When the Department of Commerce began tracking online sales in 1998, e-commerce made up about only 0.2 percent of all retail sales. By 2013, online sales had increased 50-fold. If that’s not enough to rattle brick-and-mortar retailers, note that at the height of the Great Recession in 2008-2009, online sales was the only retail category that kept growing. Today, with every imaginable product just a click away, retailers need to offer more than attractive wares to get shoppers back into the offline store, and the majority haven’t come up with a great solution.
Companies like Apple and Prada solve the problem with stores that invite customers to participate in a brand experience that encourages emotional connections and associations between consumers, the store and their products. These contextual retail environments are not only responsible for showcasing how the product works, they’re also stages for events and larger group experiences. These retail environments transcend the buying experience beyond a basic, primary function to gateways into a community, collective experience. [Read more…]