One thing is for sure; experiential retail isn’t the future, it’s right now. From GrubHub and Uber Eats to the power of kiosks and the BOPIS (buy online pick-up in store) trend, the retail landscape isn’t changing, it already has, and it’s all about the customer experience.
Real-world experiences must overcome the simplicity and convenience that today’s one-click world has grown accustomed to. Accessibility and convenience alone no longer make the cut. Customers want tailored experiences, and they want it at their fingertips. They don’t want to simply walk into a store, make a purchase, and leave. They could do this from the comfort of their own home. Retailers need to take their current knowledge and understanding of the customer demographic and apply it in ways that surprise and engage. Remember, relationships trade on humanity, not technology. People are emotional and crave shared experiences with others, which means that creating moments that outweigh the convenience of an online click is paramount.
Retailers must think outside of the traditional retail box and focus on their specific targeted audience in order to provide an immersive retail experience throughout the shopping journey. Ask yourself who you are targeting – the customer, the customer’s influencer, or who the customer is buying for (a.k.a. the user). Some brands, like TGI Friday’s, are investing in CXO’s (Chief Experience Officers) whose focus is on the development of new ideas that target these specific audiences. This creates experiences that are more personal and brand outreach that is far more captivating. Investments like these help brands stand out and rise above the competition in both the brick-and-mortar and internet-driven world.
Not quite ready to make room for a CXO? Don’t worry, there are other ways to stand out from the pack of mediocre experiences. A great first step is identifying a priority process of the customer journey, by identifying and assessing what is most valuable. This information will create the biggest impact for your customers and business and will help to uncover solutions that will enable you to offer frictionless engagement across marketing, commerce, and service touchpoints.
For example, it’s no surprise that Uber Eats and other food delivery services are changing the culinary game but how can restaurants capitalize on this trend to increase their bottom line? Strategically using blank walls and windows to showcase content like “We Deliver” on hanging digital windows and posters supports this trend and brings the restaurant experience right to your customer’s door is one way to make an impact.
Another example is the BOPIS trend that is a new way for brick-and-mortar retailers with an online presence to offer convenience for their shoppers. Customizable kiosks can create frictionless shopping experiences that helps customers get exactly what they want without the hassle of searching store floors or dealing with lines. These visual solutions are just a few examples of ways that you can work towards not only enhancing your customer’s experience but to also generate extra revenue through programmatic advertising.
By staying on top of the discovery of new strategies and tech, we are effectively able to innovate and implement visual solutions that are tailored for your specific industry. We work with our clients to understand their businesses and develop strategies that prioritize their goals and elevate the customer experience. You won’t get a long list of products from us, but what you will get is a trusted partner whose mission is to provide you with the best visual solutions to ensure you’re on top of your experiential retail game. Does this sound good? Great, feel free to contact us.