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In recent years, “in-store experiences” have become more and more important to the independent retailer. In an era of rising inflation and online shopping, distinguishing your business from big-box retailers is crucial to maintaining a community hub and offering a premium shopping experience for both new and returning customers.

Fortunately, independent retailers are uniquely positioned to do just that! Leveraging your store’s unique strengths to craft engaging and compelling in-store experiences is a great step toward differentiation and success.

What is a Destination Retailer?

Being a destination retailer is all about investing in your shopper’s journey while bringing your store’s strengths and community positioning to the table. Are you passionate about juicing, yoga, or live music? Does your community need a gathering space? Listening to your shoppers and community members about what they value is a great place to dive in. And studies have shown that investing in these kinds of experiences is a great way to bring in supplemental revenue, too.

"9/10 shoppers are willing to pay a premium for a higher-end customer experience and know that it’s going to be consistent every time. So, it could be things like live music, a hot bar, offering a beverage while a customer shops. But really investing in the journey can command a little bit of a higher price point, too. So, when we think about it, what makes a retailer a destination rather than a shopping trip? And the experience is a big part of that.” – Jessica Maniscalco, SPINS Senior Retail Insights Manager on The Buyer’s Desk Podcast

Unlike big box stores, independent retailers have room to experiment and build strong personal relationships with their communities and customers. Creating special in-store experiences is also a great way to re-assert your values and commitments. It demonstrates to your community that the things that matter – locally sourced products, sustainable farming, or health and wellness – matter to you.

INFRA Members are Destination Retailers 

INFRA Members know how to walk the walk when it comes to outstanding in-store experiences! These are just a few members coming up with creative ways to bring communities together and bring in revenue in the process.  

Swamp Rabbit Cafe, Greeneville SC 

Since its founding in 2011, Swamp Rabbit has aimed to support local farmers and food makers while creating a vibrant and bikeable/walkable store for the Greeneville, SC community. Along with a café and restaurant serving local farm-fresh products, Swamp Rabbit has a host of monthly events – including wine tastings, children’s programming, and holiday celebrations.

Bi-Rite Market, San Francisco CA

Bi-rite Market and Creamery seeks to be the destination for delicious, local, and socially responsible food in San Francisco, CA. Bi-Rite’s ice cream and soft serve is made in collaboration with local dairy farmers, coffee roasteries, and chocolate companies and features 24 unique flavors! Bi-Rite also offers catering for their market deli items and has started a wine subscription service.

Good Harvest Market, Pewaukee WI

Good Harvest Market is focused on passionately serving and nourishing the Pewaukee, WI community with organic, local, and sustainable products. To expand their community reach, Hop Harvest & Vine Public House was launched in 2020. The restaurant serves healthy farm fresh meals and 20+ locally crafted beers and hosts live music, trivia nights, and more.

The Little Things Add Up

Even if your store doesn’t have the space to open a new restaurant, juice bar, or yoga studio, there are still small things you can do to create stellar customer experiences in store. 

1. Make Product Discovery Easy: Chances are the shoppers that visit your store care a lot about organic, natural, and local. Make these products easier to find by calling out labels and certifications (for example: Fairtrade or B-Corp products). If your store has deals with exclusive products or local vendors, let your shoppers know that they can’t get the product anywhere else! For more tips on creating impactful displays, check out our blog about The Power of In-Store Displays.
2. Create a personalized shopping experience: Loyalty programs are a great way to incentivize shoppers to return without investing in more spendy in-store experiences. You can also consider leveraging what you know about your shopper base to create shelf tags that resonate with your shoppers' lifestyles.
3. Lean into customer service: Smaller, more intimate stores mean more room to connect! Lean into your expertise and passion about natural foods to make customers feel seen, heard, and valued.

Utilizing INFRA’s programs is another way to free up your bandwidth so you can invest in amazing in-store experiences. By creating a strong foundation for your promotions through INFRA Deals or bringing natural product staples into your store with INFRA Everyday, you have more room to experiment, follow through on your passions, and better serve your community.

To learn more about how INFRA's programs can best serve your store, set up a meeting with your Member Business Advisor today.