A company that rose out of tragedy is now a leader in experiential retail—here's how the company Painting with a Twist created a carefree escape:
Customers flocked to the chance to enjoy an evening painting and drinking with friends to escape from their cares and worries, and one of the first experiential retail businesses was born.
Today, Painting with a Twist has more than 300 locations across the country and has created the sip and paint industry. The company encourages groups and friends to come together to paint a picture and enjoy drinks and snacks. Everything about the night, from the painting itself to the easy-going attitude of the artist instructors, encourages guests to let loose and have a great time. Aside from simply teaching guests to paint, the artists tell jokes and play games with the class.
One of the main target demographics are groups of women looking for a unique way to spend time together without going to a bar or restaurant. Painting with a Twist quickly learned that everyone can enjoy a carefree escape, even if they aren’t going through a tragedy. CMO Katherine LeBlanc says that focusing on why the company exists and delivering on a great, unique experience keeps people coming back because they feel relaxed and free to enjoy a great night with friends.
No matter if the group is a ladies’ book club, kids’ birthday party or corporate retreat, Painting with a Twist aims to deliver a unique and consistent experience and create an environment where people know they can relax and enjoy a carefree escape with their loved ones. Delivering on that promise creates an experiential retail brand with loyal customers.Blake Morgan is a keynote speaker, customer experience futurist and the author of two books including her new"The Customer Of The Future.
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