Whether we are working with a digital-first brand, or a traditional wholesaler opening brand-owned brick and mortar stores for the first time, everyone has one key directive for 2018: Deliver an Experience. An experience is important in that the best ones bring aha moments, moments that catapult customers from “MAYBE I will buy this” to “I HAVE to have this”. Experience also educates your customer at a deeper level and establishes an emotional connection.
During the design of our 2018 infographic below, we came across this incredibly powerful and relevant quote from the great Maya Angelou:
“You are the sum total of everything you’ve ever seen, heard, eaten, smelled, been told, forgot – it’s all there. Everything influences each of us, and because of that, I try to make sure my experiences are positive.”
The fact is that in today’s hyper-connected world, consumers have endless options at their fingertips at any moment. They can choose to spend their money on virtually anything and everything, from the hottest product, to the trendiest vacation destination, to the latest wellness initiative. So today it’s not just about signing a lease and offering a SKU, rather it’s about bringing the product to life for consumers in ways that open their minds to the life experiences they enable. This has a direct benefit of differentiating your brand from others.
With experiential retail, brands and retailers have the unique opportunity is to seize true mindshare with customers by creating moments of discovery in stores that truly immerse them in today’s possibilities. They also encourage customers to stay longer, learn more and develop a relationship with your brand, not just the products or services you sell. This could mean integrating a virtual reality dream sequence, as Leesa does at their Dream Gallery in Soho, NYC or by having community-driven in-store events and classes, like brands Athleta and Bandier do.
We have been dedicated to bringing these dynamic experiences to life for our clients for almost a full decade now. Here is our cheat sheet of a few things we’ve proven along the way on how to unlock the value of experiential retail – the focus of this infographic is on what a few of those key considerations are when bringing to life a new retail activation: important touch points within the store, the impact of higher dwell time, key technology considerations, and data analytics as a feedback mechanism.
How are you planning to incite engagement in 2018?