6 Examples of Experiential Retail
Retail has been struggling recently as a result of the growth of online shopping. Most customers view shopping as a pointless task when they can get anything they may require delivered to their home at the click of a button. So, retailers have had to think of inventive ways to attract customers into stores, such as creating unique in-store experiences.
When 1,622 consumers were asked by Walker Sands in their 2017 Future of Retail study what would cause them to shop more in physical stores, personalised and unique experiences, such as food and beverage offerings, live product demonstrations and special events, were important to consumers.
Examples of experiential retail:
• Lush’s flagship store has an in-store spa to try out their products.
• Many retailers, such as Laura Ashley and White Stuff, offer customers a free tea or coffee in their stores.
• Vans’ Leeds Store has a halfpipe incorporated for customers to skate on and try their skateboards out.
• Ikea invited 100 competition winners to have a sleepover in store and select their perfect mattress.
• Dr Martens introduced a VR (Virtual Reality) station in their flagship store in Camden, which gives customers a tour of the brand’s original UK factory.
• Nike invites customers to come in store and try basketball shoes and shoot hoops with athletes.
Many retailers are offering similar experiences for their customers to try out their products. Most aim for these experiences to turn into sales, but a massive benefit of experiential retail is that the customer will remember their experience with the brand and talk about it with their friends. So, it’s a great way to market your brand.