Experiential Retailing: Can it Help Offline Stores?

Jan 17

posted by Dr. John Gironda in Entrepreneurial Marketing | 53 Comments

The growth of online shopping has led many traditional brick-and-mortar retailers to create and emphasize unique in-store shopping activities and experiences as a way to compete with online retailers. This is known as experiential retailing, and the idea behind this trend is that the one thing online retailers can’t offer is the in-store experience. Therefore, if offline stores can develop truly interesting, entertaining, and/or one-of-a-kind shopping activities/experiences, that would be one way to effectively compete.

There are a number of examples of companies engaging in experiential retailing. For instance, Bass Pro Shops Outdoor World superstores feature a number of attractions that make each store a unique destination, such as indoor waterfalls, gigantic aquariums, archery ranges, and ponds with fish native to the store’s area. In addition, the stores hold a number of demonstrations and workshops that teach customers a variety of skills related to outdoor activities, including camping, hiking, fishing, and water safety. Another outdoor recreation company, REI offers climbing walls at some of its stores, for patrons to try out and practice their rock climbing skills. In addition, Dick’s Sporting Goods offers a golf simulator for shoppers to try out any of their golf clubs on a number of virtual holes before purchasing them. On the simulator, the customer hits an actual golf ball and then a large projection screen shows the flight of the ball through the air, as well as where it lands. In addition to displaying this, the simulator also provides a number of useful metrics, such as ball distance, speed, launch angle, and spin, to further help customers decide if the club they’re using is the right one for them. 

Sporting goods and outdoor oriented stores aren’t the only ones engaging in experiential retailing. Many other brick-and-mortar retailers are starting to use technology to create a personalized shopping experience for customers. For example, many companies such as Target offer mobile apps that allow shoppers to see if an item is available at a particular store, and if so tell them the exact location of that item within that store. In addition, other retailers including Timberland, are beginning to employ the use of augmented reality systems in their offline stores, to allow customers to virtually try on clothing and accessories, as well as instantly mix and match various combinations of shirts, pants, shoes, etc. www.youtube.com/watch?v=5TZmQPdhpak.  Neiman Marcus has also developed the “Memory Mirror” shopping assistant, which allows shoppers trying on various items to view them on a large video screen from any angle, as well as instantly change an items color, or see the way different outfits look in side-by-side comparisons: www.youtube.com/watch?v=B97k394jetk. 

Since many of these retailers’ items can be purchased online, companies are hoping that by offering these extra experiences, it will encourage consumers to go and shop at their physical stores. Obviously online shopping is here to stay and will most likely continue to keep growing well into the future. However, experiential retailing does show promise in helping offline retailers to still have a relevant place in consumers’ shopping habits.

What do you think of experiential retailing? Do you think it’s a viable technique for allowing offline stores to better compete with online shopping? Are there any other examples of experiential retailing that you’ve recently seen in action? Please share your thoughts in the comments section below.

Image source: Tim Nichols (2014) – “Experiential Marketing on The High Street” (ExactDrive™).

John Gironda, Ph.D., is an Assistant Professor of Marketing in the H. Wayne Huizenga College of Business and Entrepreneurship at Nova Southeastern University. His teaching and research interests include digital and social media marketing, consumer behavior, marketing strategy, advertising, personal selling, and sales management. He can be reached at: jgironda@nova.edu

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• #1 by Teodora Suciu on 1/17/17 - 12:39 PM

  

  I believe that experiential retailing is a worthy opponent to online retail. Providing various forms of entertainment is very effective and I am sure that it will succeed in attracting more buyers. In addition, being able to experience something or try it out for yourself before purchasing certainly has its perks. However, I personally find online shopping much more convenient, especially in an age where we are often too busy to take the time to look around in physical stores.

• #2 by Farooq Hassan on 1/17/17 - 12:44 PM

  

  I think experiential retailing is a is great way for businesses to have a stronger in-store presence. It will allow them to be more competitive compared to online stores in certain situations. For example, sporting goods store could allow athletes to possibly try out some of the sporting goods. Online sporting good retailers could not offer this, thus allowing the in-store variation to be more competitive. I think it is viable, however, in some situations it may not be cost effective. Investing in such technologies like the Memory Mirror could be too expensive (for some companies) if the profit from purchases that result from its usage do not exceed the costs from investing in it.

• #3 by Alexandrea Reggiani on 1/17/17 - 5:55 PM

  

  I agree that experiential marketing is a effective way for offline stores to compete with the growing world of online shopping. I am very interested in this topic because I often wrestle with whether or not to go to a store when I can get the same items online. I definitely see the advantages to actually visiting a store and having contact with the product I am tying to purchase and I think experiential marketing will add these advantages. Also, I believe that the type of shopping experience I look for depends on the product I am in search of. I think this concept has played out in a store I enjoy visiting, which is Lush Cosmetics. I buy a lot of their hair and body products and in their stores they offer a trial of each product. It really impacts my purchasing decision when an employee demonstrates how to use the product before I buy it.

• #4 by Morgan Hobbs on 1/18/17 - 12:04 PM

  

  I believe that experimental retailing is a great way for physical stores to compete with the online market. I feel that there are just as many pro's as there are con's in both online shopping and in-store. The use of either greatly depends on the type of item you're in search for. As time progresses, the online market will continue to grow, but the need for physical stores will never perish.

