Retailers borrow from the hospitality realm in serving alcoholic drinks
Implications - As consumers seek out experience-driven interactions when making purchasing decisions, many brands are moving to introduce wine, beer and spirits menus in order to re-position the retail atmosphere as something of a community hub. This unique hybridization of services has given way to a new attitude of hospitality in all forms of retail, enhancing the overall customer experience with personalized amenities that feel borrowed from the luxury realm. In addition to highlighting the need for traditional retailers to provide added value in-store to remain competitive, this shift speaks to need for brands to provide unexpected moments of delight in order to keep consumers coming back.
Workshop Question - How can your brand hybridize its services in order to enhance customer experience?
Trend Themes
1. Hybridization of Services - As customers seek out experience-driven interactions and personalized amenities, brands are combining different services such as blow dry bar, nail spa, and drinks bar providing customers with an overall community hub and unique experience.
2. Fuller Lifestyle Experience - Retailers are moving towards a shift away from the buy-and-sell mentality, creating community-oriented approaches to give shoppers a welcoming environment to meet, talk, relax, and shop without the pressure to buy.
3. Supermarket Wine Bars - Supermarkets are building community hubs by allowing customers to purchase and consume alcohol in the store and offering unique alcohol menus to turn grocery shopping into a fun outing, rather than a boring weekly task.
Industry Implications
1. Retail - Retailers are borrowing from the hospitality realm and providing community hubs that offer personalized amenities and unexpected moments of delight to keep consumers coming back.
2. Hospitality - Brands are introducing wine, beer, and spirits menus in order to re-position the retail atmosphere as a community hub and create a relaxed vibe that customers want to settle into.
3. Interior Design - Design firms are creating stunning winery-inspired spaces that use upcycled materials to give the shopping experience a truly authentic feel.
