Re-thinking your in-store experience
Admittedly, people who go in to shops are quite often looking for something – they might not even know what this is themselves – but if they don’t find it, they will leave immediately. With the role of the high street changing, in-store experience is an aspect that all retailers need to analyse and develop in order to create a space that draws the consumer in on a higher level.
Traditional retailers have struggled over the years and this is not new news. Since the introduction of the online world, shoppers have diverted to these destinations however a solution to this has been made by tapping in to aspects that that differentiate in-store experience from an online experience.
This in-store experience is referred to as experiential retail - playing off the area of experiential marketing and advertising. This method is a strategy that is used to obtain deeper levels of engagement by encouraging consumers to participate in the brand in a fun way; this way a closer bond is created as they leave with a memorable experience.
Let’s take a trip to Oxford Street – Topshop. This store is massively overwhelming by its size plus being on the main shopping street in the capital, surely is just easier clicking through their stylist website. However, Topshop have designed their customers experience in a way where they have everything they could want – from cafes, nail parlour to barbers.
The in-store experience is a day out in itself and Topshop have successfully created this with the knowledge that they have to provide a unique experience against their high street competitors.
It is easy to create this big façade that portrays an image but what retails need to keep at the forefront of their marketing strategy is relevance. This can be explored through the data that you have on your consumers such as how often they are shopping, what products they are purchasing and how much they are spending. The integration of this data within your experience planning, you can discover what kind of experience is needed to motivate your customers to want to come in-store – all in all, the experience needs to resonate with their desires.
The correct production of in-store experiences has many benefits for retailers; whilst it successfully meets the brands initial wish of achieving a unique experience that draws shoppers from the web to the store, it also encourages online social presence through sharing. Each step combined, from identifying your audience to surprising and exciting them, all leads to them becoming loyal to your brand both in-store and online.
Mark Felix (John Lewis) will be with us this year to present a case study on creating captivating in-store experience. Register now to learn from the 2016 winner for Best Instore Experience and how they use digital tools and design to entice consumers to the high street.