• #5 by Ishan Shah on 1/18/17 - 2:01 PM

  

  Experiential retailing certainly seems like an effective strategy in attracting customers that would otherwise simply buy products online. By offering in-store experiences, retailers are adding extra incentive for customers to physically shop in stores as opposed to pressing a button online. It is certainly a viable technique to combat with online retailers; however, it will be very difficult to sustain as online retail continues to grow at an exponenetial rate. Stores must be willing to go the extra mile in terms of in-store experiences to counter the moves of online sellers. Bass Pro Shops is one of my personal favorite stores to shop and the outdoors feel the store emanates certainly contributes to a great customer experience. In addition, I have noticed that other retailers such as Footlocker, Macy's, and Sears all now use interactive technologies such as Ipads and tablets to better assist customers. Overall, it is a very interesting proposition that experiential reatailing could potentially be a key tool in bringing back traditional in-store shopping.

• #6 by Alexander Tabeek on 1/18/17 - 3:14 PM

  

  I really liked this article and the perspectives given on experiential retailing. I think this is an increasing strategy in department stores because the online shopping world is already competitive with convenience. I know personally I do a lot of online shopping because I can get on and buy exactly what I want without looking around for it or being persuaded to purchase other items. But stores such as Scheels and Bass Pro Shops, like you mentioned offer activities and entertainment that will bring customers in for the experience. In my opinion these are good strategies but it all depends on the individual. Some people really enjoy going to the story and shopping while others prefer the simplicity of doing it online and having it shipped in a couple days.

• #7 by Christa on 1/18/17 - 8:53 PM

  

  A business who wants to be on the cutting edge of technology should consider setting themselves apart from their competition. The experiential retailing approach engages the consumer and provides an incentive to come into the stores. I personally prefer purchasing my items at the store especially clothing. However the approach of Neiman Marcus utilizing the, “Memory Mirror,” is genius! Not only will the consumer have the ability to recall how other items they may have tried on looked using side by side images but the consumer can save the photo and the ability to share the photo with friends and family. This is truly innovative, interactive and forward-thinking.

• #8 by Stacey Warm on 1/19/17 - 11:32 AM

  

  I found this reading to be very interesting and intriguing. I do believe that experimental retailing allows offline stores to better compete with online shopping. When there is a given opportunity to experience a product before buying it, customers will be drawn to the store, which could potentially lead to more sales. This is particularly helpful when there is a wide variety of options such as the given example of golf clubs at Dick's Sporting Goods. An example of a place that I have recently seen that uses experimental retailing is the Lego Store in Disney Springs. Outside the store, there are huge displays of lego creations, drawing potential customers to visit their store. Also, FAO Schwarz, a former toy store in NYC, gave shoppers the opportunity to make remote control cars; choosing everything from the body to the headlights. This toy store was constantly giving demonstrations for their toys and games, which was a big attraction to the shoppers. Although it is beneficial to be able to test a product before purchasing, people also visit these locations for the enjoyable atmosphere and to admire all the place may have to offer. Experimental retailing is most definitely essential in todays world in order to compete with the convenience of online shopping.

• #9 by Valentina Leonett on 1/19/17 - 11:52 AM

  

  While online shopping is extremely convenient for a growing number of people, it can never be compared to the experience associated with in-store shopping. I am one of those people that prefer to visit a physical store because it gives me the opportunity to see what I want to buy. However, it has become more and more common to visit a store and not find exactly what you are looking for. Of course, this also varies depending on the product you are going to purchase. For example, this weekend I went to the mall and fell in love with a pair of shoes. When I asked if they had it in the size I was looking for, the answer was that they had that they only have one size per model sorted out through the different colors, but that they could order them online and have them shipped to me. This is not the first time my visit to the store ends in online shopping, which is why many people are resorting to it in the first place. I believe that if companies want to enhance the customer's experience and promote in-store shopping, they should begin by having enough inventory, or offering the option of gaining this experience in nearby locations. Experiential retailing definitely entails some competition for online shopping, but I do not believe it has the power to prevent it from conquering the market in years to come.

• #10 by Marina Poupart on 1/19/17 - 12:20 PM

  

  This article is a great read, especially as a person who is not a fan of online shopping. I love the ability to try on clothes and see and feel the material before making a purchase. I think experiential retailing is a great technique in means of keeping up with online shopping. I've seen many places including restaurants use these techniques to lure in customers. A local bar called American Social has self-serve beer taps that make large parties a hit. The restaurant patrons love to sit around a table and help themselves to beer without the hassle of finding the table's waiter. Experiential retailing is definitely a viable technique for allowing offline stores to better compete with online shopping. If customers have a great experience in a physical store, they will be loyal to that store and will most likely return. One of my favorite experiential retailing experiences that I have had was mapping my foot for the perfect running shoe at Dick's Sporting Goods. I stood on a mat that had sensors that detected how big my foot arch was, how I stand, and so on. You cannot get that experience online!

