You’ll find phrases like social commerce and sustainable shopping among the many trends in the retail industry now but could experiential retail prove to be the most important and enduring of all? This approach is now used in different ways but how does it work?
An Immersive and Memorable Experience
The defining factor in experiential retail is that the shopper feels immersed in the overall experience. This can be seen in examples of pop-ups that use augmented reality and virtual reality to create something special. Huda Beauty set up a sci-fi experience in Covent Garden to promote their Mercury Retrograde product launch. Ikea also made the headlines when they offered a group of social media contestants the chance to spend a night in one of their stores.
This idea of immersing consumers in a brand or theme can be seen in other industries. Immersive movie experiences give fans a chance to explore the places where a film was shot and find out some of its secrets. In the online casino world, this look at the best UK slots reveals how themes are used to good effect. Thunderstruck II takes players on an adventure inspired by Norse mythology while Book of Dead has an Indiana Jones-style setting. These games stick to the classic gameplay of spinning reels and matching symbols but their use of interesting themes has helped them reach more players.
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An Interactive Way of Shopping
This retail style can introduce interactive elements to the shopping experience too. This is a method of increasing the enjoyment and feeling of engagement that consumers get from shopping, which can lead to them becoming more loyal or willing to pay higher prices.
The interactive elements can also be used to educate visitors about the brand. The Lush stores have made a big move in this direction by removing packaging from their products and allowing customers to scan them using their Lush Lens app to find out prices and ingredient lists. This app was launched at the Lush Harajuku location in Japan. As well as giving a more interactive experience, it also allows shoppers to feel they’re shopping more sustainably.
Exhibitions and Live Music or Events
Experiential retail projects can incorporate elements like exhibitions and live music to elevate any shopping trip into something special. One way of doing this is by combining physical and digital elements using the brand’s app. Nike’s flagship store in New York City is a great example, as it’s set up with enough for them to move everything around and add temporary exhibitions based on different sports whenever they want something different.
TOMS has been one of the leading names in this area over the last few years, setting up temporary exhibitions in their stores and using VR headsets so that shoppers can find out more about the impact of their campaign in Peru.
By looking at these campaigns, we can see how experiential retail can be carried out in so many ways to help brands connect with consumers and get more out of their interactions.
