How Brick-And-Mortar Spaces Are Building Community For Brands

How Brick-And-Mortar Spaces Are Building Community For Brands
Retail

Brands are transforming physical storefronts into community-oriented and customer-focused spaces

PSFK
  • 20 february 2018

A number of companies have been transitioning from online-only or traditional brick-and-mortar stores to spaces that invite customers to experience their products through immersive, community-building engagements.

Business of Fashion noted in a recent article that “engaged consumers spend more money. One retailer saw a 19% bump in ‘incremental revenue’ from customers after they join the site’s online community.” PSFK researchers took a closer look at how brands are trying to engage with customers by creating community-oriented pop-ups and hosting ongoing events:

Bumble 
Dating​ ​app​ ​Bumble​ ​opened an​ ​event​ ​space ​called​ ​Hive in New York’s SoHo​ ​that​ ​aims​ ​to​ ​give users​ ​going​ ​on​ ​first​ ​dates​ ​a​ ​safe,​ ​fun​ ​space​ ​to​ ​meet​ ​up​ ​without​ ​the​ ​pressure​ ​of​ ​who’s going​ ​to​ ​pay​ ​the​ ​tab.​ ​Since​ ​Bumble​ ​gives​ ​female​ ​users​ ​the​ ​ability​ ​to​ ​make​ ​the​ ​first​ ​move, the​ ​space​ ​offers​ women-centered ​programming,​ complete with free ​drinks​ ​and​ ​food​.

L’Occitane​ ​en​ ​Provence 
France-based​ ​skincare​ ​chain​ ​L’Occitane​ ​en​ ​Provence​ ​revamped​ ​its​ ​interior​ ​space​ ​to encourage​ ​socializing​ ​and​ ​host​ ​recurring events.​ ​There​ ​are​ ​activities​ ​like​ ​open​ ​mic​ ​nights and​ ​”Friends​ ​Night​ ​Out,”​ ​where​ ​a​ ​store​ ​host​ ​is​ ​on​ ​hand​ ​to​ ​talk​ ​to​ ​groups​ ​about​ ​the company’s​ ​products.

Bark​ ​&​ ​Co. 
U.S.​ ​pet​ ​e-commerce​ ​platform​ ​Bark​ ​&​ ​Co.​ ​launched​ ​a​ ​dog-focused​ ​pop-up retail​ ​space​ where​ ​consumers​ ​could ​use​ ​technology​ ​to​ ​track​ ​which​ ​products​ ​their​ ​dogs​ ​like best.​ ​Each​ ​dog is​ ​given​ ​an​ ​RFID-enabled​ ​vest​ ​and​ ​left​ ​to​ ​play​ ​with​ ​RFID-enabled​ ​toys​ ​in​ ​a​ ​central communal​ ​space.​ ​The​ ​technology​ ​enables​ ​owners​ ​to​ ​see​ ​definitively​ ​what​ ​their dogs​ ​spend​ ​most​ ​time​ ​playing​ ​with—info​ ​that is communicated​ ​directly​ ​to​ ​the​ ​brand’s​ ​mobile app,​ ​where​ ​a​ ​list​ ​of​ ​preferred​ ​toys​ ​is​ ​presented.

Retailers from various industries have been transforming their storefronts into spaces that are community-oriented and customer-focused. There has also been a rise in the number of ongoing events seeking to educate and engage with consumers. For more on this topic, check out our recent research paper, Building Pop-Up Fitness Experiences.


Lead Image: Bumble

A number of companies have been transitioning from online-only or traditional brick-and-mortar stores to spaces that invite customers to experience their products through immersive, community-building engagements.

+apparel
+chat a researcher
+Europe
+experiential marketing
+Experiential Marketing
+Fashion
+fashion / apparel
+fitness / sport
+Market Research
+pop up
+pop-ups
+retail
+sport & fitness
+USA

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