How Can Retailers Increase In-Store Traction?
Check out what we did with shoppers at John Lewis…
Traditional retail has faced a barrage of challenges from the expansion of e-commerce to COVID-19. Now, in 2022, retail is preparing for the onslaught of a recession. Business consultants, like Deloitte, have been monitoring the decline and report an ongoing downturn since 2008. However, these statistics also evidence resilience. Deloitte reported a steady vacancy rate around 12.5% since 2013 (2021). Retail is clearly capable of reinvention, so what’s next for the high-street?
Customers are yearning for wonder; it’s a connector in isolating times (WGSN, 2022). It’s more important than ever for customers to be conscious of the present when the future is filled with anxiety. Furthermore, with less disposable income, consumers have shifted spending from “stuff” to “self” (Deloitte, 2021). Retailers must look to individual’s wellbeing needs (including health and socialising).
Buttercrumble illustrating portraits at John Lewis
Creating wonder
Buttercrumble recently partnered with John Lewis to increase in-store traction. By offering a personalised gift experience, unavailable online, we attracted customers back into store.
John Lewis understand the importance of connecting with their customers on a personal level. Complimentary gifts – alone – are not enough to tempt customers in-store. This is why we created a sense of wonder through our activation through retail theatre.
The gift experience saw Buttercrumble illustrating customers’ portraits on a summery, branded background for customers to take home. This extends the John Lewis experience from store to home as recipients often display their gifts in prominent locations at home.
We invited customers to sit with us for 10-minutes while we brought them to life in cute, illustrative form! The illustrations were streamed, simultaneously, onto a large television screen to create wonder for the sitter and the passerby. This increased customers’ time in-store who were grateful for the entertainment (and a well-earned rest).
Portraits were safely packaged and gifted to customers. We encouraged customers to share their images on social media, creating user-generated-content for John Lewis’ marketing teams.
A selection of portraits by Buttercrumble for John Lewis customers
The impact
Buttercrumble supported John Lewis’ shopping event through:
Increased loyalty memberships
Extended customers’ time in-store
Boosted brand perceptions
What’s next?
Customers are (rightly) prioritising their wellbeing during these turbulent times. Forget marketing “stuff” and focus on ways you can nurture your audience.
This can be through health-related products or through joyful experiences. We believe in the value of making people feel special through surprising activities. In addition to John Lewis, we’ve created in-store activations for a range of organisations such as Meadowhall and Seasalt Cornwall.
Are you interested in exploring retail theatre or experiences for your own brand? Let Buttercrumble enhance your customers’ shopping experience through creative fun. Please get in touch to discover how we can increase in-store traction for you.
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References
Deloitte. 2021. What next for the high street? [Online]. [Accessed: 2 September 2022]. Available from: here
WGSN. 2022. Future Consumer 2024. WGSN: New York
