It's all about the EXPERIENCE
- qualicominnovations
- Jul 22, 2016
- 3 min read
It's 2016 and most of us have moved into the modern era where all we care about are experiences. Think of it in terms of shopping: it's not just about going through racks and racks of clothes and then leaving the store anymore; it's about what the store looks like and whether or not it can make people feel good and tempted to buy the clothes in store. Millennials these days are so overtaken with social media and the "aesthetics" of things it should be considered easy for retailers to target this generation of customers. This new generation of our society begs for more: more money, more materialistic things, more fun and more experiences. They want more of the "spice and sugar" in life, they want to do more cool things, things that are worth instagramming and tweeting about. They want more EXPERIENCE. According to a recent survey, results show that Generation Y "go out" twice as often as Generation X and three times as often as Baby Boomers. Researchers who conducted the survey believe this shows that "the value that millennials place [is] on having experiences." So it's not unlikely that big stores these days are in the mindset of innovation geared towards better customer experience.
Starbucks recently announced plans this month to offer food from an artisan Italian bakery, Princi, to some of their prestigious locations including their Roastery store. Starbucks' Reserve Roastery and Tasting Room is a one-of-its kind coffee shop at the heart of all coffee shops, Seattle. It's something you've never really experienced before and according to Business Insider, Starbucks CEO Howard Schultz described its vision in a call with a reporter:
"Our intent with the Roastery was to create a multi-sensory retail experience not only that would elevate coffee, but that was really unlike any retail experience in the world. You can think about Disney, you can think about Apple, you can think about Nike, Zara = the great retailers of the world but I think people would agree who come to see the Roastery that there's nothing quite like it in the world. The Roastery is a place of innovation and discovery, coffee, romance, and something we're really really proud of."
The store is 15,000 square-foot that serves drinks and allows customers to actively watch the making of the acclaimed coffee. "Dubbed the Willy Wonka of coffee by the company, it has become a Seattle tourist destination," says Business Insider. As of right now, Seattle is the only location for a Starbucks Roastery, but the company is in the works of opening two new similar stores in New York City and Shanghai. These premium experiences are what draws customers and from the mouth of Jason Dorsey, co-Founder and millennials expert at The Center for Generational Kinetics: "For retailers integrating things like live music, exclusive events, digital gaming, and the unexpected—such as an impromptu fashion show—is what transforms retail shopping into an experience." The whole "experience" of being in a store or a restaurant has its effect and it does lead to profits. While many are still in the works of upgrading their stores for better customer experience, a few have already showcased improvements. Below are a list of stores that are progressing towards enhancing EXPERIENCE for their customers:
1. 365 by Whole Foods
This famous grocery chain store opened a new store unlike anything they currently have. With cheaper prices, a smaller yet more convenient layout, and more efficient customer service, 365 by Whole Foods Supermarket is creating a grocery store that can also be considered a place to "hang out." They're creating kitchens where customers can come and order food at eat in the dining area, a vegan restaurant and a craft-brew bar for those able to drink after a long shop.
2. Walk-up Mcdonald's
A new concept, McDonald's has opened a restaurant that has no dining tables or chairs in New Jersey. The only thing it's got is a drive-thru window and an outdoor "walk-up" window to serve customers.
3. Urban Outfitters
Another attempt by a famous retail store at creating a restaurant chain in harmony with their stores. They've opened a pizza business and partnered with Pizzeria Vetri right in Williamsburg.
4. Kellogg's
Located at the heart of New York City is Kellogg's first ever cereal cafe. In the cafe are quirky snacks such as Rice Krispies with green tea powder and ice cream topped with Cracklin' Oat Bran, dried cranberries, white chocolate, and toasted coconut. Their vision is to reignite customer interest in cereal.
With the shopping world moving forward towards online, physical stores have to step up their game and the best way to do this is EXPERIENCE. These innovations to common retail stores are just the start. It's time to value our customers a lot more than we used to.
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