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synthetic materials with a concrete look

leather detailing

Eye catchers

golden wallpaper

chandeliers

Additional factors

plenty of daylight

natural greenery in the patios

ondustrial, yet homely feel

[The Retail Design Lab wrote this case study based on an extensive analysis of (and in consultation with) the retailer in question using our tools and scientific insights. This case study is intended to be an instructive 'best case'].

The store " La Bottega"  is located in the centre of Hasselt and is run by a couple formed by two passionate entrepreneurs: Karine Valy and Marc Jamar. Through the years, La Bottega has grown from a shoe store to a concept store in which, across three levels, contemporary collections of many national and international brands and designers are being offered to men, women and children. The store currently offers a complete experience in its original boutique space , now extended with the addition of the former Smeets distillery , a new building with plenty of daylight coming in through patios and a green roof. ‘Good food’, as well, is part of the story of this unique store .

A fascinating architecture and an attractive interior design are very important factors in building an innovative and “complete” concept. By linking the original shoe shop, a building with lots of character, to the well-known distillery, a beautiful combination of styles has been created. Following an extensive renovation process, maintaining as many of the original elements as possible, we can confirm that the old distillery shines again. The combination of both buildings creates an extensive range of materials, through which the designers strived to create an industrial look with a romantic touch. Every detail has been given thorough consideration and the design has received a great deal of attention. 

The building in which the shoe shop was started in 1991 has two levels. On the ground floor, the customers are welcomed by several entrances. Each one has an open landing area furnished with extravagant chandeliers and rich accents. On the ground floor one may browse through shoes (self-service for regular shoes and serviced for more luxurious shoes), handbags or accessories for ladies, and shoes for men and children.

For the male consumers, a more “rugged” section has been created in which a timber floor is combined with furniture showcasing a concrete look and some antique pieces. The presence of a gigantic Chesterfield type chair and golden wallpaper render the room even more masculine and classy. 

Although La Bottega wants to convey a feeling of luxury with its interior, the owners have tried to appeal to a wider audience by placing the women’s shoes in the daylight at the front of the store. The customer may browse alone for the correct size. Indeed, in the middle of the space, large concrete looking blocks are placed in a playful, stair-like manner to serve as an original display for the presentation models. This piece of furniture contains many compartments in which shoeboxes for all the available sizes can be stored and found. These practical elements, combined with a concrete floor and benches covered in joyful fabrics transform the space into an ideal place to buy a new pair of shoes in a fast and pleasant way. 

The counters in this store are the true eye catchers. Their concrete look is complemented with timber shelving in steel frames in the background. On the ground floor, the wall behind the counter is quite striking thanks to the use of golden wallpaper, a colour that runs through the different departments. Shelving units in malleable iron, finished with timber shelves, are placed across this floor. The concrete flooring, sometimes used in different shades, also runs throughout all of the departments. The same material palette is also used in the centrally located bistro as well: a concrete flooring (hardwearing and easy to maintain), chairs with steel frames, a structure with golden messing, fine prints, and a hanging frame filled with (fake) plants. 

Playfulness is the best word to describe the children’s department. The old wooden horses used as decor, referring to a horse mill, are striking and fit well with the surrounding shelves with playful wheels as well as the eye catching yellow flags. It is clear that, with this interior, the designer did not only want to make the space look nice, but also wanted to please the little ones. The above-mentioned material palette is integrated here as well, with the use of concrete in the counter area and the colour gold near the fitting rooms. Behind these, separated by and interactive digital wall, a kids’ corner is created. This space is filled with daylight and children can play with Kapla without being disturbed or disrupting the rest of the store. 

The new extension is connected to the old distillery in an original way. The daylight that enters through the glass roof sheds a lot of light on the original brick wall creating a nice contrast with the other façade finished in white plaster. The distillery consists of three levels. The women’s departments at level one are connected with glass footbridges. In this alley all levels and buildings are connected creating a strong visual. 

In both buildings, clothing is also sold at level 1 of the women’s departments. In the original one, a clean look dominates throughout, although much of the space is occupied by clothing racks and display furniture of different shapes and materials. In this department, a shop-in-shop effect is created by allowing brands to communicate their own style through the use of their furniture. In the end, however, the same material palette remains key: a concrete flooring, brick vaulted ceilings, steel and white coated furniture in combination with timber and a few antique pieces. The outlook on a beautiful full-grown green roof and the presence of an abundance of daylight finish off this space. 

