How is CAMP Re-Envisioning Retail?
The retail rebound is underway… but don’t call it a comeback. It is a transformation that was accelerated by COVID-19.
Retail is an industry inherently driven by momentum – retail brands must continually transform or innovate to stay relevant and profitable amidst variable economic environments and trends.
COVID-19 forced us to reimagine and reinvent retail. The brands staying on top are momentum masters: adept at challenging the status quo, taking risks, knowing who they are for, and leaning into their purpose and values.
Brick and mortar stores are evolving to meet different needs by creating experiences that get shoppers off the internet and back into stores.
They are reinventing the purpose of the physical retail store:
From a place to buy products to a showroom model that acts as an opportunity for consumers to experience the brand in real life
From a necessity/chore to a high-touch hospitality, VIP, entertaining experience -- the negative aspects of shopping turned into positives (e.g. less crowded, clean and sanitized, and employees with the time and motivation to provide them with great service)
From impulsive to a more mindful/strategic experience: Consumers are becoming more intentional with their in-person shopping -- planning their purchase ahead and only going in-store for specific purposes
There is one company leading the way for the future of brick & mortar retail. CAMP.
Ben Kaufman, an experiential retail expert and founder of CAMP, a national retail chain of family experience stores, says retailers have to “event-ize” their stores. “It’s got to be something to do, it’s not a chore ... [it’s an] activity, a way to ... have fun with friends and family ... a place to watch a show or let some energy out.” Kaufman says that retailers now have to answer the question, “what should we do today?” It’s not about the product, he says, it’s about the activity.
CAMP is reenvisioning retail stores from the perspective of family. The stores have two types of areas: one for products and one for activities and events. More than just stuff to buy, the store has places for kids to climb and explore and areas where parents can work on projects with their kids. CAMP turns over event areas every quarter, so there is a constant evolution.
CAMP has also changed how a brick-and-mortar retailer makes money. Their revenue stream isn’t just from selling products, they sell sponsorships to corporations that relate to its activities and products. That has given branding and marketing opportunities to large companies like Kroger, Scotts, Ally Bank and others in an environment where they can stand out, and it gives CAMP an additional stream of revenue.