Perhaps as a way to entice online savvy shoppers back into stores, we've noticed that more and more retailers are hosting DIY and other experiential events. Even retailers like Gap, who have little to do with home decor, are jumping on the DIY workshop wagon.
Retailers, both online and brick and mortar, are reaching out to shoppers in inventive ways. Online retailers are trying to teach you something and physical stores are offering more experiential events.
Just as flash sale sites are intended to make you pull the trigger on limited quantity goods, online retailers are finding new ways to bring you to their sites. To introduce its new line of T-shirts to consumers, Gap is posting a series of DIYs to their Facebook and Pinterest pages. One project is a method for recycling old Tshirts by stretching them over a frame, turning them into art.
Brick and mortar retailers are also finding more creative ways to get your butt in the door. CB2 recently hosted a series of DIY tutorials in their stores. The intention seems to be to attract DIYers, who may not visit the store when they're hacking their own versions. West Elm often hosts special Etsy themed events at its stores, attempting to lure in a handcrafting audience.
Do these tactics work on you, readers? If a special non-sale event brings you into a store, does it translate to more money spent?