Getting Engaged in the Era of Experiential Retail

Getting Engaged in the Era of Experiential Retail | LoadProof

In April, I had a very busy week at the ProMat tradeshow in Chicago. The show, which originally billed itself as a materials handling equipment event, now has something for everyone involved in supply chain, manufacturing, and distribution. It offered a whole world of ideas on what’s happening in our industry.

It was an interesting mix of offerings. About a third of the show involved robotics including associated components, control systems, gear mechanisms, motor actuators, and software systems. I saw an arm of a robot with fingers exactly like human fingers, which reminded me of Arnold Schwarzenegger’s arm in Terminator 2.

My real reason for being at the show was to meet with prospects and customers. I wanted to share some of the conversations I had at the event. It pointed to some important industry trends, particularly around something called experiential retail. It’s something that we’ve suspected in high-tech electronics for a. while now—and it’s going to change our supply chain in a variety of ways.

I spoke with a vice president of a toy company that had both retail stores and a distribution center that carry educational toys for schools and other companies. They are planning to try an experiential retail store as well—so they are developing a model where kids can play in the place and experience some of the toys right in the store. They represent a journey that every retailer, including electronics retailers, will need to figure out and perfect.

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