“This isn’t just about getting guests to buy apparel,” Calvin McDonald, chief executive of Lululemon, said in an interview. “This is about strengthening our community and our loyalty and our relationship with our guests and memberships, and it’s going to be its own revenue stream model, which we’re excited about.”

The ability to integrate real life experiences with digital capabilities and to draw the best of both physical and digital not only makes experiential retail more powerful, it also draws on this concept of Omnichannel (which we all know drives incrementality in sales and loyalty). With Mirror, Lululemon adds new consumer journeys to build these... See more