Understanding your brand archetype is critical in engineering cohesive and positively delightful customer experiences. It’s important to clearly understand which customer experiences make sense for your brand personality and which ones – despite being ‘on-trend’ – you should stay clear of. Customer Experience is not about trends – it’s about revealing and bringing your…
Customer experience and journey mapping are all the rage at the moment. But how do we go about creating magic moments for customers in-store? In my experience, the real force multiplier for brick and mortar stores comes from tapping into our own emotional and human needs – or what I like to refer to as…
Generally, the term ‘experiential retail’ refers to a store in which ‘stuff’ happens in addition to selling, and shoppers do things besides just buying. In a previous post, I explained it as, “an experience given freely by a retailer to create some type of value for their customer. It may be educational, technological, emotional,…
In-store Experience is BIG news these days When I started researching in-store experience many years ago, I set up a Google Alert for ‘experiential retailing‘ and ‘in-store experience’, those alerts have remained mostly silent until, well…this year really. Now, it ‘sounds-off’ like my Facebook notifications, ALL-DAY-LONG. Direction to Create More In-Store Experience But, while…
Another retail CEO pressured into a popularity contest of who’s more important, his shareholders or his customers? Sure, I know their “first priority is to the shareholder”, but when the customers are happy so is the shareholders right? In my opinion, retail experience eats old sales per square metre for breakfast and I’ll tell…
Let’s face it, there are a lot of challenges facing retailers today but a couple big issues are the globalisation of their market and the proliferation of digital. While these two elements are heavily interconnected and come with their own set of problems for retailers. Globalisation, of course, has created a huge increase in competition…
I’ve just finished watching Brad Bird’s movie, Tomorrowland, onboard a 747 heading from L.A. to Brisbane. What was great about this film was the beautiful story of hope and how dreamers of the world (whether in Tomorrowland or here and now) make the biggest and most positive impacts on all our lives. It’s a…
I watched an entertaining video on Appliance Retailer the other day. It was a slam poem video about two blokes, “Ben” and “Ken” who both needed a new washing machine. Poor Ken decided to buy his washer from a brick-and-mortar store and had all kinds of problems including; his car broke down, rain, traffic, not to mention he opted for no…
With online sales growing year on year, many appliance retailers and franchisees are now questioning, “What is the new role of my store?” Well, the short and easier answer is what it CAN’T be. Dime a dozen – Stores can no longer just be “a place” to buy commoditised appliances – or they risk becoming…
