Think about a traditional telecomm store and rows of devices under stark lighting might come to mind. Walk into Motorola’s Moto Shop pop-up in Chicago, a pilot program for future retail experiences, and you’ll find warm textures and a lot of opportunities to get hands-on with the products. Open through April 1, the pop-up has delivered positive results for Motorola—when we spoke with the brand in January, the shop had already tripled goals for driving consideration (Engine Shop, New York City, handled).
Here, we offer three insights from our chat with Ketrina Dunagan, vp-global brand and marcomm at Motorola, on the art of bringing experiential engagements into retail. (You can also catch her live at this year’s Experiential Marketing Summit, May 4-6 in Denver.)
1. It’s about driving one-to-one connections.
Consumers don’t visit brick-and-mortar stores to browse and purchase in the same fashion they do online. At the Moto Shop, it’s all about giving consumers the opportunity to make personal (and personalized) connections. Take the shop’s Choice Café, where product specialists are positioned for strategic chats over refreshments (and all orders are taken on Moto 360 devices).
“The reality is the role of retail in the marketing mix has changed and a lot of brands know that,” Dunagan says. “Consumers want a relationship with a brand, they want to build an emotional connection.”
2. Technology isn’t always the answer.
In many instances, Moto Shop is decidedly analog. Take the Maker Design Zone, which brings the brand’s MotoMaker.com device customization site to life. Consumers can actually play with inspiration boards and accessories and test out the Moto phone camera features by snapping away.
“A lot of people think ‘we need to innovate in retail’ and they immediately go to a lot of technology and touchscreens, but consumers have all that technology at home when they shop on the web,” Dunagan says. “In a retail store, consumers are there to have a much richer, sensorial experience.”
3. Millennial and Gen Z shoppers do it differently.
Dunagan explains that young millennials and Gen Z consumers don’t covet the devices themselves but rather, what they can do with them. This philosophy is what guided the design of the shop and what guides the telecom’s MotoMaker.com site where consumers can pick out custom backings and choose colors. For her team, it isn’t about espousing the wonders of the 21-mega-pixel camera built into Moto’s Droid Turbo 2 device. It’s about letting consumers experiment and see it for themselves.
“When you have a choice on design, it makes you want to plug and play, you want to mix and match, and every combination of color and material evokes a different emotion and so, we just wanted to help consumers get in that creative spirit and bring to life a phone that reflects their style and give them something to remember in addition to testing the features,” she says.