Experiential retail or experiential commerce is a type of retail marketing whereby customers coming into a physical retail space are offered experiences beyond the traditional ones (such as in a clothing store: browsing merchandise, advice from live human salespeople, dressing rooms and cashiers).
As of 2019, the target market for experiential commerce is chiefly Millennials, who are (supposedly, according to "studies") as a group overall less materialistic than previous generations and prone to spend relatively more of their disposable income on services - for example wellness and gyms.
Apple Stores purport to provide not only a superior product but an "experience" and a "gathering space" or "Town Square" as well.
[1] E-commerce retailers such as Casper, Harry's and b8ta have a limited number of experiential physical stores or spaces where their products can not only be viewed but experienced.
[1] Many of these brand-promoting experiential spaces are, at the same time, addressing the Millennials' reported tendency to be more brand-loyal than previous generations who shopped more for relatively more interchangeable products and services on price.