THE FUTURE OF EXPERIENTIAL RETAIL

THE FUTURE OF EXPERIENTIAL RETAIL

#experientialretail is a term that defines the character and features used in brick-and-mortar premises to create a space where consumers can #engage and experiment with memorable experiences with brands.

In the era of online shopping, virtual reality, gaming, avatars and social net, experiential retail is a must for retailers to stand out for competitors in the high street and to create footfall, conversation rate and #loyalty. Consumers are willing to discover products in different ways, connecting with feelings, #emotions, nostalgia, experiences and #belonging to something that represents themselves.

To #connect and engage with #consumers, brands need to have a good understanding and knowledge of their target and needs, be aware of the latest market trends and be #authentic and loyal to their #mission. All this said it could sound evident that for any brand to be successful, however, it is crucial to create an experiential retail space.

One successful example of the above is the LEGO Group and how they design and implement experiential shopping in their stores. Lego proves they know their consumers and stands loyal to its mission, "inspire and develop the builders of tomorrow", after 75 years of foundation, continuously innovating and considering trends in the market. Lego's flagship store in Leicester Square in London clearly shows how experiential retail is successfully implemented. The store design, reopened and enlarged last year, comprises a storytelling concept from the shop's entrance to the last point of a 360-degree experience journey.

Everything around the experiential space is based on the company mission, #inspiring from the windows with the outstanding Elizabeth Tower at Westminster, capturing your eyes towards a magnificent James Bond car where all consumers engage and take a photo, followed by many more amusement thematic areas. #digital touch points and interactive #creative machines on the first floor build part of the exciting experience for kids and adults. Additionally, a Lego history exhibition area is making a beautiful and interesting journey through the years and evolution of the company.

However, one critical thing of this experiential shopping set is the #people. Lego is a place to enjoy building, playing and being creative, so people working there have those attributes visible to any visitor. People are the essence of success, and they are when they welcome farewell visitors, assist, and play with consumers. Finally, the #product is the show's star, well merchandised and replaced, and well embedded in the storytelling.

Other brands, too, are doing an excellent job in experiential shopping, such as Gymshark, with its first established brick-and-mortar space in central London. Everything in the shop involves experience and community, creating a space to participate in the company's mission: "We exist to unite the conditioning* community. *Conditioning is everything we do today to prepare for tomorrow". Then, as simple as that, the flagship has a whole floor dedicated to experiencing the mission through practising sport.

Similarly, the Swiss sports brand On recently opened its first flagship in the UK, based in central London, creating storytelling about #innovation, #technology, and #sustainability, bringing together the ruining community. On's mission: "To ignite the human spirit through movement".

Experiential retail is much more than an innovative design and fulfilment of technology while showcasing brands' products. It is the new way of brand engagement with consumers, creating trust and loyalty and, ultimately, a sustained future.