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Immersive retail experiences are key to customer experiences

Mellissah Smith on January 16, 2019

The days of low-cost fit-outs are over with consumers demanding an experience that they would not likely get elsewhere when they venture from their lounge rooms into a retail store.


Mellissah Smith
Founder & Managing Director of
Marketing Eye and Robotic Marketer

Being able to buy everything from a meal at your favourite restaurant to a designer dress or a pair socks online has given consumers the upper hand in experience-setting, making it much harder for retailers, restaurants and service brands to capture market share.

Though not a franchise, Nespresso’s significant investment in immersive retail experiences, giving shoppers a look at how Nespresso products are made, from the farm through to manufacturing and recycling, has paid dividends.

As has the Sunglass Hut with their pop-up stores and larger retail outlets investing in platforms that embody brand values and identity as well as giving customers a personalised experience.

“We see an emergence of fit-outs that are now more expensive than ever before, as clients are being forced to up the ante and give consumers unique, pleasurable experiences,” said Howard Townsend, Director of brand construct company, McCredie Group.

“Companies digital and data strategies are complementing intermodal retail design, and that’s exciting for the consumer and also the architects and fit-out experts bringing this vision and experience to life.”

The biggest advantage that retail has over any other spending medium is that it can enhance the shopping experience far more effectively than any other platform. Clicking a button or two simply doesn’t compare. A retail space allows consumers to not only tangibly interact with products but also engage their senses emoting a powerful experience.

McCredie’s credentials include working with some of the world’s biggest brands including OPSM, Bonds, Nespresso, Sunglass Hut and Sumo Salad taking designers drawings to an end product that enhances the brands ability to interact with the consumer on multiple levels.

“By making the experience unique, easy to be part of and engaging, consumers are more involved and feel more part of the process, which leads to greater success in-store or in a restaurant,” confirms Townsend.

“You cannot compare the experience of sitting in a restaurant that has been carefully designed for the ultimate experience with having the same meal delivered to your door. Sure, you might like the latter sometimes, but it’s the first-hand experience of the brand that really cements customer loyalty.”