From Selfridges to Samsung, retailers are reinventing the physical channel with participatory activations like skate parks, community video gaming and more

Leading brands have started to offer in-store entertainment as a way to promote consumer participation and engagement. Staying within the message of the brand itself, stores are incorporating participatory play ideas to fully immerse customers in the store experience.

These tactics are designed to leave the consumer with a lasting impression and encourage them to return, as PSFK researchers identified in our recent research on driving engagement within the physical channel. Here's how Selfridges, LUSH, GAME and more are elevating the way consumers experience in-store retail:

Selfridges
High-end department store Selfridges features an indoor skate park complete with ramps, rails, benches and banks. Selfridges collaborated with the top U.K. skaters to provide customers with tips from the pros, including lessons for beginners and open sessions for more experienced skaters. Selfridges is also home to the first European flagship of New York toy brand FAO Schwarz, and features play-based experiences, including in-store demos and an FAO Raceway where shoppers can build custom remote-control cars.

LUSH
The flagship store of clean beauty retailer Lush features experiential offerings, such as a perfume art gallery, disco-themed selfie room and interactive play experiences that feature Lush products.

Belong by GAME
The video game company GAME has created an experiential in-store space where gamers can play together, participate in fan events and even test out new products.

Samsung
Samsung opened experiential retail stores designed with a “playground” vibe in which shoppers can interact with 4D VR technology. Customers then get the opportunity to play with friends in a 4K gaming lounge. They will also be able to see the newest 8K TVs and create augmented reality emojis, among other activities, with the products.


Lead image: stock photos from Dusan Petkovic/Shutterstock

Leading brands have started to offer in-store entertainment as a way to promote consumer participation and engagement. Staying within the message of the brand itself, stores are incorporating participatory play ideas to fully immerse customers in the store experience.

These tactics are designed to leave the consumer with a lasting impression and encourage them to return, as PSFK researchers identified in our recent research on driving engagement within the physical channel. Here's how Selfridges, LUSH, GAME and more are elevating the way consumers experience in-store retail: