Re-evaluating the Brand Experience: Chapter 1 - Multi-Sensorial Identity

The recent accelerated growth of ecommerce, and the increased focus on digital brand experiences and activations through social media and web platforms, has led us to further question the purpose of traditional retail. How can we re-evaluate the purpose and concept of “experiences” to take shape beyond the physical world? And what role should retail brands play in this constantly evolving experiential “consumer journey”?

As the restrictions continue due to Covid, the need for human interaction, entertainment, stimulation and engagement are only increasing. This need translates across both physical and digital retail. Overall, the desire for retail experiences is on the rise with millennials saying that 52% of their spending goes on experience-related purchases (The Washington Post).

In this article, over 4 chapters, I look at how the retail world can re-frame how they approach the brand experience, online, but especially in store, to ensure longevity and increased sales both online and offline.

Multi Sensorial Identity - exploring the dual experience that immerses your audience in entertainment and unique brand interactions

Marketing Week states: “15 years ago, the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch points, with 50% regularly using more than four.”

The process of purchasing is now a more considered activity for consumers. Their research, collation of inspiration and knowledge of trends and products, and in turn building their connection to a brand, is often done through a variety of channels before even entering a traditional store.

For example, the UK’s pop-up industry was worth over ￡2.3 billion a year before Covid hit. As brands gain confidence in the marketplace we see shop-in-shops and pop-ups playing an important role in the shopping experience. They create a space for retail entertainment and allow brands the platform to create truly unique and experiential connections which may not be possible in the restrictions of a permanent store.

Insightfully, High Snobiety also recently wrote in their BCG Whitepaper: “Our research found that Gen Zers spend half of their purchase journey seeking inspiration and inspiring others (31% and 19% respectively). Moreover, more than 70% of Gen Zers globally (82% in the US) make their decision to purchase while seeking inspiration.”

Last year, HudaBeauty, one of the world’s fastest-growing on-line beauty brands, ran an immersive retail experience pop-up in the centre of Covent Garden, to launch a new product range and in turn reach new customers. Creating a futuristic build out which linked back to their hero product (Mercury Retrograde) the pop-up shop focused on creating a plethora of shareable moments throughout the interior design playing into the daily social media habits of its key consumers. The pop-up certainly caught the eye and provided an opportunity for consumers to physically interact with the brand and its products – something they hadn’t been able to do online. Post the pop up, and building on the following it gained during it, Huda successfully launched in Boots in the UK something it may have found harder if it had relied on its on-line following only.

HudaBeauty pop up Covent Garden

Creating experiences which inspire, excite, engage and educate create that brand love and consumer loyalty which in turn drives sales. During the complications and uncertainty of Covid, consumers are shopping, they are just shopping differently. They may take longer to make a decision or need a more considered and personal retail experience before deciding on a final purchase.

Events also play an important role in building brand love past the point of purchase. Pre Covid the likes of House of Vans and Jacks Hotel No 7 provided brand “play-grounds” for consumers to not only try new products but completely immerse themselves in the brand and build memories which they then relate directly to the brand. During Covid large events are harder (to, let’s face it, sometimes impossible) however creating that feeling of a multi-sensory experience isn’t. For example, during fashion week we saw brands such as Loewe created the most beautifully and thoughtfully curated seeding kits to sit alongside their digital fashion show. They provided material swatches, sample cut outs, behind the scenes information and activities to complete at home to add another sensorial aspect to the show.

Loewe Show in a Box

As IRL events are paused and virtual events increase, we need to ensure we re-evaluate the experience to ensure that all senses are being captured beyond the content on the screen.

Chapters 2, 3 and 4 to follow focusing on Innovative CX, Spatial Elasticity and Experiential Value