EXPERIMENTAL RETAIL
April/May 2026
housewareslive.net Lift and learn
As retailers adapt to more experiential and education-led environments, OXO Senior Sales Manager Rachel Browne tells Will McGill how brands and buyers can work together to better communicate value, drive engagement and connect everyday kitchen moments with long-term growth.
entry point for education and inspiration,” Ms Browne adds. Supporting retail staff to communicate these benefits effectively is another major focus. Ms Browne believes training should prioritise practical understanding over technical specifications. “It starts with giving teams context, not just specifications,” she explains. “Simple training tools, usage videos, quick reference guides and hands-on demos make a huge difference.” Experiential retail is also becoming increasingly important for the
s consumer expectations around kitchenware continue to evolve, retailers are being challenged to do more than simply stock products, they are increasingly expected to inspire, educate and guide shoppers through everyday solutions. For Rachel Browne, Senior Sales Manager for UK and Ireland at OXO, that shift presents a major opportunity for brands and retailers to work more collaboratively, creating clearer product storytelling and more engaging retail experiences. My role is really focused on building strong long-term retail
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partnerships, while also supporting sustainable growth for the brand,” she explains. “We work closely with customers to develop strategies that align brand strength with retailer objectives, while ultimately meeting shopper needs.” For Ms Browne, effective retailing goes far beyond simply placing
products on shelves. She believes stores should move away from rigid category-led merchandising and instead focus on how consumers actually use their kitchens. “Retailers can shift the focus from individual categories to the kitchen itself as the centre of action,” she says. “When stores organise storytelling around habits and moments rather than aisles, shoppers can more easily understand how products work together.” This lifestyle-led approach is particularly relevant in categories such as
coffee and cookware, where consumers increasingly value convenience, simplicity and consistency. Ms Browne argues that intuitive, well- designed products are key to building confidence at home. “The most important message is that great results at home come from confidence,” she says. “You don’t need professional skills, just intuitive tools that remove friction from everyday tasks.” She points to OXO’s Rapid Brewer as an example of how innovation can elevate daily routines, allowing consumers to create cold brew coffee and concentrates quickly and easily without specialist knowledge. “Coffee is a daily ritual for many consumers, which makes it a powerful
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brand. Interactive fixtures and “lift and learn” displays are helping bridge the gap between passive browsing and active product discovery by allowing shoppers to physically engage with products while accessing digital information in-store. Alongside changing retail formats, Ms Browne highlights growing demand for durability, versatility and more considered material choices across both cookware and coffee accessories. “We are seeing demand for durability and ease of use, alongside materials that are less impactful on both consumer health and the environment,” she says. Communicating long-term value clearly at shelf level is therefore essential. Rather than focusing purely on price, Ms Browne believes retailers should highlight product performance and longevity. “Long-term value is best communicated through outcomes, not just
price,” she explains. “Durable, well-designed tools save time, reduce frustration and perform consistently over years, not months.” Looking ahead, Ms Browne sees retailers becoming increasingly influential as trusted guides for consumers navigating growing product choice. “As assortments grow and consumers seek more meaning behind
purchases, retailers who offer clarity, inspiration and practical advice will stand out,” she says.
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