the future of experiential retail: how inclusive design is shaping shopping experiences and driving growth.

When you hear the term, experiential retail, what comes to mind? Do you think of an experience that is interactive and immersive? Or one where the products or services feel curated to your taste? That is the goal of experiential retail. Retailers use this strategy to create immersive, engaging, and interactive experiences that go beyond traditional shopping. Brands aim to create memorable, meaningful interactions that foster a deeper emotional connection with customers. This approach is designed to evoke your senses and encourage engagement beyond simply transacting. Several brands are leading the way, including Glossier with their Realms of You pop-up store where community and technology meet and in their NY flagship store where, Ali Weiss, SVP of Marketing, says, “There is no stationary place for transactions. Our customers come to get lost in an experience, trial, and conversation.”

As more retailers embark on the limitless journey of producing immersive shopping experiences, inclusivity must remain at the forefront. Inclusive retail employs human-centered design principles to create safe, accessible, and inviting experiences. Human-centered design considers the full range of human diversity, including age, gender, ability, and culture. As the heights of design and technology are continually pushed to further innovation and provide convenience, retailers must stay ahead of the curve and consider the diverse needs of their existing audiences, underserved communities, and new market segments. 

Just as retail experiences are evolving to keep up with customer expectations, inclusivity in retail has to go beyond adherence to minimal requirements, WCAG guidelines, and ADA compliance. The vision for every retailer should be to ensure that diverse communities can thoroughly enjoy the seamlessness of their Omnichannel customer experiences, feel immersed in experiential branding, and utilize their products with ease. So, where is inclusive innovation being explored?

omnichannel is ripe with opportunity

Omnichannel is a strategy to meet customers where they are by providing seamless experiences online and offline. There are many opportunities to execute an inclusive experience within each channel. For example,  Estée Lauder has recently launched a voice-enabled makeup assistant that offers audio feedback to users applying foundation, eyeshadow, and lipstick to create a more accessible experience. Here are a few trends that reflect a broader shift toward understanding and meeting the diverse needs of consumers:

1. In-app interactive maps: In-store wayfinding is greatly enhanced with in-app interactive maps, integrating with assistive technologies, and shelving with large touch targets for easy interaction by individuals with fine motor challenges.
2. Haptic feedback: Including haptic feedback within interactive product displays allows customers to virtually feel the weight and size of your products without physical handling, making the shopping experience more accessible for individuals with hearing or visual impairments.
3. Accessible store design: Redesigning physical stores to be more accessible to individuals with disabilities, including wider aisles, adaptive fitting rooms, and quieter sensory-friendly spaces to cater to the mental and physical well-being of neurodiverse shoppers.
4. Accessible E-commerce enhancements: Innovating to create more accessible online shopping experiences that can be seamlessly integrated into in-store experiences allows customers to access spaces and engage in their preferred formats. Features like audio descriptions, accessible navigation, and AR for online shopping can make digital retail more immersive and supportive of diverse needs.
5. AI-Driven Recommendations: AI can analyze customer preferences and behaviors to provide personalized product recommendations that cater to diverse needs. This might include suggesting products based on accessibility needs, such as ergonomic design or adaptive clothing.
6. Chatbots with Accessibility Enhancements: AI-driven chatbots can be customized to interact in various languages and provide text-to-speech and speech-to-text options. They can also be programmed to handle inquiries related to accessibility needs, like locating accessible entrances, providing information on assistive devices, or offering support for online shopping features.

human-centered product development

Selena Gomez’s beauty brand, Rare Beauty, has sparked praise and enthusiasm for its inclusive packaging. Many products include spheres on top of the applicators and include matte finishes, making them easier for people with joint and muscle weakness to open and use. The brand is continuing to redefine inclusivity with the creation of its Made Accessible Initiative. According to their website, the initiative aims to build upon customer feedback and research to understand better which product attributes aid or hinder usability and satisfaction for users with disabilities. Another priority is to share their research with the beauty industry at large, so other brands might also adapt to the accessibility needs of their customers. Here are a few additional examples of conscious product development:

