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Transwestern

Cult Retailers Kick 'Experience' up a Notch

HOUSTON—If you think cult retail involves strange midnight rituals, you've got a lot to learn.

By John Salustri | transwestern | Updated on June 06, 2017
Reyes: “Cult retail takes it to the next level and let’s the customer interact directly with the brand. It creates an emotional connection with a person.”

HOUSTON—Cult retail.  It’s not a concept just for startups or highly specialized, arcane online stores, as Chris Reyes, VP of retail tenant advisory for Transwestern, explains. In this piece, Reyes expands on comments made in a recent discussion at RECon 2017 (video available at the end of this piece) and delves into those retailers who get it and are capitalizing on it.

GlobeSt.com: Define cult retail and especially why it’s not just a game startups can play.

Chris Reyes: To me, cult retail or cult branding is a product or service that creates a loyal customer base through an experience that leads people to a sense of belonging.  Cult brands tend to sell a lifestyle rather than just a particular product or service.

GlobeSt.com: So we’re not just talking about online retailers here. A brick-and-mortar retailer can engage in cult branding?

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