In today’s retail market, the competition for customers has never been higher. Not only must brick and mortar stores compete with each other, but also the formidable presence of e-commerce. It takes more than just great deals to attract customers and keep them coming back, though. It takes something that e-commerce simply can’t offer; namely, a great on-site customer experience.

As the age of online shopping continues to gain momentum, brick and mortar stores are focusing more than ever on the customer experience, and the new buzz-phrase when discussing how to do this is ROE, or ‘return on experience.’ To make a transaction a truly positive one, and to keep the customers returning, it is vital to create an experience that resonates with your clientele and their specific needs.

One strategy that has proven successful in several applications is the addition of a children’s play area. If you are a location that plays host to a plethora of families, then creating a children’s play area will appeal to both the kids, who are always eager to play, and the parents, who get to shop free of distraction while their kids are entertained and burning off a bit of energy. While there are many different ways to focus on the customer experience, not all of them are necessarily cost effective, scalable, or even relevant to your particular customer base. Play areas, however, fit all these criteria, making them a great solution that kids and parents alike will appreciate.

Even though play areas are relatively simple and straightforward to set up, they can pay huge dividends by truly setting your establishment apart from the competition. However, if you are hesitant to implement play areas across the board, then create a few test sites and ask for customer feedback. Surveys can be placed strategically on touchscreens near the play areas, or even on customer receipts. Analyzing customers’ opinions relating to the experience you have created can allow you to fine tune it accordingly. And test sites can allow you to gauge whether sales were impacted or if customers came back more frequently.

Still hesitant? There is huge opportunity for creativity in the area of the customer experience. According to a new study by the University of Pennsylvania’s prestigious Wharton School of Business, only 35% of shoppers have had “an extraordinary” or “wow” retail experience. This means that there is a huge gap for brick and mortar stores to fill, in one of the few areas where e-commerce simply can’t compete.

As e-commerce sales continue to break records around the globe, the traditional retailer unwilling to focus on ROE will struggle to survive. A memorable customer experience is the physical store’s absolute advantage. Installing play areas for children to enjoy gives parents a much-needed break, allowing them to spend more time browsing in the store, increasing the chances for larger purchases. It also creates an experience that both parents and kids are grateful for—and if the kids love it, the parents are more likely to come back.

To learn more about how Soft Play can turn your location into a unique experience, and read about some of our most successful retail installations, visit here.