Retailing 3.0 = Entertainment, Emotion, Education and Engagement

In this Digital era retailing cannot be considered only as selling products.The new version of retailing must be a mix of experience and retailers have to explore innovative ways to enhance the buying experience for their customers.

Today I wouldn't like to talk about Technology and Digital (as usual) but about the simplest way to engage customers...the role of events in the store.

Marketing events are unique situations where a store tries something new to capture the attention and sales of the consumers.  

In front of the customer we must be able to have a mix of these sensations:

• Entertainment
• Emotion
• Education
• Engagement

Educational Events


We have to touch a consumer one-on-one, where you can engage directly, and teach them about your product, and do so by interacting in a quality way.

People go to these things to experience new things, and we're giving them that. They want to share it with their friends naturally when they see something cool.

In our case we created a Beauty Event, a two days event with International Make-up artists to let our visitors tasting our beauty products.
 
Here the video of the event:

Emotional Events



Emotional benefits enable the consumer  to say something positive about him or herself as a result of using a product /service belonging to your brand. These benefits are the vehicle for establishing an emotional connection between the product/service and the user.

The emotional connection builds the trust that leads to loyalty, and loyalty means more revenues. With the connection firmly in place, loyal customers will be less likely to abandon the brand because they know they can count on it. In the end, this emotional connection can help retain or gain market share.

Fashion shows are typical emotional events. We worked on a Fashion Show in Coin Excelsior, here a video.

Entertainment and Engaging Events


I think the future of retail is also about community engaging and entertainment.

I think we’ve all seen that brick and mortar retail is having a resurgence. Online-only brands are opening physical stores to offer their community a place to fully experience the brand.

The retail spaces in Department Stores become an hubs for experience.

Here our event at Coin Excelsior where we  hosted an esclusive dj set powered by Ricki Hall, the world famous dj, model and influencer...

What else ? Addition of Digital Technologies Forrester believes that, in the future, retail stores that drive convenience, service, and relevant personalized experiences through the use of digital store technology will succeed.

Why?

Because today customers show an affinity for digital store technology. In fact, 66% of luxury apparel customers are more likely to shop with a digitally-enabled associate. Those retailers who wait on the sidelines are at risk of maintaining the status quo and may only grow marginally

We are just working on these issues...but we will talk about in the next posts ;-)