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The Creative Factory, a store concept by
German sports brand Puma, marries a build-
your-own shoe design initiative with the allure
of a real-world workshop, where consumers
can touch and feel fabric swatches and talk
to store experts as they create. Dubbed the
“shoemaker’s studio”, it’s as close to actual
sneaker design as any customers will get –
and a hub of entertainment.
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The move towards educating consumers will
also elevate sales associates to the position
of experts. In 2013, multinational electronics
brand Polaroid will open 10 retail Fotobars
across the US, where consumers will be able
to wirelessly upload photos from their cameras
and smartphones to in-store terminals.
‘Phototenders’ will be on hand to educate
consumers on how to visually manipulate
images in an environment where they will be
encouraged to engage with others. Polaroid
describes the concept as “a recreational and
entertainment destination in addition to a place
to shop”.
Transforming Stores into Leisure
Destinations
While creating a platform to nurture learning and
self-empowerment is a key part of edutainment’s
commercial thrust, entertainment remains essential
to the strategy – think socially-oriented store
spaces with leisure at the heart of the proposition.
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Many of the stores owned by US home
furnishings brand Pottery Barn and Pottery
Barn Kids now hold recreational decorating
and DIY workshops for children and adults,
with stores tailoring classes to local interest
and demand. Attendees receive a 15%-off
coupon for same-day sales.
Puma Creative Factory
© Puma
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Redefine
Consumer Engagement