To bring their brand to live in memorable ways that resonate with consumers, big box retailers and startups alike are turning to live experiences like hands-on demos and workshops to help customers discover organically

Retailers are looking for new ways to capture the attention of their shoppers and engage them with their brand. There's a bevy of new, immersive ways to do this, from in-store pop-ups to entire spaces dedicated exclusively to experiential discovery.

Stores are now hosting programmed events and occasions like hands-on workshops, performances and live demonstrations to build confidence in a purchase or product, according to PSFK researchers. Johnnie Walker, Cannabis Now and Macy's are three prime examples of brands using immersive education to their benefit.

Johnnie Walker
Johnnie Walker, a Scottish whiskey brand, recently opened its first experiential retail store in Madrid. The space features tasting sessions, virtual experiences and exclusive, limited-edition curated collaborations. In this space, customers discover details about the brand and the product, both through physical manifestations and the opportunity to engage with representatives.

Cannabis Now
Marijuana-themed publication Cannabis Now’s 2,800-square-foot retail space differs from the transactional design of traditional dispensaries, opting not to sell products that contain marijuana's psychoactive THC compound. Instead, brands featured in the Los Angeles store will largely focus on educational experiences, such as live demonstrations, product launches, panels and more. There's also a permanent aromatherapy installation inside the store.

PRNewsfoto/Cannabis Now

Macy’s
Macy’s recently debuted an experiential store concept called STORY, which features themed merchandise and event programming like hands-on workshops. The space was designed to mimic a magazine layout and features a host of different products organized under a common theme. The inaugural theme is color, but the space and its ethos will change regularly.

Macy's


Lead image: Macy's

Retailers are looking for new ways to capture the attention of their shoppers and engage them with their brand. There's a bevy of new, immersive ways to do this, from in-store pop-ups to entire spaces dedicated exclusively to experiential discovery.

Stores are now hosting programmed events and occasions like hands-on workshops, performances and live demonstrations to build confidence in a purchase or product, according to PSFK researchers. Johnnie Walker, Cannabis Now and Macy's are three prime examples of brands using immersive education to their benefit.