We live in an era in which brands no longer just compete to sell products; they also compete to capture moments, emotions and experiences. Today's consumers, overwhelmed by choice and constant stimulation, demand more than just quality and price: they seek relevance, connection and, above all, a memorable experience. Brands that understand this new logic are redefining the boundaries of marketing and retail by going well beyond what is expected.
From transaction to experience: new brand territories
In recent years, several disruptive trends have been identified that are redefining the brand-consumer relationship:
- Shoppertainment: Shopping has become a form of entertainment. It's not just about making purchases anymore; it's about enjoying the process, finding inspiration, making discoveries and sharing experiences.
- Micro-rituals: Brands seek to become part of people's everyday lives, creating habits and emotional connections that foster loyalty well beyond the initial transaction.
- Reverse “phy-gital”: Digital brands are entering the physical world by creating tangible experiences, whether temporary or permanent, to foster a sense of community and belonging. However, this does not mean disconnecting from the digital world and the immediacy it provides to consumers. It is about capitalising on every moment with a unique and immersive approach that makes consumers feel special.
Zara Travel Mode: travel as a brand experience
Zara's recent initiative is a brilliant example of this revolution: The New Travel Mode, Summer 2025. Rather than merely facilitating the purchase of clothing anywhere in the world, Zara recognises that travel is about much more than just getting from A to B; it's an opportunity to experience, explore and share..
What makes “Zara Travel Mode” different?
- Connection with the moment and the need: the app allows you to make purchases and receive your order directly at your hotel, solving a real and immediate problem for the modern traveller.
- Experiential aura: It is not just a logistical function; Zara creates virtual travel guides, recommends cafés, galleries and trendy places, becoming an inspiring and accompanying "travel companion".
- Social and emotional dimension: The ability to send digital postcards as souvenirs creates a sense of connection with loved ones and adds an element of storytelling, integrating the brand into the micro-rituals of travel.
Why is this relevant for brands?
Zara sells clothing and seeks to position itself as a facilitator of experiences, a creator of community and a generator of memories. This approach responds to the above-mentioned trends:
- Shoppertainment: The shopping experience becomes part of the journey, something that people want to share.
- Micro-rituals: From selecting an outfit for an impromptu occasion to sending a digital postcard, Zara becomes part of the everyday yet important moments in consumers' lives.
- Reverse “phy-gital”: Although the experience originates in the digital world, it takes physical form in the real world (in the hotel, in the city, at the event), thus bridging the gap between the two.
Airbnb: living like a local, beyond accommodation
Another notable case is Airbnb. Through its 'Live There' campaign, the company has evolved from being merely an accommodation platform to becoming a facilitator of authentic experiences. The brand encourages travellers to immerse themselves in local culture by discovering cafés, markets, and other unique places recommended by hosts and the community. Airbnb also encourages the creation and sharing of user-generated content, enabling users to not only travel, but also live and share their experiences, thereby integrating the brand into their personal memories and stories.
These examples demonstrate that the product or service itself is merely the starting point. The real value lies in supporting consumers in their daily lives, anticipating their needs, and providing experiences that go beyond functionality. Zara and Airbnb have achieved loyalty and differentiation in a saturated market by integrating shoppertainment, micro-rituals and reverse phygital into their offering.
A brand revolution involves recognising that the product is only the beginning. The real value lies in supporting consumers in their daily lives, anticipating their needs, and providing experiences that go beyond functionality. These are just the beginning of an unstoppable trend: brands that sell, inspire, connect and accompany.
And who knows? Maybe in a few months we will see Decathlon creating urban micro-sports challenges, where users receive notifications with daily challenges in parks or squares near their usual store and can scan QR codes to unlock prizes and share their achievements on a social network of local athletes.
The possibilities are endless here, but is your brand ready to take this leap? Have you researched the different options and considered how they would fit into your customer community? Do you think there is an untapped market that could be analysed?
Paula Pascual (Research Manager)
