Brands design spaces to educate consumers on company heritage
Implications - Going beyond immersive concepts, many brands have begun designing dedicated retail spaces in which consumers can learn about company heritage. A unique opportunity to showcase a brand's creation story, such educational spaces aim to inspire consumers to identify with the brand's journey, values and traditions. While these spaces aren't focused on serving as a point of purchase, they are an example of how tangible stories translate into human connection.
Workshop Question - How can your brand combine consumer engagement with consumer education, through in-person marketing? Consider pop-ups shops, retail events and that of the like.
Trend Themes
1. Brand Heritage Spaces - Brands have begun designing dedicated retail spaces in which consumers can learn about company heritage.
2. Immersive Experiences - Retail spaces and pop-up shops are incorporating interactive elements to educate and communicate brand heritage and values.
3. Upscale Branding - Fast food brands and automobile dealerships are updating their branding to create an upscale experience for their customers.
Industry Implications
1. Retail - Creating educational retail experiences and immersive pop-up shops.
2. Food and Beverage - Modernizing the fast food experience and incorporating cafe-like atmospheres in car dealerships.
3. Automobiles - Updating dealership experiences with upscale branding and design.
