Every retailer is looking for the viral moment that puts their brand on the map. But to get that viral moment, you need to create several inviting opportunities for shoppers to capture their in-store experiences with your brand.
The great news is that you don’t have to spend thousands of dollars on hiring influencers; you can create in-store moments that turn every customer into a willing influencer.
Brands design spaces with the “influencer mentality” in mind to foster an organic, authentic, and in-the-moment interaction with the guest.
These moments create a need to be in your store. But it’s more than a social post, or a shout out, these moments give the customer buy-in to your brand promise and experience.
Harnessing the Instagrammable Moment in Your Store
Experiential shopping is fun to document on social media, and consumers who share photos with a favorite brand on social media create a sense of excitement.
Every customer can become a micro-influencer if you create moments in-store that incentivize sharing, with real time exclusive benefits to promoting your space, your product, or your brand. When you create moments that customers can participate in, without asking anything from them, you create buzz – and when getting shoppers in the door is half the battle, this can be an easy win.
A key example for experiential momentum would be the fitting rooms at Abercrombie. They have multiple touchpoints for shoppers to customize, enticing guests to participate in taking selfies, showing off styles, and more. Whether it’s adjusting the lighting or the music, this experience envelops the guest in their own intimate world where they can truly put a product through its paces.
We believe this offering has sold more apparel for their brand than any form of traditional marketing or advertising they can conjure. This moment isn’t about picturing the dress, or the jacket on. It’s about seeing the products and the variance from occasion to occasion all within one uninterrupted, private space.
Glossier: Case Study in Social Media Driven Retail Experience
Glossier, a company born out of a blog, has come to understand the magic of in-store experience, and built their design around intentionally Instagrammable moments. How they do it:
Branded Design
Glossier is known for its soft pink palettes that photograph beautifully. What makes it work is that it creates a background where both products and customers pop in photos. They also offer fun and quirky touches that make customers want to take photos, like their “You Look Good” neon sign and fluffy pink chairs.
It’s harder than it looks, and it starts with developing a brand identity that lends itself to a cohesive color palette, or statement colors that guests can instantly attribute to your brand. Sounds easy, but we understand the intricacies behind brand equity, and the next version of “Target Red” or Home Depot’s Orange.
Magic happens however when brands supplement identity, environmental graphics & color palette with a few visually surprising elements (like oversized props, textural or digital activations, displays that empower selfies etc) that photograph well.
Immersive, Interactive Layouts
Going to a Glossier store isn’t at all like shopping online. Their space is specifically designed with hands-on “test-and-try” stations. Shoppers are encouraged to touch and experiment – and take photos along the way. This ideology also encourages foot traffic, as guests feel the need to try or experience an item before they invest in it.
For brand consideration: Retail experience is the future (& the now) of in-store shopping. Consumers want to touch and try things when they come to a store, not just browse (they could do that online). So offer them a way to sample products or create something they can take with them when they leave.
Hospitality is an investment, but it creates lifelong relationships with the guest. A cup of coffee here, a sample of a product there, and before you know it the guest is fully invested in the product, and the purpose behind it. It’s about inviting the customer to play, interact, and engage with your brand. Service is a big part of that.
Iconic Design Motifs and Community-First Energy
Every Glossier location is unique yet unmistakably Glossier. They often tie in local culture (like LA’s canyon-inspired store). That sense of exclusivity makes photos feel like badges of experience.
Side Note: In the case of Le Labo, they offer city exclusive fragrances which are only available at select boutiques across the world, and each city exclusive is inspired by the city it represents.
For brand consideration: Tie your space to the community it serves. Work with local artists, consider locally inspired design details, and offer exclusive location-only features. Create something that connects to where you are and makes it impossible for consumers to miss the opportunity to snap a photo, or leave with a product to remember that experience by.
What Glossier Gets Right that Other Brands Can Learn From
Glossier captures the idea that shopping in-store should be engaging, memorable, and unique. Their locations are part showroom, part studio, and part exclusive club. The experience makes shoppers feel seen and gives them something visually unique to share on social media that drives additional foot traffic inside.
Retail brands are already focused on creating experiences for consumers, and by turning stores into social-first destinations, they can make every shopper a brand ambassador who drives foot traffic.
For deeper strategies, fresh ideas, and expert perspectives on how to transform your brand experience, explore The Gist: your go-to source to stay in the retail know.
