Today being a successful retailer is a complicated thing. There are many variable factors and techniques that you have to track to succeed. In what follows, we will talk about a unique marketing method that is not sales-centric but customer-centric.
Sharing your brand story to customers and creating unforgettable personal experiences is fundamental. The technique is becoming popular nowadays because many creative retailers seek an innovative way to interact with users. Are you one of those smart-head retailers that have a vision of experiential retail in 2021?
What is Experiential Marketing?
Understanding the experience marketing method is the key to success in building an authentic brand name. Experiential marketing is one of the 2021 retail trends. This approach allows your target audience to contribute to the brand’s growth while creating valuable moments and experiences.
Experiential Marketing is a new digital marketing technique-oriented straight to the customers’ experience. Almost every marketing campaign today has something to do with experiential marketing. The younger generation has shown that they prefer an authentic relationship with brands rather than being directly advertised.
Why is Experiential Marketing Important?
At its core, experiential marketing is about creating authentic experiences. It establishes connections to your brand besides the product. Instead of presenting certain products to a passive audience, it should encourage customers to engage with the brand’s identity.
Experience marketing is about identifying and addressing the audience that has already expressed an interest in products and services. Like DTC marketing, it also offers the opportunity to increase brand awareness and visibility. Encouraging the audience brand ambassadors and participants to share their experiences on social media.
How Does it Work?
It became clear that in the middle of the experiential marketing stays the first experience of a client that bonds him with your brand. But how to create such an authentic experience?
Starting an experiential campaign is the key to this simple question. But before you start, you must look to the buyers not as consumers but as humans. And every human being has senses. Making a pure and straightforward experience for one feeling may work. But why one when you can affect all of them? This is multi-sensory engagement. It captivates the users’ attention because it is uncommon!
Shopping sometimes is exhausting and frustrating, and retailers have to think of a way to change that. Have you thought about offering your customers a drink or a snack while shopping? In supermarkets. when new products arrive, they are being provided to the customers to try them. These little experiences are vital for experiential marketing.
Another outstanding example is adding a digital fitting room. This will simplify the trying process of clothes. With a few clicks on the screen, you can try several shirts in different sizes on your digital avatar. Or creating brand events where all the clients can hand out, communicate and ask questions. This is active engagement with the brand. In such an atmosphere, spontaneous moments can become unforgettable and touching experiences.
Can Experiential Marketing Save Brick-and-Mortar Retailers?
Nowadays, brick-and-mortar retail circles, because of the growing e-commerce business. The term “experience retail” became a famous description of physical retail spaces. Thriving and becoming more popular in today’s omnichannel retail world. Experienced retailers curate a completely in-brand experience. From the moment a customer walks through their doors until they leave. Their primary focus is not on sales but on improving the customers’ experience from where the sales skyrocket.
Every physical retailer can benefit from the experiential method by live advertising. Due to research held in 2016, 77% of the marketers say that they are using experiential marketing as a core part of the marketing campaign. This is thanks to the technologies that are becoming more popular lately. And most of the retailers are already adapting to them.
3 Primary Benefits of Experiential Retail
Experiential marketing strives for maximal customer engagement, not sales! Sales will come afterward by improving the experience. Research reveals that 65% of brands say that events and experiential programs relate directly to sales. As a retailer, your primary goal should be to keep up the excellent communication with your clients. As mentioned earlier, think about them as humans, not as buyers.
An excellent example of this is the DTC brand Glossier. Their philosophy is precisely customer-orientated, not sales-orientated. The Glossier showroom in NYC is one of the best experiential stores so far. The customer’s feedback classifies it as magical. Once entering the beautiful gallery, you can see and test all the products. Yet no worker will rush you to place an order. If you decide to buy any products, a worker with a tablet will place your order. And in a few moments, your order will slide down out of the ceiling or, as they call it, “heavens.”
Hosting live events is an opportunity for every retailer to generate original and engaging content related to the brand. Content marketing is a good way to promote your products and services. But it is already out of fashion, and sometimes it isn’t easy to create fully SEO-optimized content.
Hosting live events and seminars is the way to engage your customers and teach them how to use the product. This is the way to introduce your brand to your target group in a real-life conversation. However, COVID-19 doesn’t allow it freely. The content that you generate from these events will travel across social media platforms and engage new clients. Creating cool video content with the brand and posting on social media is a big up in the ad campaign. Yet, focusing on positive feedback instead of sales is the key to become a successful experiential retailer.
The third and the most important!
People will share the experience thinking of the brand.
Planning creative experiential events with digital technology and AI is innovative. This will make the people remember the experience and share it with third persons. The best goal you should strive to put in mind. Focusing on the individuals will surely increase brand awareness, and still, there must be your call to action. Having the brand name implemented with the client’s experience is the way to go. In this way, people will talk about the experience and the brand at the same time. With this unique marketing technique, you will drive sales in 2021, focusing on the customers, not straight on the sales.
For example, Van’s came up with a precisely planned experiential marketing campaign for the brand. They created underground skate ramps and legal graffiti walls where users could meet each other and share the experience.
Research says that 74% say that people are more likely to buy products promoted at a live event.
Technologies of tracking customer behavior in experiential retail
Customer focus is the key to deciding to integrate new technologies and track customers’ behavior while shopping is a crucial factor. For example, interacting with customers on their travels, tracking purchases, and abandoned shopping carts can optimize the experience. Smart cameras and beacon technology in stores will soon study body language and facial expressions.
Optimize the environment based on customer behavior, such as eye contact and eye movements. You can also implement tricks to turn a bad customer experience into a good one. Beacons technology is an essential part of understanding how to improve the customer experience. Smart technology can keep businesses relevant and allow retailers to innovate using the right technology to move forward in 2021.
How to replicate experiential retail in 2021?
Replicating the experiential retail in the new 2021 is not that hard as it sounds. Access to digital marketing technologies helps improve, track, and reproduce the customers’ journey through your store, physical or online. Following the latest commerce trends will boost your confidence in the marketplace. Still, suppose you want to replicate the experiential retail. In that case, think out of the box and focus on a few key points. Because it always connects replication with improvement and innovation to keep the customers attracted!
Taking advantage of a unique technology like augmented reality is an excellent tool to use in experiential marketing. Having control of this digital technology may engage the customers in a way never seen before. Users can sit back and relax while spawning the products you offer in augmented reality. This is one of the top trends upcoming for 2021, and many marketers are already investing in this innovative technology!
Strive for 1:1 personalization
Regardless of which marketing method you follow, personalization is the secret key to every consumer. Gathering data for individuals and putting it in use is vital for marketers nowadays. In experiential marketing, you focus on engagement with the client, not the sales. Here, a personalized and individualized experience is the way to go. Providing personal messages and offers to each customer is a great way to show that you think about them, not only about their money.
Tell a larger story!
In experiential retail building, a strong relationship between brand name and users is the primary goal. And what better way than a conversation? Sharing the brand story with the core audience can have an enormous impact on sales. In this way, they will understand the brand’s goals and contribute to them by being a part of it. Also, sharing them with friends and other third-party consumers is an enormous benefit for the brand.
Experiential marketing is the hottest upcoming trend for 2021. Successful retailers and more prominent brand names are already using this marketing technique. Improving their customer experience and engaging them as never before thanks to digital technology and experiential marketing.
Many new brands fail because of commerce’s competitive environment. But some trends and innovations may prevent failure. Keeping in mind the knowledge we shared with you will indeed differ you from the other basic retailers. Becoming an experiential retailer has many benefits, and there are many new coming around the corner with the development of digital technology!
Fashion women’s clothes in shopping mall windows