Experiential Retail Design & How to Navigate It
Experiential retail is undergoing a transformation and it's becoming increasingly important for businesses to navigate this change in order to stay competitive in the market. The traditional retail model has shifted from simply offering products to providing memorable experiences for customers. This shift is being driven by the rise of e-commerce and the need for brick-and-mortar stores to provide something unique that cannot be replicated online.
Installation by Icelandic artist Shoplifter for Marni in the Milan store.
Businesses are using various strategies to navigate this transformation, and one key strategy is the use of technology. Let's take a look at some examples of how technology is being used to create immersive retail experiences:
Augmented Reality (AR) and Virtual Reality (VR):
AR and VR technologies are being used to create immersive experiences that allow customers to interact with products in new and exciting ways. For example, IKEA's AR app allows customers to virtually place furniture in their home to see how it would look before making a purchase. This technology allows customers to see how the product will fit into their lives, increasing the chances of a sale.
The Ikea Place App in action.
Interactive displays:
Interactive displays are being used to engage customers and provide a unique experience. For example, Adidas has created a virtual wall display that allows customers to interact with the products in real-time. The display shows different product variations and allows customers to customize their selections.
The Adidas virtual ‘Footwear Wall’ in London.
Smart mirrors:
Smart mirrors are being used to create personalized experiences for customers. For example, the beauty brand Sephora has installed smart mirrors in their stores that use AR technology to show customers what they would look like wearing different makeup products. This allows customers to try out different looks without having to physically apply the products.
Try before you buy beauty in action with Sephora’s 3d Mirror.
While technology is playing a major role in the transformation of experiential retail, in-person experiences are equally important. Let's take a look at some examples of how businesses are creating memorable in-person experiences:
Art installations:
Art installations are being used to create visually striking and memorable experiences for customers. For example, Louis Vuitton redesigned its stores worldwide to coincide with the anticipated release of its capsule collection in collaboration with the celebrated Japanese contemporary artist, Yayoi Kusama. Their Tokyo pop-up shop included a life-like Kusama installation
Louis Vuitton polka-dot stores for its Yayoi Kusama collaboration.
Sensory experiences:
Sensory experiences are being used to create immersive experiences that activate the senses. For example, Lush stores have been known for their use of scent to create a unique and memorable atmosphere. The store's products are designed to be smelled, touched, and even tasted in some cases, creating a multi-sensory experience for customers.
The Lush store in Dundrum Town Centre.
Events and workshops:
Events and workshops are being used to create a sense of community and provide customers with opportunities to engage with the brand in a meaningful way. For example, the beauty brand Glossier hosts pop-up shops that offer workshops and events such as makeup tutorials and skincare consultations. These events allow customers to learn about the brand and its products while also connecting with other like-minded individuals.
Glossier pop-up shop & beauty workshop.
In conclusion, experiential retail is undergoing a transformation and businesses must navigate these changes in order to remain competitive. By using technology to create immersive experiences and in-person experiences such as art installations, sensory experiences, and events and workshops, businesses can create engaging experiences that resonate with their target audience and build long-term brand loyalty.
(Images via Pinterest)
Interested in learning more about how we can help you navigate the world of experiential retail?
Since 2020, Ciara Petty Design Studio has become the leading destination for exceptional design solutions, serving retailers, foodservice operators, and hospitality businesses nationwide. With locations in Ennis and Dublin, we are strategically positioned to cater to clients across the country. With a visionary design team and unmatched attention to detail, we make a lasting impression that sets you apart. Unlock your business's potential with Ciara Petty Design Studio and discover the transformative power of design. For more information visit ciarapetty.com/about.
