VIP lounges coming to brick-and-mortar retail?

Great personal experiences are what separate brick-and-mortar retail from its virtual cousin on the Web, and high-end experiences will soon be coming to luxury stores.



That’s one of 10 key elements to increase foot traffic introduced at RECon this week by Vicki Eickelberger, managing director of Big Red Rooster, a store design unit of JLL.



“Consumers articulate their frustrations with brick and mortar retail, and the retailers that are adapting are creating immersive experiences,” she said. “Surprisingly, today’s digital channels have actually heightened the need for physical stores, but generic experiences and design elements won’t engage or fly with today’s customers.”



Here are some of the tactics being employed by forward-thinking retailers, Eickelberger said, to get more customers crossing their thresholds:



Hospitality in store: Luxury brands are known to offer amenities including VIP spaces, private fitting rooms and lounge areas in their flagship stores. Those perks are meant to entice and reward their best customers.



Bringing the playing field to shoppers: Interactive zones that allow consumers to test products and engage in experiences are crucial to combatting e-com. Under Armour’s Chicago brand house uses authentic materials to bring the track, field, or court in store for customers to try on and test shoes.



Food for thought: By 2025, as much as 20% of shopping center gross leasable area is expected to be occupied by food and beverage concepts.



Brand heritage: Digital marketers employ storytelling as a key component of their marketing efforts. Some physical retailers now present museum-like displays of a brand’s early products or origins, or an iconic piece of merchandise the brand prides itself on. These elements invite guests into the retailer’s culture and build a canvas for a retailer to feature its heritage.



Click here for more of Eickelberger’s point-of-sale tips.