In a world overloaded with screens, ads, algorithms, and distractions, customers are starving for something real. When a retailer hosts an experience—whether it’s a candle-making class, a cooking workshop, a tasting event, a makerspace session, or something uniquely local—they’re offering what people actually crave: connection, creativity, discovery, and a meaningful moment.
To help retailers deliver experiences that stand out, we use a simple but powerful framework called G.R.A.C.E.
It maps the emotional arc of a great experience from start to finish, and it shows exactly where retailers can influence memory, meaning, and repeat visits.
Let’s walk through it—with data.
G – Gather Desire
This is where the journey begins. Before anyone arrives, before a tool is laid out, you’re gathering something far more important: interest, attention, curiosity, and imagination.
People love anticipation. And in fact, 73 % of consumers say that experience is a key factor in their purchasing decisions.
This means the offer you present isn’t just a side-note—it’s a driver of demand.
What this stage is about
- Crafting a compelling offering: clear benefit, intriguing hook.
- Making it super easy to say “yes.”
- Using visuals, messaging, and positioning to spark imagination.
- Setting the emotional tone before anything physical happens.
Emotional goal: “I want to do this.”
R – Ready the Guest
Most people think the experience starts when someone walks in. Actually, it starts earlier.
This stage is about preparing them mentally, emotionally, and logistically so arrival feels effortless and exciting.
A smooth “pre-arrival” builds enjoyment and reduces friction. Studies show that 1 in 3 customers will leave a brand after just one bad interaction.
That means the build-up matters almost as much as the event itself.
What this stage is about
- Confirmation emails + reminder messages.
- Practical details: where to park, what to bring, how to check in.
- Building subtle excitement: hint at what’s coming.
- Making sure they feel taken care of even before showing up.
Emotional goal: “I feel welcome and excited already.”
A – Activate the Moment
This is the core experience. The part they booked. The part you designed. And the part they’ll remember.
Your job isn’t just to “run a workshop.”
It’s to activate the moment—create engagement, social interaction, and meaning.
Consider that 71 % of consumers expect personalized experiences.
Hands-on events are a perfect vehicle for that.
What this stage is about
- Guiding without dominating.
- Creating a friendly, collaborative environment.
- Giving room for guests to explore, interact, share.
- Ensuring the moment feels distinct—not just “another class.”
Emotional goal: “This is fun and I feel part of something.”
C – Capture the Memory
Humans don’t remember everything. They remember emotional highs and endings.
Your job is to freeze the fun.
When someone leaves your event and nothing happens, the moment fades.
But a little follow-up, a photo, a shared story, can cement it.
Here’s why it matters: customers who rate an experience 10/10 are six times more likely to repurchase.
And existing customers spend ~67 % more than new customers.
Memory influences return and spending.
What this stage is about
- Sending a group photo, or prompting a social share with your hashtag.
- Sending a brief follow-up note: “Thanks for being here. Here’s the highlight.”
- Possibly offering a small token or tokenized moment (digital or physical).
- Reinforcing that what they did with you was special.
Emotional goal: “That was special. I want to tell someone about it.”
E – Encourage the Return
Here’s the truth: most experiences are treated as one-offs.
Great retailers treat them as the beginning of a relationship.
Repeat business matters. For ecommerce, average repeat customer rates range from about 15-30%. While we're talking about the hybrid of online and in-person, anecdotal evidence suggests this applies in both situations.
Retention matters because acquiring a new customer can cost up to five times more than keeping an existing one.
This is where experience-economy brands can win.
What this stage is about
- Offering the next-level session, a variation, or a series.
- Building membership, community, or belonging: “you’re part of this.”
- Making return simple and attractive.
- Communicating value of staying connected and coming back.
Emotional goal: “I want to come back.”
Why G.R.A.C.E. Works
Because it mirrors how humans actually experience meaning.
A great retail experience isn’t built on hype or perfection.
It’s built on this emotional arc:
- Spark desire
- Build anticipation
- Deliver a moment worth feeling
- Anchor the memory
- Invite them back
Statistically what shows:
- Experience matters more than ever: leading CX companies grow 80 % faster than their competitors.
- Existing customers spend more and stay longer.
- One bad interaction can cost you irretrievably.
When you use G.R.A.C.E., you’re not just running an event—you’re creating a loop of value, memory, and return.
Next Step for Merchants
If you’re running a Shopify-store based experience business (class, workshop, tasting, tour… you name it), align your operational flow and marketing around these five stages. Track the performance: how many booked (Gather), how many arrived (Ready), how many enjoyed (Activate), how many shared/followed-up (Capture), how many returned (Encourage). Use the stats above to benchmark and diagnose.
Photo by Christian Huerta on Unsplash