Businesses like P.F. Candle Co. and Brooklyn-based vintage shop Sorbara’s have been looking for new ways to leverage their prime real estate, and events are one way to do so. The goal is to reach new audiences and generate secondary revenue streams at a time when it’s become harder to break through the noise and win over value-seeking customers. This collaborative approach allows independent retailers to optimize their square footage through creative activations, ranging from matcha carts to book launches, and turn their four-wall stores into experiential destinations.
This year, it has been a priority for P.F. Candle Co. to optimize the use of its three stores in New York, Los Angeles and San Francisco.
P.F. Candle Co. co-founder Kristen Pumphrey said foot traffic has been fickle due to external factors like gas prices and weather disruptions. So the brand has had to get creative in finding ways to bring new people into stores. The brand generally hosts events at least once a month.
“Right now, you really live and die by people just walking by,” said Pumphrey. “This year, it really clicked for us what works in the stores versus why people shop online.”
“We’ve been continuing to focus on free events and letting all of our store managers lead the charge of what they want to host,” said Pumphrey.
