If you have a physical store you are probably aware of one of the most important shifts happening in the industry. We are moving away from retail shops being purely transactional destinations and instead, they are becoming more immersive and experiential. Even though it is not completely new, a modern-day retail escapism is still relatively rare on the high street.
But this is what customers want and expect from retailers. After all, what else is there to distinguish it from online shopping?
In this article, we discuss what retail escapism is and how, even with the smallest budget, you can use it in your store.
So let’s start from the beginning.
The concept of retail escapism
Going beyond transactional experiences, the concept of retail escapism puts an emphasis on “creating immersive experiences that blend the best elements of shopping, entertainment, education and socialisation.” I know it sounds like a lot to ask, you already have your hands full as a shop owner. But let me tell you – opening up your retail space to new, unexpected experiences that give customers the feeling of escapism doesn’t have to be complicated or out of your budget.
Before we dive into the four concepts of retail escapism, let’s shift your mindset first. Stop thinking about your shop as purely a destination for buying and selling, but more of a destination for inspiration, motivation, learning and socialising.
Retail escapism ideas
FUN
Walking into a shop that is fun and inspiring, who wouldn’t want to do that? But how to do go about it if you are small and with literally no budget? The best thing to do is to look at, and use, what you already have and add new elements through clever marketing, scheduled workshops, collaborative talks or in-store events. Can you perhaps create a “make / design / build your own” station in one corner of your store, or host workshops?
Fun experiences can also be organised through interactive panel discussions, demonstrations, sessions or parties (styling, making, creating) your customers can get involved in. For example, a small independent furniture store in London (let’s keep them anonymous) hosts once a month “The Friday’s night” party with a DJ and fun activities for their customers. Completely unrelated to the products and services they offer, yet their customers love it.
PAMPER
Another way to provide retail escapism for your customers is by pampering them. We all want to be pampered from time to time. In retail, see pampering your customers as simply offering them a 5-star service. You can start by sending them birthday wishes or handwritten notes, wrapping items into beautiful packaging or inviting them to VIP events. If the customer is a regular, you can include a small gift to just say an extra “Thank you”. For example, a lifestyle brand Luks Linen adds a small soap to their orders in partnership with KLEENSOAP.
Making customers feel “special”, like they are the only customer that matters to you the most, requires the right balance; pushing it too much and your customers will find it off-putting.
CHALLENGE
So many big brands engage customers by creating “challenge campaigns” or games, helping them generate more revenue and customer loyalty. Just think Nike or Adidas. But on a smaller scale and your level, who says you can’t do something similar?
From fashion styling, before and after (maybe if you’re a beauty brand), to shelfie competitions any small independent lifestyle brand can create amazing challenges and games for their customers in-store, and extending the campaign on social media platforms to create even more buzz about it.
EXCITEMENT
The future of retail is about making customers excited about the world you are creating for them. Change your mindset because creating excitement is not about grand gestures or complicated activities. It’s the small details that usually get customers excited. Pay attention to your store décor and packaging. Can you create perhaps a giveaway customers can easily enter (maybe via a QR code) while they are in your store? Can you excite them by inviting them into your exclusive VIP club or giving them an exclusive access, discount/offers or small gifts which are only available with certain purchases or an action?
Retail escapism case study
TIMOTHY OULTON IN-STORE EXPERIENCE
Pushing the door handle, which is a bronze hand, sets the tone of what awaits you inside Timothy Oulton store on Tottenham Court Road in London. Immediately you feel a sense of adventure and quirk. As you walk through the two-floor space, you are completely immersed into the world of the brand. Retail escapism is delivered through all the unusual objects around you, which you have probably not seen before. The carefully curated space is unexpected, yet screams luxury and exclusivity. A fully functional bar and the spaceship Apollo! are some of the attractions which bring the brand to life.
Key takeaway: memorable, immersive, storytelling and always surprising
In conclusion, creating retail escapism is about paying attention to small details. Store décor, packaging, games and other interactive activities discussed above can contribute to creating an exciting atmosphere in your store.
To make things happen, we encourage you to shift you mindset and view your store as an opportunity to immerse your customers into your world. If you can do that, you are already ahead of the pack on the high street.
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