Saying “since the dawn of time” sounds a bit dramatic, but it’s really true: from the beginning of human existence, we’ve built systems for buying and selling. Commerce is an essential part of every society, and in today’s world of e-commerce, we’re entering a whole new era, and marketing trends are following suit. As e-commerce becomes a staple for most buyers, brick-and-mortar retailers are facing unprecedented challenges. However, many retailers are embracing a new approach called experiential retail. Online shopping is convenient, but we all still crave in-person experiences and human connection. Creating a new kind of retail experience can help to bridge that gap. Want to know what the future of commerce looks like? Read on.
Since customers can purchase just about anything with the click of a button, brick-and-mortar stores are finding new ways to elevate the in-person experience and get potential buyers in the doors. Instead of simply marketing products and sales more, they’re marketing them differently, inviting customers into an immersive and memorable experience. This is experiential retail, and it moves audiences from simple transactions into actual connections with brands.
Experiential retail engages the senses, fosters emotional connection, and offers unique value beyond products and services. By promoting customer engagement and prioritizing memorable interactions, stores offer a unique advantage over shopping in the digital space. This creative solution is literally reinventing the customer experience, helping tangible shopping experiences stay relevant in today's dynamic retail landscape.
As the retail landscape continues to shift, consumer expectations shift along with it. Modern consumers are faced with more choices than ever before, so simply put: selling a good product is not enough to catch their eye or earn their loyalty.
Modern consumers crave more than just products. They want personalized interactions, entertainment, and opportunities for self-expression. They want to be the focal point of the retail experience, so you’re missing out on valuable customer interactions if you’re still just promoting your own brand, services, or products. Find a way to meet consumers where they are — and even better, make them the star of the show when they come to your brick-and-mortar location — and you’ll have them hooked.
It’s exciting to be part of a “club.” When you score tickets to a sold out concert or snag a limited edition candle or t-shirt, you get more than just an item. It’s accompanied by an air of exclusivity that just feels good. Tap into this feeling in your customers by offering a limited release, exclusive collection, or surprise drop.
An example of this: Hailey Bieber’s lip gloss phone case. Her rhode. branded lip gloss was already a cult favorite, so the brand created a special iPhone case that holds lip gloss right on the back for easy, anytime application. This product isn’t for everyone, and that’s exactly the point. It was created for superfans of the brand, solving a practical need while creating a new way to generate income.
All retailers, especially those without brick-and-mortar locations, can benefit from pop-ups. They are a fantastic way to meet consumers in the real world. Clothing brands like Skims and Nuud Clothing have recently launched pop-up shops for customers to view exclusive drops. Even more importantly, they get to touch, feel, and try on the products for themselves — something an online experience can never provide.
Experiential retail goes beyond customer entertainment and allows them to create an emotional connection with a brand. Interactive displays, immersive experiences, and brand activations all make room for experiential moments that create value for consumers and brands alike.
An experiential example from the world of makeup: When Huda Beauty launched a new galactic-themed eyeshadow palette, they built a sci-fi inspired interactive experience right in the middle of Covent Garden in London. The entire temporary set-up was outfitted with mirrors, lights, and shimmering artwork that felt otherworldly. The creator herself, Huda, sat on a throne to film promotional materials — and that same throne was available for customers to sit on, snapping photos to share to social media in the process.
Of course, not every brand can build an installation in the heart of London. But sticking with the interstellar theme: if your brand was launching an “out of this world” product line, you could host a movie night to watch ET or The Martian inside your brick-and-mortar shop. You could create an AR feature within your app that shows an “alien” inside people’s homes. Or you could even ship glow-in-the-dark stars with every order for that retro, nostalgic feel. Pick a creative idea within your budget and show clients that you’re thinking about their experience and trying to connect with them, not just sell to them.
Finally, keep in mind that not every consumer will be able to visit your brick-and-mortar stores — but it’s still important to give them a consistent brand experience. Omnichannel integrations ensure that consumers get the same look, feel, and experience every time they interact with your brand, no matter what platform they choose.
As you create experiential retail initiatives for in-person customers, integrate them with existing omnichannel strategies. This cohesive approach ensures a consistent brand experience and maximizes the reach. This way, even those who cannot experience your in-person shop will still feel involved in the fun and valued by your brand.
At Redstory, we’re passionate about experiential marketing because we know that connection is a major driver for success. Our mission is to connect brands to people and people to change through branding, content, and experiential events — and we’d love to help you come up with creative ways to engage retail consumers for your next initiative. Get in touch with us to learn more.