In an effort to bring more shoppers into stores, companies are developing community spaces to host events and build brand affinity. Activewear companies like Lululemon and Athleta have been early adopters, adding on-site fitness studios, but major retailers like Nordstrom are dabbling, too. Nordstrom opened a small-format space in Los Angeles in 2017 — which it uses for periodic pop-ups and events —and plans to open more in 2019.
"In-store experiences can include educational courses on product adjacent topics (such as a culinary course at a home goods store), product evaluation seminars, brand-sponsored community events, entertainment, and more," the analysts wrote in the report.