3 Tips for Creating Effective Experiential Retail

FRANK WEIL | March 19, 2019

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Recently, we’ve witnessed many retailers respond to a decrease in foot traffic with attempts to make their brick-and-mortar shops more flashy and fun. A good idea on the surface, unfortunately, plenty of them miss the mark when it comes to brand authenticity. The most popular fad of 2018, Instagram selfie backdrops, may have made a little splash at first, but taking a look at these fun-house effects from a marketing perspective reveals a bit of a problem: they put momentary gimmicks ahead of brand engagement and, as Fast Company reports, they do nothing to deepen the relationship between the customer and the brand. This doesn’t mean experiential retail is over, however. Far from it. It stands as true in 2019 as it did a year ago that retail brands must meaningfully engage with their customers, and to do so in person means they need to offer more than the customer can get online. Therefore, if a cool “grammable” backdrop is off the table, what can retailers do to enhance their customers’ experiences?

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