Lego has been doing it for years with their Lego® Stores... a fun combination of product showcase, interactive playground and store. Consumer electronics are also ahead with the amazing Apple® Stores with their genius bars (a place I learned a lot on how to better use my MacBook), the Samsung® Experience Stores, the famous Sony® Style Store in NY or the Nokia® Concept Stores popping up in Europe, Middle East and India. Beer and spirits seem to be experimenting exclusive concepts in airports and malls like the Casa Bacardi® I first visited at the Miami International Airport, the first Heineken® Bar which opened up at the Hong Kong Airport and the Brahma® Kisoks showing up in Brazilian malls. I was surprised to hear about the world's first Barbie® Store (since the doll exists since 1959) which opened in Buenos Aires last September, complete with doll hair salon and a café.
These retail environments become a wonderful opportunity for customization, for probing new concepts, as well as a becoming a pulse on how people interact and feel about the Brands. Why invest heavily on consumer research if you can have a real-life lab to test new concepts?
1 comment:
Oi Carlos, tudo bom?
Sem dúvidas que iniciativas como estas são ótimas oportunidades para as marcas se relacionarem com seus consumidores.
Isto me fez lembrar dos escritórios da Google e seus ambientes diferenciados. Estimulados por este ambiente, seus funcionários contribuem de forma ativa para o crescimento da empresa.
Este foi o tema que utilizei em meu mais recente post em meu blog www.vanbeeck.blogspot.com (citando o seu como referência).
Abs,
Alexandre van Beeck
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