How to create a standout, in-store shopping experience

In a world of new realities – from metaverse to tech and VR – it is more important than ever for physical retailers to create a standout brand experience for their shoppers, as Niamh Higgins, Managing Director of TapCreative explains

Shoppers still want a memorable in-store experience; it isn’t just about price. “As humans, we crave in-person connection and always will. Physical retail magni es this need,” explains Niamh Higgins, Managing Director of TapCreative. While shopping online has advantages, the in-store experience remains a unique one. “A product can be ordered online, but a trip to the store is made as part of a ‘brand pilgrimage.’ It is no longer enough for a store to simply be a place of transaction. It must also serve as a destination. A well-considered, well-designed environment creates a narrative with touches and stories that personalise the brand, deepening a connection.” Elevating relevant, accessible inperson engagement and creating places where connection can thrive, is the way forward. There are several ways retailers can create a strong brand experience in their physical stores:

2 Create compelling in-store events

The right events strategy is a great way to showcase your brand experience, drive footfall and build a sense of community. It should, though, rmly focus on the customer, their values, needs and experiences they crave. Think about themed events that can encompass di erent touchpoints across the store environment.

3 Build opportunities for community connection

Design your store to be more like a hub for social interaction and community engagement. Successful stores that shift beyond the transaction by o ering workshops and classes, hosting talks, and being a place where people can gather stand out. Using your physical space to foster connection and belonging attracts and retains customers.

4 Don’t forget about emotion

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Provide an experience beyond the conversion Move away from the traditional ‘shop and stop’ attitude. Start creating post-purchase experiences that drive longer-term connections. Automated email series’ that go above and beyond the order con rmation is the norm now. Think of shareable videos or illustrations on personalised product care.

For more information: TapCreative is an award-winning agency, expert in retail design. www.tapcreative.ie

The best experiences are human, and people should always be at the centre of the most meaningful store experiences. Digital technology should never be seen as a replacement for human interaction but should embolden your brand’s unique attributes. Think about how you want your audience to feel as they walk away – what is the emotion you want them to feel? Investing in retail design that considers and ampli es brand experience throughout your physical store can help you win in today’s world. It can di erentiate you. Leading to deeper emotional connection and increased loyalty.

Remember, experience rst, technology second. Design the journey rst and then decide how technology can improve it. Technology is merely a tool and only bene cial when it improves moments along a customer’s journey in-store.