In the distillery, the industrial look fits in even more. The original flooring in combination with the shape of the existing windows, concrete columns and rough brickwork complete the picture. The architectural style of the building is strengthened by placing “heavy” light fittings in combination with visible ventilation tubes, as well as by maintaining the authentic Bakelite electricity sockets and copper water supplies. The clothing racks as well as the fitting rooms are finished in black steel. A distinction is made in the departments by using richer materials such as white coated or timber coloured display elements in combination with a parquet floor on level 1 where the more expensive designer collection is located. 

To sum it up, we can conclude that La Bottega is a store that contains many aspects of “customer experience”. It is a store with a clear experience-oriented interior design, which takes into account the present architecture as much as possible. This is done by maintaining many original elements and putting authenticity in the picture, but also by using a consistent palette of materials throughout the entire interior creating a sense of unity despite the different spaces and departments. In addition, much attention is given to natural greenery and daylight, as well as to many nice accents and detailing. La Bottega strongly emphasises customer friendliness and good service. The owners are aware of the contemporary societal trends and they try to take these into account in an innovative way. For instance, in addition to their website and web shop, they make use of social media to tease customers. They also try to appeal as much as possible to the senses by spreading scents, using visuals and digital screens. They want to increase the interaction with the customer by regularly organizing events, and for instance invite a pianist on a weekly basis. To complete this total package they opened a bistro allowing for a pleasant day trip with the entire family!

The La Bottega store is located on the corner of two streets and has been extended throughout the years. Large visual banners outside catch the eye through the combination of black and bright colours and also serve to create a sense of unity across the different buildings comprising the store.

For the same reason, we have painted the windows and sheds black. Unity is important for recognition, otherwise the facade doesn’t catch the eye.

The main entrance is located next to the Paardsdemerstraat and has a shop window that really guides the customer into the store. At the entrance of the building a small iron gate can be closed for the night. This romantic and frivolous element incorporates the name ‘La Bottega’ in ornamental letters.

A shop window display is very important and many opinions exist on how this should be furnished, yet I want to make sure that the client gets a clear impression of the assortment of La Bottega through the shop window. I have experimented a lot. First I tried to display only a few items, but that doesn’t work for the larger audience; they want to see the options they have. For this reason, we also put kids shoes in the show window. The children’s department is in the very back of the store and is not visible from the street.

Karine finds it important to showcase a strong product display in the entrance so that people immediately have a clear impression of the theme of the store and the products available. 

When you turn left directly after the shop window, you enter the men’s department. This department has an entire area devoted to the brand Van Bommel. The wall painting made by Floris Van Bommel is a real eye catcher. In this department, a copy of a Chesterfield chair has been made – with a fabric cover – to run across the entire width of the space. Additionally, antique furniture is complemented with new elements as well as new lighting to meet current customer expectations.  

In the women’s department, a different atmosphere has been created. What immediately pops out is the furniture that seems to be made out of concrete, yet is in fact made of synthetic materials. This furniture has a specific shape and is designed to display the more affordable shoes in a self-service manner. All sizes are directly available below. Placing the less luxurious products at the front of the store was a clear strategy to avoid scaring away those customers looking for such products. Whereas, clients who visit the store for more luxurious shoes will be more likely to search for these. The clients can try on their shoes and linger in the department thanks to the seats and space made available for this purpose.  

Staff members are always present at the counter and a display with gadgets is installed in this area.

In fact these are products that are not related to shoes, but that are liked by our team and that fit our concept ‘different than usual’ (glasses, books, office materials, superfoods, etc. ) The gadgets need to be adjusted according to the time and season. They have been placed in different locations in the store, but they sell best when they are located near the counter.

Following the women’s department is the area devoted to “fashion” shoes and handbags. The handbags are all placed together in a separate area in order to make it easier to have an overview of the entire assortment. The display element for these is a creative, modular wall made of timber planks located in a nice hallway with lots of daylight.

