Interactive Retail Stores incorporate installations to breathe new life into the shopping experience
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Interactive Retail
Stores incorporate installations to breathe new life into
the shopping experience
Tracked since: June 2018
About this report
HTA works with Foresight Factory, a leading UK trends
agency, to identify and anticipate trends that could affect the
garden market. Consumer attitudes to plastics are essential
for people working in garden businesses to understand,
especially with regard to pots, containers and packaging.
We’ll be covering this trend and its specific implications for
gardening in more depth at our Cultivating Retail
Conference. If you find this report useful, then do take a look
at the agenda for Cultivating Retail; it’ll be a great chance to
hear more about how the trend is likely to affect our market
and how garden businesses are responding to it:
www.hta.org.uk/cultivatingretail
2
Interactive Retail
Retail stores are incorporating interactive I N N O V AT I O N
installations, borrowing from the trend of
pop-up museums designed around kitsch
themes and Instagram-worthy attractions.
To enhance the offline shopping
experience, brands are transforming retail
spaces into experiential spaces. This can
be within existing stores or in time-limited
pop-up spaces.
In many countries, we note a significant
increase from 2013 to 2017 of consumers
who say they go shopping for fun. Despite
this, many established retailers have ▲ When opening its LA “showroom” store in May
2018, Glossier, which began as an online blog,
announced store closures due to struggling
included a huge replica of Arizona’s Antelope
sales. Canyon for customers to walk through. In a
By borrowing from out-of-home experiential Facebook post about the Canyon, Glossier
leisure trends, stores are creating fresh explained: “we wanted to take the theme of Glossier
incentive to visit and interact with brands LA (like driving through the desert with the top
down) and make it even more immersive”.
IRL – even if sales are growing online.
Experience Seekers
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Value placed on going shopping for fun
The value placed on going shopping for fun has risen significantly from 2015 to 2017 –
especially among Millennials and the 75+, both of whom are less likely to have dependant
children and may have more time for this leisure pursuit. This suggests that shopping remains
a popular leisure activity that can borrow from other leisure trends to increase appeal.
"How valuable are each of the following to you in terms of your overall entertainment? Where 1 is not at all
valuable and 10 is extremely valuable" | Shopping for fun | % selecting very valuable (8-10) Leisure,Retail
2015 2017
100%
80%
60%
40%
20%
0%
boomers
75+
AB
Male
Female
C1
C2
DE
35-44
Millennials
Total
16-24
25-34
45-54
55-64
65-74
Generation
Baby
X
Source: Foresight Factory │ Base: 4305 online respondents aged 16+ , GB, 2017 August 4Insta-worthy stores
◄ In late 2017, Shiseido opened an immersive light
exhibition in its Ginza building based on neuroscience.
Named Neuro-Surge, the experience led customers
through 3 sensory rooms to explore the world of the
product: light through illuminated strands, touch through
an interactive wall and finally a quiet room containing
product samples to interact with directly.
◄ Nike ran a number of Sneakeasy pop-ups in November
2017 with Footlocker. Each visitor (to the often secret
locations) was taken through the experience by a member
of staff. Visitors saw an Airmax genealogy display and
gained access to trials, the NIKEiD trainer builder, music
experiences and interactive art installations.
◄ Virgil Abloh has turned the Off-White flagship store
into a literal gallery called EM PTY. Opening in 2017, the
store showcases art installations alongside a
corresponding collection. The initial exhibition included
trees and bird song. In March 2018, the gallery exhibited a
series of portraits by Lucien Smith. One portrait was
chosen for an off-white t-shirt sold at the store / gallery.
5How to act What will happen next?
Incorporate highly photographable and Retail spaces will push visual and experiential
interactive installations into stores and other design boundaries in order to build viral
physical spaces. This differentiates the retail success. This is particularly key for brands
experience as fun and immersive in that don’t have a frequent physical presence
comparison to convenience-driven digital in people’s lives such as automotive brands.
retail.
Physical retail spaces will continue to evolve
Consider a pop-up or store-within-store if you to remain relevant in a digital age. From
do not have a physical space. The limited coffee shops to co-working spaces, we have
time on such installations can increase hype, seen many iterations of retail trying to remain
and face-to-face interactions offer immense relevant as a leisure pursuit in its own right.
learning opportunities for online brands. We expect more brands to bring what they
have learnt from experiential pop-ups into
Ensure installations say something about their stores to ensure maximum customer
your brand or your product and remember engagement and satisfaction.
that consumers are coming to be delighted.
This gives the installation more longevity and
purpose.
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