ADD TO CART - THE ROI ON EXPERIENTIAL RETAIL
The following is an interesting excerpt that I wanted to share with you from the latest print issue of Ragtrader magazine. Titled, "Add To Cart" the piece investigates the ROI for in-store events and explores how some Australian retailers have differentiated the in-store customer experience in a crowded marketplace. This excerpt highlights Sportsgirls efforts in identifying what type of activations see the strongest ROI for their business.
"Eighteen months ago, Sportsgirl launched “the braid bar” in flagship metro stores; Bourke Street, Melbourne and Pitt Street, Sydney.
The In-store activation offered customers a 20-minute braiding service for $15. Since it’s launch, it has been booked out every Friday and Saturday night in both locations. Sportsgirl national marketing manager Kate Rees says while the activation is a costed one, the main focus bolts down to enriching the customer experience. "The Braid Bar” really drives customer experience in-store and it also in turn has a halo effect on our hair products that we then sell inside of the actual stands. So while it is not a direct driving revenue activation, it definitely has a halo effect for u son those particular products.
For many brands, in-store events and activations are key to driving sales, foot fall and awareness. In the case of Sportsgirl, Rees says services provide the strongest ROI.”
To read more about Sportsgirls efforts and find out what other direct to consumer brands are up to in the space head over to Ragtrader. com