HypeSpeak: The four pillars of immersive, sale-worthy retail experience

Picture a child walking into a toy store for the very first time of their life. The store is decked with the most vibrant puzzles, dolls and remote-controlled toys. What the child sees is a spectrum of joy. He/she runs from one section to another picking toys of different kinds, excitedly sharing why they are absolutely amazed by what they are holding. Barring the disagreeing nods from parents, children tend to make compelling cases for every item they wish to get. If only they could have their way, and get as many of the toys as they can.

Now, creating a retail experience for adults seems to be a whole other game. In all earnestness, we try to appeal to their rational side, we try that product through. But, what we forget is that the customer walking in the store needs just as much of an immersive experience as a child walking in a toy store. While we may not want to barrage our customers with a similar kind of toy store charm, we do want them to want to do the following:

• Associate with the brand, be proud owners of the products
• Make them to deepen their pockets
• Find their in-store experience memorable, re-visitable and worth recommending
• Feel that their need/ imagination was not only understood but also met with adequately.

Once these four pillars are understood, detailed out and executed, the retail experience becomes truly evocative and leads to genuine sales.