Earlier this month Selfridges revealed it would offer customers sex counselling and therapeutic sessions as part of a campaign to tempt shoppers back into its store.
The move is part of its ‘Superself’ campaign, a project that aims to put “inner well-being” at the heart of the shopping experience. The retailer will also offer bookable confidence coaching and empowerment sessions, as well as inviting DJs to create “feel-good sounds”.
This is the latest example of feel good retail – retailers creating experience that are designed to make the customer feel good – whether that’s a focus on body positivity, sexual or mental wellness, or simply giving away some freebies.
Retail Gazette looks at other retailers that have offered and are continuing to offer unique customer experiences.
Pret A Manger
Have you ever been in Pret and your server has given you your coffee or a little treat on the house? Then you’ve been treated to the sandwich chain’s ‘Random Acts of Kindness’.
This is a policy Pret has which allows staff to give away free coffee or food to customers to make a customer’s day, for no apparent reason.
Team members are not given guidelines on who they should give freebies to. It is entirely at their discretion.
Lululemon
Lululemon not only sells yoga gear, the stores offer free classes designed to teach yogis the correct way to do asanas and develop a daily yoga habit.
Customers can use the Lululemon store locator to find the locations nearest to them and check the website calendar of events for scheduled yoga classes.
Many stores have a weekly class. The classes are lead by instructors from local studios in the community. The retailer also offers online yoga classes.
The classes not only make customers feel physically invigorated, it also creates a Lululemon community and brings yogis into its stores, where they are likely to pick up a new yoga mat or leggings.
It’s a tactic that other retailers have adopted with Sweaty Betty also offering free classes and Gymshark boss Ben Francis says its first flagship store, which opens on Regent Street later this year, will include workout spaces to bring its community together.
Marks & Spencer
M&S was one of the first retailers to launch a mental health awareness campaign. In 2017, the retailer hosted mental health drop-ins in its store cafes as part of an initiative designed to soothe stressed shoppers.
The Frazzled Café project was fronted by the comedian and mental health campaigner Ruby Wax.
The fortnightly sessions, which were hosted by trained volunteers in restaurants that have closed for the day, were initially held in 11 stores, including three in London as well as outlets in Nottingham, Leeds and Newcastle.
Attendees have the opportunity to share their concerns with the group. The retailer said the sessions were “not therapy” but aimed to provide a space “where people can talk openly with others who understand how they are feeling”.
Autism hour
Retailers have also made efforts to cater for those that have specific needs to create an shopping environment that’s right for them.
Many retailers including The Entertainer, Home Bargains, Asda, Tesco, Sainsbury’s and Morrisons have introduced Autism Hour.
The initiative involves shops and businesses turning down the in-store music as overwhelming noise is a common barrier to autistic people accessing shops.
It also involves dimming lighting, particularly fluorescent strip lighting which can be overwhelming for autistic people.
White Stuff
Fashion retailer White Stuff has designed its stores to be social spaces that bring the community together.
Stores have designated play areas and activity packs for children, and homely cafe hangouts. The idea is that customers come in for a cuppa, White Stuff explains on its website.
Its shops host everything from book clubs to crafting sessions where customers can meet and interact with eachother.
Meanwhile, everyone is welcome in White Stuff stores, including kids and pets.
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