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Store Design Secrets with George Gottl

Brands are no longer selling a product, but rather selling a memorable experience as it lasts longer, creating a sense of connectivity and brand loyalty. People remember places and not websites, so creating something that gets people talking about the brand is far more powerful and engaging.
22 November, 2022
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The shift of luxury brands approaching retail design with much needed theatrical approach for elevated experiences and increased dwell time are critical to reaching consumers going forward. Retail experiences are now a marketing tool to create loyalty and engagement with consumers by creating extraordinary moments, transporting customers to a different world.

During the pandemic, we experienced one of the largest spikes in eCommerce sales, however, as a consequence, many consumers were left behind which meant they disengaged with brands. Post-pandemic, we are experiencing a spike in physical store experiences as consumers crave human interaction. Brands are no longer selling a product, but rather selling a memorable experience as it lasts longer, creating a sense of connectivity and brand loyalty. People remember places and not websites, so creating something that gets people talking about the brand is far more powerful and engaging.

It is evident that consumers want to experience luxury brands in a theatrical way with memorable experiences, it gives the brand the opportunity to be 360 with the senses. Taking every touchpoint into consideration is vital, especially smell. Most brands create their signature fragrance which creates a memory trigger whenever anyone enters the room, adding emotion to the brand.

Brands don’t need large budgets and off the wall experiences to engage their audiences, simplicity can often be the key to unique experiences which can be achieved by breaking down a brand to the core of what they do. You do not necessarily need to spend a lot of money to create a memorable experience that gets people talking.

This article was written by George Gottl, CCO and Co-founder of UXUS and first appeared in A1 Retail on https://flickread.com/edition/...

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