Expanding Retail Beyond Shopping
Engaging customers in unusual ways
In the current climate it’s increasingly important to become multi-functional – retailers and shopping centres can no longer exist as solely a space to shop. Instead they need to give consumers a reason to choose them over the competition, which includes ecommerce as well as physical locations. In addition to eateries and pop-up shops, entertainment is a great way to entice customers to stay a little longer, to relax and unwind, and ultimately to spend more.
US Sneaker Chain, Urban Necessities, came up with a novel way to engage its customers by giving them the chance to play for and win footwear. By filling a ‘Keymaster’ Novelty game with branded, high-demand trainers they were able to catch the attention of their customers in-store and increase footfall along with the amount of time spent in store. What I love here is the thought process by Urban Necessities. They took a retro game, filled it with highly desirable products and gave their target audience the opportunity to win the latest footwear for the cost of a go. The overall result added intrigue and entertainment to their store, which is otherwise a purely retail location. All it took was a little thinking outside of the (shoe)box.
This example immediately caught my eye when I was considering this blog post, and it led me to think about shopping centres throughout the UK and Ireland and the simple, effective steps they can be taking to create a buzz like this. In future blogs I’m going to talk about the fun, eye-catching and strange things I come across in centres to share these ideas with you and celebrate those who go above and beyond when it comes to catching the imaginations of their customers.