Pizza at Urban Outfitters? Tacos at Tommy Bahama? How Retailers Can Rethink the In-Store Experience

Last year, Urban Outfitters bought upscale Philadelphia pizza shop Pizzeria Vetri as part of a plan to build stores that turn shopping into an event. Similarly, some Tommy Bahama locations have incorporated an in-store bar shoppers can enjoy before or after they peruse the perfectly folded wares stacked on high-end fixtures.

These brands are offering experiences that online retailers can’t. They’re tapping into the broader lifestyles of their customers. Positive experiences attract new customers and further solidify existing customers’ loyalties. They prompt consumers to turn off the computer and go where they can get more out of their shopping experience.

This concept is known as experiential retail, and brands can use this idea to build upon their loyalty programs to motivate their best customers to become avid brand evangelists. By getting to know their customers and growing a broader relationship with them, brick-and-mortar retailers can turn their weakness into strengths in the quest to compete with online stores.