Business View Magazine | Volume 8, Issue 12

10 BUSINESS VIEW MAGAZINE VOLUME 8, ISSUE 12 are increasingly and significantly expectant of experiential services. In this market, waiting for a consumer to make several purchases before loyalty is won is not feasible. Implementing an experiential retail strategy can greatly increase the rate of brand loyalty: 93% of customers say they will likely purchase again if their previous experience was excellent. Online and in-store There are two ways an experiential retail strategy can be implemented: online and in- store. A memorable, immersive luxury retail in-store experience can be executed in two ways; the Nike way, and the Apple way. The Nike approach delivers an intimate one-to-one personalised shopping journey. The look, feel, and flow of the store align with the Nike app, which customers are encouraged to use. Nike refers to it as a ‘digitally enabled playground’ where the personalisation of products, including digitised foot scanning, attunes the product to the person. This type of experiential retail service takes considerable planning. By taking the Apple approach, instead, luxury stores can provide experiential retail this Christmas. The first task is to ensure staff hold comprehensive product knowledge; fully understand seasonal trends and current styles, and be able to communicate this to meet individual customer needs. In-store classes, events, and personalised shopping offerings can transform the standard shopping experience. When combined with a retail space that encourages time spent relaxing, through carefully designed restful areas – sofas, a gallery wall space that reflects your brand, screens that show content relevant to the season and the customer – you are increasing the customer experience and the time they spend in your store. This short-term experiential fix can be enhanced with any relevant customer data you possess, localising your experiential offerings. The idea with experiential retail is to create a store that feels alive, yet encourages a slower shopping experience. But the online version may offer an even more practical, long-term alternative. This will center on the production of luxury packaging. At Delta Global, we’ve created the FutureBox, a template design that each box can be tailored to brand aesthetics and its sustainability goals. The sustainability of the box is important both ethically and to consumer demands, with 75% of millennial consumers prioritising sustainability when making a purchase. Packaging can be amended to create an unforgettable unboxing experience, with the inclusion of QR codes linking to events, fashion shows, styling guides, and tips. Personalised messages and brand stories can be conveyed in ways limited only by the boldness of your concepts. Interiors can be altered so that the unboxing develops gradually, increasing the sense of discovery and excitement essential to a luxury product experience. If luxury brands are not yet thinking about how to enhance the experiential element of their offerings, it is a certainty that their competitors are – for this Christmas, and beyond. About Delta Global Delta Global are a leading worldwide luxury packaging provider. With a passion for progressiveness and focus on sustainability, they have revolutionised the packaging sector in recent years. Innovating recyclable solutions, reinventing packaging as a reusable product, and presenting packaging as just as important as the product itself. www.deltaglobal.co