with it certainly have evolved in recent years. Every organization's dependence on technologies and the connectivity that underlies them gives companies plenty to consider when planning their presence within another's facility.
From 5G vs. wired connectivity to cybersecurity and the like, there are many questions to answer and best practices to review before opening day. Let's dive into what makes store within a store partnerships work, the hurdles involved, and the technological solutions that can make them seamless.
What is the store within a store concept?
At its core, store within a store, or SWAS, allows host retailers to lease space to a partner brand, creating a mini-store within their location. The partner typically operates independently, managing its own inventory, pricing, and marketing. It's a cost-effective way to reach new customers without the overhead of standalone locations.
By giving partner brands dedicated space within their stores, hosts can increase foot traffic, diversify offerings, and boost customer engagement — all while adding rental income to their bottom line.
This collaboration works best when the brands complement each other. For instance, Sephora at Kohl's or Toys "R' Us at Macy's pairs well-known brands with department stores to create a cohesive shopping experience. Customers appreciate the convenience, while both brands see improved sales and repeat visits.
Emerging partnerships like Petco at Lowe's or Tonal at Nordstrom show how store within a store is expanding. These examples demonstrate the flexibility of the concept, proving it can adapt to many industries and varying customer needs.
IT challenges of the store within a store model
Behind the scenes, store within a store requires a significant IT support to operate smoothly. Networks are the backbone of retail operations, handling everything from POS systems to IoT devices and digital signage in the typical store. For a SWAS program, there are several challenges that need to be addressed.
- Security compliance: Adhering to PCI DSS standards for payment security is critical. Failing to meet these requirements can jeopardize both the host and the partner's reputation, as well as customer trust.
- Operational complexity: Setting up a store within a store network involves coordination between multiple IT teams, approvals, and careful planning. Delays or missteps during this process can disrupt launch timelines.
- Scalability and flexibility: SWAS partners often need the ability to relocate within the host store or expand to additional locations. Wired networks can complicate these transitions, requiring extensive reconfigurations.
As a result of these challenges and others, IT teams frequently determine that sharing the host's network is not the preferred option. A much better approach is to provide each SWAS partner with their own fully functional, isolated standalone network to operate critical systems like payment processing, signage, and scanners, etc.
Enterprise networking solutions for store within a store success
Modern enterprise networking solutions for businesses, particularly secure 5G-capable routers and the software that manages them, set IT teams up for success in addressing the challenges of store within a store. SWAS partners can use cellular solutions to operate independently of the host's infrastructure while maintaining high performance, security, and the utmost flexibility.
- Fast deployment: Plug-and-play solutions enable networks to be set up within hours, avoiding lengthy disruptions and allowing SWAS partners to start operating quickly.
- High performance: 5G networks handle traffic spikes, support IoT devices, and ensure uninterrupted operations, even during peak usage periods.
- Built-in security: Advanced features like zero trust network access and hybrid mesh firewalls ensure sensitive data remains protected and compliant with industry standards — without undue management complexity.
- Flexibility and mobility: Cellular networks make it easy for SWAS partners to relocate within the host store, open pop-ups, or expand into new locations without needing extensive reconfigurations.
- Cloud-based management: Intuitive, cloud-based network management platforms allow IT teams to monitor, configure, and troubleshoot networks remotely, streamlining operations for smaller and remote teams.
Simplifying long-term IT management
Once the network is operational, ongoing management becomes the focus. With the right tools, IT teams can ensure the SWAS setup runs smoothly without becoming a burden:
- Centralized remote monitoring: A centralized portal can provide real-time diagnostics for all SWAS locations, delivering proactive insights, helping IT teams resolve issues before they escalate.
- User-friendly tools: Intuitive management dashboards give teams straightforward insights into network downtime and performance, as well as data security incidents. AI-based assistance can make configurations and management even simpler.
- Scalability and reusability: Networks should be easy to adapt for future growth or relocation. A system that can be quickly deployed in new locations minimizes downtime and reduces costs.
These features ensure that SWAS partners can focus on delivering value to customers while keeping operations secure and efficient.
The store within a store concept is a powerful strategy for retail growth, offering unmatched benefits for both hosts and partners. But none of it works without the right IT foundation. Seamless, reliable solutions like cloud-manageable 5G routers eliminate common hurdles, enabling SWAS partnerships to flourish.