# Retail Community Stores offer value beyond mere products by serving as community hubs. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Aug 4, 2015 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/communityfocused-retail ## Key Figures - Trend score: 5.1/10 - Evidence articles: 6 ## What is the Retail Community trend? **Retail Community:** Tapping into the modern consumer's emotional need to connect to a larger cause, brands are beginning to re-imagine the retail experience as a place for building relationships and cultivating community. The re-positioning of retail destinations as centers of local culture also speaks to the consumer interest in seeking out opportunities for sparking real-world connections in an ever-increasing digital era. ## At a Glance - Evidence: 6 featured examples - Articles from: Oct 10, 2013 to Nov 18, 2015 - Published: Aug 4, 2015 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Experience](https://www.trendhunter.com/megatrend/experience), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Retail Community trend ### Community Hub Retail Destinations Retail brands are repositioning their stores as local community centers to take advantage of the modern consumer's emotional need to connect to a larger cause. ### Hybrid Retail Experiences Brands are adding multiple dimensions to their retail experience combining products with experiential add-ons such as coffee bars, spas and virtual reality technologies. ### Retail Community Kitchens Retailers are offering commercial kitchens as a place for shoppers to meet, cook and host their friends and family. ## What the Retail Community trend means for industry ### For Retail Industry The retail industry benefits from these trends as they are changing their ways to connect with consumers through localizing their stores and providing new and creative experiences. ### For Hospitality Industry The trend of adding add-ons such as spas, cafes, and golf simulators to retail experiences offers opportunities to the hospitality industry to collaborate with retail creating unique spaces for consumers to visit. ### For Technology Industry The trend of VR-powered hybrid retail experiences provides opportunities for the technology industry to work with fashion brands to provide unique customer experiences. ## Workshop question What would you do to transform a brick and mortar retailer into a more communal space? ## Trend signals for Retail Community Trend score 5.1 out of 10, from popularity 78%, activity 66%, freshness 8%. - Popularity: 78% - Activity: 66% - Freshness: 8% ## Examples of the Retail Community trend 6 featured examples from Oct 10, 2013 to Nov 18, 2015. - [Community Hub Supermarkets](https://www.trendhunter.com/trends/whole-foods-austin): This Award-Winning Whole Foods Austin Location is a Retail Playground (Category: Eco) Implication: Supermarkets can embrace the trend of creating community hubs that provide more than just a shopping experience. - [Cozy Retailer Lifestyle Villages](https://www.trendhunter.com/trends/urban-outfitters-village): The Urban Outfitters Village is a Town Built by Retailers (Category: Business) Implication: Physical retailers experimenting with new models of delivering retail experiences by adding lifestyle components. - [Menswear Brand Cafes](https://www.trendhunter.com/trends/frank-oak-toronto): The Frank & Oak Toronto Flagship Houses Cafe St Viateur (Category: Lifestyle) Implication: Fashion brands can integrate food and beverage offerings in their stores to create an innovative and memorable shopping experience. - [Retailer Community Kitchens](https://www.trendhunter.com/trends/ikea-warsaw): Host a Dinner Party for Your Friends in the IKEA Warsaw Kitchen (Category: Business) Implication: Opportunity for retailers in various sectors to explore the concept of community-focused spaces and facilities that enhance the customer experience and build brand loyalty. - [VR-Powered Hybrid Retail](https://www.trendhunter.com/trends/ted-baker-shoreditch): The Ted Baker Shoreditch Store Has a Barbershop and VR Technology (Category: Tech) Implication: Opportunity for retail brands to adopt virtual and hybrid experiences to attract and engage customers. - [Car Dealership Spas](https://www.trendhunter.com/trends/mercedesbenz-burlington): The Mercedes-Benz Burlington Location Boasts a Spa and Cafe (Category: Autos) Implication: Car dealerships are introducing luxury amenities as a way to differentiate and provide added value to customers. ## Recent trend clusters - [Autumn Teasers](https://www.trendhunter.com/protrends/autumn-teasers) (Business) - [Errand Leisure](https://www.trendhunter.com/protrends/errand-leisure) (Business) - [Category Mashups](https://www.trendhunter.com/protrends/category-mashups) (Business) - [Automated Upkeep](https://www.trendhunter.com/protrends/automated-upkeep) (Tech) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [Repairable Hardshell Jackets](https://www.trendhunter.com/trends/sperro-sv) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)