In a book entitled ‘Stuffocation’
Author James Wallman shares his journey on how he went from riches to rags, and
how it led to his ultimate happiness. Wallman discusses the issue of
consumerism and claims that materialism is one of the most pressing concerns
for the 21st century making us depressed in ownership. He argues
that instead of spending our time and money buying things, we should be
creating or partaking in experiences. “Experientialism” is more likely to lead
to happiness; it brings us closer to ourselves as well as others.
Within the retail world ‘Stuffocation’
can be of a negative and a positive
influence. It can cause consumerism to fall due to people taking up
experiential hobbies rather than shopping – or it can merely encourage
retailers to enhance shopping as an experience encouraging more people to
partake.
This is where experiential retail
takes a podium – people want experiences over products, but people will always
need products, meaning there probably is no real danger of complete
Stuffocation. However, experiential retail must reach shoppers on an emotional
level, catering for their psychological needs over product desire if experiences
are what they are yearning for.
The rise of XD (experience
design) companies such as Inition, Holition and Magic Leap (as mentioned on a
previous post) are making their names throughout the retail industry, devising
immersive events and installations for stores and spaces, utilising augmented and
virtual realities. Although these experiences are targeted to sell products and
services to consumers, the consumers are still gaining their desired experience
hopefully balancing their wants and needs.
