I had an interesting childhood growing up with a mother who dressed windows and retail displays from Southern Florida. Many memories of tagging along with Mother while she draped windows in cloth, outfitted mannequins and stapled plenty of things to walls. And on the rare occasion, I had been fortunate enough to go with her if she'd gigs at a local department store, after hours. Researching a darkened department store may have creeped out many less adventuresome kids (believe The Twilight Zone once the mannequins come alive), but for me, it was like a visit for my own amusement park.
Strolling down the empty aisles, looking up in the perfectly dressed mannequins with their beautiful lacquered coifs, peering through the Tiffany display cases in the sparkling jewelry... I remember thinking then, this is pretty much the best place in the world -- .
That was the start of my emotional love affair with retail.
The sometimes-emotional connections which are made at retail -- no, not digitally, but in brick-and-mortar shops -- shouldn't be underestimated when it comes to forging long-lasting and innovative relationships. At a time when there are so many options, how clients feel about you is money. And if the connection between you and your client is a strong and mutually beneficial one, that"friendship" can outlive plenty of the challenges (such as pandemics) thrown in your way.
But in this era of electronic and online, how can some brands or retailers create a physical representation of these, their worth, their story and their personalities?
At the risk of sounding trite, perhaps it just comes down to knowing who you are.
A couple of years ago (pre-pandemic) I was in a mall, sitting on a seat facing an Apple shop while waiting to meet a friend. I love to watch people in shops, how they move around, where they reside, their responses, facial expressions and interactions with each other and shop employees. Along with the Apple store had this expansive window where I could see almost everything happening inside.
There are numerous things happening in a physical store, many of these in precisely the exact same time. As a merchant, no electronic experience can provide you all of the insights and nuances of human interaction with the environment better than actually watching it happen in front of you. I mean, a digital transaction can not monitor a grin, or a frown. Well, maybe there's technology which can, but most shops do not. And it's these small, often occurring encounters that inform you much about who your customers are; what they enjoy, what they gravitate towards and what connects together emotionally.
As I watched the shopper visitors at the Apple store, especially the many interactions with shop employees, it suddenly hit me. I was not looking at only a store...
...I was looking at a computer.
With the linear and clean layout of this shop, devoid of clutter, merchandise was not the star here. Information and answers were.
The shop literally mimics a computer. Its employees are microchips aligning with each shopper request (much like a keystroke). Instead of wiring and circuitry, Apple workers served up help, advice and management, quickly. Expeditiously. Confidently. Yes, in the long run, this will probably result in a buy -- but actually that was a given. The shopper was, after all, in the shop to explore Apple's products in the first location.
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What the shopper actually was saying was --"I have a need, can you help me?" And just like you have come to expect from a computer, the market was quickly, customized to every query and provided a resolution that addressed the needs of the consumer.
Apple's character is that of a computer. Maybe it is not warm and fuzzy. That's okay. Does it have to be? After all, you do not expect your computer to hug you. However, you do need it to work, help answer questions for you, make life simpler -- faster -- more aligned. Seems to make sense, right?
In considering this small yet intriguing revelation, I wondered additional... Are there other, perhaps somewhat less obvious, examples of retailers or brands which immerse themselves into the minds and hearts of the shoppers via a"character"? Perhaps one that's not too obvious but subliminal? Less about what you see and more about how it makes you feel? The answer is yes...but the larger question is...how?
In this piece we will explore five brands/retailers who've perfected and crafted their own distinct personalities. Some are obvious ones concerning their achievement in being able to interpret who they are and have it resonate with their customers across all touch points in-store and outside.
But when you start to associate the"what they are" with the things they do, you will come to realize it isn't only about product or price, it is about the sometimes-subconscious emotional connections that are made which indicate to the shopper,"Hey, I like this place," as if it had been a close friend.
Target -- it is a surprise party!
- Plus it is a party full of fun, trendy grab bags. You are never sure exactly what your prize is going to be, but you know it's going to be great.
- It is colorful, lively, lighthearted! Consider confetti and party balloons.
- It is about cool ideas, on-trend goods, exploration. When it's fresh, just started, you'll meet it .
- And it is easy. Exactly like a party -- you get the invitation, you move, you have a terrific time, walk away with cool things and you do not have to wash up afterwards!
Target is your micro-sized department store that keeps it cool, contemporary, fun and ever-changing. Though you understand where the branches are, Goal always refreshes, and it will not become boring. I mean -- who belongs to a party and anticipates dull? It looks like there is always a surprise around the next aisle. Something new. Something different. Something you have not seen before. And if you have, they do such a terrific job of merchandising -- you encounter your experience in another way -- like it is the first time you are seeing it.
It's the tiny things that they actually focus on too, like cleanliness, lack of clutter, grouping of product (especially around holidays large and small). Everything appears to be where you want it. Do not get me wrong, I love Macy's Herald Square. But the concept of having to navigate a number of floors, directories and escalators to get what I'm searching for isn't my idea of fun.
