Why brands must look beyond the shelf to the screen
Influencers and content creators are transforming how marketers deliver product showcases. As the line between digital and physical blurs, these showcases are redefining retail marketing, inviting consumers into a world where every interaction has the potential to go viral and create lasting brand loyalty, writes Stephanie Babin, managing partner at Because ANZ.
We live in a time where attention spans are TikTok-short. In the new retailer era, products can’t just sit on a shelf and hope for attention – they need to leap out and capture the hearts and more importantly the screens of consumers.
Product showcases, once rather modest, low key gatherings meant to unveil new lines to a handful of select media, are now morphing into immersive spectacles that drive excitement and talkability well beyond the initial event. They’re about creating experiences that blur the line between physical and digital, transforming every moment into one worth sharing.
Social media is proven to shape consumer behaviour and purchasing intent. Research from Sprout Social earlier this year revealed that 49% of consumers make purchases daily, weekly or monthly based on influencer posts – with 30% reporting increase trust in influencers over the past six months. In addition, a HubSpot report last year found that 33% of consumers discovered new products on social media within the past three months, and 25% made a purchase through social media apps during the same period – a 39% increase year-on-year.
The product showcase evolution
Major retail brands are now embracing the concept of experiential commerce, understanding that a great product launch is only as successful as its ability to generate talkability. Product showcases are becoming immersive events where media and influencers, especially those proficient in TikTok, Instagram, and YouTube, drive reach, engagement, and on-the-ground excitement. TikTok users for example are 1.7 times more likely to engage in eCommerce compared to users of other social or video platforms, demonstrating the significant influence it has on consumer purchasing decisions and why TikTok content creators are hot property when it comes to promoting retail experiences.
Some of Australia’s biggest retail brands are onboard. This year’s Chemist Warehouse’s ‘CW Market’ offered another perspective on modern product showcases. With over 60 brands from beauty to lifestyle on display, this event held in August, invited influencers and media to explore an immersive space filled with interactive displays and free product samples. Content creators left with more than just products, but memorable content to share with their followers. This example demonstrates a calculated approach to earned media, using hands-on, sensory experiences to turn a showcase into a must-share event.
The next frontier of retail experience
Pushing the envelope further is Future Stores, which launched in London’s Oxford Street shopping district last month. Described by founder Ariel Haroush as “an electrifying blend of creativity, technology, and multi-sensory design”, Future Stores offers a glimpse into the future of retail. This near $40 million investment is redefining the shopping experience with rotating brand showcases every few weeks. It’s retail with the energy of a live show, featuring content-ready moments that entice consumers and creators alike to capture, share, and discuss.
This store isn’t merely a destination for buying, it’s a destination for experiencing, one where every visit feels unique and fresh, as though stepping into a constantly changing social media feed. Future Stores draw shoppers who value novelty and personalisation. Haroush says: “Our concept is… an electrifying blend of creativity, technology, and multi-sensory design that feels like stepping into the future. It’s about giving consumers and brands what they crave: an engaging, meaningful experience.” There are plans to expand to other international markets and I’d bet it’s not long before the concept arrives on our shores.
Making earned media gold
What is distinguishing today’s product showcases is their potential for earned media. Forward thinking brands know the real value lies not just in the products they showcase, but in the content generated by attendees. These events are primed for social media, often carefully engineered with TikTok in mind, with eye-catching displays and exclusive, shareable moments. When influencers post about their experience they’re not only promoting a product, they’re amplifying the brand story, reaching audiences far beyond those in attendance.
The explosive growth of the creator economy is shifting the advertising landscape, as brands increasingly seek out creators over traditional media amplification. Creators bring a level of authenticity that resonates with audiences who view them as trustworthy and culturally relevant. Their influence enables brands to reach and engage with consumers in real time, whether they’re at home, on the go, or glued to live updates. This dynamic, instant feedback loop fosters trust and credibility, allowing brands to adjust in response to audience reactions and stay agile.
For digital-first brands in a booming eCommerce market, genuine, memorable interactions are becoming essential. Showcases have evolved into high-energy, sensory-driven events that bring digital products to life, transforming the intangible into something tactile and impactful. Why? Because they work. Consumers are drawn to experiences that excite their senses and let them connect with brands beyond the screen. These immersive showcases don’t just introduce products; they create moments worth sharing, amplifying reach and engagement while fostering lasting brand loyalty.
Retail’s future isn’t just transactional, it’s experiential. As showcases become grander, more immersive, and social-media-friendly, brands that embrace this shift will find themselves talked about, shared, and ultimately, remembered. For all brands, and it doesn’t just have to be traditional retailers by the way, the product showcase is no longer just about launching a new range – it’s about creating moments that consumers and influencers alike will make famous.
Stephanie Babin is a managing partner at Because ANZ.
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