Wouldn’t it be good to work out, socialize, grab a juice, and go grocery shopping–and do everything at precisely the exact same location? Ten years back, you may need to drive all over town to check off all your errands and self-care. Today, this sort of all-purpose destination is practically the rule, not the exception. Fitness retail at malls is bringing everything together.
We have talked before about how medical spaces are becoming more retail-centric. But in recent decades, the quantity of health and fitness-centric companies in retail facilities has nearly overtaken the sum of shopping property. As chronicled in The New York Times, the fitness boom is not just restricted to urban centers. Fitness clusters are everywhere, from the West Coast into the Southeast. Retailers can capitalize on the popularity of fitness & health and reach new audiences with innovative promotion, signage, and screens that appeal to the aspirational, active crowd.
Implementing exercise as a retail strategy
The Rye Ridge Shopping Center in Rye Brook, New York boasts over 10 properties in the fitness center and personal care area alone (and a lot more healthy eateries) and focuses on weaving health-themed properties throughout.
As Jonathan Kallman, CEO of WIN Properties in Rye Brook, explained in an interview with Medallion Retail,”The influx of fitness happened . Every time a new concept comes together, [retailers] believe our place because we have places which are drawing people here.”
Fitness becomes a cornerstone for shopper participation –merchants can appeal to clients as they go to and from their studio of choice a few times each week. The combination of a targeted marketing strategy and effortless access draws customers to the shops all around them. With all the natural foot traffic, vibrant window screens will help retailers draw attention and draw passersby.
Revitalizing retail throughout fitness
The movement toward fitness and health centers is helping to revitalize shopping facilities and place these destinations back on the map. Fitness is so appealing to clients (and shopping centre landlords) because encounters can not be purchased online. Though fitness brands such as Peloton and Mirror provide streaming electronic platforms, many customers still prefer to”get their sweat” in person and participate in a physical community.
“The golden rule of real estate is to look for the best and highest use of retail area,” stated Kallman. “Multi-tenant possessions [like ours] search for maximum significance and vibrancy, in addition to cash flow.” Being inside a fitness-health audience, retail storefronts have a strong opportunity to broadcast their worth out loud with outside marketing and signage that stops the workout audience in their tracks.
The more experiential options clients have, the better for retailers. Fitness and wellness places lend themselves to a”stay longer, spend more” approach: whenever retailers diversify the shopping facilities, they induce clients to research and see more.
The benefits go beyond window shopping. With overlapping target audiences, brands can create synergy and increase experiential involvement by co-hosting occasions and cross-promoting each other. Also consider AR-based scavenger hunts or shopping centre loyalty programs.
Capturing the post-workout consumer
After exercise fiends leave their sweat session, it is all about positioning, placement, positioning. If a client is already hungry or thirsty after their exercise class, walking right into a smoothie bar that is just next door is a no-brainer. And if a course is averaging 25-40 patrons, then the capacity to convert them into clients is huge. In Rye Ridge Shopping Center, amped-up pilates studio SLT sits beside numerous healthy-fast casual joints such as Organic Pharmer, Dig Inn, Chop’t, and CAVA. Come this winter, up-and-comer Stretch*d will be linking from the fitness/wellness offerings. It is truly all about seizing the moment and capitalizing on the client’s frame of mind (or condition of physical need!) By introducing relevant messaging at the perfect place, at the ideal time.
With effective messaging, companies which are adjacent to these health and fitness clusters benefit. Nail salons, athleticwear stores, organic restaurants and much more are situating themselves alongside boutique gym studios–perfectly positioned to be found by clients. Mass retail destinations such as Best Buy (that currently sells premium at-home exercise tech products) and CVS (which has evolved its Minute Clinic with all-encompassing HealthHubs offering retail and nutrition services) are ripe to profit from this increased foot traffic also. Why don’t you tell consumers you are here with advertising materials positioned just steps away from where they work out?
Apart from prime location, these retailers can lean into aspirational messaging and promotion in their screens, hearkening to experiences–if self-care or indulgence–to reach their target clientele.
Imagine what a farm to table eatery can do with signage to tantalize clients on the search for a healthy snack, how AR-enhanced signage may show shoppers where their organic vegetables in the marketplace come from, or the way a pure spa can spur customers to cool down after an intense workout using clever street signage.
Leveraging fitness and health in the retail market
By drafting on the health and fitness fashion, retail shops can capture an audience that’s already just steps from their front door.
Here are some things to consider for your signage and exhibit when tailoring your advertising to eager fitness-minded customers:
- Does your retail plan consider the positioning of your signage and convey a relevant message?
- Are you making a synergistic environment with your nearby retailers to induce maximum consumer engagement?
- Are your signage, and exhibits speaking to your target market? Is it providing them with new/interesting/exciting info?
- Are your window screens static or do they offer something new daily? To put it differently, are you giving your passersby a visual exercise?
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