• #11 by John Chea on 1/19/17 - 4:59 PM

  

  I think experiential retailing is a great method for offline stores to compete with online stores. I do some online shopping but to be able to go in store and test a product before you purchase it is a great feeling. Offline stores like the Microsoft Store or Apple Store allow you to physically use the products that they're showing. Many people take advantage of the opportunity to decide whether they enjoy the product or not. The online market is a tough competitor for offline stores but I believe that experiential retailing could help offline stores compete.

• #12 by Flor De Liz Bustos on 1/19/17 - 7:01 PM

  

  Experiential retailing may be a way that offline stores can compete but the online shopping will definitely always have the upper hand in the race. Online shopping offer more affordable prices, more varieties, coupons, online exclusives, and you're able to purchase items from all around the world. Online shopping gives consumers the opportunity to avoid those checkout lines, the dreadful parking issues, and most importantly you're safely shopping from home. Although, going into the actual store eliminates the shipping wait time, you're able to try on the items, and we all love those in-store free samples. The shopping preferences all depend on the individuals so both off or online stores will always have someone to purchase from them.

• #13 by Crystal Lindeman on 1/19/17 - 8:11 PM

  

  This was an extremely interesting article. As a consumer who has just started grasping the idea of online shopping I quickly saw why so many people do not feel the need to fight the crowds in stores anymore. However, one of the stores mentioned, Bass Pro shop happens to be one of my favorite stores and I continue to go there on a monthly bases due to the interactions and activities they offer for not just the adults but for the children to. My son loves the monthly craft days, seeing the fish and being able to engage in the fun of the store. Experimental Retailing has its perks to help draw customers back into the store and hopefully purchase items, however I do feel online shopping is going to make it very hard for offline stores to keep competing. With how the economy and world has slowly gotten harsher and harsher more consumers feel safer and more secure shopping in the their own home.

• #14 by Raavi Singh on 1/19/17 - 11:00 PM

  

  Experiential retailing is a new and innovative way to make shopping more enjoyable. Online shopping has its appeal, it is convenient and easy; however, the experience of going to the store and trying on new merchandise is so ingrained in society. The experiences are very cool and increase the incentive of people to go to the stores. Compared to the traditional methods, sometimes the experiential retailing methods are cost ineffective and does not always draw the crowd and garner the attention that is promised. It is a great way to compete with the online market but it is very hit or miss.

• #15 by Allan Barraza on 1/19/17 - 11:31 PM

  

  I believe that experiential retailing is a considerable competitor to online retailing. However, I don't think that experiential retailing is enough for an offline store to compete with online retailers. While experiential retailers do offer unique attractions that online retailers can't offer, customers could often still buy the same products from an online retailer at a lower price. Sometimes customers visit brick-and-mortar retail stores to look at items they're interested in buying, but purchase the same item online at a lower price. These savvy customers could get a kick out of experiential retailing at the cost of the experiential retailer's profit.
  An example of experiential retailing that I have noticed is at Barnes & Noble. Many of these bookstores offer Starbucks cafes, plenty of seating areas, book signing events, among other amenities. However, I have also observed that customers go to BN to look at products they're interested in or to specific events, but still purchase their items at lower prices from online retailers. Perhaps lower prices are often available online because there is more competition on the web than at brick-and-mortar stores.
  Overall, I believe that experiential retailing would be most effective when applied by retailers who offer their products at the same price online or in person.

• #16 by Dominique Lewis on 1/20/17 - 12:41 AM

  

  Experiential retailing is definitely an essence for customers and businesses, and a great way to make a physical shopping experience very enjoyable. I feel that in our information age, people have been adapted to use little to no interaction skills and are anxious or burdened to conversate. Therefore, experiential retailing is a phenomenal technique to create a greater demand for customers to go to a physical store rather than through online sources, and challenge customers to gain discounts with a valuable shopping experience. Most examples of experiential retailing I've enjoyed involve new technology gadgets such as robots, drones, and the Samsung glasses which all require and attract customers to take a trial at the store.

• #17 by Amber Flynn on 1/20/17 - 9:00 AM

  

  I believe experiential retailing is an innovative way to lure in customers to shop in stores rather than with competitors online. With the technological world that we live in today, it is easy to have everything you want with the click of a button. With that being said, I think it is critical that in-store retailers continue to provide these "one-of-a-kind shopping activities/experiences" in order to continue their profits and not be swept away in the dust of online retailers. Sephora is a company that provides great experiential retailing. They allow customers to come in, explore the store, and have a make up artist in the store apply different products to them that they might be interested in. This keeps customers coming in to the store in order to find the products that fit them best so they are able to buy with confidence.

• #18 by Clarissa Lynette Smith on 1/20/17 - 11:45 AM

  

  Experiential retailing is a one-on-one engagement between a company’s offering, either product or service, and the consumer themselves. That moment of interaction is the experience. That experience can vary in delivery, but for us, it’s that moment of true interaction, that perhaps for the first time, defines for a consumer their whole brand experience related to a particular product. In my opinion, I believe experiential retail has risen throughout the years, its effective strategy has attracted customers to purchase goods online to decrease store visits. Although, actually visiting a store having contact with the product is always a good idea, depending on the product. More so, both has many pros and cons online shopping, and in-store. It just depends on the individual. Experiential retailing will continue to grow.

