Reimagining retail with Kellogg's, Cadillac and Sonos
In February, we wrote that creative retail surpassed the internet as the most important medium for brand storytelling. the proliferation of experimental stores and Group XP's hard data that shows how experience drives revenue have been great follow ups.
From Macy's Manhattan flagship to mall across America retailers are replacing products with social spaces to attract guests and drive brand loyalty. As Gentler's John Bricker recently wrote, stores will all need to provide " a sense of theater, memorable content and hospitality". I recently toured Manhattan's experiential flagship, starting downtown in a Sonos listening room and ending with a bowl of lemon zest cereal at Kellogg's NYC in Times Square. Here's what we found.