JOIN THE COMMUNITY

Here is a snapshot of how Retail Hive members are creating experiential moments for their customers and experimenting with innovative ways to drive engagement and loyalty…navigate around using the pulsating pins…

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<span style='font-weight: 400;'>Our members are:</span></p> <p> </p> <p><span style='font-weight: 400;'>Producing content in a variety of formats (written, video, podcast, user generated – from famous customers, from ordinary customers) to educate your customers on how to use your product:</span></p> <p><span style='font-weight: 400;'>– For food retailers: recipes<br /> – </span><span style='font-weight: 400;'>For Bang&Olufsen: a lexicon for <a href='https://support.bang-olufsen.com/hc/en-us/articles/360044999071-Moodwheel-function-on-Beosound-Moment'>how to talk about sound and sound wheels</a><br /> </span><span style='font-weight: 400;'>– Hermes: <a href='https://www.hermes.com/uk/en/story/131261-nouages-women-scarves/'>ways to wear / tie a scarf</a><br /> </span><span style='font-weight: 400;'>– Sweaty Betty: <a href='https://www.sweatybetty.com/workouts-and-wellbeing/home-workout-videos'>yoga classes on Zoom</a> they can join while wearing the product</span></p> <p> </p> <p><span style='font-weight: 400;'>Producing content to explain how products are made:</span></p> <p> </p> <p><span style='font-weight: 400;'>– For headphones: showing how the product is made and the r&d behind the product<br /> – </span>For a fashion label: showing the journey of design from concept, through sketches, makings<br /> – Inviting a customer to your HQ for brand/product immersion and showing this experience to others
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Clienteling took on an entirely new driver during the pandemic as our members searched for ways to build business with no high street. The retail experience is suddenly ALL about clienteling, outreach and trying to  connect in a human way without physically seeing someone.</p> <p> </p> <p>“Clienteling is the secret to creating an omnichannel customer. Everyone in a variety of price points deserves an authentic relationship, which in turn<br /> creates the most loyal client that the brand can have.” VP of Stores, Intermix</p> <p> </p> <p>We invited a closed group of retail leaders with a shared vision built around empowering store associates to create the next level of experience,  you can read their <a href='https://www.thehive-network.com/wp-content/uploads/2020/12/Clienteling_Tulip.pdf'>golden nuggets for success here</a>.
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Tips from within the community:</p> <p> </p> <ol> <li style='font-weight: 400;' aria-level='1'><span style='font-weight: 400;'>Gift VIP customers with wine, food, flowers. Food that can be consumed while you talk to them, or while they enjoy your product, or when they get the first look at your new collection.</span></li> <li style='font-weight: 400;' aria-level='1'><span style='font-weight: 400;'>Experiential gifts that your VIP customers can enjoy with you and with one another: eg: wine tasting, flower bouquet making, chocolate making to “get value out of this moment together” = not selling but engagement with the brand and creating a memorable feel-good experience </span><span style='font-weight: 400;'>associated with the brand – example –  Vacheron Constantin offer Whisky tasting, private events</span></li> <li style='font-weight: 400;' aria-level='1'><span style='font-weight: 400;'>Gift influencers so they can share the pleasure of unwrapping and discovering your product with their followers</span></li> <li style='font-weight: 400;' aria-level='1'><span style='font-weight: 400;'>Gift customers as a follow on from a digital engagement e.g. Join a virtual styling session with Armani and then receive one of the items as part of the experience</span></li> </ol> <p>
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<span style='font-weight: 400;'>Even pre-CV-19 many retailers, particularly home décor, have been experimenting with AR to enable customers to visualise products in their own homes. Examples from within the community:</span></p> <p><span style='font-weight: 400;'>Sotheby’s – using <a href='https://www.sothebys.com/en/articles/how-to-experience-sothebys-marquee-sales-this-june'>AR to show artwork in someone’s home</a> before auctions.</span></p> <p><span style='font-weight: 400;'>Cox & Cox – <a href='https://www.coxandcox.co.uk/room-builder'>room builder tool</a> to showcase products in customers’ homes. Helping boost conversion of high value large items of furniture as well as basket size.</span></p> <p><span style='font-weight: 400;'>Gentle Monster – experimenting with AR so customers can see themselves in Gentle Monster sunglasses.</span>
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<span style='font-weight: 400;'>Taps into education but is more than just getting the customer involved in the product. Gentle Monster <a href='https://www.thehive-network.com/retail/retail-customer-experience/gentle-monster-where-blue-peter-meets-mit/'>do this in a very imaginative way</a> in their stores and are seeking to replicate these immersive experiences online that result in customers really being drawn into the brand.</span></p> <p><span style='font-weight: 400;'>And Bremont are approaching physical spaces as theatre (Henley HQ), so too De Beers and Nike of course has been investing heavily in store as theatre for years.</span></p> <p><span style='font-weight: 400;'>Many retailers have been very successful creating Instagram-able opportunities in their stores which make customers feel the brand experience as a personal thing they want to share.</span>
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