Give customers an experience.
A few issues ago I wrote about my favorite coffee shop that I make a point to stop at most mornings. The vibe and the conversation to me were worth spending a little more than at a national chain closer to home.
Well imagine my surprise when I popped in the other day and discovered that the coffee shop was under new ownership! On top of that, the new owner changed things up and put her own personal spin on things.
Initially I was pretty bummed that my favorite spot was no longer giving me the same feels, but after a few weeks, I came to appreciate all the changes. Perhaps the most special aspect of these new changes is the guest book. It isn’t just a notebook where customers can leave their name and address, it is filled with sections that tie to the new medieval theme, like apothecary’s advice, the scroll of gratitude, and the royal court’s recommendations. Guests can share just about anything that’s on their minds or just look through the book and feel inspired, uplifted and filled with gratitude by the contributions of other patrons.
So while I may miss some aspects of the shop from the previous owner, the new ownership definitely knows how to connect with its customers and make the experience more than just about how good the drinks taste.
The same principle applies to your retail store. How does your store connect to customers beyond the merchandise on the shelves? If you’ve never thought about this before then you are missing a huge opportunity.
Your job isn’t just to sell merchandise, it is to give your customers, it is to make them feel good about visiting your store, about their purchase and about themselves.”
In this issue you’ll read about Shedd Aquarium’s reimagined, immersive gift store. It gives guests the illusion that they are under the sea as they explore the wonderful gifts and souvenirs that remind them of their time there. I hope you are inspired to give your customers an unforgettable experience when they walk through your doors.
It’s similar to one of my favorite Maya Angelou quotes. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Your job isn’t just to sell merchandise, it is to make them feel good about visiting your store, about their purchase and about themselves. Doing so will lead to repeat business, positive reviews and an unforgettable experience.
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