• #19 by Marco Gradiz on 1/20/17 - 3:14 PM

  

  Experiential marketing is an interesting way for retailers to engage customers and increase the likelihood of individuals shopping at their store. A lot of the retail competition is being funneled into online shopping because it provides an efficient, time saving method for making purchases. Using experiential retailing is definitely a way to garner more shoppers within their brick and mortar stores. While shopping online provides it's benefits, there is still a lack of the shopping experience that visiting a store in person provides. I've noticed experiential retailing at stores like Best Buy where they will match an online price and honor it in the store. This can be an effective way of getting customers into the store and having them make purchases.

• #20 by Sarah Katz on 1/20/17 - 5:36 PM

  

  I agree that shopping needs to be an experience to get people to the store because online shopping is so easy that in order to get people to the store, there has to be a draw that makes up for the inconvenience. The other day I saw that Amazon is opening a grocery store that would remove this inconvenience and also be a new experience for shoppers. I'm adding the link to a video advertisement for this! To summarize it, they use technology to scan your phone on the way out so you don't have to wait in line or check out. You simply pull what you want off the shelves and sensors do the rest. Amazon seems to be not only dominating the online shopping world, but opening stores as well.
  http://fox6now.com/2016/12/05/amazon-opens-a-groce...

• #21 by Keith Carrasco on 1/20/17 - 5:59 PM

  

  After reading this article, I do believe that experiential retailing is a great and effective way for offline retailers to compete with the growing online market. As one who prefers in-store shopping rather than online, I can say that the physical experience is part of the joy of purchasing item, whether big or small. The same way one goes into a dealership to test drive a car, or goes to the mall to smell a perfume, the in-store experience is always going to be needed. Though I see the convenience of online shopping, nothing compares to actually going in and trying on the product before making the purchase. I complete agree with one of the comments posted below: "as time progresses, the online market will continue to grow, but the need for physical stores will never perish."

• #22 by Daniel McCarthy on 1/20/17 - 7:16 PM

  

  Experiential retailing is one of the best strategies brick-and-mortar companies have to compete with online retailers. Target is one of the companies that utilize this technique, and and it seems to work well for them. Having worked at Target, I have noticed that the pinwheel app which customers can use to interact with store inventory tends to increase total customer volume. The app enables customers to get special deals, interact with the inventory, and shop online if they desire. The app incentivizes retail shopping by offering special deals to app users. Target is therefore able to increase the chances of customers impulse buying, and thereby increasing sales.

• #23 by Veronica Vasquez on 1/20/17 - 8:14 PM

  

  I believe that experiential retailing does give offline store a really good advantage over online stores. you get to look at the product in a different way you would before by seeing ow you could incorporate the item in your everyday life. And yes i have seen Sephora try experiential retailing by letting a makeup artist do a persons makeup to let them experience the makeup.

• #24 by Abdelrahman Al-arabi on 1/20/17 - 9:33 PM

  

  I think the idea of experiential retailing is a smart idea, but not that helpful. In this era, the technology has taken over quickly. Many people rather shop online than go to a real store, and it is much faster. I have experienced experiential retailing with Apple, where you can check out the devices. Experiential retailing can cause a company lots of money, unlike a website where it is very cheap. Online stores are also becoming smarter with adding features like virtually trying on your clothes, and creating and editing the color of your shoes.

• #25 by Benjamin Baldridge on 1/20/17 - 9:58 PM

  

  I think the idea of experiential shopping is a great way to attract interest to a store's physical location. In today's world, I think it is their time that people value the most, desiring to make purchases in a quick and efficient manner. The application that Target provides does exactly this. Another example is for this I've seen is Amazon go where you can simply grab the items you need and walk out without waiting in any lines. Overall a very good technique.

• #26 by Niyanthesh Reddy on 1/20/17 - 10:19 PM

  

  I think that Experiential Retailing is the best, viable alternative for offline-stores (Showrooms) to compete with online retailers. Experiental retailing creates a unique in-store shopping experience, which is very different from online shopping at super stores like Amazon and Alibaba. Online big retailers offer much more goods at cheaper prices (Ex. Clothes, sportings goods, etc) however, showrooms like Macy’s and JcPenny exist because their opportunity to try on new things as Clothes or directly see products like a TV is there. Even more is Bass Pro Shops Outdoor or Dick’s sporting goods where people can try new sports products or even a “golf-try-out” simulation machine which can allow people to find the best fit items. Online retailers cannot offer the same services as a simulation machine or make people try their products.
  The Experiential Retailing is extremely strategic especially with the customer-business direct relationship. Customer satisfaction and value should also be valued. When looking at supermart warehouses like Walmart, you will find much more value given for the same or similar products available there rather than on Online Retailers due to direct customer-business relationships.. At Amazon Inc., there are many more options for categories as

• #27 by Abraham Jalloul on 1/20/17 - 10:34 PM

  

  I think the idea of experiential retailing is a good approach to matching online shopping in a unique and creative way. At least there's an effort being made to approach the overwhelming shopping online dilemma that is causing so many shops to lose business. However, online shopping may have its advantages such as cost, and travel time. It also has its faults because you can't actually see the product in action. With experiential retailing being in play it's causing more stores to interact the products with the customers making them come to stores and buying it for the experience and first-hand feel of the products.

