Laura Gerritsen Shopping from the comfort of your sofa is commonplace today. Yet customers still seek emotional experiences in physical retail. A trend that many smaller shops and concept stores embrace with curated products and innovative concepts. Well-known brands like Tommy Hilfiger, Ikea, and recently Swisscom have followed suit with alternative shopping experiences. They employ augmented reality applications, creative pop-up stores, and service spaces with urban café ambiance. These new store concepts, alongside various launch activities, often receive coverage in major Swiss media like “20 Minuten”, “Blick” or “Neue Zürcher Zeitung”, depending on the target audience.
But how do these experiences fit into the bigger picture? Customer feedback in comment sections shows restraint: “As long as the service is good, I don’t need the extra frills or coffee and cake” is a common response. The success of new concepts heavily depends on the overall customer experience. Personal store interactions, service quality, and digital touchpoints must align – otherwise creative ideas and marketing investments fall flat. Experienced brand consultants therefore analyze the entire customer journey to develop concepts that create authentic connections between brands and their target groups.