From hands-on workshops to expert-led consultations, retailers from Macy's to Wayfair are helping customers discover in interactive and personalized ways

Hosting programmed events and offering new occasions, such as workshops, performances and live demonstrations, is one way for retailers to build consumer confidence in a purchase or encourage product use in an engaging manner.

In this excerpt drawn from PSFK’s Reinventing Retail Through Experience-First Shopping report, here’s how today’s top retailers are enhancing physical retail experiences with demos, community events, and other opportunities for shopper education.

Johnnie Walker
Diageo’s Johnnie Walker whiskey brand has opened its first experiential retail store in Madrid, which features tasting sessions, virtual experiences and limited-edition curated collaborations exclusive to the new location. Diageo aims for the experiential retail store to not only promote Johnnie Walker and Scotch whisky in general, but also demonstrate the heritage of the brand.

Image: stock photos from TY Lim/Shutterstock

Cannabis Now
Cannabis Now’s 2,800-sq-ft experiential retail space will be both a curated retail & wellness shop and an educational space, offering customers an alternative to the typically transactional design of traditional dispensaries. The store will not sell products containing the psychoactive THC compound in order to appeal to those customers interested in the broader uses of cannabis. Instead, retailers in the store will largely focus on educational experiences such as live demonstrations, product launches, panels and more. In addition to its roster of popup adventures, the space itself contains a permanent aromatherapy installation that is perhaps the closest a cannabis retail store has legally come to putting the plant on the shelves.

PRNewsfoto/Cannabis Now.

Macy’s
Macy’s hosts an experiential store concept called STORY, featuring event programming like hands-on workshops with Crayola. The space was designed to mimic a magazine layout and features a host of different merchandise every month under a common theme.

Wayfair
Digital-first furniture retailer Wayfair’s first physical store will offer shoppers a large range of Wayfair’s inventory as well as consultations with a home and interior design expert. Beyond these offerings, store shoppers can also enjoy a connected experience, ordering online and shipping to home directly.

These are just a few examples of strategies retailers are taking to increase engagement with shopper education and interactivity. For more, download PSFK’s Reinventing Retail Through Experience-First Shopping, available now.


Lead image: via BusinessWire

Hosting programmed events and offering new occasions, such as workshops, performances and live demonstrations, is one way for retailers to build consumer confidence in a purchase or encourage product use in an engaging manner.

In this excerpt drawn from PSFK’s Reinventing Retail Through Experience-First Shopping report, here’s how today’s top retailers are enhancing physical retail experiences with demos, community events, and other opportunities for shopper education.

Johnnie Walker Diageo’s Johnnie Walker whiskey brand has opened its first experiential retail store in Madrid, which features tasting sessions, virtual experiences and limited-edition curated collaborations exclusive to the new location. Diageo aims for the experiential retail store to not only promote Johnnie Walker and Scotch whisky in general, but also demonstrate the heritage of the brand.