Customer events are an amazing way to generate genuine excitement, entice new prospects, and build more loyal customers for your business. But how do you come up with an event concept that makes people want to attend and then spread the word among their community?
Here are 8 examples of events that attracted customers to the store.
Product launch party
Inviting loyal customers to the launch of a new product is a great way to make customers feel valued and part of an exclusive group. You also give them the opportunity to learn more about your product, test it out, and ultimately be one of the first to own it.
One brand that mastered the product launch experience is Chanel, who enticed customers to their pop-up store on Bond Street in London. They invited customers to not only see, but also experience, their new perfume scent. Attendees also learned about Gabrielle Chanel, more commonly known as Coco Chanel, who was the inspiration for the fragrance.
The event also included educational workshops where customers could hear firsthand where the inspiration for the new fragrance came from, and learn which flowers were used to create the scent. Chanel also offered customers the chance to schedule a spot in a workshop in advance, which gave them useful customer data to help with follow-up communication and future events.
Book signings
Barnes & Noble, one of the USA’s longest established bookstores, has managed to hold its ground during the dot com revolution. This is because they are offering customers something that online giants simply can’t: the opportunity to have a unique experience.
The events that are attracting customers to Barnes & Noble are often book signings with well-known authors and celebrities, who each attract their own following of dedicated supporters. Barnes & Noble benefit from the opportunity to sell books that the featured author signs.
Barnes & Noble have been able to re-market their physical space as a place to come and meet authors, attend classes, and even take a comfortable seat while browsing for their next read. Ultimately this results in people spending more time in-store and building a stronger connection with the brand.
VIP events
Making your most valuable customers feel special is a guaranteed way to keep them coming back time and time again.
Selfridges is known for introducing festive events that make their customers feel like VIPs – including breakfast with Santa, an in-store pantomime, and "Elfridges" personal shoppers. By offering customers the opportunity to access these services and events, usually reserved for those with a higher budget, Selfridges made all their customers feel valued and appreciated.
REI offers a loyalty program that includes events as a perk, but consumers must pay to join rather than earn points to enter. Once customers pay, they instantly have access to discounts, members-only specials, and REI events and classes.
Holiday events
By tapping into holidays and seasons, such as Christmas or Thanksgiving, brands can attract customers who are looking for a special experience. Many retailers are now tapping into this event opportunity – don't miss out!
Westfield shopping centers are cashing in on the magic of Christmas with a special grotto for children and adults to visit during the holiday season. By creating a bigger and better grotto experience than their competitors, Westfield is attracting shoppers that may have typically gone to a different shopping mall.
Educational events
Many retailers with a specific niche are attracting customers with educational learning experiences, which brings customers in-store and also demonstrates their expertise.
Mothercare is a global retailer for new and expecting families that currently operates over 1,100 stores across four regions - Europe, Asia, the Middle East, and Latin America. They are increasing in-store foot traffic by offering their customers the chance to attend in-store classes to learn from experts.
These events also allow new and expectant parents to meet others in the same situation, and the Mothercare stores have become a community hub for people to meet, learn, and share their experiences.
The classes are available to book online through an event booking system, which allows retailers to see exactly who is attending the events and lets customers join a waiting list for classes with no availability. If an attendee isn't able to attend, they can easily cancel and the spot is instantly filled with the next customer on the waiting list.
Experiential events
Experiential giving now forms a massive part of the global gift market, with 75% of gifters saying they would prefer to give someone an unforgettable experience rather than a hit-or-miss material gift. Retailers that can offer experiences are gaining more of this lucrative market, and introducing new customers to their brand.
Retailers such as lululemon athletica, Athleta, and Outdoor Voices offer a variety of free and paid events to reach new consumers, and engage with existing customers.
Events regularly held in lululemon stores include:
- Workout classes (yoga, barre, HIIT)
- Run clubs
- Meditation series
- Dinner series
Lululemon will also occasionally host special events that combine a workout class with food or drinks, such as “Yoga, Brunch, & Bellinis” and “Dads & Drafts.”
Waitrose Cookery School are catering to those who want to give "experimental gifts," with cooking lessons ranging from Knife Skills to Bao-Steamed Buns to Churros and Hot Chocolate.
The ability to purchase gift vouchers for the Cookery School, or buy a loved one a full day experience, gives Waitrose the ability to reach new potential customers and expose them to their product range, all while the customer is enjoying themselves.
Read more: Waitrose's event strategy.
Charity events
Events for the greater good are always very popular as they have a "do good, feel good" element. Often, customers are willing to spend a little bit more if it’s for a good cause. Affiliating the brand with a charity that is also close to your customers’ hearts makes the brand more personable and in return encourages loyalty.
Hamleys are showing customers the true meaning of Christmas with "Mission Christmas, Cash for Kids" campaign. Customers are encouraged to bring in toys, or buy at a discounted rate in-store, to give to children who are less fortunate over the festive period.
Bring a friend events
Word-of-mouth has remained one of the strongest marketing tools for retailers for all time. People are known to value recommendations from family or friends over any other form of advertising. Retail brands are capitalizing on this by hosting "bring-a-friend" events.
IKEA held a bring-a-friend event, and invited followers of their Facebook page to "like" the event page to see the secret deals available to people who brought their friends to the event in-store.
Those Facebook users could then invite their friends through the site, increasing brand visibility during the promotion. Once in store, IKEA offered friends free food, discounted rates, and a chance to win a shopping spree.
Download our free eBook, Transforming the Customer Experience Through In-Store Events, to continue learning about retail events.