• #28 by Zaidi Fearon on 1/20/17 - 11:30 PM

  

  As a society that values ease of access and convenience, we have become heavily engaged in online shopping. As a result, the traditional brick-and-mortar stores are no longer heavily trafficked and generating as much revenue. I think that experiential retailing is the best method of combating this newfound problem. By providing intriguing experiences, customers will look forward to visiting stores not only for the items which they intend to purchase, but now for the escapade as well. Experiential retailing has the ability to attract customers as they are no longer just focused on the product they are purchasing but on the experience they are being afforded. If retail stores constantly evolve, changing the technologies used within stores to create one-of-a-kind ventures for their shoppers, customers will be more likely to return. We all know that often times we visit a store with one particular item in mind that we need to purchase however, we end up buying things we did not intend to. By creating an environment customers are happy to be in, experiential stores are constantly drawing customers into their stores which may result in higher conversions/purchases.

• #29 by Divy Mehra on 1/21/17 - 2:26 PM

  

  Overall, I think experiential retailing is a great way to attract consumers to come to the store, and generally improves the shopping experience. Certain methods of incorporating technology into the shopping experience (such as Target allowing you to view where every item in the store) is extremely helpful, though it puts more pressure on employees to maintain the store. However, on the whole, my personal view is that experiential retailing has more cons than pros. Ultimately, most of the experiences are gimmicky and interesting, which really results in people trying out the store once or twice as an attraction, not particularly to purchase anything. In my view, this is the case with most experiential retailing accounts. As a result of this extra effort and spending to provide a better offline experience, the company spends more and therefore costs of items increases for the consumer. Ultimately, paying for an item and the experience does not make sense in retail.

• #30 by Brody Nusbickel on 1/22/17 - 8:34 AM

  

  As a long time shopper at Bass Pro Shops, I can say that experiential retailing is very beneficial when competing with online shopping. For example, most of the time I can find what I need cheaper online and have it delivered within a couple days, but stores with experiential retailing, like Bass Pro Shops, make me want go to the store to check things out. I do think its a viable technique to compete with online shopping, because the hands on experience you get at these stores is especially nice when your going to put a lot of money down for a product, it is comforting to see it in person first. Another store, Brookstone, I would consider a store that uses experiential retailing. When you go into that store most of the products they have for sale, are also for demo.

• #31 by Shivam Patel on 1/23/17 - 9:41 PM

  

  Dr. Gironda gave an insightful review of how experiential retailing is giving offline stores some what of an edge in comparison to online stores. Comparing the experiential retail methods of Timberland and Neiman Marcus, Timberland only attracted customers to the TV screen rather than inside their stores, and in the video, you still see many customers walking right by. Neiman Marcus’s experience is brilliant in my opinion in targeting its audience, women, and also showing their versatility of their app by saving outfits on their phones and having the capability of sharing its merchandise to others, essentially free advertising! I believe the key to experiential retailing really how innovative can a company be to attract crowds and how engaged can they get their customer to be in order to fulfill needs when browsing through merchandise. I admit, I was impressed by Neiman Marcus’s Memory Mirror, and placing these mirrors inside all their fitting rooms would also be another great idea. Not only can this be a method of gaining viable data of trends, it can help lead to other ways of innovation and marketing strategies. It is truly interesting to see offline companies try to innovate, and those who do not innovate new ways seem to be closing or cutting costs, prime example today is Macy’s. Although this method of retailing can help a company stay some what viable, I do not think it can stack up to the audience an online store can draw. Many companies have turned to Price Match Guarantees just to keep up with online retailers such as the competition between Amazon and Best Buy for electronics and appliances. Unfortunately, after recently going to Sawgrass Mall here in Ft. Lauderdale, I did not notice any integration of Experiential Retailing, but I hope they do so soon; I can see sporting companies such as Nike and Adidas market their athletic apparel by utilizing new technologies like those introduced by Neiman Marcus.

• #32 by Jay Rakow on 1/24/17 - 10:01 AM

  

  I enjoyed reading this article about some examples of experiential marketing in offline stores. I remember Sports Authority having a golf club testing room decades ago. It was a fun way to test out the different clubs. In my view, offline vs. online comes down to total perceived value and time. If an offline retailer can give customers a better experience and more perceived value than online, then I think customers will think twice about buying online (if they have time to get to the store). Some companies are now offering better deals in-store only compared with online to entice customers to come in. So essentially companies are willing to pay customers for their inconvenience of coming in to the store with enhanced experiences or with better deals and coupons. How cool! I agree with these strategies and I also think experiential marketing is a viable technique for offline stores to compete. If offline stores wish to conquer their online competition, they will have to find ways to save consumers more time and offer more value than simply just clicking and ordering online. The challenge is consumers' perception of their value of time differs significantly from one to another and is subject to change. Some examples of what a consumer might consider when deciding whether to get to the store or buy online are family time, sleep time, alone time, or work time. However, offline stores can always count on the groups of consumers who place high value on their shopping time or those who seemingly have all the time in the world to hunt for bargains.

