Amidst changing shopping habits, the rise of experiential retail is reshaping the way consumers engage with brands and each other. This article explores innovative venues like Holey Moley and Outlandish that entice customers with interactive experiences and strong social media ties.
Shoppers today crave more than just products; they seek memorable experiences that engage all their senses. From miniature golf to live TikTok sessions, these venues transform the act of shopping into a fun-filled adventure.
The Allure of Experiential Retail
Experiential retail surges as landlords try to lure customers back to the mall. These venues promote social interaction and create immersive experiences that are highly shareable online. As a result, traditional shopping spaces are being reimagined to meet the demands of a more experience-focused consumer base.
^Holey Moley: Golfing with a Twist^
Holey Moley, located on the Third Street Promenade in Santa Monica, is a miniature golf course that offers an eclectic atmosphere designed to be Instagram-ready. The venue features themed holes that evoke nostalgia, allowing players to engage not just with the game but also with their surroundings. This multi-sensory labyrinth includes everything from cocktails to karaoke, making it a hot spot for both families during the day and adults seeking nighttime entertainment. General Manager Simon Whicker emphasizes that customers are drawn to competitive socializing, where they can enjoy a round of mini-golf while sipping cocktails from whimsical ceramic unicorns. This approach demonstrates how experiential retail can combine leisure with consumer engagement.
^Outlandish: Live Shopping Experience^
In a former clothing store nearby, Outlandish leverages the popular platform TikTok to merge live online shopping with in-store experiences. Young entrepreneurs pitch products such as nutritional supplements and workout gear through marathon live sessions. This unique shopping format lets fans become part of the shopping process, bridging the gap between physical and virtual retail.
Consumers can stroll through the store, watching their favorite creators as they promote products in real-time. William August, the Chief Executive, points out that Outlandish aims to create a personal connection between customers and brands—allowing for immediate engagement and purchase decisions.
The Shift to Hybrid Concepts
Retailers are blending traditional shopping with entertainment to capture the attention of modern consumers. Venues like Pickle Pop and Splatter Studio demonstrate this hybrid approach by incorporating sports, dining, and art.
Pickle Pop turns a former Adidas store into an engaging hub where customers can reserve court time and enjoy a meal, catering to the rising popularity of pickleball among various demographics.
Splatter Studio combines a bar with an art studio, inviting customers to unleash their creativity while enjoying food and drink.
This trend is particularly appealing to younger audiences. Andrew Thomas, Chief Executive of Downtown Santa Monica Inc., notes that people desire more exciting experiences that they can share on social media.
Experiential Retail: A Historical Perspective
The concept of experiential retail isn't entirely new; historical precedents like Chuck E. Cheese paved the way for combining food and entertainment. The recent surge can be attributed to downturns in traditional retail, further punctuated by the pandemic. Landlords now seek to fill these spaces with attractions that do more than sell products—they create environments where customers can engage deeply with their choices.
The need for landlords to recalibrate has led to a willingness to innovate and experiment with less conventional concepts.
The Art of Social Media and Engagement
In today's market, social media serves as a powerful tool for driving foot traffic and cultivating customer loyalty. The overlap between in-store experiences and online engagement creates a vibrant arena where brands can thrive while meeting consumer preferences. For instance, Cosm at Hollywood Park provides immersive entertainment experiences, blending sports and lively shows with top-tier viewing settings. Jeb Terry, Cosm's Chief Executive, highlights that audiences can watch events from exclusive angles, enhancing their overall viewing experience.
Upcoming immersive experiences include a Titanic-themed exhibit at the Beverly Center mall, allowing visitors to see the ship's wreckage as it exists in today's world and travel back to 1912 through virtual reality. Such offerings emphasize the role of technology in enriching experiential retail.
Emphasizing In-Person Engagement
The collective experience-driven mentality of younger generations, especially Gen Z, underscores a shift towards social gatherings and active participation. Retail consultant David Greensfelder observes that this demographic prioritizes in-person experiences over material possessions, attracting them back to the mall.
Social media phenomena such as TikTok exemplify this change, making shared experiences a primary driver of retail engagement.
Youthful consumers gravitate toward spaces that allow them to create memorable moments worth sharing. As such, these environmentally-rich retail concepts facilitate deeper connections and social engagement.
Conclusion: The Future of Retail
As shopping habits evolve, the importance of experiential retail in attracting customers becomes clearer. Locations like Holey Moley, Outlandish, Pickle Pop, and Splatter Studio offer insights into the exciting possibilities that lie ahead for brick-and-mortar establishments. Retailers looking to thrive must prioritize immersive and engaging experiences that resonate with today’s consumer preferences, ultimately steering the industry toward new horizons driven by interaction and community.