In the very back of the store, we have set up 4 fitting rooms in the shape of a circle. It is important that clients can ry clothes on in complete tranquillity and privacy. To make the fitting experience as pleasant as possible, we have opted for soft curtains and spacious fitting rooms in a golden colour, to create a feeling of wealth . In the department f or the children’s shoes we have recently begun to display all the products available . It is less pretty, but the clients preferred to see the entire assortment to shorten waiting times. The original concrete floor in this part of the store was maintained, but it was polished and it has been coated to protect it and make it easier to clean. Maintaining this more rugged floor adds to the character of the building .

Wooden horses hang from the ceiling, referring to a horse mill and to the Paardsdemerstraat where La Bottega is located. The display tables are very playful with different legs, materials and looks. 

The part of the store that used to be the distillery has been kept more “sober” in its design with lots of black accents made from different materials. On the top floor you find the high fashion clothing department, whilst the first floor is dedicated to women’s fashion and the second floor to men’s.

This last department is new and was set up in collaboration with Clinic. We had no expertise in men’s clothing and they were looking for a new location. An excellent opportunity for the both of us. To finish the La Bottega experience we installed a bistro downstairs where the clients can have a drink or a meal. This space is also used for events or lectures. To make the entire space feel cosy , we hung a frame with (fake) plants from the ceiling.

What is not accessible to the client is the storage area. Among other things, this includes two studios where all the products sold on the web shop are photographed. These rooms were also completely renovated when the store was extended, so that offline and online shops remain completely attuned and create the same expectations. What is important for Karine, is that everything needs to tell a story.

The shop, the web shop and website are all very dynamic and the store is very eclectic in style, yet the hey all really tell our story.” Karine points out that they are still struggling with one aspect: “ We have noticed that the route throughout the store is confusing due to the size and structure of the building. Our clients do not always find what they are looking for and then leave disappointed. We have recently put up signs on the walls, but it remains an issue. This year, we will run an experience audit in our store conducted by Hasselt University and we hope to find a solution to solve this issue.

If you complete the DIY Fashion store audit for La Bottega you will come to the following result:

< Under construction... >

The store responds to the emotional and wants to drag customers into a story. The design of the store affects the customer and inspires him. Hereby you clearly focus on sensory experience and multiple senses of the customer are challenged and stimulated. The products offered and the design of the store are experienced as a whole, where the architecture of the building has the role to make the products shine. Fun in shopping is really put forward by addressing the playful side of the customer. The customer is included in the story and the concept that has been worked out with care and attention throughout the store. The further the cross is to the outside of the figure, the greater the importance of both the senses and the role of architecture in your store.

We typically see this type of store in the higher segment of the market.

A possible pitfall with this type of store is that too much can come at the consumer. It can be experienced as loud as attention is derived from the products. Creating an experience is a must, but the goal is still to sell more, so the products must shine, not just the store.

Although the senses matrix is a design tool, we use it here as an evaluation tool to illustrate its use.

In the upper row, the 4 brand values of La Bottega are listed followed by product and building types. The table indicates the accents La Bottega has chosen to stress: which brand value has been translated into which sensorial experience. This tool can be used to translate the essence of the store’s DNA in a suitable store design during the design process

When we compare La Bottega with the findings found in research and literature, we arrive at a list of very strong points in terms of store experience and a few areas of improvement to raise the experience level even more and to tell the story of La Bottega in a more consistent way.

FACADE – The 3 large banners on the facade and the advertisement placed in the corner of this one immediately catch the eye of the passers-by in the street. This distinguishes the retailer from the other stores (Bellizzi, Crowley, & Hasty, 1983). La Bottega communicates what they stand for with these visuals and this first impression ensures that the potential client forms a clear image of the store (Singh, Katiyar, & Verma, 2014). Black banners with a logo in differing bright colours have been selected and implemented. The black background signals luxury and elegance (Fraser & Banks, 2004). The bright colours in the logo and the distinct typography create an unusual image: the visuals differentiate themselves and draw the attention in a positive way (Bellizzi, Crowley, & Hasty, 1983).

STORE WINDOW – The store window display is a powerful instrument within marketing communication (Spies, Hesse, & Loesch, 1997). The (potential) client gets a lot of information about the store through the window display. When the image of the window (e.g. through the display of the assortment, inspiring settings, etc.) fits with the self-image of the customer, this may tempt him/her to explore the shop’s assortment (Sen, Block, & Chandran, 2002). 

