What is experiential retail and why does it matter?

Increased competition and an ever-increasing focus on e-commerce challenges physical retail shop owners in a variety of ways. Experiential retail transforms old-fashioned methods and simple stock and sell customer journeys into something much more immersive and memorable.

Shopping becomes more than a transaction. It becomes an interactive experience that forms deeper connections with the brand and creates the type of lasting impression you need to foster long-term loyalty.

Experiential retail focuses on creating an immersive experience

Retail spaces in the real world rely partially on foot traffic and partially on online marketing methods these days. Catching consumer attention is essential, of course, but keeping it might matter more. Enter the realm of experiential retail.

Experiential is about experience. Consumers enjoy something beyond the everyday shopping trip. They’re enticed by human interactions, brand-specific ambience, integrated technology, and a sensory-rich environment. Retailers have to do more than display products nicely on racks and shelves with an occasional sale or discount to draw interest.

So what does immersion in a brand or shop mean anyway?

The customer becomes one with the retail experience. That might sound a bit confusing at first, but it makes a lot of sense in this interconnected, online-focused world. Static is passé. In a world where e-commerce has outpaced brick-and-mortar shopping, you need something extra special to get people through the doors.

This is especially true for luxury product buyers. They not only want high-quality items with considerable social value, but they also want to feel like part of the brand itself. Immersion helps make this possible. How do you do it? Read on.

Key aspects of experiential retail based on consumer preferences

Retail shop owners need to create interactive experiences to augment the entire customer journey. These methods not only grab attention right away, but they foster much stronger brand loyalty. Why? The modern consumer wants to have fun, be catered to personally, and feel like they are a part of the brand story.

Interactive and sensory-rich environments boost immersion

Start with visually striking store displays and other visual merchandising techniques that draw attention to the products in the best way possible. Your choice of shelving units, racks, lighting, and similar things matter. This isn’t much different than how retail shops always functioned, however.

Add interactivity. Install kiosks that allow shoppers to try on outfits virtually before heading to the fitting room. Use smart shelf technology that offers personalized recommendations to shoppers as they browse. Target all senses to create a more meaningful and memorable experience. Let them try things out and build a connection to products or the shop itself before they even make a single purchase.

Integrated omnichannel experiences build the brand

Ecom and apps must integrate fully with the physical retail environment these days. Experiential stores collect and use data about consumer behavior to target everything from product information to sales announcements. They offer easy purchasing, delivery, or pickup options for busy people. 

Even more importantly, shops should encourage increased connection with customers by allowing them to share their experiences online. Some fashion retailers install Instagram photo booths to boost engagement and get that all-important social proof immediately. Consumers play a huge role in spreading news about brands across all channels these days.

Live and augmented reality events build the consumer community

Besides a seamless shopping experience, retailers can offer extras that don’t have direct association with products or basic customer service. Events like shows, workshops, and in-store activities can increase customer loyalty. Consider launch parties for new product lines, DIY or crafting lessons, fashion styling events, or Q&A sessions. They provide added value, often without added expense, that makes each purchase seem better.

What are the benefits for physical retailers?

Interactivity and immersion lead directly to increased customer engagement. This translates into higher consumer demand and, ultimately, more sales and profits. At a more micro level, retailers gain a variety of unique benefits that contribute to their overall success. 

User-created, earned media

Word of mouth advertising through independent social media posts, influencer mentions, and brand ambassador actions benefit brands in a big way. Since most shoppers look online first for product details or company information, user-generated content can make a huge difference. This most frequently comes in the form of social media pictures and posts as well as online ratings on directory sites.

Brand differentiation

If your brand looks and feels just like another, you will lose the high-end buyer’s attention quickly. No one wants cookie-cutter products or experiences. A well-designed interactive and immersive shop means people will get to know who you are for all the right reasons. They won’t get confused or enticed away when the time comes to make a purchase.

Perceived higher value

In the world of luxury goods, it’s difficult to make an impact with a small, new brand. The more consumer engagement from experiential retail, the more people will respect and get excited about your brand. Immersion in the culture and feeling of the company itself and a focus on personalized attention makes shoppers feel better about spending more.

The better a person feels about interacting with a company, the more likely they are to do so again and again. Also, the more likely they are to tell their friends, family, and followers about their memorable shopping experiences and convince them to join in.

More importantly, what are the benefits for the consumers themselves?

Retail consumers make buying decisions primarily due to emotional factors. They fall in love with a new sweater. They want the same attention that a well-known influencer got when she showed off a new eyeshadow. A brand-new diamond bracelet makes them feel successful and stylish. Whatever the feeling they desire, it fuels their shopping experiences.

Products come with emotional impact. However, experiential retail makes the brands themselves and their related shops create or reinforce the same good feelings. 

Personal fulfillment, social proof, and becoming part of a high-value community all occur when someone buys a product from a company they vibe with. Their good in-store experiences translate into long-term satisfaction.

Conclusion

Clientbook makes effective experiential retail possible for brick and mortars and online shopping. For physical store owners, it provides the data needed to make personalized shopping experiences that form an emotional attachment and increase customer satisfaction. Explore the features, understand the unique benefits, and transform your customer base’s response to every in-store visit. Click here to get started!