Ever since e-commerce
started challenging the
dominance of physical retail
with its ultra-convenience,
endless choice and seamless
purchasing options, bricks-and-mortar stores have
looked for ways to offer
customers something they
can’t get online.
Experiential retail has become a key
tactic in recent years (as well as an
overused buzzword) as retailers have
used the theatre of surprise and delight
to differentiate themselves from their
In this report we explore what we
consider to be a significant maturation
of this approach. In many ways, the
examples we use are more functional
than what we’ve come to expect from
traditional experiential retail, yet in this
way they become more meaningful for
These examples are less about creating
unique and unforgettable branded
experiences, and more about creating
product trials and paths to purchase that
are rooted in the real-world contexts in
which the products are actually used.
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