SPRING//SUMMER 2018 25 24 SPRING//SUMMER 2018 Department stores can capitalise on this because they are able to offer such a broad range of experiences under one roof. Customers are attracted by add-ons such as restaurants, beauty parlours, brow bars and hairdressers. The goal is to offer customers a memorable in-store experience they will want to share on social media, highlighting the importance for stores to make links with tech. Themed pop ups are another way to attract customers. Selfridges is a key innovator in this field, redefining retail spectacle by offering all manner of experiences, from Shakespeare recitals to boxing classes in a fully functioning boxing gym on the ground floor. Before Christmas, the Oxford Street store unveiled an interesting retail space on the corner of Oxford Street and Duke Street called The Selfridges Corner Shop (in homage to the ubiquitous British staple) which will host themed ‘collaborations.’ At the time of writing, it was transformed into Lamyland, a boxing-themed collaboration with flamboyant artist, creative director and producer Michèle Lamy (who’s not associated with the pen brand). Products range from a special-edition pencil at £2.50 to handbags, fashion garments and jewellery priced into the thousands. Creating a themed retail destination within a store is a clever ploy at attracting publicity as well as customers. At the end of last year, Selfridges unveiled Unicorn Universe in London, Manchester and Birmingham. This emporium, dedicated to the most popular motif of the past six months, featured products from a broad range of suppliers including stationery from Paperchase and Mustard to NPW and Blueprint Collections. A giant animatronic unicorn made by Hansa (£3,600) attracted young customers and teens. Unicorn Universe was even mentioned in Vogue. Fortnum & Mason makes the most of its rich retail heritage by offering historical guided tours of the store now, as well as its famous afternoon teas. Where department stores lead, smaller chains and independent stores now follow. According to analysts PSFK’s Future of Retail 2018 report, 55% of retail professionals are investing in experiences in store, with the aim of creating ‘experience centres’ that extend the supply chain and create ‘mutual value’ between the digital commerce platform and the store. As brands become aware that passive marketing strategies are not working, it’s time to connect with a changing generation of customers. Brand giants such as Nike that use face-to-face experiences are not only boosting sales but expanding customer reach. For the stationery sector this surely can only be good news. Pens, paper, notebooks, notepaper, erasers, pencil cases – these are tactile products. Let customers touch and feel. Awaken their creativity. Speak to their lifestyles. There is brand heritage to celebrate and craftsmanship to share with customers. It’s time to bring stationery alive. AS BRANDS BECOME AWARE THAT PASSIVE MARKETING STRATEGIES ARE NOT WORKING, IT’STIMETO CONNECT WITH A CHANGING GENERATION OF CUSTOMERS. Typoretum holds workshops at Liberty showing customers how to make their own letterpress cards Unicorn Universe at Selfridges,London Paperchase Fluffy Unicorn Star pen on sale at Selfridges’ Unicorn Universe DON’T BREAK YOUR SPINE AN ALJAVA PEN HOLDER WILL BE FINE. NEVER LOSE YOUR PEN AGAIN! UK DISTRIBUTORS:GBA PEN COMPANY LTD. gbapen.co.uk | info@gbapen.co.uk | +44 (0)1245 225758