• #33 by Kelly Lirette on 1/24/17 - 12:59 PM

  

  The experimental marketing efforts of the Brick and Mortar retailers is a crucial step in competing with the online retail market however, one thing that the physical locations have over the online stores is the ability for consumers to try clothes on, touch and feel products and return with ease. Recently I made several clothing purchases online using the reviews of other patrons as my size guide and still I had to return almost every single piece of clothing due to the fit or quality. Online purchasing is a convenient way to multi-task when you know exactly what you are looking for and have a knowledge about the product and the quality coming from a specific retailer but it leads to more returns and less product satisfaction than in-store purchasing. Speaking to specific experimental retailing that places like Bass Pro Shops and Home Depot offer, I think they do give the shopper a little something extra because the target market for those shops are those that want to use the products to build or perform. When it comes to retail clothing stores offering digital outfit comparison, this seems more like an unrealistic novelty. As a consumer, if I am going to leave the comfort of my home to go to the store physically, I am going to try the clothes on, not rely on an app to show me what I would look like in it. The Target app that shows the patron where they can find an item in the store is helpful however.

• #34 by Milagros Jarquin on 1/24/17 - 2:05 PM

  

  This is a great article that confirms the way the world is moving in retail sales. There are several stores that are implementing the experiential retailing as a way to compete and bring customers to the store. Last time I visit Downtown Disney I noticed that most of the stores offer some type of activity or experience. I visited the UniQlo store and was scared, but amazed how they have moving mannequins or L’Occitane store where they were offering free hand scrubs. Also, the experiential retailing is being offered in childrens stores. A great example of this is build a bear workshop or for girls American doll store. This store not only offers the dolls, but also offers a bistro for the girls to get together with their friends and play with their dolls. This is a great way to connect the consumer with the product and make the experience a unique one. There are surveys that have found that consumers that participate in life event or experience in store have a higher chance of buying at the store.
  
  So, yes, I believe that experiential retailing does help brick and mortar stores compete with online retailers like Amazon or Walmart. The instore experiences attract people, because it doesn’t make shopping a dull activity.
  
  Event & Experiential Marketing Industry . (2015). Retrieved January 24, 2017, from http://www.eventmarketer.com/wp-content/uploads/20...

• #35 by Nicole Beach on 1/24/17 - 4:45 PM

  

  I enjoyed reading Dr. Gironda’s overview of experiential marketing, and agree that it’s an important way for retailers to reach consumers. I certainly avoid shopping in brick and mortar stores whenever possible, and would much prefer ordering from Amazon particularly if it’s a repeat purchase. The examples provided in the post of experiential marketing were great, in particular the “memory mirror” offered at Neiman Marcus. I have literally tried things on twice to try and compare two options for a purchase, and to have the ability to see them side by side would definitely be a draw for me to shop in a store. An possible example of experiential marketing I’ve encountered lately is a small yarn shop in Charlotte NC. The shop owner is well recognized and dyes all her own yarn, and typically has 3-5 women in her shop just hanging out and knitting. I was able to ask some casual questions about a project that I wouldn’t have had the opportunity to do if I purchased the yarn via a website. The yarn shop example is definitely less high end than the Neiman Marcus example, but the value was just as great in my opinion.

• #36 by Kristy Jules on 1/24/17 - 6:58 PM

  

  I think experiential retailing is brilliant! In order to stay relevant in a global market, companies have to be innovative, open to change, and keep up with the competition,whomever or whatever it may be. Experiential retailing does just that. Now that I think about it, I have been to a Dick's Sporting Goods and saw the golf simulator and thought it was pretty creative. I'm personally an online shopper but I would be encouraged to shop at a clothing store if they have Memory Mirrors or augmented reality systems because that would enhance my experience. To be honest, nothing beats trying on clothes in person, but with the way consumers get carried away with life and become busy, sometimes they isn't much of a choice. Therefore, offline retailers are also left with no choice but to get creative and dive head first into experiential retailing.

• #37 by Shakirah Davis on 1/24/17 - 9:19 PM

  

  I really enjoyed reading this article of experiential retailing. I definitely agree that stores must be able to find ways to pull customers into the stores. It is so easy to shop online, which makes it extremely convenient. However, if a piece of clothing doesn't fit for various reasons, it is a process to try to return the item. You have to take it to a store whether it is UPS, or USPS and have them ship the item back and wait on the company to refund you. I think that the ideas that companies have come up with such as Neiman Marcus's "memory mirror" is brilliant. Just reading about it makes me want to actually go in the store and try it out. I shop at Neiman Marcus often and I just find that feature awesome. Having the option to see how something fits on you is beneficial in so many ways. I have not yet experienced any experiential retailing, however, I do plan on visiting Neiman Marcus to experience their memory mirror!

• #38 by Paige McKenna on 1/25/17 - 10:16 AM

  

  I think experiential retailing is a great idea. There are many products, sporting equipment for example, that is more often purchase in your traditional brick-and-mortar store rather than online. The reason behind this is being able to try on the product and ensure it is what the consumer is looking for. When you purchase online, you are taking a risk that the product is not exactly what you are expecting. Online sales are never going away but it is important for brick-and-mortar stores to stay competitive and offer something an online store cannot.

