Retail, boring? No way! Retail is innovative, engaging and customized as competitive retailers answer consumers’ calls for convenience, choice and cost.
This weekend, we head to Shoptalk in Las Vegas – a conference where retail experts and industry leaders discuss the latest trends, technologies and retail business models. One topic sure to dominate the conference floor is the recent, unexpected big brand collaborations – which is no surprise given that experiential collaborations are the new retail experience.
From partnerships to in-store popups, retail collaborations are giving consumers new opportunities to interact with brands and offering diverse experiences not found elsewhere.
Take, for instance, the recent news of WW – the new Weight Watchers – partnering with a retailer to support wellness and healthy living. The partnership includes the debut of its first in-store WW Studio in Chicago to host Wellness Workshops for local WW members. There will also be the introduction of WW Healthy Kitchen™ products at select stores and online, as well as subsidized WW Freestyle™ program memberships for all store associates, all in an effort to empower families and communities to live healthier lives.
Also, other brands like Wendy’s are stepping up collaborations through technology partnerships. Partnering with a popular food delivery service, Wendy’s offered free Baconators with any order of $10 or more. The partnership highlighted Wendy’s commitment to finding new ways to reach their customer base around convenience and innovation.
More than ever, consumers – especially millennials and the Gen Z population – are focused on creating “Instagrammable” moments they can push out to their followers. Retail collaborations give consumers unique experiences; experiences we communicators can translate into snackable and shareable content.
At Shoptalk, and in the year ahead, we anticipate more retail collaborations that offer personalized, convenient, innovative retail. The more we embrace the new world in which we live, the more ways we will discover organic ways to capture consumers’ attention.