Kate Fannin, a retail consultant and analyst, shares insights on transforming store experiences. She explains why Return on Experience (ROE) is vital, emphasizing that memorable visits foster customer trust over immediate sales. Fannin showcases brands like SKIMS and Rituals, where immersive environments enhance engagement. She also highlights pop-ups as experimental spaces for brands to connect with customers, demonstrating how clear storytelling can differentiate successful stores from those that fail to resonate.
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insights INSIGHT
ROE Beats Immediate Conversion
Return on Experience (ROE) values engagement over day-one conversions and accepts multi-visit customer journeys.
Trust and repeated visits drive long-term conversion for investment and luxury purchases.
volunteer_activism ADVICE
Use Pop-Ups To Test And Attract
Use pop-ups as brand laboratories to test concepts, gather feedback, and create shareable moments.
Keep pop-up assortments focused and avoid overwhelming customers with too many SKUs.
insights INSIGHT
Attribution Is Narrow For Experience
Stores often aim for immediate attribution but many in-store experiences produce halo effects that are hard to measure.
Brands must accept longer, fuzzy attribution windows for experience-driven retail.
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Retail realist Kate Fannin joins Future Commerce to explore how today’s leading brands are redefining the store experience. Spearheading Field Notes, Kate is analyzing in-store experiences at SKIMS, Swatch, Rituals, and more. In this episode, she explains why Return on Experience is becoming a critical metric, how pop-ups act as brand laboratories, and what makes some stores unforgettable while others fall flat.
Key Takeaways:
Return on Experience (ROE) trumps immediate conversion: Great retail experiences build trust and engagement over multiple visits rather than forcing day-one purchases. Customers may visit four or ten times before converting, especially for luxury or investment pieces.
Know your brand story—and tell it consistently: The most successful stores have crystal-clear brand identity. Swatch excels because they know exactly who they are across generations, while other brands confuse customers by mixing messages or defaulting to celebrity associations.
Sensorial brands must commit fully: Stores like Rituals in Dublin create immersive experiences (offering green tea, trial sinks, strong scents) that keep customers engaged, while half-measures feel clinical and forgettable like many current luxury retailers.
Physical retail is about experimentation, not just sales: Pop-ups and flagship stores serve as brand laboratories where companies test market reception, gather customer data, and create shareable moments—even when immediate sales aren't the primary goal.
"People buy stuff, they buy things, but they pay for an experience." - Kate Fannin
"If you like their stuff, go online"—the worst possible thing someone could say about a store experience. - Kate Fannin on SKIMS
"I wish marketing would change their name to engagement because that's really what companies and brands and stores should be focused on." - Kate Fannin
In-Show Mentions:
Field Notes: Future Commerce's new premium retail analysis product measuring in-store return on experience
Future Commerce