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shopping basket. Today’s shoppers have the opportunity to spend time in the retail outlet and immerse themselves in the product culture. This experience is amply demonstrated by the Build-a-Bear Workshops and American Girl Stores, where the main retail activity is supported by peripheral activities – educational and recreational – along with the opportunity to customise the product you purchase. Both are well supported by an online presence, yet it is the physical outlets that are key in delivering a retail experience above and beyond that delivered by internet shopping. As more day-to-day purchases migrate online, experiential retail will surely increase in scope over the years to come.
ECO-PLAY With the current focus on sustainability, there has been a concerted effort to design and build entertainment centres that respect and protect the environment by incorporating equipment, materials and activities that are environmentally friendly. Attractions and activities tend to focus on outdoor adventure, with climbing walls, zip-lines, tree-top courses, rope-swings, etc. – features that help to heighten awareness of the natural environment in an enjoyable way.
The trends highlighted above may be particularly relevant to Latin America, but they are also shaping the entertainment centres of tomorrow around the globe. It will be interesting to see what kind of new facilities develop over the coming years.
John Plumpton, OAA, is a principal and senior director for entertainment centres at FORREC. He can be reached at
jplumpton@forrec.com
Snow Village, Saudi Arabia
hoy en día tienen la oportunidad de pasar tiempo en el lugar de compras y sumergirse en la cultura del producto.
Una forma de esta inmersión la demuestran las tiendas de Build-a-Bear y las de American Girl, donde la actividad de venta principal cuenta con el apoyo de actividades periféricas – educativas y recreativas – junto con la oportunidad de personalizar el producto que uno compra. Ambas cuentan con el apoyo de la presencia en línea.
Otra forma de inmersión se encuentra en tiendas como Lego, Apple Stores y Nespresso, donde se construye una fuerte adhesión con los clientes creando una atmósfera exclusiva, acogedora, con un personal atento e informado y un ambiente agradable. Se espera que los nuevos clientes se relajen e interactúen con los productos antes de “comprometerse” con la marca. Los clientes que regresan se sienten como miembros de un club.
TENDENCIA 7: JUEGOS ECOLÓGICOS Con el actual foco en la sostenibilidad, ha habido un esfuerzo coordinado para diseñar y construir centros de entretenimiento que respeten y protejan el medioambiente incorporando actividades y materiales de equipos ecológicos. Las atracciones y actividades tienden a concentrarse en las aventuras al aire libre, con paredes para escalar, tirolesas, recorridos en árboles, columpios de sogas, etc. – características que ayudan a intensificar la concientización del ambiente natural.
NOVEMBER 2014
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