Showrooms are popping up in unexpected locales to add intrigue to buying
Implications - As the competition among retailers rises, a need for differentiation prompts brands to turn to unorthodox marketing tactics. Turning to unexpected locations such as hair salons and cafes as a base for retail display, brands are utilizing uncommon environments to add excitement to traditional buying experiences. Unexpected showrooms not only add intrigue, but also aid in the revitalization of a brand, reflecting the importance of unpredictable marketing techniques.
Trend Themes
1. Unconventional Showrooms - Retailers are turning to unconventional locations such as hair salons and cafes to add excitement and differentiation to traditional buying experiences
2. Drive-through Shopping - Luxury department stores are implementing click-and-collect services and fashion drive-throughs to improve the ease and efficiency of the shopping experience
3. Retail Store Integration - Retailers are integrating cafes and restaurants into their stores to provide customers with an immersive and comfortable experience of testing and using the products
Industry Implications
1. Retail - Retailers can leverage unconventional showrooms and in-store cafes to differentiate themselves from competitors and offer customers a unique shopping experience
2. Automotive - Auto dealerships can take inspiration from mall-based car showrooms to create a relaxed and less intimidating test drive experience for their customers
3. Hospitality - The integration of cafes and restaurants into retail stores can create new opportunities for the hospitality industry to offer their services by partnering with retailers
