SHOPFLOOR: IN-STORE RETAILING
CREATING STRATEGIC FRICTION THROUGH EXPERIENTIAL TO HARNESS SALES
By Daniel Todaro, MD, Gekko Field Marketing
A
hugely important topic for independent retailers these days, but how do you create an interesting and interactive experience to entice consumers in-store?
The in-store shopping experience has emerged as a critical differentiator for physical retail, where shoppers have increasingly high expectations. Creating an enhanced in-store experience is standard practice within many retailers, in particular with the considered purchase sector.
Exceptional customer service remains high on the list for customers, with knowledgeable, friendly, and proactive staff playing a crucial role in guiding and assisting shoppers. Our own research has shown what matters to shoppers with 60 per cent wanting a pleasant retail environment, while 42 per cent of people want to speak to knowledgeable staff.
However, it may come as a surprise to many of you that consider your store to be the best customer experience for your customers; whilst 75 per cent of us prefer to shop in person, it’s shocking to realise that only nine per cent are usually happy with their in-store experience.
Brand activation
Audiences today are demanding more from their in-store experience, and for good reason, because 73 per cent of consumers consider experience as an important factor in their purchasing decisions, behind price and product quality. It’s not just the experience in-store that counts either, because getting your brands involved to support you to help enhance the shopper journey could help you tap into the 91 per cent of consumers who confirmed they would feel more optimistic about a brand’s product or service after actively participating in a brand activation or experience. When you consider that your opportunity to grab the attention of shoppers is between five and 180 seconds, your displays and how visitors are greeted and served is essential in converting browsers into shoppers! Retailers that offer immersive experiences can see a significant increase in dwell time and average spend. So creating strategic friction to not make the customer feel rushed, is becoming increasingly welcomed, as is personalisation – as two-thirds of shoppers are more likely to spend with brands that offer personalised in-store experiences, using data and relevant content that relates to them.
48 • FOOTWEAR TODAY • AUGUST 2025
73 per cent of consumers consider experience as an important factor in their purchasing decisions, behind price and product quality.
Customer loyalty
Experiential marketing has a profound impact on consumer purchasing behaviour, with 85 per cent of consumers more inclined to buy after attending a live marketing event. It not only attracts new customers but also fosters loyalty, with 70 per cent of consumers becoming regular customers after an experiential marketing event. A significant 65 per cent of brands acknowledge that experiential marketing events are directly related to sales success, underscoring the strategy’s effectiveness in driving revenue. At the intersection of where retail meets experiential, the lines are often blurred and occasionally the term experiential is
referenced when in reality there has been zero positive impact to the consumer based on their experience. The need to create retail theatre that is proportionate to your audience and outlets where you sell your products is critical to your experiential success. The online experience therefore needs to match the experience in-store and seamlessly connect, as this may be the customer’s starting point. At the point of purchase, the moment the consumer steps in, the experience begins, not merely when they begin to browse, look and touch. The customer journey should reflect you and the brand’s advertising and create a pleasurable experience, which reflects positively on both retailer and brand to create buyers and as well as repeat customers.
The experience should include real-life user scenarios; it’s great to instil aspiration and ‘keeping up with the Joneses’ but keep it real and relatable so that it resonates with the customer. This creates an experience worthy of their hard-earned cash, because when it comes to the considered purchase sector, there is no greater enemy to a brand than a poor customer experience.
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