ELEMENTS OF GREENERY – (Fake) hanging plants are present in the bistro area and also near the handbags. Subtle attention is given to the presence of greenery throughout the store, much of it being placed in pots and vases between the shelving units. Level 1 offers a nice view on the colourful and well-maintained green roof. Green elements are also used in the window display in the form of posters with landscapes and smaller plants. Greenery elicits pleasure and reduces stress (Brengman, Willems, & Joye, 2012).

EYE CATCHERS – eye catchers and nice detailing (e.g. the painting by Floris Van Bommel) draw the attention (Chan & Chan, 2007) and they stimulate the curiosity of the customer (Pecoraro & Uusitalo, 2014). The piece of art made from old shoe-lasts refers to the history of La Bottega and not only looks special and beautiful but also tells the story of the retailer. It’s exactly these types of details that can add value to a concept (Verhoef, Lemon, Parsuraman, Roggeveen, Tsiros, & Schlesinger, 2009).

FURNITURE – All over the store one can find display furniture that clearly showcases the products (Davis, 2013). These furniture items were specifically designed in synthetic materials with a concrete look to emphasize a clean ‘feel’. Concrete is (usually) associated with the ideas of industry and modern architecture (Wastiels, Schifferstein, Heylighen, & Wouters, 2012), which suit the unified image of the building. The handbags are presented on a modular wall that is shaped in a very creative way and adds playfulness (Kent, 2007).

GENERAL ATMOSPHERE – With this concept, a story is being told to involve the customer more strongly with the brand La Bottega (Foster & McLelland, 2015). This retailer creates variation in the store design and always thinks about innovation, which is noticeable in the general atmosphere. La Bottega wants to be distinctive and surprise and because of this also attracts customers who wish to stand out (Kaltcheva, Patino, & Chébat, 2011). The visual merchandising is thoughtful and the themes are present even in the smallest detailing. The beautiful display in the entrance area immediately creates a pleasant atmosphere (Chan & Chan, 2007) and draws people in. Inside, a richly decorated space creates a warm feeling and adds to a positive, open, and attractive environment (Briand & Pras, 2010).

LIGHTING – The lighting immediately catches the eye upon entrance and creates a feeling of cosiness. Well-selected light fittings help to communicate a certain image and may reinforce the identity of the retailer (Quartier, Vanrie, & Van Cleempoel, 2014). By working with accent lights (e.g., spots and the special chandeliers), a certain dynamic is introduced in the different spaces ensuring that clients approach these but also the products in a positive way and see them as qualitative (Schielke & Leudesdorff, 2014).

COLOURS AND MATERIALS – La Bottega mainly uses industrial materials and colours. More specifically, the concrete look (grey polyester), brickwork and white plastered walls are found across the entire store and accentuate the feeling of “cleanliness” (Fenko, Schifferstein, & Hekkert, 2010; Wastiels, Schifferstein, Heylighen, & Wouters, 2012). In addition, the dark grey (metal effect) and golden colours create a more luxurious image.

TOUCH – All products can be tried on and/or touched, which reduces barriers with the customers and transfers a positive feeling to them. Because we are dealing with luxury products, it is important that customers can touch and try these on: this gives them confidence and convinces them of the quality of the products (Jansson-Boyd, 2011; Grohmann, Spangenberg, & Sprott, 2007; Lund, 2015; Peck & Childers, 2003). The temperature in the store is managed through an air-conditioning system to guarantee optimal comfort. The perceived temperature in the store is pleasant – an important aspect of a good store experience (Huang, Zhang, Hui, & Wyer, 2014). 

SCENT – In multiple departments of the store a congruent scents are being diffused, i.e., pleasant scents that match the available assortment in these departments. When a scent and a product are congruent, the client will be more positive towards the showcased product and even towards the store in general. (Bosmans, 2006; Doucé , Poels, Janssens, & De Backer, 2013). In addition, when, according to the customer, the scents fit the look and feel of a store, he will maintain a more positive feeling about the store and be more likely to return (Krishna, Elder, & Caldara, 2010).

MUSIC – On the ground floor, the same music is played everywhere. In the fashion department upstairs, however, a more specific playlist is used: when the music fits the product assortment, it may create a more positive attitude in the customer (Beverland, Lim, Morrison, & Terziovski, 2006; Garlin & Owen, 2006).

