By Adam Charles, Chief Growth Officer, Sparks
The holiday shopping season has become somewhat of an endurance test with some seasonal offers starting even before the hallowe’en decorations have been dusted down.
So how can brands cut through this noise and protect shoppers from retail fatigue? The answer lies in experiential retail: creating memorable moments that forge deeper connections with consumers, in turn influencing buying habits and brand loyalty.
Here are five ways your brand can shine this holiday season.
Engage the sense to transform your store into a holiday wonderland
Your store should offer a multi-sensory escape from the world outside, creating a wondrous retail experience for customers. From the gorgeous scents of cinnamon and pine wafting through the air, to the warm glow of twinkling lights and soft holiday melodies in the background.
Create reasons for customers to linger and explore, such as a multi-sensory cozy cabin environment with a faux fireplace, plush seating, and rustic decor. Offer things for all the family such as a “Letter to Santa” writing station, or DIY ornament-making workshops.
And use the latest tech offerings to add to the experience to help smooth the journey to purchase such as augmented reality (AR) installations where shoppers can virtually “try on” items or design custom gifts.
It might feel like a lot of work – but it pays off. Macy’s seasonal “Believe” campaign transformed stores into Santa’s workshop, resulting in a 12% increase in footfall compared to the previous year.
Camp’s innovative approach transformed the traditional shopping experience into an immersive, experiential adventure for families. Originally designed as a retail enhancement, combining shopping with interactive play areas and themed experiences, the concept quickly gained popularity and led to a significant pivot in the brand’s business strategy. Recognizing the demand, Camp expanded beyond retail enhancement and developed a stand-alone, ticketed business model. Featuring partnerships with beloved brands like Bluey and Disney, Camp has captivated families and significantly enhanced their engagement and attendance.
Turn Shopping into Social Media Gold
In 2024, if it’s not shareable, did it even happen? Embrace social commerce to turn your customers into brand advocates. Host shopable live events where influencers demonstrate products, allowing real-time purchases.
Set up photo booths or AR filters that encourage customers to share their experience on social media and offer discounts or giveaways for customers who post about their purchases using a specific hashtag, encouraging more UGC and expanding your reach
Personalize the Shopping Journey with Tech
In the age of data, one-size-fits-all approaches no longer cut it. Leverage technology to offer tailored experiences that make each customer feel special. Use artificial intelligence to suggest perfect gifts based on browsing history. Install interactive mirrors in fitting rooms to suggest complementary items or request different sizes without leaving the room.
Develop AI chatbots that can assist customers in finding products, answering questions, and providing style advice and use QR codes which can allow more of your floor space to be dedicated to an experience, allowing customers to simply snap to shop via mobile retail.
Retailers using AI-powered personalization saw a 25% increase in revenue during the 2022 holiday season (Salesforce, 2023).
Create FOMO with Exclusive Events
Nothing drives engagement like the fear of missing out (FOMO). Launch limited-time experiences that bring your brand to life in unique, holiday-themed ways. Create Instagram-worthy pop-up stores or workshops offering exclusive products or experiences which could include holiday-themed items, collaborations with local artists, or unique gift sets.
Host a series of flash sales leading up to major holidays, each featuring different products or categories. Promote these events through countdowns on social media. And combine product launches with live Q&A sessions where customers can ask questions about the products being released, enhancing engagement.
To heighten the sense of exclusivity, offer early access or VIP invitations to your most loyal customers. This not only drives engagement but strengthens customer loyalty, making attendees feel like insiders.
Spread Holiday Cheer Through Community Engagement
The holidays are about giving back. Align your brand with this spirit by focusing on community and causes. Patagonia’s “Buy Less, Demand More” campaign encouraged repairs over new purchases, boosting repair services by 40%.
Retailers coud host in-store and online wish trees and for every “wish” added by customers, the store would donate to charity. Retailers can also encourage a sense of community by hosting gift-wrapping classes or holiday cooking demonstrations.
Wrapping It Up: Your Holiday Marketing Bow
The key to standing out isn’t just about the products retailers sell, but the experiences they create. By focusing on immersive, personalized, and community-oriented strategies, the holiday shopping marathon will retain its sparkle with experiences and memories that customers will cherish long after the decorations come down.
