August 30, 2016 by

The Retail Experience: What Does it Really Mean?

CallisonRTKL’s Ignaz Gorischek debates the importance of the ever-discussed “retail experience.”

They tout its importance everywhere. They say it’s what all millennials want. It’s this big meaningless, meaningful word: experience. And if you’re at all like me, you’re getting tired of hearing this word associated with retail.

Trendy news sources keep telling us that retailers are using “experiences” to attract new, young customers, but have you really noticed a difference since this became the hot, new buzzword? I haven’t.

In fact, I think we have generally sunken to a much lower level when it comes to store experience. Now, it may surprise many that I’m saying this, but let me break down why.

When I asked myself what happened to the retail experience, I originally drew a blank. Then it dawned on me, retailers are using technology to answer the experience question. Technology is important in all aspects of our life—I get it—but is that really the experience everyone is expecting? If so, haven’t we already achieved it?

So, why are we still talking about it?

I am not suggesting that there is not a place for technology in the store environment, but I like it when the technology complements the experience—not when it’s the only ingredient. What is so different about the experience of technology in a store than being at home, at work, at the dentist or even on an airplane with your face buried in a screen?

An experience to me is something different—something memorable, pleasing to the eyes, ears and touch. It’s sensory.

I remember the first time I stayed at a Westin after they had branded themselves with a scent. The hotel smelled clean, fresh and happy. My stay was great, and it was the scent that added the finishing touch. Now, every time I walk into a Westin, I smile, and my memory of the experience comes flashing back. Sure, they have technology, but they added a sensory piece to the equation, and it made all the difference.

Take Rachel Shechtman, for example. She founded STORY in New York City. The space is a mix of art gallery, store, magazine, startup, pop-up and more. At STORY, experience is king. With rotating concepts that change every six to eight weeks, you’ll always be excited to explore. If you haven’t been, add it to your list of tourist stops for your next trip to NYC. I go every time I’m in the city, because I know the experience will be different, unique and memorable.

Think of what you would expect in a retail experience, and rest assured that there will be thousands, if not millions, who want the same thing. It’s that simple.

And it’s that important. Don’t be fooled by the shiny and the tech-savvy. We’re all still human after all, and our senses drive our every desire. If retailers wants to provide a truly unique experience, they must remember that.