Getting your household department just an aisle or two away from the makeup department saves time and energy. Making things simple is something all of us need today. Time is money to shoppers. I mean, where else are you going to encounter a wall of gift cards displayed by class, such as in a library. Gift cards might not be sexy, but if you've got to do some quick shopping, why should you need to sacrifice quality and choices over convenience, and ramble all around the store to locate them?
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Ace Hardware -- It is your beloved Uncle Bill who lives next door -- who knows a good deal of stuff you do not.
- They know what you do not know, but do not judge you.
- They're mini-consultants (with no consulting fee) who will provide you the best information for everything from what lawn seed is ideal to taking care of the wasp's nest under your roof overhang.
- Their recommendations are often tried and true -- meaning that they often use the very products they are recommending and can provide firsthand advice.
- They understand you, your loved ones, your next-door neighbors -- hell, they even understand your dog's name since they're locals.
It is little wonder why Ace Hardware is your choice for many over big-box players such as The Home Depot and Lowe's. They are a part of the community, owned and run by people who actually reside in the areas they operate in. The workers know you like a neighbor and can supply you not only with ideas and advice, but also local resources to get the job done.
Online isn't their thing. Person to person is. Since their focus is on the maintenance and repair of one of your biggest investments -- your home -- they help you troubleshoot and fix your issue, or help you make your situation better rather than level everything.
The diversity of offerings is also one of Ace's strengths. Because their shops are franchises, local owners who have a personal and financial investment in the success of the shop can make the choice to carry certain product. In a neighborhood store I frequently shop at, they really have a little boutique in-store that sells women's apparel, jewelry and accessories in addition to decorative items for your home. Not something you would see in Home Depot. It's no surprise that J.D. Power put Ace on top of its customer satisfaction ratings, and has done so 11 years in a row.
It's not just the diversity of offerings by locale or region, but also that here size counts, or should I say, lack of size. The normal Ace shop is approximately 8,000 sq. ft. compared to a Home Depot in 100,000 sq. ft. Try finding answers to your queries across 100,000 sq. ft., let alone finding a man to answer them.
We have written about the problem of getting aid in shop and leaning into the pain points and queries of the consumer. Little, curated adventures, like those that Ace provides, speak volumes about its ability to reassure the shopper:"You have come to the perfect location."
And like your Uncle Bill's home, you won't need a map to locate him or his or her help.
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Trader Joe's -- Your grandma's neighborhood butcher shop run by an eccentric uncle (Bill's older brother Joe)
- It is just like a toy store for adults who love food -- notably various food and fresh flavors -- and searching for culinary diversity.
- It is a family shop -- which means you feel like it has been in your family quite a long time.
- They have a sense of humor. Unpretentious. A bit corny, but funny just the same.
Let's face it, over the years Trader Joe's is now this unique but resilient player at the supermarket class; interrupting and almost completely understanding what the grocery experience is now; harkening back to a time where life was easier and a trip to the marketplace to shop may actually be one you (and your family) looked ahead.
Much of their success was credited to their unconventional and sometimes unorthodox means of connecting with their shoppers that has resulted in almost a cult-like standing with young and experienced shoppers alike. And why? Because they have taken that routine visit to the supermarket and turned it into a nostalgic, nutty and fun adventure where something fresh awaits you each trip in-store. Where tongue-in-cheek signage not only serves up useful information but does so with a healthy dose of humour comedy that just about everyone can relate to. Where employees are hired because of their"sense of experience ," their ability to make people smile and their complete love of food.
And these little personality traits of the people influence the store total character, bringing it to life, daily. Where else would you go grocery shopping and find such great food that is fresh, lovely and different and have your children be easily entertained as you are?
And as if you were not made happy , let's not forget about their newsletter, the Fearless Flyer. This extremely humorous publication is made available to shoppers in print and digital form and never fails in its ability to make people burst out laughing while reading mundane things -- such as a pot roast recipe.
At Trader Joe's, details matter. From hand-lettered signage made by local artists, to overhead placards that play of phrases, sayings or song lyrics or present interesting regional factoids -- celebrating their heritage and community.
Spending time at a Trader Joe's is a comedic and culinary adventure that continues in mind (and tummy) long after you've left the shop. And it's why people have such an emotional connection with them and why people continue to come back to store together.
Stew Leonard's -- It's not a grocery store. It is Disneyland (but with far better food)
- it is a country fair, a backyard barbecue, an amusement park, a farmer's market.
- It is familiar but promotes discovery. It is like a family reunion where you meet new cousins (and you really like them).
Since their humble beginnings back in 1969, when founder Charles Leo Leonard had to rethink his business model when a planned highway was set to run directly through his Norwalk, CT, dairy shop, Stew Leonard's has become a supermarket unlike any operating now in america. Their original idea of allowing kids watch cows being milked while moms went about doing their shopping was a book one at the moment, but who would have guessed it would grow to such popularity and become a pioneering leader in experiential retail.
