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Brands need to “reimagine” the future of experiential retail during the COVID era. 

Jun 11 2020

Brands need to “reimagine” the future of experiential retail during the COVID era. Experiencification has been a trend brands relied on to reach Gen Z and Millennials, but the pandemic has changed all of that. Even as quarantines lift, retailers will have to strategize on new ways to reach young consumers as safety fears linger. According to a study from First Insight, 78% of women do not feel safe testing beauty products, 65% don’t feel safe trying on clothes in a dressing room, and 66% don’t feel safe working with a sales associate. Beauty brands will have to set up basic protocols like social distancing, hand sanitizer stations, one-way aisles, and the wearing of face masks. Ahead of the holiday season, retailers might need to consider “passing out tickets or appointment times for customers to shop.” (Mobile Marketer)