Like most people, I spent many, many hours over the Christmas period browsing shops for various gifts and presents. In the last month I think I’ve seen every window display and instore promotion on offer from the top 100 brands in the UK, and a fair number outside too.
There’s a lot going on in retail to try and capture consumer’s attention. Aside from the well-document rush to slash prices and seemingly live in the land of ‘perma-Sale,’ retailers have also been told that consumers need something more than just shopping aisles to be tempted away from their laptop, tablet or mobile screens and into a store environment.
Experiential retail activities certainly holds much promise for retailers looking for innovative ways to capture customer’s attentions, affinity and loyalty.
But shopping around this Christmas, I couldn’t help but notice how depressingly identikit many of these ‘moments’ were; from flashing lights in clothing store windows, to massive digital activations from the big tech brands, I was struck by both how little newness was on offer, and how much these activities missed the point.
Invariably, brands have focused on delivering a stunt, or a ‘big’ moment to stop customers in their tracks. Great – but we’ve known for years that that one second moment in the store window hasn’t gotten someone to walk through the door for a long time.