High street fatigue is impacting scores of retailers as shoppers move online, yet a number of brands are bucking this trend by rethinking their brand experience.
Instead of producing traditional cookie-cutter retail spaces, the brands seeing increased footfall are the ones creating experiential spaces, less shop, more place of worship.
These ‘places of worship’ let people experience the brand in a way that hasn’t been seen before with the experience itself drawing them in.
It needs to be incredibly rewarding and, of course, it has to be about more than making a purchase. But it goes beyond that. For it to truly work, the space and the experience must create the kind of loyalty you’d normally associate with a church or a cult.
To do this, you need to understand the connection point for the brand. What opportunity to connect are other brands in the category missing and what is it about your brand that people want to worship in the first place?
A great example of a brand that knows what gets people hooked is Ikea. Due to a number of factors from the changing nature of cities, traffic and reduced car ownership, Ikea realised it can’t simply have massive big box outlets in the suburbs anymore and the brand created useful planning studios in cities.
They’ve become places that you go to when you want to restyle your home but more than that, they are a touchpoint that has become a place of worship around Ikea. It ties neatly with Ikea’s loyalty program, Ikea Family, which conveniently has a cult-like name.
While retail brands perhaps have the most to gain from creating places of worship, brands in other categories are demonstrating the power of the approach.
F45 is an ideal example. The Australian-made brand is taking the world by storm and at its heart is a true place of worship. By creating an authentic space where everyday people who want to get fit can gather, the brand has outmanoeuvred legacy brands that have long owned the fitness space.