Kith, a shoe retailer, built an ice cream shop inside its store selling cereal-based, customizable flavors and candy. Customers come for the ice cream and end up browsing shoes, turning the shop into a conversion engine disguised as a dessert stop.
Kith is a shoe store that has overpriced shoes, but they have an ice cream store inside the shoe store. And I think it's genius marketing 'cause a lot of people come there for the ice cream. Wow. And they make cereal-based ice cream and they can make you any ice cream and then integrate like candy into it, cereal into it, and it's super popular. So that causes a lot of repeat people to come there and I see 'em all the time. They just eat an ice cream, they're like, oh, I'll buy a shoe. And none of these people had the intention of buying a shoe, but they're just, while they're eating their ice cream, they're looking around for shoes.
