The Retail Landscape.

The myth that Shopper marketing is all shelf barkers and FSDUs is something that I (and the agency I work for) have been trying to bust for quite a while now.

It’s the elegant dance between TV or editorial campaign and getting the beanz in the trolley, or the gin in the basket. It goes beyond perishable goods and touches anything and everything that can be purchased. I wasn’t really aware of Shopper before I joined Multiply, but I and the team have helped a plethora of brands speak to their consumers it, we’ve got a pretty good grasp of trends that will only continue to gather speed, and one trend, in particular, is something I’ve spent a large portion of my career putting my energy behind.

Experiences in retail are essential – beyond mere commerce, there’s a requirement to build memorable customer experience. Reimagining retail has become more prevalent and crucial to attract consumers offline and instore.

TopShop was arguably ahead of the curve 25 years ago, opening the flagship store in London’s Oxford Circus. The store has food and drinks offerings, over 50 partner brands, personal shopping and a choice of hair, nail and brow bars. Add to this Selfridges offering skill-based classes, lectures, and talks, and Sweaty Betty providing in-store yoga classes – the UK has had experiences covered for a number of years.

It’s a tired fact, but Generations Y & Z really do value experiences over things. Therefore, brands must offer more to hook a purchase. We’ve seen swathes of brands offering memorable customer experiences, it’s crucial if the high street is to survive. Consumers want a mix of things; instagrammable content, sharable experiences, ways of personalisation, advice, new skills… The list is endless.

 

I’ve picked a few of my favourites, showcasing how brands are engaging with existing and new customers. While we’re here, engagement through experience doesn’t need to be flashy. As we’ll show below, it’s really not that new and can be super simple (and cheap) to execute…

Dr Martens – BOOT ROOM: An intimate music venue offering access to biggest acts across all genres. Tying the traditional cultural link between Dr Martens to music and modernising.

Nike’s New NYC Flagship Store – House of Innovation 000: A behemoth of a store with everything from personalisation to shop the mannequin functionality. Showcasing how ahead of the game the brand it.

Levi’s Tailor Shop: Embroidery, t-shirt printing, and alterations. Put your spin on a classic. Harking back to the hand-made craftsmanship of the product.

Apple: Genius bar, in-store lectures, and gigs, masterclasses. The tech equivalent of Willy Wonka’s Chocolate Factory. Dispelling consumer concerns around switching from Microsoft to Apple.

Lush: Although the smell isn’t for everyone, the store is arguably very hands-on, oohing and aahing over the fizzing bath bombs, this is fun product testing. On-site spas and workshops provide additional experiences.

La Famiglia Rana: Only open for five weeks, the Rana pop up was a glimpse into the future of food retail. Instagrammable displays, workshops and meal box guidance proved very popular. Simple but effective.

IKEA: A creche, restaurant, furniture to try in real life, food shop, and styling advice. IKEA has long been a master in consumer experience.

Waterstones: Super simple activation from Waterstones, in-store signings and readings, picks of the month with short reviews from Waterstones employees and most stores have an on-site café.

Rapha: The Rapha Clubhouse has a real cult following. An aspirational place to pick up a coffee, watch the Tour de France or join the cycling club. You may not be able to afford the full kit, but by frequenting the clubhouse, you’re still an active consumer.

Starbucks: The Roastery in Milan is a sight to behold. Onsite roastery, cocktail bar, AR experience, a handpicked store featuring everything from clothes to accessories, and events.

 

Are there any brands you’d like to see providing a more engaging experience?

Coping in Copenhagen.

I’m not referring to ‘coping’ in a negative sense here, but in a positive one. Copenhagen is brilliant. I’ve been three times and there are still things I’d like to see, do, eat and drink.

My love for Copenhagen has grown over the last few years due to Borgen, The Killing and The Bridge. I’ve mourned the last episode of each one and I doubt anyone will surpass Saga as my number one female lead.

So, a few tips! Apologies in advance for the lack of Scandi vowels.

 

Food

Mother: Great pizza, reasonably priced and fantastic atmosphere. Book in advance if you don’t fancy an hours’ wait in a small bar.

