design:retail - October 2017 - 28

style made simple

028

Selfies and Shareable
Moments

WHAT ARE SHAREABLE MOMENTS?
Shareable moments are interesting,
unexpected details that customers can
interact with and share via social media
channels like Instagram, Facebook and
Snapchat. In a physical store, these include playful,
often large-scale architectural or display elements
that catch shoppers' attention and get them snapping.
When they share those photos with their friends and
tag your store online, your brand's visibility increases
exponentially. This kind of social proof is one of the
best ways to organically attract new customers. And
all you have to do is create a store environment that
gives your customers interesting content to share.
Take for example the life-size rainbow zebra I introduced at C. Wonder's flagship store in New York. It
reinforced our fun, quirky brand and created a natural stopping point that made shoppers pull out their
phones and take a picture to post on social media.
They were essentially doing our marketing for us.

WHY ARE SHAREABLE MOMENTS IMPORTANT?
People are documenting their experiences online more than ever. Instagram users alone share
more than 95 million photos and videos per day
and spend up to half an hour on the platform daily.
Why not give them something to share? If you can
encourage shoppers to promote your physical location and products via the platform, you will widen
your potential audience.
DESIGNRETAILONLINE.COM

VICE PRESIDENT,
EXECUTIVE CREATIVE DIRECTOR

Charming Charlie
ericsamuelgreen.com

WHERE SHOULD YOU INTRODUCE
SHAREABLE MOMENTS?

T'S NO SECRET that many brickand-mortar retailers are battling
declining sales and fighting to
stay relevant in today's digital age.
But, rather than see it as a threat,
you can, and should, take advantage
of digital technology to complement
the in-store experience and make it
shareable-particularly if you want to
engage Millennials.

OCTOBER 2017

ERIC SAMUEL GREEN

Think about it: when a single customer with
500 Instagram followers posts a cool backdrop or
display from your store, your brand is exposed to
people who trust her taste and recommendations.
What's more powerful than that? Increasingly,
people are turning to social media before making
shopping decisions, so it pays to be online where
users can search for products by location and
hashtags. In fact, customers who use social media
as part of their shopping process are four times
more likely to spend more once they get into your
store, according to Deloitte.
When people share positive and interesting
images from your store, it tells new customers why you are different and gets them excited
about visiting-if only for the FOMO factor (fear
of missing out).
Warby Parker is one the best brands creating shareable moments in retail right now. Their
Portland, Ore., store has an arcade theme, with
classic games like Pac-Man, Space Invaders and
Donkey Kong for visitors to try out while they shop,
and an entire second floor dedicated to gaming-
where customers can take photos with their entire
squad for social media.

GLOBALSHOP.ORG

1. STORE CEILING Ceilings often
are overlooked in interior décor, but
you should definitely take advantage
of this prime real estate. Dramatic light
fixtures or a whimsical paint color can
get customers looking up and make for
great photos.
2. SEATING AREA From colorful,
printed sofas to chic modern chaise
lounges, thoughtfully designed seating zones are the perfect backdrop
for images that are reminiscent of a
Vanity Fair cover. Not only will you
encourage social sharing, but your
customers will naturally want to spend more
time in your store as well.
3. INSIDE FRONT WINDOW Large retailers like
Macy's and Lord & Taylor have long understood
the power of the window display. Here's a modern spin: drive traffic into your store by dedicating
a 2- to 4-ft. wall inside your storefront to a bold
brand mantra or message. Choose highly emotional text that customers will be compelled to
share via social media.
As you can see, your job is no longer just to
sell products, but to take your customers on an
exciting- and capturable-journey throughout
your store. Introducing shareable moments
is a great way to maintain their attention and
amplify your reach at the same time-a win-win
for everyone.
ERIC SAMUEL GREEN HAS WORKED WITH TOP BRANDS SUCH AS
C. WONDER, BURBERRY, GAP, COLE HAAN, NEIMAN MARCUS, LIMITED
BRANDS AND THE NORTH FACE. HE CURRENTLY IS THE EXECUTIVE
CREATIVE DIRECTOR FOR CHARMING CHARLIE. HIS LIFE MISSION
IS TO CHANGE THE INTIMIDATION AND STRESS ASSOCIATED WITH
DESIGN, WHICH HE IS DOING THROUGH HIS NEW BOOK, "STYLE MADE
SIMPLE: THE 10 STEPS TO DECORATING WITH STYLE."

Photo by CATHY BEGIEN

http://www.ericsamuelgreen.com http://www.DESIGNRETAILONLINE.COM http://www.GLOBALSHOP.ORG

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