Ask any shopper about the last thing that really made them excited about grocery shopping. Was it a range extension or a limited edition? Probably not. It’s different but not exciting.
Excitement is something that triggers a deep emotion or physical reaction. It is when the shopper says “Oh, this was something special!” How do we turn a store into more of a theatre to create engagement and excitement? These are among the main challenges facing the brick and mortar stores in their efforts to entice future shoppers and compete with digital alternatives.
Retailers together with brands must focus more on the senses in the store environment, for example an attractive bakery section, appealing displays of fresh produce, seafood arranged with the artistic flair, engaging and thought through interior and so on. Give the shopper an experience that they can’t get online.