In today’s world, where shopping is shaped by the impacts of the pandemic, inflation, and changing consumer behavior, expectations for the shopping experience have increased. Studies show that many people no longer derive the same joy from shopping as they did before (GDI Study). Against this backdrop, it is becoming increasingly important to create retail experiences that go beyond the classic product sale and offer customers a significant added value.
Emotional Connection, Content Value, and Increased Sales
Retail experiences create touchpoints between brand and customer that not only build emotional connections but can also boost sales. These experiences provide content value that goes beyond mere product presentation and leads to positive, lasting impressions. The targeted use of experiences can help strengthen customer loyalty and increase revenue.
EAST END Examples of Successful Retail Experiences:
Catrice Pop-up Experience “Own Your Magic Studio”: The beauty brand Catrice sent influencers Isa Schneider, also known as HoneyPuu, and Karo Kauer on an exciting mission: the conception, setup, and opening of a pop-up concept store in Cologne. The innovative shopping experience offered beauty fans personalized consultations, exclusive products, and interactive workshops to make the brand tangible and strengthen the connection with customers.
Rockstar City Take Over Pop-up Experience: Rockstar Energy and EAST END staged an energetic city takeover in several major cities, where a pop-up store offered various experience elements such as tastings, dancing, and sweepstakes to increase brand awareness. Supported by influencer events and DJ bikes that brought the experience to neighborhoods and nearby stores, the local retail landscape was also invigorated and integrated into the event.
AR Gaming Experience for ECE Marketplaces: The “Reality Experience” by ECE transforms 24 shopping centers in Germany and Austria into virtual gaming areas, where visitors can experience Christmas surprises via augmented reality and participate in interactive sweepstakes, which promotes customer loyalty and offers an innovative, low-barrier experience.
VR Gondola Ride to Santa Claus for ECE Marketplaces: The virtual gondola ride demonstrates how innovative technologies can be used in brick-and-mortar retail to offer a unique and immersive experience that draws visitors to the point of sale in addition to the product offerings.
Thoughtfully designed retail experiences not only build emotional connections but also achieve concrete business advantages such as increased customer loyalty and higher sales.
