It seemed like in 2017, retailers couldn't get enough of adding things to the store experience to lure shoppers in their doors from DJs in salons to pop-up organic lemonade stands in a book store. It's almost to a point where it seems like a gimmick. In their quest to appear to be on trend with millennials, these bells and whistles at times never seemed to quite fit with the brand. A new and unique experience needs to add real value for their core consumer. Here are two good examples of retailers providing a good shopping experience that actually makes sense:
London’s House of Vans, which made a concrete commitment to counterculture when it opened a custom BMX and skate park in the bottom of its flagship store. This gives their customers a place to do something that they love and it relates well to the brand. This provides value well after the purchase is complete.
Lisbon's Nespresso store in Chiado: with a new store remodel complete in December of 2017, the new store added a coffee and dessert bar with local staple treats of Lisbon, Pastéis da Nata. This location is nestled among many street cafes in a historic neighborhood so naturally this retailer fits right in. This store went from a location where you mainly went in to buy your coffee pods (which you can do online) to an experience where you can try new flavors in a way you would at home with your favorite treat (which you can't do online). Even if the customer doesn't have a need at the time to buy new pods for home, Nespresso can still gain sales in between transactions by offering products related to the coffee experience.