Article · January 1, 2024

Retailers Dial In On Analog - Chute Gerdeman

Digital experiences and new efficiencies kept retail healthy during hard times, but now some brands are bringing analog back in a big way.

Retailers Dial In On Analog Digital experiences and new efficiencies kept retail healthy during hard times, but now some brands are bringing analog back in a big way. Cashless, cashierless, contactless, we’ve seen it all the past few years. Digital experiences and new efficiencies have kept retail healthy during hard times, but something memorable is missing about the current state of retail.

Maybe it’s the service, a hands-on experience, or simply being around someone again.The average internet user spends roughly 6 hours and 43 minutes online every day. It’s not much to assume we forget a great deal of the websites we visit, see and interact with. And that’s why retail brands are bringing analog back in a big way.Hats Off to Hands OnThere’s no greater sense of intimacy to a product than the one you design and build yourself.

Nashville-based guitar brand Gibson Guitars gives all music lovers the chance of a lifetime: building their dream Gibson. An analog product in its own right, the Gibson brand spent the greater majority of the 2010s under mass scrutiny from consumers due to quality issues, out-of-reach pricing, and lack of consumer response. Under new leadership, the brand overhauled the operations entirely and incorporated a world-class brand experience as part of that initiative.

The Gibson Garage is a musician’s mecca, where artists can build their own custom guitar, get hands-on time with products, experience the history of the brand, with live performances to round it all out. Guests also have access to exclusive products, only available in-store at their Nashville flagship location. Scent-SationalSensorial experiences never go out of style, and fragrance brand, Le Labo, is adding its own flavor to the mix.

Our studio recently had the chance to visit their SoHo location during NRF 2022, where we noticed a different take on the fragrance experience.Unlike the traditional models of the past, fragrances are made to order at Le Labo. Each fragrance is doctored in partnership with yourself and a mixologist. Once the details are worked out, the accents are hand mixed, packaged, and ready to go.

The experience is all about the details, allowing guests to give creative direction all the way down to the label. Panache in ParisThe iconic brand, Dior, is no stranger to fashion distinction. Their new program, “The Art of Distinction,” encourages participation from each shopper, giving them some creative liberty into personalizing their own Dior apparel.

Paris is an early adopter of the concept, with other locations rolling the program out in the future.Dior’s personalized touch lends itself to various products, small accessories, and leather goods. Each embellishment is hand-made on site for guests, adding another bonus to their physical brand experience. Their hero product line, J’adior, is among the products that shoppers can work with.

Brands know the relevance of a special experience. It’s not just necessary; it’s crucial… and when it’s done right, the evidence is substantial. It’s a digital world for us as shoppers, so when it comes to the store experience, brands can’t get away with cutting corners.

At the end of the day, the question should be: Is my experience memorable?Want to learn more about the craveable experiences capturing consumer attention? Check our article, Eatertainment: The Social Dining Experience.Photos: Gibson | Chute Gerdeman