By Kristen Jackman, SVP, Westfield Rise US
In an era where consumers crave connection over transactions, branded experiences have emerged as one of the most powerful tools to drive lasting loyalty. These immersive activations go far beyond splashy events or Instagram moments—they’re strategic, sensory-driven encounters that leave a lasting emotional imprint and move the needle on brand love. For instance, 85% of consumers report being more likely to purchase after attending a brand’s live experience, and 70% say they become repeat customers following an experiential campaign.
Marketers have caught on: 60% now use experiential marketing as part of their customer loyalty strategies. In a crowded marketplace (especially in retail), this approach can be a true differentiator. Even traditionally transactional sectors like retail have recognized the shift, retail brands are now among the top investors in experiential marketing, second only to the alcohol industry in spending. In short, today’s most effective brands aren’t just talking at consumers, they’re inviting them into the story through experiences. Whether it’s a multi-sensory pop-up, an interactive install, or a stunt-worthy activation, these moments allow audiences to feel seen, heard, and inspired. And in a sea of digital noise, that real-life engagement is the differentiator.
Create Emotional Resonance, Not Just Moments
Brand experiences offer the rare chance to move beyond the transactional and forge authentic emotional connections. When done right, they tap into human senses and build a memory, not just a message. In fact, 87% of consumers say live brand experiences have a greater impact on their emotions than traditional ads. Whether it’s a forest-inspired fashion preview, an audio-immersive wellness launch, or an art-meets-tech installation, these experiences stir feelings that stick. And emotion is the gateway to loyalty.
Bring Your Brand Story to Life, Authentically
Consumers don’t want to be sold to – they want to be part of something. Branded experiences allow you to show, not just tell, what your brand stands for. Whether your core value is sustainability, innovation, empowerment or heritage, live activations give those brand values a physical, visceral expression. That authenticity fosters trust, and trust is the foundation of brand love.
The impact on trust is dramatic, one study found 95% trust a brand more after participating in a face-to-face event. Likewise, 92% of professionals say that live events positively improve their perception of a brand. In other words, when people can literally step into your brand’s world and see your mission in action, credibility soars.
Test, Learn, and Optimize in Real Time
One of the most powerful aspects of branded experiences? The data. Every interaction – who showed up, how long they stayed, what they tried, what content they shared, even what they purchased – becomes a goldmine of insight. In essence, modern brand events double as live test labs. For example, 67% of consumers have purchased products directly at a brand experience, and an astounding 98% create social or digital content about the event. Those metrics provide immediate feedback on what resonates and generate a trove of user-generated content amplifying your message. By piloting new products or concepts at events, gauging live sentiment, and analysing engagement in real time, companies can optimise their messaging and offerings in situ. It’s part art, part science – and the smartest marketers are doing both.
Tap Into FOMO and Exclusivity
In a world where access is everything, creating a moment that feels “just for them” can be the ultimate hook. Limited-time pop-ups, invite-only previews, or city-specific drops leverage this psychology by creating urgency and a sense of privilege. A well-executed exclusive experience doesn’t just create a buzz; it makes your audience feel like they’re part of something unique. By tapping into FOMO and exclusivity, brands can hook consumers in the moment and keep them engaged long after – turning one-off attendees into avid fans who don’t want to miss what you do next.
Lead With Purpose
Branded experiences also offer a platform to express brand values in real life. Purpose isn’t just a slide in your brand deck – it becomes something your audience can literally touch, walk through, and share. Whether it’s a climate-positive art installation, a charity-driven pop-up, a wellness activation in a public park, or an interactive educational space, these experiences allow brands to stand for something tangible. And consumers are increasingly looking for that alignment. According to a Harris Poll, 82% of shoppers prefer to buy from brands whose values align with their own, and 75% have parted ways with a brand over a conflict in values. In other words, people vote with their wallets for brands that reflect their beliefs.
The Takeaway
Branded experiences are no longer just “nice to have” — they’re essential for building relevance and loyalty in a saturated market. They create emotional anchors, build community, generate data-rich insights, and turn consumers into advocates.
So don’t just ask, “How do we reach them?” Instead, ask: “How do we make them feel something they’ll never forget?”
