Making shopping more of an experience is just one way to drive people back to Aberdeen according to one retail expert. Andrew Turnbull believes the city’s retail sector is “undergoing significant change” thanks to evolving consumer behaviours. He believes people are looking for more from “bricks and mortar” stores, although they will continue to be important.
Pop-up shops, live events and in-store cafes are just some of the ways Mr Turnbull thinks retailers can engage with customers. ‘Destinations for immersive experiences’ He says shop owners who provide memorable experiences will be better positioned to drive footfall and build deeper connections with their customers. The senior lecturer in retail and marketing at Robert Gordon University believes “immersive experiences” are the way forward.
He said: “Brick and mortar stores will continue to play an important role, albeit with a shift in focus. “Ten new outlets, including a gaming store, a ladies fashion boutique, and a coffee shop, had opened on Union Street by late summer thanks to the city council’s empty unit grants scheme. “Physical stores are increasingly being seen not just as places to make purchases but as destinations for immersive experiences.
“Retail concepts, such as pop-up shops, live events, and in-store cafes, are becoming popular ways for brands to engage customers. “Future retail stores may also incorporate technology like virtual reality or augmented reality to create interac.
