Retail Merchandiser - September/October 2016 - Global Sensation - M11


BRAND POWER
the transformation of the transactional
shopping experience into one that is
both social and experiential.
The experience economy has demonstrated that people place a premium
on unique experiences. Shoppers
enjoy being surprised and delighted by
something unexpected when they turn
the corner into a shopping aisle. Those
delightful surprises shake up the routine
shopping experience and provide an
opportunity for brands to connect with
consumers. They even provide chances
to place a brand or products top-ofmind before the consumer enters the
shopping aisle.

Big Rewards
There are already many examples of
brands that have made bold moves to
disrupt traditional experiences, and
reaped big rewards.
Take Starbucks®, for example. The
brand established a new expectation for
the coffeehouse experience. Today, customers sit and enjoy the ambience and
social experience at Starbucks just as
much as they enjoy the coffee, and the
brand has tapped into that culture by
diversifying its retail offerings to further
that experience. Similarly, Crossfit® has
disrupted the traditional gym experience, creating a communal environment
that allows people to engage in friendly
competition and build a new network of
friends and contacts.
Disruption and new thinking paid off
for those brands. So, how can consumer
brands leverage the same principles to
create dynamic, memorable experiences?
Chobani® was an early adopter of
that method of thinking. Its SoHo Café
opened in 2012 to great success, and this
fall the brand will open its first café in
Target's® new Tribeca, N.Y., store.
The concept brings experiential
elements to the front of the store and
creates a place where people can dwell
and socialize with friends and other
shoppers. At the same time, consumers
sample products and influence upcom-

ing Chobani product innovation. All
of that places Chobani at the top of
shoppers' minds by the time they reach
the dairy aisle.
Closer to home, The Hershey Company is tapping into the incredible
experiential equity we've built in our
Hershey's Chocolate World Attraction
stores around the globe, and applying
those same principles to the confection
category in the form of non-product
innovation. Our goal? To create more
social experiences and opportunities
for the consumer to interact with our
brands in-store.
That approach has seen early successes
in the form of iconic in-store displays
that interrupted routine shopping patterns and invited consumers to engage
with our brands.
Much like at Hershey's Chocolate
World Attraction, we've found that
retail shoppers stop and take selfies with
their friends in front of our branded
pods because they have such an emotional connection with our brands and
our category.
Those early successes have led us to
examine even bigger ways to create
more social, in-store experiences. The
result is the development of a next-generation confection aisle that will soon
be tested in market. By transforming
the candy aisle, The Hershey Company
seeks to "wow" customers while inviting
them to explore the products they've
come to know and love in a beautiful
aisle experience.
Moving forward, the biggest challenge for brands may be incorporating
new technology into in-store experiences in a way that brings brands to
life. Other challenges will be keeping
up with shoppers' expectations for great
in-store experiences as the experience
economy evolves. Still, it's an exciting
time for brands willing to overcome
challenges in new and innovative ways.
Brands that can tap it into the power of
a positive, memorable retail experience
have much to gain. O
September/October 2016

RETAIL-MERCHANDISER.COM

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Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2016 - Global Sensation

Retail Merchandiser - September/October 2016 - Global Sensation - MCover1
Retail Merchandiser - September/October 2016 - Global Sensation - MCover2
Retail Merchandiser - September/October 2016 - Global Sensation - M1
Retail Merchandiser - September/October 2016 - Global Sensation - M2
Retail Merchandiser - September/October 2016 - Global Sensation - M3
Retail Merchandiser - September/October 2016 - Global Sensation - M4
Retail Merchandiser - September/October 2016 - Global Sensation - M5
Retail Merchandiser - September/October 2016 - Global Sensation - M6
Retail Merchandiser - September/October 2016 - Global Sensation - M7
Retail Merchandiser - September/October 2016 - Global Sensation - M8
Retail Merchandiser - September/October 2016 - Global Sensation - M9
Retail Merchandiser - September/October 2016 - Global Sensation - M10
Retail Merchandiser - September/October 2016 - Global Sensation - M11
Retail Merchandiser - September/October 2016 - Global Sensation - M12
Retail Merchandiser - September/October 2016 - Global Sensation - M13
Retail Merchandiser - September/October 2016 - Global Sensation - M14
Retail Merchandiser - September/October 2016 - Global Sensation - M15
Retail Merchandiser - September/October 2016 - Global Sensation - M16
Retail Merchandiser - September/October 2016 - Global Sensation - M17
Retail Merchandiser - September/October 2016 - Global Sensation - M18
Retail Merchandiser - September/October 2016 - Global Sensation - M19
Retail Merchandiser - September/October 2016 - Global Sensation - M20
Retail Merchandiser - September/October 2016 - Global Sensation - M21
Retail Merchandiser - September/October 2016 - Global Sensation - M22
Retail Merchandiser - September/October 2016 - Global Sensation - M23
Retail Merchandiser - September/October 2016 - Global Sensation - M24
Retail Merchandiser - September/October 2016 - Global Sensation - M25
Retail Merchandiser - September/October 2016 - Global Sensation - M26
Retail Merchandiser - September/October 2016 - Global Sensation - M27
Retail Merchandiser - September/October 2016 - Global Sensation - M28
Retail Merchandiser - September/October 2016 - Global Sensation - M29
Retail Merchandiser - September/October 2016 - Global Sensation - M30
Retail Merchandiser - September/October 2016 - Global Sensation - M31
Retail Merchandiser - September/October 2016 - Global Sensation - M32
Retail Merchandiser - September/October 2016 - Global Sensation - M33
Retail Merchandiser - September/October 2016 - Global Sensation - M34
Retail Merchandiser - September/October 2016 - Global Sensation - M35
Retail Merchandiser - September/October 2016 - Global Sensation - M36
Retail Merchandiser - September/October 2016 - Global Sensation - M37
Retail Merchandiser - September/October 2016 - Global Sensation - M38
Retail Merchandiser - September/October 2016 - Global Sensation - M39
Retail Merchandiser - September/October 2016 - Global Sensation - M40
Retail Merchandiser - September/October 2016 - Global Sensation - M41
Retail Merchandiser - September/October 2016 - Global Sensation - M42
Retail Merchandiser - September/October 2016 - Global Sensation - M43
Retail Merchandiser - September/October 2016 - Global Sensation - M44
Retail Merchandiser - September/October 2016 - Global Sensation - M45
Retail Merchandiser - September/October 2016 - Global Sensation - M46
Retail Merchandiser - September/October 2016 - Global Sensation - M47
Retail Merchandiser - September/October 2016 - Global Sensation - M48
Retail Merchandiser - September/October 2016 - Global Sensation - M49
Retail Merchandiser - September/October 2016 - Global Sensation - M50
Retail Merchandiser - September/October 2016 - Global Sensation - M51
Retail Merchandiser - September/October 2016 - Global Sensation - M52
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