Coach Takes Immersive Retail to New Heights With Coach Airways

While the shopping mall may be dead, the retail store doesn’t have to be. Brands and retailers are actively reconsidering the experiences they offer, aiming to capture and retain customers who prefer in-store shopping with memorable experiences for shoppers. And that approach includes immersion.

In a world where traditional brick-and-mortar stores face tough competition from online shopping, creating unique and captivating experiences is a way to stand out and leave a lasting impression.

One noteworthy example is the bag company Coach, which converted a plane into a retail concept store in Malacca, Malaysia, showcasing the brand’s commitment to immersive experiences.

Through a retail concept store within a repurposed Boeing 747 at the Freeport A’Famosa Outlet in Malacca, Coach introduced “Coach Airways,” a retail and café within a 1981 Boeing 747-230B aircraft.

“The opening of Coach Airways marks not only the launch of our first retail concept of its kind but also an exciting moment for Coach as we continue to push innovation and create a space where customers can explore and interact. We are looking forward to bringing our customers this experiential retail pop-up at Freeport A’Famosa Outlet, a popular shopping destination in Malacca,” said Campbell O’Shea, general manager of Tapestry Southeast Asia and Oceania.

Upon entry, customers are presented with an entry pass designed like an air ticket. It allows them to explore the store’s collection of Coach’s all-gender ready-to-wear attire, bags and travel accessories.

The aircraft also features a lounge area, gallery space and a modern café.

“Since the opening of Freeport A’Famosa, we have always strived to create various innovative experiences for all our visitors,” said Datuk Julian Lau, the director of Freeport A’Famosa Outlet, in a statement. “This latest addition adds a feather to our cap to offer Malaysians and tourists a fun and immersive shopping experience where they can explore the cockpit, passenger and lounge cabins whilst browsing the collections from Coach.”

Localized Store Concepts Are the New Immersive

With over 15 million phone cases sold to date, customizable tech accessories firm Casetify is looking to double down on its consumer interest with a new retail concept by launching a store in Osaka, Japan, this week.

The new store departs from Casetify’s existing Studio model, where locations primarily serve as customization hubs; the Osaka store will embrace the fresh Flagship concept, placing emphasis on local aesthetics.

Read more: Casetify Expands and Unveils New Flagship Store in Osaka

One-Stop Destinations Also Have a Place in Immersive Experiences

Petco’s newest retail endeavor — Petco’s flagship store in Union Square in New York City — offers an array of notable features. These include a grooming salon, veterinary hospital, JustFoodForDogs kitchen, and carefully curated merchandise.

“We’re delighted to welcome pets and pet parents to this revolutionary flagship experience that embodies Petco’s fully integrated, omnichannel pet health and wellness ecosystem within a single pet care center,” Petco Chief Operating Officer Justin Tichy said at the opening.

Read more: Petco Opens One-Stop Destination for Pet Health and Wellness in New York City

Why Immersive Retail Concepts Work

First, it helps create a strong emotional connection between consumers and the brand. When customers have a memorable and positive experience, they develop a sense of loyalty and attachment to the brand, making them more likely to return for future purchases and recommend the brand to others, according to Martin Napiane of brand strategy firm Phratboys Experiential. These loyal customers become brand advocates, driving word-of-mouth marketing and increasing customer acquisition.

Additionally, immersive retail experiences allow brands to highlight their distinctive value propositions. By surpassing the simple act of product sales and constructing an atmosphere that resonates with their brand essence, businesses can effectively convey their narrative, principles, and artistry. This storytelling approach serves to distinguish the brand from competitors and amplifies its perceived worth in the eyes of consumers. It enables brands to demonstrate their expertise, excellence, and ingenuity in manners that online platforms might not entirely capture.

Immersive experiences can also drive increased foot traffic to physical stores, positively impacting sales. When consumers can engage with products in a captivating and interactive environment, they are more likely to make purchases. The emotional connection and positive associations formed during these experiences can also lead to higher spending as customers feel more inclined to invest in products that resonate with them on a deeper level. Solidifying this notion is research conducted by Forbes; 83% of shoppers are likely to revisit a store following a positive experience.

Additionally, immersive retail experiences enable brands and retailers to gather valuable customer data and insights. By leveraging technologies like augmented reality (AR), virtual reality (AR), or interactive displays, companies can track and analyze customer behavior, preferences, and engagement patterns, which can help refine marketing strategies, optimize product offerings, and tailor experiences to specific customer segments, ultimately driving higher conversion rates and increasing the bottom line.

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