The Age of Experiential Retail

Is customer experience becoming the new currency of retail? Should consumer engagement be the top priority of retailers, rather than sales? Experiential retail is becoming more and more popular as brick and mortar stores try their hardest to pull consumers away from shopping online and into their physical stores. In the increasingly competitive retail market, unique experiences are key in helping make sure you stand out from the crowd. Experiential retail is about creating an experience which is beyond the norm and defies traditional retail marketing techniques in the physical retail space. As consumers choose to invest in experiences rather than products, creating an immersive retail experience is key to compete and capture the consumer’s attention. With the rise of internet shopping, consumers do not simply go in-store when they have the ability to do their shopping from the comfort of their own home. Companies need to create memories to elevate the shopping experience by fusing retail and entertainment together, creating experiential experiences.

Flexible furniture is another way to be able to make the most of a space and having the ability to amend it dependent on the retailer’s needs. For our Globetrotter Shop in Shop project we implemented a unique concept of a community cabin in-store replicating a rustic log cabin for shoppers to immerse themselves in the great outdoors. The community cabin serves as an in-store retreat for customers and the furniture can easily be converted into a campaign area as both the walls and seating elements are flexible. We created an extraordinary store experience for Globetrotter shoppers and a flexible retail space for the brand. Creating inclusive retail stores is also key, such as on our Moët & Chandon display in Harrods London. The display features two elegant vertical screens which illustrate the champagne legacy, captivating the customer through visual intrigue and inviting them to explore. As the customer is drawn further into the display, they become aware that below the three bottles are buttons inviting to select the language. We implemented lift and learn technology to deliver an engaging customer experience for Moët Champagne. Once a bottle is lifted you are then immersed into the digital brand story, reinforcing the romance of this iconic champagne. The digital screens drives engagement and the language choices ensure an inclusive shopping experience. Department stores and multi-brand environments such as John Lewis, Debenhams and Selfridges are starting to create these experiential spaces within their stores to attract more shoppers and increase footfall. These multi-brand environments are already crowded with different branded displays competing for attention and it can be difficult to produce a display that attracts the most attention - ARNO can help you achieve this.

Websites for online shopping can control what the browser sees, however this is not enough to create a truly, engaging experience. One advantage that physical stores have over online shopping is the fact that they can stimulate all five senses. This not only creates a memorable experience for the customer, but also forges emotional connections between consumer and retailer, increasing the likelihood of purchase. A fully immersive experience in-store is memorable and engaging, improving the likelihood that will the customer will return in the future. We can help you to engage customers by incorporating features such as lift and learn technology, sound, touch screens, lighting and textures into your retail furniture, whilst at the same time remaining on-brand and relevant. We can oversee the whole process from initial design all the way through to installation and after-sales care to make sure that you are utilizing your in-store space as effectively as possible.

Nowadays shopping in-store can seem more like a chore rather than a pleasurable experience to many people. Due to the ease, speed and convenience of shopping online, retailers now have to entice customers into their stores with original, out of the ordinary ideas, and this can be achieved through the use of experiential stores and an exciting in-store experience. These days it is crucial for retail furniture to feature some aspects of interactivity in order to engage the customer’s attention and increase the chance of purchase. As well as being exciting and interactive, the store experience still needs to focus on and address the consumer’s needs. Customers are coming to stores to see products in real life before committing to a purchasing decision, therefore stores still need to have a certain amount of focus on their brand’s products, rather than just the experience as a whole. One way of achieving this is by making sure your range of products are being displayed effectively through your retail furniture displays. Here at ARNO we can design, manufacture and install high-quality retail furniture that promotes both your products and your brand, and makes sure you don’t fade into the background in the crowded retail space.

Whilst it is important to provide a great customer experience to entice the public away from the e-commerce and online shopping sites and back to the physical high street and department stores, it is also crucial that you do this by remaining loyal to your identity, and making sure your brand is being showcased in the best way possible. Here at ARNO we have worked with many retailers, from high street to high-end, and provided them with innovative POP displays, shop in shops, pop-up stores and much more that not only improve the customer journey, but also makes you stand out from your competitors. These days consumers don’t just want products, they want the memories and the experiences associated with the product. This will not only increase brand awareness but it will also increase brand loyalty as customers will remember the enjoyable experience they previously had with your company and will be much more likely to return and purchase from you more. Our dedicated in-house team of retail experts here at ARNO can design, create and install state-of-the-art retail furniture and displays that make you catch the eye of browsers, turn them into buyers and increase their loyalty to you. Simply contact us online to start your bespoke journey with ARNO.

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