COMFORT – People may try on products in a relaxed way and linger in the departments, as sufficient seats and fitting rooms are made available (Ballantine, Jack, & Parsons, 2010). The fitting rooms on the ground floor are equipped with soft curtains for a more pleasant feel and finished in a golden colour to create a feeling of wealth (Karana, Hekkert, Kandachar, 2008). 

INTERACTION – An active interaction with the client is sought and made (possibility to eat in the bistro, to receive make-up advice in the beauty department, or to enjoy live music on Saturdays) and regularly additional activities are being organized: makeovers, private fittings, and fashion workshops. This way of interacting ensures a stronger customer relationship (Gentile, Spiller, & Noci, 2007).

MIXED-USE – In addition to buying shoes, clothing, and trendy gadgets, customers can eat and drink in the bistro. This space is also used for events, lectures, book launches and presentations of new brands. In this way, the store is used in different ways and becomes a pleasant place for people to meet (Grant & Perrott, 2011).

CROSS-CHANNEL – The La Bottega owners put lots of effort in social media communication and also run a web shop: online and offline shops co-exist to meet the needs and expectations of the customer (Blazquez, 2014). The brand values and story are also implemented in the online environment to create one whole picture that immerses the client (Verhoef, Leon, Parasurama, Roggeveen, Tsirios, & Schlesinger, 2009) in the world of La Bottega.

SHOP LAYOUT – There is a lack of structure and general view over the different spaces, which is something clients find important in their store experience (Ballantine, Jack, & Parsons, 2010; Singh, Katiyar, & Verma, 2014). The customer flow is not fluid through the store because it comprises different departments and floors in multiple buildings (Juel-Jacobsen, 2015). A lack of overview can be problematic when customers do not find their way to the desired department (Addis & Sala, 2007). 

SIGNAGE – Although signs are present on the walls, they are not sufficiently visible for clients because other items in their direct vicinity draw more attention. This raises confusion and, for some people, frustration because they do not immediately find what they are looking for. Signage, which is unclear, demotivates during a shopping trip and may deter a customer from visiting again (Sherman, Mathur, Belk Smith, 1997; Otterbring, Wästlund, Gustafsson, & Shams, 2014). 

MATERIALS – The clothing racks in the fashion departments are made out of steel frames painted black to reinforce the industrial and “clean” style of the store design, but the black paint finish leaves stains on the hands, so possibly also on the clothing. Not enough attention was paid to the choice of finishes with regards to their functional aspect versus their aesthetic value. The fitting rooms in the space of the former distillery are made of steel: this material feels very cold on the skin and can be unpleasant when being touched while trying on clothing (Wastiels, Schifferstein, Wouters, & Heylighen, 2013).

FURNITURE – The furniture in the fitting rooms allow the client the option of not leaving his/her own clothes on the ground. However, sufficient space should remain available. At this moment, the furniture sometimes takes up too much space. 

TEMPERATURE – As soon as the client passes under a cooling system, it feels very cold which creates an unpleasant experience (Briand & Pas, 2010). The cooling systems in the front of the store particularly suffer from this problem. Additionally, they also blow quite hard and make a disturbing sound as a consequence of this. 

SOUND – The acoustic qualities of the bistro are not optimal – too little use was made of sound-diminishing materials and shapes. As a result customers need to speak rather loudly to be able to understand each other.

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McGowans Jewellers – a Design to Demonstrate the Quality of Service

Retail interiors are vitally important to the success of the business; consumers need to feel comfortable in an environment that allows them to browse with ease. Although perhaps often unconsciously, the interior should also impart a level of trust and should reflect the quality of the business.

McGowans Jewellers is a 4th generation business with two successful shops in Glasgow’s well known, Argyle Arcade and a brand new one, just opened in Aberdeen’s famous Union Street. We were delighted to be approached to provide the best interior design solution for their latest venture. It was paramount to ensure that the furniture, wallcoverings, soft furnishings and lighting created the perfect atmosphere for clients to enjoy and feel relaxed when visiting McGowans and we were delighted with the outcome. Retail environments are very important and this was considered greatly when creating the designs for the jewellers. Investing in jewellery is often one of the major purchases that people make and it is imperative that the interior is a comfortable space where buyers can take their time to choose exactly the right piece for them. Customers should feel at ease and have trust in their jeweller and the interior of the shop can speak volumes about the business itself and demonstrate the quality of the service and the jewellery itself.McGowans Jewellers Managing Director, Nicola McCann was involved in every step of the process from the design brief, discussing and approving the proposals right through to completion and installation on site. Nicola was happy to tell us how beneficial the service provided at John Dick and Son had been.

