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Trends Spotlight from RI 2021: How Leaders are Surviving and Thriving by Offering Extreme Experience

For almost two decades, McMillanDoolittle has been tracking cutting edge concepts from around the world. Retail Innovations 2021 includes 50 cases from 15 countries categorized into the following four trends: omni-integration, extreme convenience, extreme experience, and sustainable practices.

The next trend we spotlight in Retail Innovations 2021 is Extreme Experience. Prior to the pandemic, consumers were driving a shift away from transactional brick and mortar stores—boring retail—to entertaining, one-of-a kind and engaging experiences that foster long-term relationship building. In a year of social distancing, consumers are craving connection more than ever. The experiential concepts included in this years’ edition have risen to the top for their ability to quickly adapt to a challenging in-person environment and to integrate storytelling and personalization across channels. This week, we are sharing Fina & Liv, a case that epitomizes this trend toward Extreme Experience.

Photo Credit: Karkalis Communications

Fina & Liv

Fina & Liv is a German retail concept that serves women who are currently undergoing treatment for cancer. Despite selling medical products such as compression stockings, prosthetics and wigs, the stores feel anything but clinical. In contrast to many medical “supplies” store, Fina & Liv uses an empathetic approach that recognizes the difficulties of illness and treats customers to an experience more reminiscent of a high-end boutique.

Photo Credit: Textil Wirtschaft

Additionally, Fina & Liv strives to offer a holistic experience for their customers, offering the products that will help their bodies as they heal as well as services such as yoga, to help the mind and spirit.

Why We are Inspired. Fina & Liv is a great example of how a retail concept can create a valuable and engaging concept adapted for the specific target they serve to optimize their experience.

Stay tuned as we continue highlighting examples from each of our four key trend areas. Follow along with us on our blog and our Instagram feed and stories. If you liked this feature, follow this link to read more about how prior Retail Innovations leader, Lululemon, adapted their highly experiential flagship store during the pandemic here.

Download Your Copy of Retail Innovations 2021 here.

Alyson Fischer

Alyson Fischer is an engagement manager and cross-functional leader with 10+ years of experience helping Global 100 clients tell data-driven stories to elevate the customer experience and inspire dynamic engagement across channels.

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