Category
Lifestyle
Assisted Choices
Trend cluster
Category
In-Store
Influencer
Brands are creating in-store influencer opportunities to increase engagement.
4.7
Trend score
Trend
What is the In-Store Influencer trend?
In-Store Influencer: Brands are inviting influencers to their brick-and-mortar retail locations for more interactive and engaging partnerships. These collaborations are often realized as consumer-facing marketing resources, or a way for the brand to help influencers supercharge their social media content.
Insight
The consumer insight behind the In-Store Influencer trend
Consumers are still looking to influencers in order to gain insight into different products and lifestyle pursuits. However, for many, authenticity is incredibly important as it allows them to better connect with the influencer and their message. As a result, social media users place emphasis on entertaining and engaging collaborations that communicate a genuine experience, making purchasing decisions more of an afterthought. In this sense, consumers prioritize branded lifestyles over branded goods
Trend themes
Themes within the In-Store Influencer trend
Three behaviours holding the trend together01
In-store Influencer Collaborations
The trend of in-store influencer collaborations is growing, and brands are finding new ways to invite influencers for engaging partnerships.
02
Prank Marketing
Prank marketing is gaining traction as a way for brands to attract a younger consumer base, and play on established marketing trends.
03
Creative Brand Collaborations
Creative brand collaborations like the Fenty Beauty House help build community, and provide influencers with a space to collaborate, build, and express themselves.
Industry implications
What the In-Store Influencer trend means for industry
Where the trend changes the playbookFor
Retail Industry
The retail industry is being reintroduced to consumers as an experience hub that offers more than just a place to pick up desired products.
For
Fashion Industry
The fashion industry is being challenged by today's image-conscious culture, and brands are responding with unique campaigns like Payless' Palessi Pop-Up prank.
For
Beauty Industry
The beauty industry is finding new ways to promote products and engage with consumers using social media, influencers, and innovative product collaborations like that of Fenty Beauty and Morphe Brushes.
Workshop question
How might your brand engage influencers in the retail space?
Trend signals
Trend signals for In-Store Influencer
Trend score 4.7 out of 10, from popularity 70%, activity 61%, freshness 9%.
Popularity70%
Activity61%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the In-Store Influencer trend
4 featured examples from Nov 8, 2018 to Mar 9, 2020CategoryBusiness
Influencer-Friendly Beauty Stores
Morphe Brushes' First UK Location Includes a Vlogger Studio
Beauty brands can create influencer-friendly stores to attract and engage customers, driving both online and offline sales.
CategoryMarketing
Pop-Up Shoe Store Pranks
Payless' Palessi Pop-Up Showcases Ridiculous Influencer Culture
Disruptive innovation opportunity: Retailers can leverage experiential marketing techniques like pop-up stores to engage customers and create buzz around their brand.
CategoryFashion
Collaborative Beauty Hubs
The Fenty Beauty House Helps Influencers Create TikTok Content
Opportunity for beauty brands to adapt innovative marketing strategies and embrace content creators for brand promotion.
CategorySocial Media
Influencer-Led Bargain Dances
Shoppers are Doing the Savings Shuffle in Walmart's Tik Tok Campaign
Retail companies can use in-store experiences and social media campaigns to drive consumer engagement and increase sales.
