It’s a very exciting time for retailers as the industry continues to investigate the new role of the store. Although there are a multitude of exciting new strategies and technologies, experiential retail is topping the list for many brands eager to stand out from the crowd.
According to our recently published Experiential Retail Hit List, stores today must offer immersive, captivating experiences that help tell the story of the retailer and the its products. In-store technology, such as AR/VR, mobility, and interactive digital displays, must augment that story and deliver more value to consumers during their visits.
For this week’s Retail Remix episode, we caught up with Melissa Gonzalez, Founder and CEO of the Lion’esque Group. One of the first experts to delve into the pop-up paradigm (hence her book of the same name), Gonzalez has worked with countless brands to help them reimagine their brick-and-mortar experiences.
“It’s about telling a story in the space,” Gonzalez said. “It’s not just about selling a product and being transactional; you can do that online.”
Check out the full episode to hear:
- Gonzalez’s experience working with brands like Nordstrom and Purple on their experiential strategies;
- The evolving role of pop-ups;
- How brands can determine what stories they should be telling; and
- The technologies retailers should be using in stores.