“Sally and her team were fantastic right from the beginning. They immediately understood what we were aiming to achieve and very quickly interpreted what we were looking for and provided great initial concepts. The whole process of opening in an entirely new location was quite daunting and time consuming but they made the whole experience much easier. Choosing wallpaper, fabrics and furniture was actually a pleasant experience! I was also grateful for the way John Dick and Son were able to assist by liaising with my other suppliers and trades and for the professional service provided when the team arrived on site to deliver, put into place and ensure all the furnishings were looking as they should. It certainly helped to get the Aberdeen shop open on time and looking as fantastic as it does today!”

We are delighted with the final result. As you will see from the photographs, it certainly is a welcoming and comfortable environment that demonstrates the quality of service you’d expect from a business established in 1895.

7th February 2018

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9 Case Studies That Prove Experiential Retail Is The Future

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What is a pop-up shop? Everything you need to know to try short-term retail  > 23 Smart Pop-Up Shop Ideas to Steal From These Successful Brands > 9 Case Studies That Prove Experiential Retail Is The Future

What is experiential retail, and how can experiential retail benefit your business?

Experiential retail is a term used to define a type of retailing that aims to provide customers with a unique and memorable experience. Experiential retail is typically characterized by one or more of the following features: the use of unique and interesting spaces, objects, or experiences; high levels of customer engagement; and the use of technology to enhance customer interactions.

One key aspect of experiential retail is the ability to create an attractive and welcoming environment for staff and customers alike. This can be achieved through a combination of factors, including good design, cleanliness, and lighting . Another important factor is how well the store reflects its brand identity.

Although there are many different types of experiential retail outlets, they all share certain common elements: they are designed to provide a memorable experience for their customers; they are focused on creating an enjoyable atmosphere for staff members as well as the public; they offer an appealing mix of products and services, and they use technology to enhance customer interactions.

Finally, experiential retail is not just about selling products or services. It is also about building strong relationships with customers that go beyond transactions.

Experiential retail is the future. For years we’ve heard about the decline of physical retail and the rise of the internet. However, the desire for retail experiences is on the rise with 52% millennials saying of their spending goes on experience-related purchases. This introduces the concept of ‘retailtainment’.

Enter: retailtainment

Because of this, retailers have evolved their offerings. By focusing on so-called ‘ retailtainment’ and immersive retail experiences, brands are able to provide customers with fun, unique and in-person experiences that elevate shopping to new heights.

With retailtainment, the retail industry is shifting attention from a features-and-benefits approach to a focus on immersive shopping and customer experience . To be successful, retailers must offer consumers a desirable retail experience that in turn drives sales.

What is meant by Retailtainment?

The term “retailtainment” is used to describe the trend of retailers using entertainment to attract customers and encourage them to spend more time – and money – in their stores. This can take the form of in-store events, interactive displays, and even simply providing a comfortable and enjoyable environment for customers to shop in. The goal of retailtainment is to create a unique and memorable shopping experience that will keep customers coming back.

With the rise of online shopping and brick-and-mortar retailers have to work harder than ever to compete. By offering an enjoyable and entertaining shopping experience, retailers can attract customers who are looking for more than just a transaction. Retailtainment can be a powerful tool to build customer loyalty and drive sales.

How does retailtainment fit in today’s retail experiential strategy?

As shoppers’ expectations become more demanding, retailers are turning to retailtainment to create a more engaging and memorable shopping experience. By incorporating elements of entertainment into the retail environment, retailers can create a unique and differentiated customer experience that will help them stand out from the competition.

There are a number of ways that retailtainment can be used to improve the customer experience. For example, retailers can use interactive technology to create an immersive shopping experience that engages shoppers on a personal level. Additionally, retailers can use entertainment to add excitement and energy to their store environment, making it more inviting and enjoyable for shoppers.

