Continuing The Drum’s Retail Focus , we ask marketing experts to tell us which consumer and luxury goods brands are delivering the best retail experience in their brick-and-mortar stores and what they are doing right to attract modern consumers. Apple's retail spaces unite form and function Physical retailers have faced immense challenges in recent years as shoppers have taken their purchases online, Covid closed shop doors for months and the global cost of living crisis has forced a decline in footfall and, as a result, sales. This means that traditional brick-and-mortar retailers now have to fight harder and think more creatively than ever before to deliver seamless customer experiences in their stores.
So, which brands are doing it the best in the eyes of marketers? In the third part of our Retail Therapy series, we focus on consumer and luxury goods retailers. Louisa O’Connor, managing director, Seen Presents: “Coach, Coach, Coach! It is simply dominating right now, putting participation, play, experimentation and brand immersion at the heart of every experience. Its pop-ups borrow equity from food and beverage, craft and culturally relevant influencers to create spaces that people want to dwell in.
Its strategy is to create content playgrounds focused on exploration to totally immerse people in the heritage and values of its brand versus creating more tactical and passive spaces. Its products are brought to life through total brand immersion, with surprise and deli.