Retailers all out to charm shoppers

● Local retailers are tapping into “retailtainment”, also known as experiential marketing, to drive foot traffic in a sector that has been hard hit worldwide as consumers lose interest in big-box stores and go online to shop.

Now that it is no longer enough just to provide efficient service and a good range, stores are trying to create an experience customers cannot buy elsewhere.

Last week Edgars opened its first concept store in the revamped Fourways Mall in Johannesburg. The 8,000m² space offering fashion, beauty products and homeware has incorporated an element of the high street on two floors, with some natural light and greenery.

It is part of the chain’s click-and-collect service so shoppers can buy online and collect their purchase in the shop if they don’t want home delivery. Features include a denim bar, a home zone, footwear world, personal shoppers and beauty rooms.

The beauty rooms employ experts trained to give customers makeovers if they buy a certain number of products. There’s space for cosmetic events, home demonstrations and new launches. There are play areas for kids and digital screens with music.

Gone are the stuffy aisles, and there is a Mugg & Bean coffee shop at the centre of the store.

“Ultimately it’s a social retail space designed for pure experience,” says Edgars CEO Mike Elliott. In line with retail trends, the chain is prioritising “interaction over transactions”. It is working on further revamps for Edgars V&A in Cape Town, which is expected to open in 2020.

Meanwhile, competitor TFG launches its new Sportscene flagship store in Sandton City this week. Covering 1,800m², it is built around a recording studio and will offer music production training and artist recording sessions and be the base for Sportscene’s “Put me On” campaign, which uncovers musical talent. There will be tattoo artists, sneaker laundry services and a mini basketball court.

Shoppers can buy online at one of the digital kiosks. And, of course, they can browse the latest sneakers and streetwear trends.