Picture this: It’s a freezing cold day in January and you can’t come up with one good reason to leave your house. You’re curled up on the couch, binge-watching The Office for the hundredth time, and mindlessly scrolling through Instagram.
In the midst of the scroll, you see an email notification pop up that not even a minorly offensive Michael Scott joke could distract you from. It’s an invite to an exclusive shopping event at your favorite boutique happening that evening, complete with in-store fashion consultants, discount codes, and even complimentary wine. Five minutes ago, you were planning your second nap of the day. Now, Netflix is off and you’re dressed, wallet in hand and heading out to brave the cold for this event.
Think this is all happening by chance? Negative. It’s a slew of savvy retail marketers behind the scenes who understand that increasing in-store foot traffic and sales requires some ingenuity. In many cases, this means a killer event marketing strategy they can apply to all stores and watch as sales, traffic, and brand loyalty strengthen.
During NRF Conference in New York, we hosted a panel with some of the top event pros from Kendra Scott, Burton, and Anthropologie to understand how these retail giants are approaching events in 2020. While these three businesses are completely unique, they have one very important thing in common: They know in-person events are key to retail success. Here’s how they’re taking those events to the next level.