How Experiential Marketing Agencies Are Transforming Retail Spaces

Barbie meeting small child at shopping centre event

We talked before about how shopping centres are changing, due to factors like online commerce driving retailers to offer more immersive experiences. But how are these spaces driving change to address lower footfall – and what kind of help do they need?

Here we highlight the increasing importance of experiential marketing agencies in supporting retailers and shopping centres.

What is an experiential marketing agency?

A shop is no longer simply somewhere to buy goods – the next stage of their evolution is here. Forward-thinking retailers have recognised the need to become a destination, to offer an experience, or even build a community.

Helping power this transformation are businesses that are pioneering new ways for brands to connect with customers in person. This means creating interactive retail experiences, with impact far beyond simply browsing shelves. And these should be tailored to their unique brand identity, as well as the specific demographics of the shopping location.

Examples could include:

  • Live product demonstrations and workshops
  • Digital activations
  • Pop-up installations

What impact does experiential marketing have?

Still one of the most powerful forms of marketing is word-of-mouth – creating experiences people will talk about. But today, those conversations don’t only happen in person – the popularity of social media means they can reach much further.

For example, a beauty brand could host a pop-up where customers sample products and see live tutorials on their use. This may increase store and brand loyalty – but the resulting social media buzz can amplify it exponentially.

Similarly, a tech retailer could offer an immersive virtual reality showcase – a hands-on, in-person experience that can’t be recreated via online shopping. By increasing times in store and building more emotional connections, experiential marketing agencies are helping create communities.

What are the other commercial benefits?

As interactive installations and events drive footfall and increase dwell time, the energy in a shopping centre is enhanced. And as long as retailers are committed to making memorable moments for customers, this advantage over online shopping can continue. But as well as boosting spend and brand awareness, it’s important to maintain momentum by engaging via other channels too. Consider creating personalised promotions, digital loyalty rewards or social media integration, to stay on the radar of those you’re engaging with.

These are all touchpoints that an experiential marketing agency should be able to support you with too.

Time to consider an experiential marketing agency?

If you’re starting to see customers prioritise experiences over possessions, it may be time to tap into some innovation. By creating an instant impact that can subsequently be sustained over socials, you can help futureproof your shopping centre.

To talk about how partnering with an experiential marketing agency could help, please contact us.