Leading retail experience consultancy Quinine’s seven-part webinar series discusses, defines and validates the meaning of the industry catchphrase Experiential Retail.
Acknowledging the lack of a common language to define what Experiential Retail is, Quinine founder Ian Johnston and Design Director Alex Whitlow introduce the framework they share with their clients to help discuss the most appropriate instore solutions.
Their approach to defining retail experiences is to start by dividing them into smaller, more tangible components. This means organising all thoughts, insights and considerations around a given brand into the simple yet powerful concept of ‘Time’, ‘Place’ and ‘People’. It is these three core components that interlink, overlap and combine to set the foundations of all types of experiences within retail environments.
Given its fluid and subjective nature, Time is not explored as deeply as Place and People. Understanding the ‘When’, the ‘How Long’ and the ‘Frequency’ of an experience is as far as Time needs to be taken. The greater emphasis in defining Experiential Retail is placed upon Place and People.
The foundation of good retail design is anchored by a thorough understanding of the value of Place. Quinine breaks Place down beyond just the four walls of a retail space. Using an in-store customer journey construct, they attribute each of the eight moments of the in-store experience to physical locations in store. Creating a frictionless customer journey is made possible by ensuring that each of these eight moments work together seamlessly. Only once this has been achieved should retailers layer in the more emotional, immersive or interactive elements.
Examining People defines the 5 reasons customers go into store. These ‘missions’ are organised into the following experience realms:
Functional - My purpose is to achieve my goal
Social - My purpose is to connect with people
Educate - My purpose is to improve myself mentally and/or physically
Entertain - My purpose is to have fun and enjoy myself
Escape - My purpose is to lose myself
Throughout the series we learn how those retailers who facilitate the five experience realms (People), whilst delivering a robust and appropriate Customer Journey (Place), are likely to deliver more meaningful and impactful retail experiences. Quinine presents retailers already doing this well and propose a blueprint for the future.
Through their Retail Experience Framework this webinar series presents a clear way to quantify and talk about Experiential Retail and shows retailers how to build deeper loyalty and trust between their customers and their brand.