Adding value to the brand experience

The rise of digital shopping has simplified the purchase process, forcing physical stores to redefine their value proposition. Now more than ever, brands are enhancing their offerings with additional services that reinforce their expertise and build deeper trust with consumers.

Transforming stores into interactive spaces

Retailing is no longer just about selling products – it is about creating immersive experiences that engage customers on multiple levels. Conferences, debates, in-store art exhibitions, workshops and training sessions have become key elements of this evolution. Apple, a pioneer in this transformation, rebranded its stores as simply “Apple” and positioned them as relational hubs for their community. Since 2001, Apple’s retail strategy has been rooted in experiential engagement, culminating in its Today at Apple programme, which offers free training workshops to foster long-term relationships with its customer base.

Many other industry leaders have followed suit, transforming their flagship stores into vibrant meeting places. Google hosts masterclasses in its stores, inviting influencers from a range of fields – photography, cooking, fashion and sport – to engage with consumers. Meanwhile, Samsung’s flagship store in New York City takes the concept of a retail destination even further by integrating open coworking spaces, a café and a gaming zone where customers can test the latest innovations alongside expert advisors.

The power of customer empowerment

In France, one of the most striking examples of service-driven retail is Leroy Merlin’s MAKE IT concept store in Paris. Dedicated to DIY enthusiasts, this 150 square metre space offers visitors fully equipped workbenches to rent by the hour, allowing them to experiment with the latest tools. For €15 per hour, customers can take advantage of expert coaching sessions to hone their skills. In addition to hands-on workspaces, the store offers books, tutorials, masterclasses and workshops to meet the needs of urban consumers who lack the space at home for DIY projects or require professional guidance to develop their skills.

Expanding on this initiative, Leroy Merlin also launched Leroy Merlin Campus, an in-store training programme offering courses on home improvement, from minor repairs to major renovations. By combining retail with skills development, the brand is driving long-term engagement and brand loyalty, demonstrating how service-led retail can go beyond transactions to deliver real value.

From transaction to memorable experience

In The Experience Economy, James Pine and Joseph Gilmore illustrate the impact of service-oriented business models with an anecdote from the American television series Taxi. The character Iggy, initially a terrible taxi driver, decided to change his approach by offering passengers sandwiches, drinks, guided city tours and even live performances of Frank Sinatra songs. What was once a routine taxi ride became an unforgettable experience, so valuable that customers began paying extra for the privilege. More than just transport, Iggy was selling an emotional connection and a memory – a powerful lesson for retailers looking to enhance their in-store experience.

A new era for physical retail

In an age where e-commerce dominates, physical stores need to offer something unique – an element of engagement that cannot be replicated online. Whether through educational workshops, artistic showcases or hands-on experiences, brands that successfully integrate service-driven elements into their retail environments will not only attract customers, but cultivate a community.