Events at your brick-and-mortar store can serve as excellent ways to promote your existing repertoire of products, showcase your brand’s personality and values, and draw in people who may not have had the pleasure yet of visiting your store otherwise. Many up-and-coming brands have found that in-store events have a way of capturing people’s curiosity. Real-time and future shopping experiences are also made all the more memorable because event participants often end up associating their favorite activities and socialization opportunities with their presence in the store. If you want to find new ways to draw in foot traffic and increase in-store sales, certain events may give you just the spark your business needs.

You’ll want to hold the types of events that inspire high attendance, generate positive word-of-mouth, and build both brand awareness and loyalty in the long run. To that end, here are five in-store event ideas that you can consider to help boost your physical store’s sales and engagement:

1) Classes and Workshops 

Holding classes and workshops in your store can position your business as a trusted source of expertise in your industry. These types of events can attract individuals who are interested in learning new skills or gaining knowledge, as well as those who may not have been familiar with your business previously.

When hosting classes or workshops, however, make sure that they’re actually in line with your brand so that you can reinforce consistency and ensure that the content of the class or workshop is relevant to the target audience. If you own an arts and crafts store, for instance, consider hosting activities that tap into people’s creative side, like pottery painting, tote bag decorating, and miniature model crafting.  

You should also hire instructors who are knowledgeable and passionate about the subject to moderate the event. Their expertise will greatly contribute to the success and effectiveness of the class or workshop. 

To make the experience even more enjoyable, ensure that each aspect of the event is streamlined beforehand, especially with regard to attendance and payment of fees. During the signup period, for example, you can create an online form where participants can pre-register and pay their registration fee.

If you plan to accept walk-ins, use a portable card terminal that accommodates credit and debit card payments, as well as e-wallet and QR code payments. Maya Business in the Philippines offers the Maya Terminal and Maya Terminal Lite, which are compact and handy point-of-sale systems that will enable physical stores to accept payments anytime, anywhere.

2) Product Launch Parties 

Product launch parties will create excitement and anticipation around a new product. They’ll also provide an opportunity to showcase your brand's innovation and creativity, which can appeal to potential customers who are interested in discovering the latest trends or innovations in your industry. Plus, people are naturally drawn to events that offer something new and exclusive, making them more likely to visit your store.

To help guarantee the success of your launch party, you’ll need to generate excitement leading up to the event. Tease the new product by using in-store advertising strategies or posting on social media a few weeks or months before the event to create hype. You can also encourage attendance by providing special incentives or discounts for those who’ll be first in line to purchase the new product.

3) Special Guest Events

Special guest events will allow your business to leverage the popularity and influence of notable individuals or experts in your industry to attract new customers to your store. Celebrity meet-and-greets, author book signings, or industry expert talks can generate excitement and draw in people who are interested in meeting the special guest or learning from their expertise. The presence of a special guest will also create buzz around your store and will help increase its foot traffic.

It’s crucial to promote the event effectively to ensure a memorable and engaging in-store event experience. Utilize various marketing channels at your disposal, such as social media, email newsletters, and local advertising, to reach a wider audience. Highlight the presence of the special guest and emphasize the unique opportunities attendees will have to meet and interact with them in your promotional materials.

In addition, offer exclusive deals for attendees of the special guest event, such as discounts on products, limited-edition merchandise, or giveaways. This can incentivize attendance and encourage attendees to make purchases during the event.

4) VIP Events

VIP events will offer an exclusive and personalized experience for a select group of customers, making them feel valued and appreciated by your store. Upon inviting potential new customers to VIP events, you can create a sense of exclusivity and belonging that encourages them to become loyal patrons.  

A VIP event will also give you the opportunity to showcase your store's products in a curated and intimate setting. This allows attendees to use them firsthand and develop a deeper connection to your brand. 

Tailor the event experience to the interests and preferences of your VIP guests to make them feel extra special. Provide them with exclusive perks or privileges that aren’t available to the general public, such as early access to sales or promotions, priority seating at special events, or invitations to private shopping events.

After the event, follow up with VIP guests to thank them for attending and express appreciation for their continued support. It would be good to send them personalized thank-you notes as well as more exclusive offers that they can use post-event.

5) Holiday Events 

Lastly, scheduled holiday events can help you create a festive and celebratory atmosphere in your store that can attract new customers looking to participate in seasonal activities and shopping experiences. They will also allow you to tap into the excitement and anticipation surrounding holidays, such as Christmas, Halloween, or Valentine's Day, and engineer memorable experiences that encourage attendees to visit your store. Your next holiday event will also allow you to showcase themed products or promotions, making them more appealing to potential customers who are in a festive mood and looking for unique gifts or decorations.

Deck out your store with festive decorations, themed signage, and seasonal displays that will capture the spirit of the holiday being celebrated. Also consider incorporating holiday-themed activities or entertainment into the event agenda to keep attendees engaged and entertained. This could include live music performances, costume contests, craft stations, or cookie decorating workshops, among others.

Finally, offer exclusive holiday promotions or discounts on select products to incentivize attendees to make purchases during the event. You could also bundle products together into themed gift sets or advertise limited-time offers that should be cashed in on during the holiday season.

These are just some examples of great event ideas you can cull from to create more exceptional shopping experiences for your in-store customers. Open signups for the kind of event that will bring positive associations to your physical store and make customers all the more excited to return there in the future.