Retail brands make the store a destination post-Pandemic
Trend - Still betting on the experience economy, brands are launching retail initiatives that are seemingly unrelated to their products or services. These are solely designed to provide such a high level of surprise and delight to override concern for visiting public spaces. These activations are created with COVID-19 safety and hygiene guidelines in mind, yet also draw over-the-top inspiration from adjacent industries.
Insight - Much like in the pre-pandemic environment, contemporary consumers—especially Millennials and Gen Z—are prioritizing tangible experiences over concrete products. Since COVID-19 guidelines have restricted many socially, individuals are increasingly eager to be engaged in substantial ways but are emphasizing the need for safety and hygiene protocols in order to feel comfortable. When these needs are met, consumers are able to enjoy various activities with peace of mind.
Insight - Much like in the pre-pandemic environment, contemporary consumers—especially Millennials and Gen Z—are prioritizing tangible experiences over concrete products. Since COVID-19 guidelines have restricted many socially, individuals are increasingly eager to be engaged in substantial ways but are emphasizing the need for safety and hygiene protocols in order to feel comfortable. When these needs are met, consumers are able to enjoy various activities with peace of mind.
Workshop Question - Conceptualize an experience that will fit into the COVID-19 climate.
Trend Themes
1. Experiential Retail - Brands are launching retail initiatives that prioritize providing tangible experiences over concrete products to override concerns for visiting public spaces.
2. Drive-thru/drive-in Experiences - The drive-thru and drive-in experience is being adapted for everything from fine dining to outdoor museums, offering a recreational activity during social distancing.
3. Convenience Store Accommodations - The luxury 7-Eleven convenience store provides an ultimate one-night game-cation, with all-night access to a Playstation 5 console, Slurpee drinks, a big-screen TV, luxury loungers, and much more.
Industry Implications
1. Retail - Retailers are focusing on experiential retail initiatives that prioritize tangible experiences over concrete products, which could provide a competitive edge during uncertain times.
2. Entertainment - The drive-thru/drive-in experience is being adapted for outdoor museums and other events, which could provide a new way to engage with consumers and monetize public spaces.
3. Hospitality - Convenience stores and other hospitality players are creating accommodations that offer an immersive experience, which could cater to new consumer behaviors and preferences.
4 Featured, 35 Examples:
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Date Range:
Jul 20 — Jan 21
Trending:
Hot
Consumer Insight Topics:
