A shop where you can feel like you’re at home, an app that builds a community around shared activities, or perhaps an event with the star of TikTok? New openings at Galeria Katowicka are accompanied by experiential, engaging product and brand stories.
Providing sensations and emotions is as important in building customer relationships as satisfaction with the quality, design or prices of the range on offer. Brands are focusing on making newly opened concepts more attractive – if you measure shoes, it’s in a cosy showroom, and if you sample sweets from around the world, it’s by immortalising it in a photo with a celebrity. Pretexts for these kinds of experiences, attaching themselves to brands and places, have been provided by further new openings at Galeria Katowicka.
Wellbeing according to Nike.
With more than 500 m2 of NIKE showroom space in its new location at Katowicka, the brand is completely new. Such an innovative NIKE concept is the first of its kind in the region. Friendly to healthy lifestyle enthusiasts, the space is designed to inspire and integrate. The shop has been decorated to resemble a flat, so that when customers try on the products, they feel comfortable and at ease, imagining how they will fit into their everyday lives. The experience of picking out new running shoes does not end the moment they are purchased, it is prolonged by specialised mobile apps. In addition to suggesting purchase offers, the apps keep an eye on the wear rate of the shoes purchased and provide the opportunity to train together with other users. Both the design of the showroom and the functionality of the app support the building of an engaged community around the brand.
Sweet Factory with a strong opening.
Another example of the brand engaging the community is the Sweet Factory shop opening event at Galeria Katowicka,. It was attended by Kacper Porębski JASPER, who is popular on social media. He is actively followed by more than 2.6 million people on TikTok and his videos have been liked more than 170 million times. JASPER cut the ribbon for the opening of the store, autographed candy jars and posed for photos and videos with customers. The new tenant, Sweet Factory, opening its 20th shop in Poland, created an unusual opportunity to meet an idol, whose presence added emotion and positive associations to the shop opening.
“At Galeria Katowicka, we make sure that new concepts and subsequent store openings bring with them exceptional quality. By nurturing the experience of direct contact with the brand, by adding value to the shopping experience, extending the pleasure that accompanies it, we build an attachment both to the shop and to the Gallery itself. The focus on engaging the community, issued by both Nike and Sweet Factory, is very much in line with our approach based on listening carefully to customers, recognising their needs and responding effectively to them,” concludes Joanna Bagińska, director of Galeria Katowicka.
