Capturing customer footfall and engagement might be more difficult in London than anywhere else.
Shoppers have such a wide range of choices that stores have to do something a little bit special to create an impact.
So many retailers are harnessing the potential of bespoke shopping experiences.
Quirky interiors, strategically placed product selections and superb sales staff combine to deliver amazing adventures in unique environments.
With that in mind, here’s how four London stores charm customers with experiential retail.
The Attendant
The Attendant cafe serves cool cappuccinos and tasty snacks in a refurbished Victorian public toilet.
The kitchen’s housed in the original attendant’s office and the urinals have been converted to a long bench where diners chill out amidst porcelain privacy panels.
The developers used their imagination in salvaging a space that had lain abandoned for decades and preserving as many of the original features as possible.
And separate modern restrooms are clearly signposted to avoid potential customer confusion.
So, having the visionary insight to spot the commercial potential in properties created for an entirely different use can help you make a special connection with your clientele.
Cahoots
Cahoots is a secret bar in Soho designed like a 1940s tube station — complete with cosy tiled stairway and retro carriages.
Visitors enjoy themed cocktails and swing dancing as they join in with singalongs in true Blitz spirit.
And food is served in wartime ration tins to add to the authenticity of the experience.
The designer drinking den hosts regular sets from popular DJs and can be hired out for birthday parties or festive celebrations.
Several speakeasy style bars have sprung up across London recently and they all capitalise on an air of illicit exclusivity that customers relish.
Westfield London
Westfield London is more of a miniature city than a shopping mall — attractions include an in-house cinema and a designer village offering high-end brands.
Its scale makes it the perfect stage for pop-up experiential events from brands who want to interact directly with potential customers.
So passers-by can find themselves drawn to virtual reality demonstrations or promotional giveaways with fantastic free products.
If you can think of an original creative concept for a live event, gaining maximum exposure at a busy mall creates a lasting buzz around your brand.
Modern Society
Shoppers love wandering around this spacious clothing boutique adorned with chandeliers and two-tone floor tiles.
Diverse collections are perfectly curated in matching interior zones for maximum effect and you’re encouraged to spend as much time as you like mulling over choices.
This shopping experience is a breath of fresh air for shoppers more familiar with claustrophobic high street outlets where display units are packed tightly together and items piled high.
If you’ve got the floor-space and design smarts to match your interior with a brilliant brand experience it’s a winning formula.
If you’re looking for shops to rent in London an online registry like Shop Property can help you find the perfect spot to bring your vision alive.
Follow the examples of these four London stores to give your customers an extraordinary experience they can’t get enough of.
What’s your favourite experiential shopping spot? Share your stories in the comments section.
