Drawing customers into a brick-and-mortar store — and even more important, moving them a few steps further along their shopper journey toward a purchase once they’re inside — has become one of omnichannel retailers’ biggest challenges. Unique products and competitive prices are no longer enough: stores today must offer immersive, captivating experiences that help tell the story of the retailer and the products, while at the same time integrating the in-store experience with new technologies that deliver value beyond the purchase.
With more than 12,000 stores across the U.S. closing in 2019, retailers are under immense pressure to make the most of their physical presence — or risk joining the ranks of those that faltered.
Retail TouchPoints selected seven retailers that lead the pack in delivering memorable kinds of experiences, including theatrical retail; product customization; in-store events/classes; and “Instagrammable” imagery and scenery. With these unique variations on the traditional store, these retailers are blazing trails that will hopefully inspire other companies to rethink the physical experience:
- L’Occitane en Provence;
- Lululemon athletica;
- Serra; and