Category
Business
Assisted Conversion
Trend cluster
Category
Experiential
Addition
Retail brands make the store a destination post-Pandemic.
5.7
Trend score
Trend
What is the Experiential Addition trend?
Experiential Addition: Still betting on the experience economy, brands are launching retail initiatives that are seemingly unrelated to their products or services. These are solely designed to provide such a high level of surprise and delight to override concern for visiting public spaces. These activations are created with COVID-19 safety and hygiene guidelines in mind, yet also draw over-the-top inspiration from adjacent industries.
Insight
The consumer insight behind the Experiential Addition trend
Much like in the pre-pandemic environment, contemporary consumers—especially Millennials and Gen Z—are prioritizing tangible experiences over concrete products. Since COVID-19 guidelines have restricted many socially, individuals are increasingly eager to be engaged in substantial ways but are emphasizing the need for safety and hygiene protocols in order to feel comfortable. When these needs are met, consumers are able to enjoy various activities with peace of mind.
Trend themes
Themes within the Experiential Addition trend
Three behaviours holding the trend together01
Experiential Retail
Brands are launching retail initiatives that prioritize providing tangible experiences over concrete products to override concerns for visiting public spaces.
02
Drive-Thru/Drive-In Experiences
The drive-thru and drive-in experience is being adapted for everything from fine dining to outdoor museums, offering a recreational activity during social distancing.
03
Convenience Store Accommodations
The luxury 7-Eleven convenience store provides an ultimate one-night game-cation, with all-night access to a Playstation 5 console, Slurpee drinks, a big-screen TV, luxury loungers, and much more.
Industry implications
What the Experiential Addition trend means for industry
Where the trend changes the playbookFor
Retail
Retailers are focusing on experiential retail initiatives that prioritize tangible experiences over concrete products, which could provide a competitive edge during uncertain times.
For
Entertainment
The drive-thru/drive-in experience is being adapted for outdoor museums and other events, which could provide a new way to engage with consumers and monetize public spaces.
For
Hospitality
Convenience stores and other hospitality players are creating accommodations that offer an immersive experience, which could cater to new consumer behaviors and preferences.
Workshop question
Conceptualize an experience that will fit into the COVID-19 climate.
Trend signals
Trend signals for Experiential Addition
Trend score 5.7 out of 10, from popularity 82%, activity 79%, freshness 9%.
Popularity82%
Activity79%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Experiential Addition trend
4 featured examples from Jul 3, 2020 to Jan 25, 2021CategoryAutos
Drive-Thru Outdoor Museums
Hyundai’s Museum Celebrates Latinx Artists for Hispanic Heritage Month
Art exhibitions and museums can benefit from embracing a drive-thru format to offer safe, unique and immersive experiences to visitors.
CategoryBusiness
Convenience Store Accommodations
7-Eleven and Airbnb are Opening a New Luxury Store to the Public
Hotels could face increased competition from unconventional accommodations offered by companies such as convenience stores and vacation rental platforms.
CategoryBusiness
Retailer Street Art Exhibits
The Banksy Collection Will be a Permanent Intallation at Tokyo Smoke
The cannabis retail industry can leverage curated art installations to differentiate their stores, enhance the overall ambiance, and attract a wider consumer base.
CategoryBusiness
Retail-Converted Drive-In Theaters
Walmart Transitioning Parking Lots into Drive-In Theaters
Transforming parking lots into drive-in theaters presents an opportunity for retailers to diversify their offerings and increase foot traffic.