Relae: Local ingredients, unusual flavours, special experience. Go for the early dinner tasting menu to save some pennies. If you’re a fussy eater, I’d give it a miss.

Manfreds og Vin: 90-100% organic restaurant, also fantastic for a glass of wine if you’re that way inclined.

108: En route to Papiroen, don’t forget to stop for a coffee and a mind-blowing pastry.

Tommi’s Burger Joint: You won’t regret it. Right next to Mother in Kodbyen sits Tommi’s, home to the best burger I have EVER eaten. Condiments aplenty and perfect chips. Go hungry!

Hot-Dogs: You can buy them pretty much anywhere. On the side of the street, in train stations, corner shops… They are the perfect meal on the hop.

Aamanns: I visited the one in the airport where I ate a delicious rye, beef, remoulade and crispy onion smorrebrod, washed down with a glass (the size of my head) of Jacobsen’s Brown Ale. What a treat!

Torvehallerne: I argued with myself about putting this in ‘Food’, ‘Drink’ and ‘Stuff to See / Do’. A beautiful big food hall. You can buy food to take away, food to eat onsite, have a coffee, drink a glass of Cava while having a couple of Croquetas… I love it.

 

Drink

Lidkoeb: A boozy townhouse tucked away through a courtyard, serving up delicious cocktails and a whisky bar in the attic. What’s not to love?! I drank the finest cocktail on my 30th birthday.

Mikkeller: There are heaps of Mikkeller bars in Copenhagen, each serving up a range of fantastic beers. Warpigs is another one, situated in Kodbyen.

Coffee Collective: We visited the one in Torvehallerne. If carefully crafted coffee is your thing, enjoy.

 

Do

Bycyklen: Hire a bike. It’s a great way to get around and to see a lot of Copenhagen in a short period of time. Bycyklen bikes are fully adjustable, have satnav and are electric. Vroom.

Den Bla Planet: Use your Bycyklen and cycle the 12km out to the Blue Planet – Copenhagen’s beautiful aquarium where you’ll find Nemo and a bunch of other sea creatures.

Tivoli: The number one thing I’d recommend – make sure you visit Copenhagen when it’s open. Buy an unlimited wristband and if possible, visit on a good weather day (unless you plan on going in the evening). We had around four hours and I really wish we’d had more time. It was wonderful and I’ll definitely be back. Prices for food and drink are on a par with the outside world.

Nordic Noir Tours: We did The Bridge tour, but sites from Borgen and The Killing were also pointed out along the way (bonus!!). Wrap up warm, wear comfy shoes and make sure you’ve got enough memory on your camera.

Louisiana: If you’ve got a Copenhagen Card you get travel and entry for FREE. Set by the Oresund Sound in Humlebaek, it has a brilliant selection of modern art, and the grounds are stunning.

Botanic Garden: Foliage and Filters your thing? Get yourself to the Botanic Gardens and enjoy all the succulents and selfie opportunities.

The Round Tower: Round and round and round. Brilliant view of Copenhagen from the top (when it’s not raining and blowing a hooley). Just don’t drop anything spherical on the walk up or down.

The Zoo: There’s not really a lot I can say. If you like animals (Polar Bears and Monkeys in particular) give the zoo a visit.

Underground Art Gallery: Not your usual stark white gallery. An underground reservoir with changing exhibitions. Eerie.

Carlsberg: It would be remiss not to recommend the Carlsberg Experience in this section. The old brewery, stables where you can see the horses and carts used to deliver the Tuborg Christmas beer and a great bar at the end of it. Try the Jacobsens Brown Ale – I am a BIG fan.

Illums Bolighus: A department store on the long pedestrianised shopping street Stroget, is packed to the rafters with home-ware, textiles, accessories… the lot. N.B. I can’t be blamed for your credit card bill.

Boomerang: Want a fun Insta? Visit the street trampolines in Nyhavn.

Christiansborg Palace Tower: If you’re a fan of Borgen, you’ll want to visit the Tower and get a photo on the steps. Bonus – you get beautiful views of the city.

Design Museum: All things Danish design. An Insta-fans’ dream.