• #39 by Evan Baker on 1/25/17 - 5:36 PM

  

  After reading the article , yes we agree that online shopping has grown tremendously over the years and is here to stay but with this new marketing strategy of experiential retailing will allow the brick-and-motor retail stores to compete with online shopping. I believe that experiential retailing will me as a consumer the total experience i would want when visiting the particular store. In the article it mentioned some retailers that already started doing experiential retailing such as Bass Pro Shop and Dick Sporting Goods. Other retail stores that have started implementing this type of strategy is Nike and Adidas. Some of the things that Nike did for their customers to have that in store experience was allowing their customers to personalize products with laser engraving , have treadmills with senors to evaluate your running shoes and have fitting rooms with a lounge like feel. Honestly , I do purchase items online ,but i would prefer to have that in store experience for myself if anything.

• #40 by Andre Datcher on 1/26/17 - 8:28 AM

  

  Before reading this article, I was well aware of offline retail stores offering various activities within the store to encourage customers to actually visit the store and shop. However, I didn't know stores like Target, Dick's Sporting Goods and Timberland has also joined the world of enhancing customers experience within the store. What I found interesting was how Timberland is employing the use of augmented reality system that allows customers to try on clothing through virility. That alone would make me want to visit the store and experience it myself even though I'm more of an online shopper. Besides me being an online shopper, I would say I do visit stores like Bass Pro Shops just to engage in the activities that they offer. Then that usually leads to me buying something out of the store. With that being said, I would say I'm a fan of stores experiential retailing and it is a unique method for offline stores to compete versus online shopping.

• #41 by Jarred Pearce on 1/26/17 - 1:57 PM

  

  Quite a quandary that brick and mortar stores have been put in since the advent of online shopping. There are definitely stores that have seemed to embrace the idea of experiential retailing, such as Bass Pro Shops, and these stores are reaping the benefits. Due to the ease of online shopping it has to be tougher than ever to get customers into brick and mortar stores but the article shows real examples of how these stores are working to overcome the shift in retailing. Personally I do almost all of my shopping online because I am a creature of habit and know what I want and like so I can buy the same thing over and over knowing what I'm going to get. I think the biggest advantage that traditional retailer have however is when people want to look for something new. For instance when I want to buy a new golf club or a new t-shirt there's no way that I want to buy it online because while it's easy to receive, it is almost always a pain to return and then you're forced to order something again which you might potentially not like either. I think that experiential retailing is a great strategy for people like me who want to try things before I buy them, which is something you rarely have to opportunity to do online. For this reason I think that experiential retailing is a smart strategy to counter online retailers.

• #42 by Brian Merrill on 1/26/17 - 2:05 PM

  

  Dr. Gironda’s article “Experimental Retailing: Can it Help Offline Stores?” gives several examples of how companies are implementing experimental retailing into their brick and mortar locations. I think experimental retailing is extremely effective and necessary in order for stores to keep their doors open and combat online shopping. I have been in retail management with AT&T for several years and have scene the difference the live displays and demos make. Customers often remark how they enjoy being able to come into the store and experience the devices they are researching. When purchasing electronics most consumers want to have that physical interaction with the item before making a purchase. As online shopping has increased in popularity AT&T has continually added live displays beyond just the phones, from tablets, smart watches, bluetooth headsets, and Directv, customers can come into the stores and experience the latest technology. There is definitely a battle between online and offline stores. Online shopping has greatly impacted brick and mortar, causing companies to scale back locations and in some cases close all together as we witnessed with Sports Authority in 2016. Experimental retailing and the personal touch stores bring will ensure they continue to stay relevant to consumers for years to come.

• #43 by Michael Gonzalez on 1/26/17 - 2:58 PM

  

  Experiential retailing may be a the only valuable option to online shopping. Although, I believe that online shopping is the new norm since consumers tend to rely the most convenient option. A lot of online retail stores will offer free shipping and returns so that customers don't have to go through the hassle of trying on clothes in stores. Experiential retailing can be effective if it gives the consumer something to look forward to. If the idea is simple and isn't worth the time and effort of the consumer, it won't be competition at all. I believe the best experiential retailing strategy is when stores offer something in return to their customer. Also giving the consumer a reason to come back by providing coupons or free experiences might be the best way to achieve this.

• #44 by Richard Chang on 1/26/17 - 2:59 PM

  

  Great article, I agree that offline stores is developing/implementing various experiences to make in store shopping more interesting. As mentioned in the article, by having all those types of experiences offered by the different stores will attract customers to the store. Online shopping has been taking over the way consumers shop because of the convenience but with these various experiences like indoor waterfalls, and indoor rock climbing customers have fun while shopping. This is the advantage that in store shopping will have over online shopping. In store companies should continue to build on this and create experiences to attract customers to their store.

• #45 by Geordon Blake on 1/26/17 - 4:08 PM

  

  I love the idea of experiential retailing. Online shopping can be extremely convenient, but there is nothing like having an unforgettable in store experience. One example that comes to mind is the athletic shoe store Fit2Run. Here, you have a personal consultant who finds the perfect shoe for your needs, and they have a running track around the store where you can test out the recommended shoe! I find this to be a prime example of why experiential retailing is a viable technique for offline stores to be more competitive. There is a huge variety of brands, colors and sizes online, and you can order it in the comfort of your home. But Fit2Run has changed the sneaker buying game by providing these experiences for customers that keeps them coming back. With the ease of online shopping constantly evolving, I'm hoping to see more mainstream retailers utilize experiential retailing.

