A physical retail presence can let consumers “discover” a brand and interact with it

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2019, 12:56 PM UTC

Pop-up experiences at remote locations can help deliver brand experiences.

This article states that stores are no longer “physical real estate” where brands store products but spaces where businesses can transact in experiences. Such experiences could be delivered through innovative shopper marketing and experiential.

While digital retailers continue on the path of optimising their ecommerce platforms, it is at the expense of experiences. This has led to a loss of “the joy of discovery”, with consumers being conditioned to prioritise delivery.

Brands must be mindful that a physical presence not only acts as a visual prompt, but brings opportunities for consumers to “discover” and interact with the brand. Moreover, retailers could also explore pop-up experiences at remote places to deliver branded experiences as consumers there would be less likely to expect it.

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[5 minute read]