In 1992, Stew Leonard's earned entrance into The Guinness Book of World Records for having"the best earnings per unit area of any single food shop in america ." I guess their company philosophy of"Take good care of your people and they in turn will take good care of your clients" rings true. It is the experience, not only the price points, that counts. And Stew Leonard's has long since realized the importance of paying attention to their clients and making them feel happy, entertained and fulfilled.
Walking to a Stew Leonard's is like a trip to the state fair -- but you do not need to buy a ticket to get in. Along with the pleasure only just begins at the petting zoo. Everything is intended to cause curiosity, joy and involvement, and savoring the experience -- such as eating a tasty cake, one little bite at a time.
All items keep the human factor high on the list and reach all age demographics. In the preoccupied mother who wants to get her shopping done and junior entertained, to the picky millennial who desires only the finest in fresh produce and grass-fed beef. They inquire, listen and watch intently to shoppers. And they demonstrate that they have listened carefully by providing their shoppers exactly what they want, and much more.
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Like producing"half pies" (made within their on-premises bakery that opens at 3 a.m. daily ) so shoppers won't have to commit to only one flavor. Or doing what they call"show and sell" the Stew Leonard's manner, by taking a 100-pound tuna and brining it out in the aisle, cutting it directly in front of the clients.
And as if you needed more, you will find the animatronic stage productions going on overhead. From a singing Chiquita Banana into Clover the Cow who moos at the push of a button, these whimsical distractions are all supposed to have you imagine yourself not in a grocery store, but in a happy and magical place (yeah -- such as Disney World). Some place you would like to definitely return to and possibly bring some friends. When was the last time you wished to bring your family and friends to your neighborhood chain supermarket?
Anthropologie -- It is not a clothing store, it is a stage set. A live inspiration board. An art gallery.
- Fantasy evoking screens, makes you feel like you're walking on a stage set.
- Textures, details and items made from everyday things such as coffee filters, buttons and wine corks.
It is hard not to walk into an Anthropologie store and not feel some long-denied crafting goddess stirring in your soul. Everything and every area inside the shop is designed to be researched and taken in one little piece at a time -- and often that does not even include the clothes. In a recent interview with Racked, Creative Director Missy Peltz stated"We have this romantic notion that people still need to get inspired. Not just by a gadget or garment, but by an experience or odor. We wish to immerse the customer at an entire experience by appealing to all of her senses."
Even down to the glass cupboard knobs on a few of the classic wardrobes where they exhibit vintage-style teacups and matching plates, the shop is like a motivational collage where bohemian gypsy chic sets the stage and embroidered peasant blouses decorate the celebrities.
With 1.5 million followers in their Pinterest page , Anthropologie has developed a dedicated and participated after, and unexpectedly, the attention is driven by their own visual demonstrations rather than their own clothing. In actuality, people are so obsessed with their own screens that they actually attempt to purchase them. According to House Beautiful, if you find a display or item of furniture in one of the shops, ask a sales associate if you can make an offer to buy it and it might be yours -- with all the cash then given by them to charity (a win-win).
The thing is, Anthropologie is a place you visit so as to downshift. You feel it the moment you walk through their doors. From the mild and fragrant scent of burning candles wafting throughout the shop, the explosion of colours and textures, to their indie playlists, it is supposed to prepare a relaxing and relaxing journey of inspiration and visual diversion. No pushy sales team. No one to wake you from the meditative state.
Even if you don't purchase anything (but you will), you may wish to return again -- because you know they will have something new to explore and become entranced by. It's a fact that there are different areas where you could go to pick up that blouse or espadrilles (and there are many that go out of their way to inform you that).
However, what brings the shopper to Anthropologie is the way they make you feel about the purchasing experience all around. The product is just icing on the cake.
Suffice to say there are many, many elements at play when shoppers enter a shop.
Their mood can be influenced by what happened before that day, or the mission they are on or even the weather. Much of it you do not have control over.
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But what you do have control over is helping to transition the mindset of shoppers as they cross on your threshold, to one that's willing, receptive and open to your own messaging. Sometimes that is a formula of many distinct ingredients such as nostalgia, entertainment, education or pure wonderment. But so as to understand what inspires, stirs or participates at the heart and minds of the clients you need to comprehend why they may seek you out in the first location. Then, do not just deliver it, but make it right before their very eyes, in a multi-sensory experience that sets you apart from other people. And then repeat, repeat, repeat.
The trick isn't only giving your shoppers exactly what they came for, but giving them something more, something they did not expect. That's showmanship. And that is what your personality is going to be famous for -- and will ensure that shoppers continue to come back for more, again and again, however a number of other choices they may have.
There is so much inspiration to be found on the market. Especially today, when brick-and-mortar shops are revving up their experiential motors in an effort to lure shoppers to reunite in-store. Though we've spotlighted better known and recognized brands here, there are also many independents worth mentioning, forging new frontiers and creating memorable experiences at retail and worth exploring.
Stick together for Part 2 of our"Store Personalities" series where we have a look at some independent brands and retailers and what they are doing to redefine the in-store encounter and make memorable and different personalities for their own brands. Something you will also need to read.
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