We're also firm believers in this trend. The growth of experience sites like RedBalloon of which we're part highlight this.
Thomas Dux is a simple and fantastic example of experiential retailing. Rather than walking into Woolworths to buy a packet of corn chips off a standard store shelf, walk into Thomas Dux and you'll see a beautiful centre aisle display of corn chips where you can taste them, try them with salsa and where, when I took this photo, they suggested picking some up for the football finals in September. When I took this photo they were also serving slices of smoked salmon pizza cooked using ingredients all available in store.
And most of all, the trend towards mass customisation sits with consumers moving towards experiences. Why would you want to buy a normal pair of shoes when you can have the experience of designing your own shoes and have them made for you? Why settle for off the rack shirts and suits when you can design these yourself too? And you have a number of great companies to do this with like Blank Label, YouTailor, and Indochino who are all doing well in the space, as well as Sydney based Joe Button and InStitchu who have both launched recently. And why settle for a standard chocolate bar when you can select the ingredients?
Mass customisation businesses are no longer just small businesses. NikeID turned over $100m in revenue in the niche category of custom sneakers last year (I love their product).
What other examples of experiential retailing have you seen?
Posted to Power Retail.