KitchenAid's Experience Store Lets Shoppers Test Different Appliances
Katherine Pendrill — May 9, 2017 — Marketing
References: retail-week
In order to give consumers a more interactive shopping experience, KitchenAid opened its first-ever 'experience store' in London. Measuring 3000-square-feet and filled with all of the brand's top products, the store is the ultimate mecca for those looking for new home appliances.
The KitchenAid experience store opened up in the fall of 2016 on London's Wigmore Street. The store itself features kitchen, bathroom and homeware showrooms where shoppers can browse for different KitchenAid products. For those who would like to actually test out these appliances, the store features different 'experience sections,' which shoppers can book for cooking classes or demonstrations. As a KitchenAid spokesperson explained, "The experience store is a venue which we aim to be a physical hub for people to share and discover inspiration about food."
By creating more interactive touchpoints within its retail space, KitchenAid is giving consumers a new way to shop for its products.
The KitchenAid experience store opened up in the fall of 2016 on London's Wigmore Street. The store itself features kitchen, bathroom and homeware showrooms where shoppers can browse for different KitchenAid products. For those who would like to actually test out these appliances, the store features different 'experience sections,' which shoppers can book for cooking classes or demonstrations. As a KitchenAid spokesperson explained, "The experience store is a venue which we aim to be a physical hub for people to share and discover inspiration about food."
By creating more interactive touchpoints within its retail space, KitchenAid is giving consumers a new way to shop for its products.
Trend Themes
1. Experiential Retail - Creating interactive touchpoints within retail spaces allows customers to engage with products and enhance their shopping experience.
2. Kitchen Showrooms - Setting up specialized showrooms within stores allows customers to explore and test different appliances before making a purchase.
3. Cooking Classes - Offering cooking classes and demonstrations in-store provides customers with hands-on experiences and educates them on product usage and benefits.
Industry Implications
1. Appliances - By creating experiential retail spaces, appliance manufacturers can showcase their products and provide customers with a unique shopping and testing experience.
2. Retail - Integrating experience sections and showrooms within retail stores can attract customers and differentiate brands in the competitive retail industry.
3. Hospitality - Collaborating with appliance manufacturers to offer cooking classes and demonstrations in hotels or other hospitality venues can enhance guest experiences and drive revenue.
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