Remember when toy stores were simply shelves stocked with… toys? Yawn! CAMP, The Family Experience Store, has set out to revolutionize how children and parents alike enjoy toy shopping. The experience-first retailer has transformed the old concept of a toy store into a daylong interactive journey of discovery, learning and fun activities.
Just some of the ways in which CAMP engages its tiniest shoppers (and their parents):
- A secret door that leads to “Base Camp,” an experience space that rotates themes every 8-12 weeks
- Musical boardwalk and ability to create their own songs via switchboard in the Radio Lab
- A slide that leads to a DJ-equipped dance room
- Daily activities and workshops
- Sing-alongs and improv comedy at the Campitheatre
- Milk Bar which serves coffee, pastries, and a special CAMP-themed s’mores sundae
Of course, there’s a massive retail space as well where shoppers can touch, test and play with quirky and unique toys not easily found in other retail spaces.
Spectrum brings mobile to retail.
It’s not news that Spectrum has entered the mobile business. But that’s just the beginning. Spectrum Mobile is now a full-fledged competitor in retail, earning immediate trust through the Verizon network combined with the convenience and value of bundling mobile, TV, internet and home phone. It’s just part of the continued blurring of industries, as mobile, tech and entertainment race to occupy the same space.
How does this translate to the retail experience? A new Spectrum Mobile store recently opened near the Sprint campus, and you wouldn’t be blamed if you thought you walked into a traditional wireless carrier store.
- Reps immediately greet customers with friendly support and get them signed into the fast digital queue.
- Store layout is clean and open with display tables in the center of the space featuring a full array of devices from each of the major manufactures.
- Signage is clear and concise throughout the retail environment, consisting mostly of window clings and few signs.
- Much of the messaging is also digital-based, but balanced with a physical living room setting to show how Spectrum services and devices all come together.
- The drumbeat of simplicity and value can’t be missed. It’s simple to switch. It’s simple to add services. It’s simple to bundle.
Spectrum’s value proposition is intriguing and sure to win over customers. This is especially true of those seeking to bundle and want the coverage of the Verizon network without the high price.
Earning a purchase from today’s consumer is difficult enough. But fostering true customer loyalty — and even love — is challenging on a whole new level. According to a 2019 Salesforce survey on consumer shopping habits, consumers favor brands that give them tailored engagements on their own terms.
Amid the top five traits of shoppers’ most-loved brands, #1 was catering to their unique needs. Another study found that 69% of shoppers expect companies to understand their needs and expectations, but 56% view companies as generally impersonal. Bridging this gap between expectations and reality may bring a competitive edge to retailers that treat shoppers as individuals rather than broad segments.
Top Traits of Shoppers’ Favorite Brands:
- Caters to my unique needs
- Offers exclusive shopping experiences/promotions
- Offers limited-edition products
- Engages me in the places I prefer
- Truly understands who I am
Consumer-retailer relationships are strengthened when consumers feel understood and special. Exclusive shopping experiences and promotions are a valuable way to build loyal (and lucrative) connections.
Show of Hands
Every month, we poll our fellow Sandboxer’s and social media followers to gain real-time insight on what’s topical and trending in the world of retail. This month’s question:
Which retail trend is of most value to you right now?
Of the following four possible answers, results were as follows:
- Buy Online, Pick Up In-Store (BOPUIS)
- Visual Search (Find and buy a product by snapping a photo)
- Same Day Delivery
- Mobile Self-checkout (Scan and purchase a product with your smartphone, bypassing the checkout line)
“Since Gen Z is the first truly digitally native generation, they have a new definition of ‘retail therapy.’ [Shopping in a store] is their way to disconnect from online social activity. They also need to touch and feel a product. It’s an evolution where we’ll look at retail spaces more for showrooming, but we won’t get away from that [physical] space.”
— Andrea Fasulo, Global Head of Retail Marketing, Viacom Nickelodeon Consumer Products
“Connected Shoppers Report.” Salesforce. 2019.