For anyone in the marketing space these headlines proliferate:
- Three out of four Millennials would rather spend their money on experiences than on consumer goods, and the generation is shaping a new experience economy, particularly when it comes to retail
- Like the Residential Retail trend, these new experience stores aim to bring shoppers back into brick-and-mortar shops
- Mass-market brands ranging from Sephora to Samsung are offering Millennial shoppers added value and one-of-a-kind experiences through in-store educational workshops, free classes, and hands-on product testing
- Through the use of technology and social media tie-in, retailers are engaging with customers beyond product. In the case of Lululemon’s Hub Seventeen, the community gathering place means the brand becomes part of the consumer’s daily routine
Retailers are struggling against the pull of armchair shopping at the likes of Amazon.com and trying to not only get customers INTO the stores but keep them there long enough to buy something. (And help the store generate buzz and excitement via consumer content – selfies and the like)
Restoration Hardware takes an abandoned, landmark building redolent in women’s and cultural history and restores it. There are now art galleries, libraries, an atelier where you can customize designs, Residential Retail. You can eat anywhere. They have performance spaces, lounges, a courtyard…all furnished with Restoration Hardware furniture. Everything you see can be purchased. It is THE hang out spot for anyone to ideate, design and nurture their spirit. A place where you can design your life, is the idea. It’s clever isn’t it?
blurring the line between home and hospitality.
In Experiential Design, We Offering A Place to Pause, Consider and Experience New Things.
Young shoppers need to be lured away from the ease of shopping online. The store needs to be an experience – a place to learn, be entertained. You are more than just a shopkeeper. You’re in the Edu-tainment game. How can you add value, add in yourself, make your store the place to be? That’s what you need to consider.