You need to create an environment where people can connect and interact with each other. This is a great way to build your tribe of customers who will be loyal to you and help promote the brand on social media channels.
For example – Sephora – Sephora does this by hosting makeup classes, product demonstrations, makeovers etc., thus turning their physical store into a place where people can find beauty inspiration, make friends and learn about new products.
Another example – Decathalon – Decathalon, a sporting goods store, is also doing this by hosting events for people, allowing people to use bicycles and table tennis racquets before they buy them. They also run fitness classes as well as running clubs which help their community stay fit and healthy.