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How Brands Are Using Stores As Community Spaces https://ift.tt/2GZPUJ4 Brands are reimagining brick-and-mortar with community activations that bring people together for live programming and face-to-face interaction Even as e-commerce corners the market for convenience, brick-and-mortar has an opportunity to differentiate itself with the very quality that distinguishes it from digital. As a result, retailers are using physical spaces as venues for live programming and face-to-face interaction. PSFK researchers looked at how brands are designing community spaces to bring people together around the halo of a brand and offer new occasions to visit outside of the typical purchase-oriented shopping trip: Peckham Levels Not Just Another Store Sports Direct × Game Digital Tsutaya Book Apartment These examples invite customers to linger, prioritizing environment and interaction over transaction. Event series and added-value experiences help brands build a loyal audience for their space and, by extension, their products. For more insights on this topic, download the PSFK research paper Elevating Brand Experience Through Store Design. Lead Image: Peckham Levels via Facebook Mobile Marketing via PSFK http://www.psfk.com/ May 29, 2018 at 09:18AM
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