The Evolution of Retail Experience Following a Global Disruption....and What this Means for Your Brand

By Mandy Rennehan

While our current reality has forced the entire retail industry to pivot overnight, it has also opened up doors for us to look at how we can do things differently; how we can approach business in a new way, how we can exercise creativity, and how we can reset as a global community as we move forward with our new normal.

In my last article, I discussed the evolution of retail maintenance and how this will be impacted following COVID-19. While this is absolutely an essential area for retailers to look at, it is one piece in the larger puzzle that we’re currently facing.

When thinking about the next steps and the proactive measures that we can take now, a thought that stood out to me was the idea of experience...and how retail should be synonymous with experience. My company Freshco (not the grocery store!), specializes in creating unique spaces and experiences for our clients - we like to call this the plastic surgery of retail; everything from small cosmetic repairs to complete top to bottom renovation and the maintenance of the space once complete. We’ve worked with numerous brands and their design partners across various categories (i.e Lululemon, Sephora, Tiffany & Co.and more) to curate brand-aligned spaces that aid in telling consumers their story.

So, thinking about how this will and need to evolve on the other side of this, the question is raised - how must the experience of retail change following COVID-19? To me, this is undeniably imminent...let’s dive into the how and why here.

Creating a New Customer Experience

The reality is, what used to be classified as shopping - is often now identified as grabbing a drink on your couch and scrolling the web. If that wasn’t already the case with your consumers, our current situation has created another barrier of entry in the physical retail space. This is why it’s more important than ever to create an experience for your customers when they enter your doors; it’s no longer just about displaying your product and ensuring you have a strong POS ready to go, your physical store needs to tell a story. Here’s how you can do this:

1)    Build-it-Out: It all starts with the buildout of your space - work with a team that you feel comfortable with; one that gets your brand, understands the importance of telling your brand story, and brings something new to the table. As we all know, retail is a cluttered space and you need to break through the noise in order to succeed.

2)    Product vs. Lifestyle: Think about your brand as a lifestyle and your physical space as a lifestyle destination. Although creativity was likely at the forefront of your brand before, it’s importance is now exponentially greater; it is essential that creativity plays a large role in our new normal. Think about experiences that your consumers care about outside of the product - is it live music? Is it a place to hang with their friends and family while enjoying the brand? Is it immersive digital experiences? It’s likely at least one, if not all of those items, so incorporating these elements will be key in creating a lasting impression and forging strong relationships with your customers so they become repeat visitors and purchasers.

3)    Collaboration: It’s no longer about a single brand experience, it’s looking at how we can add value for a consumer overall. Brands need to consider looking for synergies amongst other brands and how they can create strategic partnerships that will differentiate themselves. Two-fold to this is working with your commercial landlords - the experience needs to start the moment the consumer walks through the doors of the greater shopping centre.

Considering these elements will allow for a holistic approach to brick-and-mortar - and what I’d even consider the revitalization of our shopping experience.

More on this soon… 

See also: mandyrennehan.com

As well as Instagram: @mandyrennehan