• #46 by Alanka Brown on 1/26/17 - 5:43 PM

  

  In my opinion, I see experiential retailing as a way to fill the gaps for shoppers who prefer online shopping, but are still holding on to the brick and mortar shopping concept due to the many limitations that online shopping entails. For example, with online shopping I’m not able to try the clothes on or shoes to see if the cut or fit of the clothing or shoes are suitable for me. As a result, I am shipping boxes back just as fast as I receive them in the mail to return items that don’t fit me to my satisfaction. This also happens a lot with item colors. The way that the color of an item appears online usually does not look the same in person. For these reasons alone, I still find myself shopping in the brick and mortar stores. A lot of stores that are experimenting with experiential retailing are also stores that have a large online presence. Thus, these particular stores are competing with themselves to further drive profit, which is smart. Another example of experiential retailing that I have seen in action is food sampling. If good and proportioned properly, it gets people into the stores; particularly on the weekends.

• #47 by Yvena Loiseau on 1/26/17 - 8:35 PM

  

  Dr. Gironda's article really opened my eyes to a new perspective of shopping called experimental retailing. I never thought about the hardship of brick and mortar stores to get people in the stores rather than shopping online. The shopping experience has changed drastically over the years. Experimental retailing is not only innovative, it gives the consumer a direct relationship with the retailer. That personal relationship is what sets business apart aside from the quality of the product. Experimental retailing is very smart and it also helps consumers try on activities or increase activities that they are enjoying. Snapchat is an innovative app that is using face recognition to capture day to day activities. Virtual reality, mirroring, and face recognition are being used in all marketing areas. Enhancing the shopping experience through technology is not only smart but needed to advance today's quality of shopping.

• #48 by Antonio Brown on 1/26/17 - 10:21 PM

  

  This is an interesting topic and question. I would like to speak on the Bass Pro Shops experience and then on Walmart.com. Bass Pro Shops is one of my favorite stores to visit but I always go to their website to find what I want before visiting the store. I almost never buy fishing supplies from anywhere besides Bass Pro Shops. I enjoy the festive atmosphere of the store but they also have the best selection and quality products. The perceived quality of their products is the major motivation I have for shopping there.
  
  With Walmart, I am most likely looking to save money on the purchase. I love Walmart.com because I can purchase the item from one of their warehouses and have it shipped to the store next to my home. I shop at Walmart often but I almost never buy anything from the store when I go to retrieve my online purchase. I’m saying all of this to say that the in-store experience is cool but I need quality or cost savings when it comes down to the purchase. I will shop wherever I believe I can find these two things.

• #49 by Dairon on 1/26/17 - 10:45 PM

  

  Due to the numerous advantages and benefits, more and more people say they prefer online ???????????????over conventional shopping these days. There are many reasons that justify this way of thinking. In my opinion, the main reason is convenience. We can shop 24x7 without leaving the comfort of our home. Other advantages of online shopping are better prices, variety and fewer expenses. As a consequence, offline stores have seen a substantial decline in sales. However, they are doing everything possible to compete ans stay in business. This is known as experiential retailing. In his article Dr. Gironda presents some initiatives that have been taken by stores to attract and retain customers. I consider that if good strategies are taken, offline shopping is far from being over. There are still some customers who seek the benefits of the intimate, personalized and more informative buy. Experiential retailing delivers demonstrable value, measures customer sentiment and creates an inviting environment where the customer can easily find what they need. Something I like about the retailers is the percentage discount or cash back given for being a loyal customer. Also, going to the store may be a perfect opportunity for families to spend quality time together.

• #50 by Joseph on 1/26/17 - 11:58 PM

  

  The article “Experiential Retailing: Can it Help Offline Stores?” was very informative on how experiential retailing can be used as a tool to target in-store shoppers. I genuinely believe that through this new tactic it can allow offline stores to better compete with online shopping. The example of experiential retailing I have personally seen was at a retailer called L.L. Bean and they would market their outdoor products by using training sessions of their fishing rods, and other outdoor equipment. In our course readings for Marketing 5125 we read in chapter six about how to use effective targeting marketing. 1. Identify and profile groups of buyers who differ in their needs and wants (market segmentation), 2. Select one or more market segments to enter (market targeting), and 3. Establish, communicate and deliver the right benefit(s) to each target segment (market positioning).

• #51 by Competitions on 3/10/17 - 2:04 AM

  

  at leas it hlps build branding

• #52 by Lital Kastel on 4/12/17 - 2:53 PM

  

  This post brings up an important issue for brick-and-mortar businesses, about having to bring a unique experience for their customers. For a businesses to stand out, owners must think of creative ways to attract customers to use their products and services over their competitors.

• #53 by Danielle Pucillo on 11/5/17 - 11:13 AM

  

  I definitely agree that it is in the best interest of modern retailers to do their best to appeal to Millenials, and I feel that experiential marketing is a great way to both create memorable first impressions for customers who actually experience the brand's advertising in person as well as the fact that these experiences will most likely be shared on various social media platforms by the audience of the companies; therefore creating a sort of self-made social media campaign that is being shared by individuals as opposed to, say, sponsored or paid online advertisements posted by the companies.