Ultimately, retailtainment can play a key role in helping retailers create a customer experience that is unique, differentiated, and memorable.

What is the difference between retailtainment and experiential retail?

Both retailtainment and experiential retail are designed to make the shopping experience more enjoyable and engaging. However, experiential retail goes a step further by creating an emotional connection with customers. This emotional connection can lead to brand loyalty and repeat business.

Thus, while both retailtainment and experiential retail are important trends in the retail industry, experiential retail is more focused on creating a lasting impression and emotional connection with customers.

Here are our 8 favorite examples of Experiential Retail and retailtainment in action:

Marvel: Avengers S.T.A.T.I.O.N provides fans with interactive brand building experience

The Avengers S.T.A.T.I.O.N. is an immersive exhibit that has toured the world since the first Avengers film. It has appeared in key retail areas such as New York Seoul Paris , Beijing, London and Las Vegas, and always pulls in huge crowds. Based on the global box-office film franchise, Marvel’s The Avengers, the store features real life movie props and interactive displays.

There are Marvel-branded items for sale but the goal of the project is not to shift T-shirts and mugs. It is about delivering an in-person experience to fans and bringing the brand to life.

The Avengers S.T.A.T.I.O.N. is a great example of retailtainment and experiential retail in action. Visitors are fully immersed in the fictional world they adore, further cementing their affiliation and love for the Marvel brand.

For a brand as strong and iconic as Marvel, it would be easy to sit back and take popularity for granted. However, through the use of retailtainment they are continuing to delight their customers beyond the screen.

Farfetch: Creating a retail experience of the future

Image via Bloomberg

Farfetch is as an e-commerce portal for luxury boutiques. It’s successfully positioned itself as a technology provider for brands; combining technology and fashion to provide unique in-store experiences.

José Neves, CEO of Farfetch, has spoken about his concern that physical retail is diminishing; it accounts for 93 per cent of sales today, but by 2025 is predicted to account for just 80 per cent.

Enter: Farfetch’s Augmented Retail Solution

Neves’ vision for retailtainment includes advancements in technology to make the consumer experience more human. He produced Farfetch’s Store of the Future, an augmented retail solution that “links the online and offline worlds, using data to enhance the retail experience.” In its retail store in London, Farfetch provided connected clothing racks, touch-screen-enhanced mirrors and sign-in stations that pulled data collected online to use in-store.

Farfetch provided customers with a sign-in screen to search their purchase history and wish list, which provided valuable customer insight for the sales assistants. There was also a smart mirror to request different sizes, alternative products or pay without leaving the dressing room.

This innovation led them to be labeled as “ The Retailer of the Future ”, allowing customers to enjoy an effortless in-person experience that harmonizes the best parts of boutique shopping with the speed and convenience of online shopping.

Read More: Excess Inventory Post-Holiday? Open a Pop-Up Shop

Huda Beauty: Cosmic experience in Covent Garden

Huda Beauty , one of the world’s fastest-growing beauty brands, ran an immersive retail experience pop-up store right in the centre of Covent Garden, London, to launch a new product range and reach new customers.

Huda used the location ( sourced by Storefront pop up space rental ) to deliver a sci-fi themed experience in support of their new eye-shadow palette Mercury Retrograde.

The entire exterior of the pop-up resembled a multi-faceted, metallic mass of geometrical shapes. This was echoed inside with various ‘galactic’ elements, all manner of mirrored surfaces and shimmering fixtures and elements.

As part of the event, visitors could sit on the throne Huda used in her launch material, all set up to encourage as much social media activity and engagement as possible.

Huda Beauty caught the eye and wowed its visitors. Introducing a whole swathe of new customers to the Huda Beauty brand.

Read More: 4 Beauty Brands Who Successfully Launched A Pop-Up Store

Vans: A shopping experience to remember

Image via Skateparks

The House of Vans in London lives up to the company motto of being “off the wall”. A location where art, music, BMX, street culture and fashion converge, you can find almost everything you can imagine across the 30,000 square feet building. Amongst a cinema, café, live music venue and art gallery, the bottom floor holds the most unique feature of the building: the concrete ramp, mini ramp and street course.

