5 Brands Turning the Store into an Experience

At a time when it’s getting harder and harder to get Millennials and teens into stores, retailers and brands are experimenting with ways to turn the store into an experience…

Thanks to a convergence of forces (online shopping, changing social currency, shifts in spending) it’s getting harder and harder to get young consumers into stores. According to Ypulse’s holiday shopping survey, over four in ten 13-34-year-olds agree with the statement, “I'll be doing all my holiday shopping online and won't set foot in any stores.” For retailers counting on their foot traffic, that stat is a huge warning sign. Already this holiday season, we’ve seen online shopping overshadow in-store sales: More 13-34-year-olds told us they would be shopping on Cyber Monday than Black Friday this year, and it turns out November 28th 2016 made history as the biggest online sales day ever. Adobe is reporting that Cyber Monday exceeded estimates by 2.6% and hit a record $3.45 billion spent online, beating out Black Friday’s online sales by $110 million.

Earlier this year, we reported that 74% of 13-33-year-olds would rather spend their money on experiences than products. Their experience-focused behavior has become not just a well-known central value of the generation, but a major disruptor for retail centers and brick-and-mortar stores, who in some cases are changing to keep up. In an era when "Cheesecake Factory does as much business as Sears used to do," malls are transforming into amusement parks to adapt to the spending habits of young consumers. According to The Wall Street Journal, many U.S. malls are adding attractions like laser tag, skydiving simulators, and “escape rooms,” that they say are enticing shoppers to spend more money and time at their locations. In some cases, these experiences are replacing…


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Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

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