Sometimes You Have to Go Small to Go Big.

In today's experience-driven, e-commerce-centric economy, retailers must consider micro experiences as part of their strategy in the new year, maintains Robyn Novak, vice president and managing creative director of design at architectural firm Frch Nelson.

"Thinking up small-scale activations is the key to engaging consumers while keeping the experience fresh and authentic. In addition, micro experiences are a way to go beyond transactional interactions and build loyal, longstanding relationships with consumers. Micro experiences can reach consumers in ways an online experience can't. Consumers become more engaged when brands connect with them on an emotional level; it becomes more than a transaction."

Novak provides four principles for successful micro experiences in 2020:

Provide an experience that cannot be replicated. Micro experiences must be authentic to the brand for consumers to consider them meaningful. Retailers should implement micro experiences that are completely unique to them and cannot be replicated by anyone else--or online.

Include elements of personalization and customization. Many new-age brands have figured out how to differentiate themselves in the retail market...