Visual Merchandising: How to Gain a Captive Audience through Retail Theatre
It’s clear the high street has gone through a significant period of change in the last few years. The developments across e-commerce and social media have changed how we interact with brands and, ultimately, our shopping habits. Drop a pandemic into the mix and you have a catalyst for seismic change.
People are now omnichannel shopping, using various touch points to interact with brands and carry out research before making a purchase. Physical retail is still an integral part of the customer journey, but it must work alongside its digital counterparts to innovate and stay current. That said, there is a desire for a differentiated experience in-store versus the online experience. Guide to Next (2022) explains “brick-and-mortar stores will be the best place for consumers to experience a brand”. It provides huge opportunities for retailers to add those IRL layers of experience to excite, inspire and build brand loyalty. It’s a chance for their audience to be immersed in the brand, to look, touch, feel, smell and connect personally. Achieving this – as well as weaving-in a digital experience throughout – will ensure a captivated and fully connected audience.
NEOM (usually known for their muted and sophisticated colour palette) wowed shoppers last Christmas with their vibrant window, propping and packaging design, which no doubt captivated their audience and drove traffic into stores. It’s important for a wellness brand to provide an elevated physical retail experience to take their audience on a journey. Customers can discover: what the products are made of, how to use them, and experience their benefits. High quality customer service and brand ambassadors complete the experience, which delivers an overall memorable and meaningful experience.
Retail marketplace and community Ankorstore (2022) states: “41% of consumers are looking for more personal shopping experiences”. This is becoming more prevalent as consumers yearn for that personal touch that online shopping can’t offer in the same way.
John Lewis launched ‘The Style Studio’ in select stores to provide engaging personal shopping experiences. They offer free one-to-one styling sessions in-person in their beautiful boutique areas and virtually via video link. You can sit back, relax, gain inspiration and advice on your current wardrobe and desired new pieces.
These destination spaces are also perfect for in store activations and events, as they feel premium, elevated and have a point of difference to the rest of the store. They encourage consumers to spend time in store and have a truly experiential experience.
&otherstories set up personalised gift wrapping stations in-store at Christmas, creating a unique and personal touch. Various packaging elements could be selected to perfectly wrap your purchase ready to gift to your loved one. This activation works on many levels to build engagement, boost branding and create a memorable experience. Personalisation continues to be a popular trend in retail, with an exciting amount of opportunity. Packaging, monogramming and illustration can all be used to add a personal touch and fortify an emotional connection to a brand.
LEGO knows how to have fun with its retail spaces. Their recent Christmas windows were all about ‘building a playful holiday’, showing that creativity is really at the heart of the brand. To anchor their stores, they have a ‘pick and build’ section, so consumers can pick and mix their lego to suit them. The execution is visually engaging, immersive and interactive. The bespoke element also adds a meaningful personal touch.
There are many ways to inspire and engage retail audiences, and finding those that suit your tone of voice and brand purpose is key. Identifying the desired return on investment is also important, to ensure the activity feels targeted and focused, whether that’s increased traffic, conversion, sales or engagement. Retail theatre and physical activations should always be linked to social and digital channels to boost success rates and help with tracking from a data and sales perspective. Joined-up thinking across all channels is paramount.
We hope you enjoyed this edition from our visual merchandising series. If you want to create a unique and memorable experience for your audience, Please discover more here.
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Let’s be honest, the competition for retail brands of all shapes and sizes is fierce. Plus, with the increase in digital touch points, it feels like everyone and anyone has a campaign or story to tell. It can be hard to know how to cut through the noise.