1. Co-creation with consumers: Many brands are engaging with underrepresented groups to co-create products that better meet their specific needs. This approach fosters inclusivity and ensures that products are designed with diverse perspectives in mind.
2. Local and artisanal products: Retailers are increasingly collaborating with local and marginalized communities, giving these groups a platform to share their craftsmanship and culture through retail.

inclusive design enhances experiential retail

Inclusive design ultimately makes experiential retail more impactful, creating products and spaces that cater to a wider audience and offer meaningful experiences. This not only broadens access but also helps build stronger connections with customers, who appreciate and remember brands that prioritize inclusivity and accessibility. Inclusive design can also be a powerful catalyst for innovation in retail experiences. Inclusive design fosters a mindset of continuous improvement based on real customer feedback. By listening to diverse users, retailers are often inspired to iterate on their designs, leading to new features that benefit all customers, not just those with specific needs. Some of the broadly shared benefits of inclusive design include:

1. Pop-Up and Hybrid Spaces: Inclusive design may spark the creation of pop-up stores or hybrid spaces that serve multiple purposes, such as retail plus community centers or sensory-friendly zones. These spaces can attract a wider range of customers and offer unique experiences that foster community and engagement.
2. Multimodal Interactions: Emphasizing accessibility encourages retailers to implement various input methods—like voice commands, gesture recognition, or haptic feedback—that make shopping more engaging and usable for a broad range of abilities. These multimodal interactions often become popular features for all customers, enhancing the experiential aspect of the retail space.
3. Product Customization: Some experiential retail spaces offer customizable products, and inclusive design makes these customizations more accessible by providing alternative ways to interact with customization tools. For example, touchscreens that accommodate different heights or voice-assisted tools for those with limited hand mobility ensure a broader audience can participate.

inclusivity is a sound investment

Several retailers have financially benefited from implementing inclusive practices, demonstrating that inclusivity not only promotes social good but also drives business growth. Here are some notable examples:

1. Target’s inclusive clothing lines: Target has developed several inclusive clothing lines, such as Cat & Jack, its adaptive clothing line for children with disabilities. Target’s focus on inclusivity has been a key driver of its growth. The Cat & Jack line generated over $2 billion in its debut year.
2. Nike’s inclusive and adaptive products: Nike has developed inclusive product lines such as the FlyEase sneakers that were designed for people with limited mobility. By expanding into adaptive footwear, Nike tapped into an underserved market and generated strong sales. The inclusive design approach boosted customer loyalty, contributing to a revenue increase of 5.6% in 2021, with further growth seen in 2022, driven by new inclusive product lines and an emphasis on diversity.
3. Fenty Beauty’s inclusive products: Fenty Beauty, launched by Rihanna in 2017, revolutionized the beauty industry by offering a foundation line with 40 (now 50) inclusive shades. Fenty Beauty's inclusive approach was met with overwhelming success, generating $100 million in sales within its first 40 days. The brand reportedly earned $570 million in its first year, with inclusivity as a major factor in its global appeal and strong financial performance.

a crucial call for change

A significant portion of the retail customer base is affected by accessibility issues, and addressing these needs can be crucial for businesses. According to the CDC, in the United States alone, around 26% of adults—or over 60 million people—have a disability, encompassing a wide range of challenges such as mobility, visual, and auditory impairments. 

Accessibility issues in retail spaces, both physical and digital, can deter customers from shopping. According to digital accessibility technology platform, AudioEye, individuals with disabilities control nearly $13 trillion in global disposable income, yet many encounter significant barriers when accessing retail services. For instance, 54% of users who rely on assistive technologies report that online retailers often fail to consider their needs, which can influence their choice to shop elsewhere.

The importance of accessibility in retail extends beyond just compliance or convenience—it impacts customer loyalty and satisfaction. Inaccessible retail environments can alienate customers and lead to missed opportunities for engagement and revenue. By addressing accessibility, retailers can foster a more inclusive environment that welcomes all customers, ultimately improving the shopping experience for everyone.