Nothing better epitomizes the Vans brand than a space where young people can not only shop but spontaneously socialize. The House of Vans is the perfect example of how experiential retail can be used to empower a shopping experience.

Read More: How The Music Industry Is Making The Most of Pop-Up Stores

Ikea: Using social media to power a unique retail experience

Ikea brought 100 Facebook competition winners to one of its warehouses and let them stay the night. They were able to select the mattress, sheets and pillows to fully give them a fully tailored experience. A sleep expert was on hand with tips for getting a good night’s rest, including how to find the perfect mattress for any sleeping style.

This was a clever and unique way to obtain visibility and get fans to focus on what Ikea has to offer and try it out for themselves.

This idea came from understanding their consumer insights on social media. Lois Blenkinsop, Ikea’s U.K. PR and internal communications manager, said: “Social media has opened up a unique platform for us to interact directly with our customers. Listening to what they want is what we do best, and the Big Sleepover is just one example of how we’re using such instant and open feedback to better inform our marketing activity.”

From using social media they were able to apply experiential marketing to their retail strategy and provide their customers with a memorable event that brought the brand a ton of visibility and engagement.

Space Ninety 8: showcasing the art of retailtainment

Image via @Space90

As a spin-off from Urban Outfitters, Space Ninety 8 is a shared retail space that spans 5 floors, hosting retailers, galleries and even a rooftop restaurant and bar.

Scanning their Instagram, you can see the variety of what Space Ninety 8 offers beyond solely retail. Advertised next to yoga classes is an album signing by Big Boi, alongside pictures of art classes and Lady GaGa merchandise. By reflecting the flexible nature of modern life, the brand created a versatile store that emphasizes experience, perfecting the art of retailtainment.

TOMS: creating an immersive experience through VR

Experiences don’t have to be a permanent feature of a store in order to make an impact on customers. In 2015 TOMS’ placed VR headsets into 100 stores, enabling them to virtually transport players to Peru to see the impact of their One for One giving campaign on local people.

As you walk through the village stores with locals smiling and waving at you, it is impossible not to feel warmed by the friendly atmosphere. Not only did this retail experience improve awareness of their social corporate responsibility and promote their giving campaign, it also gave customers an unforgettable and immersive experience they were unlikely to forget.

[Check out Toms’ continued focus on immersive retail experiences here]

How to Provide Retailtainment that Drives Traffic and Sales

These case studies all stress the importance of providing an in-store experience. By exceeding expectations you drive emotional reactions. There are five consistent elements each use in their stores to ensure a remarkable customer shopping experience:

• Interactiveness: All of these retailers ensure that the senses are connected – memories of what we feel, hear, see, smell, and touch, may last a lifetime.
• Originality: These ideas were all authentic and natural, making the customer feel as if they entered a different world.
• Connectedness: Customers must feel that the experience has been created for them.
• Unexpectedness: These unique experiences are critical to ensure your brand is remembered.
• Reliability: The experience is executed through tested methods to achieve consistency and excellence.

The future of experiential retail

As the world of retail continues to evolve, so too must the way brands create memorable experiences for their customers. With the rise of digital and mobile technologies, consumers now have more choices than ever before when it comes to how they shop and what they buy. To stay ahead of the curve, brands must find new and innovative ways to engage with their customers and create unforgettable shopping experiences.

One way to do this is through experiential retail – using physical spaces to create immersive, one-of-a-kind experiences that cannot be replicated online. This could involve anything from in-store events and workshops to augmented reality and virtual reality experiences.

Experiential marketing isn’t about spending millions on fancy gadgets for your retail store. Sure it can help, but it’s mostly about a personalized shopping experience and providing an unparalleled retail experience for your guests and customers. The brands that delight their customers are the brands that drive loyalty and advocacy. Couple this with excellent customer service and you’re on to a winner. These case studies all demonstrate how it is possible to follow similar steps to overcome the challenges eCommerce has brought.

The brands that use their physical stores to focus on the customer experience are the brands that will do the best. The dynamic between physical and online retail has shifted and the impact of the Covid 19 pandemic has only accentuated this.

Planning your own experiential retail project and need some help? Drop us a note and we’ll help you out.

For more on launching temporary retail stores and one-off events, download our Ultimate Pop-Up Guide and make your ideas happen.

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