Talking Points: Immersive Retail Experiences

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Joss Davidge, Business Director of brand experience agency BEcause, is always on the look out for marketing ideas that get people talking.  This week he looks at how brands are creating retail ‘lands’ and ‘worlds’ to enhance the shopping experience.

In the lead up to Christmas the news is already full of stories about shopper behaviour and how retailers are struggling to attract shoppers out onto the high street.  This trend isn’t just for Christmas and more brands are seeing value in branded retail experiences – thrilling shopper’s senses as well as catering to their needs.

Android land

Telstra, one of Australia’s leading telecoms companies has got together with Google, HTC, LG, Motorola, Samsung, and Sony Ericsson to create Android Land in an apparent attempt to challenge the dominance of Apple’s retail space. Android Land goes all out to excite the consumer with Android robots, experience zones that feature popular Android applications on giant screens and some areas of the store even smell like gingerbread.  Yes, gingerbread.  It is markedly different from the minimalist design of Apple’s stores but is bound to attract some attention.  It will be interesting to see if this kind of collaborative brand experience is set to make an appearance in other cities around the world.

M&M’s world

Earlier in the year the largest chocolate shop in the world opened in London.  M&M’s World is an extraordinary cavernous retail space crammed full of colourful experiences that are sure to delight the hoards of daily visitors.  There are chocolate walls, areas where you can view the chocolates being made, interactive games and towering models of the M&M’s characters perfect for photo opportunities.  Backed by a reported £10 million investment by Mars this retail environment is designed to detach consumers from the world outside and immerse them in a colourful and slightly surreal Willy Wonka-esque experience.  Little doubt it’s going to leave a lasting impression for those that make it back to reality.

Read more BEcause blog posts. Visit their website, and tweet @becausexm.

Posted: December 9th, 2011 | Author: will.armstrong | Filed under: Talking Points | Tags: android land, BEcause, Christmas shopping, Immersve retail experience, Joss Davidge, M&M's world, marketing society member | Leave a Comment »

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