Screen fatigue is real. So are cravings for in-person connections. And the growing popularity of tactile experiences. For retailers looking for ways to stand out and build community, cultivating authentic, in-real-life (IRL) experiences is an in-store retail trend worth considering.
Craving Connection
It’s probably no surprise that today’s consumers are weary of their digital lives. But a recent survey from The Harris Poll emphasized just how much: 78% of Americans said they prefer in-person social existence to digital-only. And 81% of Gen Z said they often wish they could disconnect from digital devices more easily.
That last point is important. In fact, “The ‘Return of Touch’ phenomenon isn’t about Boomer nostalgia,” says Josh Golden, chief marketing officer at Quad, who presented the survey. “Time and time again, The Harris Poll found that Gen Z and Millennials are gravitating to IRL and tactile brand experiences even more than older generations.”
There’s plenty in the survey that indicates shoppers are increasingly compelled by retail spaces that foster community. 76% of consumers – and 83% of Gen Z and Millennials – said physical retail experiences help them connect more deeply with people and brands. 88% of consumers said it’s easy to remember physical store experiences that go out of their way to engage customers.
Tactile Experiences
A growing appreciation of tactile experiences is also playing a role. Remember how knitting took off during the pandemic? Or have you heard wellness experts recommend gardening?
The current resurgence of physical books and vinyl records – and the stores that sell them – is another example. “When we touch things, it engages our senses,” psychologist Dr. Malie Coyne tells the Irish Times. “I was recently given a vinyl from one of my friends and even though I don’t even have a record player, with its beautiful cover and printed lyrics, it feels like a treasure and is so grounding. The same goes for books – their gorgeous smell and the feel of turning the pages.”
In fact, The Harris Poll also found that print catalogs and mailers are making a comeback. (71% of consumers said print catalogs and magazines feel more authentic than digital campaigns, and 65% said they look forward to receiving catalogs from brands.)
Third Spaces
In addition to providing a venue to touch and try new products, retailers can also provide much needed third spaces and increase opportunities to reach new customers. Consider organizing on-brand social events, partnering with local business on classes, or simply offering up space to a meeting of a local non-profit.
Many retailers are also finding success with in-store coffee bars and small cafes. It might seem like a big undertaking, but might be worth trying in a small pop-up capacity before taking the plunge.
“(In-store coffee shops) give people this opportunity to engage with the brand from a lifestyle standpoint, even if they can’t purchase a product,” Michelle Baumann, VML chief strategy officer, commerce, tells Marketing Brew. That said, “The longer you’re in [store], the more likely you are to browse (and) the more likely you are to purchase,” she points out.