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Saturday, July 08, 2017

Can In-Store Experiences Save Retail?

I notice this article mentions my favorite experience store, Jungle Jims.   Have covered from time to time here.   Even they have been doing less of that, it seems, in recent years.  More live action is needed.   Is it enough?   Does it compete against price, selection and fast delivery?

Can In-store ‘Experiences’ Save Retail?  In Knowledge@Wharton

At the Rebecca Minkoff store in New York’s Soho, “smart” digital walls and mirrors let you tap for a different clothing size or color — as well as a free glass of champagne. At the Warby Parker store near Hollywood, you and your friends can create your own 15-second shareable video in a “green room” furnished with props and backdrops. At Jungle Jim’s International Market near Cincinnati, bizarre animatronic figures entertain you while you browse unusual gourmet foods. And at Pirch’s luxury home appliance stores, you can try out the appliances before buying them, including shower heads (just bring your own swimsuit.)

Other brick-and-mortar retailers offer cooking classes, celebrity appearances, personalized makeup advice, wine tastings: the list goes on and on. Much of this activity, of course, is intended to combat the juggernaut of online ordering via Amazon and other sites.

“The customer can get all of their clothing without ever leaving their bed,” says Stacey Bendet, CEO and creative director of designer clothing company Alice + Olivia. “So the experience in-store has to become more VIP, more exciting.”

But are these in-store “experiences” worth the effort and money that retailers are pouring into them? .... " 

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