3 Reasons Brick-and-Mortar is Crucial for Brand Experience

3 Reasons Brick-and-Mortar is Crucial for Brand Experience

We recently spoke about how experiential marketing is evolving. Millennials, with their inclination toward selecting authentic brands they identify with, are a major driving force behind the shift, though shoppers of all ages are seeking a bit more from retailers these days. They want a full brand experience.

Brand Experience is Comprised Of:

  • Sensations
  • Thoughts
  • Feelings
  • Behaviour

Brand Experience is Evoked By:

  • Designs
  • Packaging
  • Communication
  • Environments
  • All Brand-Related Messages

1) Environment is a Major Contributor to the Brand Experience

Close your eyes for just a moment and consider the Nike brand. How do you feel when you think of Nike? What do you associate it with? Does thinking of it make you want to do anything?

If you’re like most people, you probably felt empowered. Perhaps it made you feel more like an athlete or gave you the urge to hit the gym. That’s because Nike is one of many major companies which understands how to create a comprehensive and consistent brand experience. Those thoughts aren’t there because you created them; they’re there because that’s what Nike put out for you to receive. It does this through social media, traditional marketing, digital marketing, experiential marketing, and its stores. The brand utilizes online shops, permanent brick-and-mortar, and pop-up-shops to accomplish this.

2) Brick-and-Mortar Allows for Immersion

If you’re operating online, there are only so many factors you can control, but all these things impact how people view your brand. Perhaps the customer has a poor internet connection and the site runs slow. You may become associated with outdated tech. On the other hand, your customer could be a busy mum who jumps online between things. In the background, she may be dealing with children, dinner, work, and household duties. You cannot control this, but it does impact her view of your brand.

When you give your customers full immersion, you’re in control of the sights, sounds, scents, visual triggers, and more. This gives you greater opportunity to create the brand experience you want your customers to have, whether it’s messages of empowerment like Nike offers, the childlike magic Disney provides, or the tech savvy “smart” vibe of Apple.

3) People Still Prefer Humans Over Tech

The world once thought brick-and-mortar would be overthrown by the Internet. It was expected that physical shops would dwindle and online would boom, but that’s not exactly what happened. Yes, brick-and-mortar changed. It had to. However, it has become one channel amongst many with seamless integration. The reason for this, of course, is because as much as people love the ease of online shopping, they still want to connect with another living breathing human being. This has been tested as it relates to making a purchase and customer service. It even applies to millennials.

The only way to provide your customers with the brand experience they want is to give them people to interact with in real life. You need a physical presence.

Enhance Your Brand Experience with Popertee

The good news is, you don’t need permanent placement to make a real connection with your customers and enhance your brand experience. Pop up shops are a great way to operate experiential marketing campaigns, test new markets, test new products, and give people a chance to see what your brand is all about without having to make a long-term commitment or investing a small fortune. If you’d like to find the ideal pop up shop for your venture, browse our site now. You can also list your space free and let others take advantage of your unused or underutilized commercial space.