A shopping experience that appeals to all the senses – sight, sound, smell, touch, taste. If these deeper emotional levels are addressed, the shopping experience will live on in the customer’s memory for more than just a few hours.
Everything behind a brand, everything it stands for. Language, methods and customs help to increase desire for a particular brand. These aspects should come as a surprise and be out-of-the-ordinary to give the brand an intangible value. As a result, customers no longer simply step into a store or other premises – they enter a different world. The ambience at Abercrombie & Fitch fashion stores is a case in point. The interior has echoes of a night club, the music is loud, the aroma of strong fragrances hangs in the air, and attractive employees are always ready to assist the young clientele.
Everyone is unique. Each customer wants to be seen as an individual. This calls for personalisation, even if it is only their first name handwritten on a cup of their favourite hot beverage.
Retail experiences incorporate interactions that need to be unexpected and spontaneous – a small gift here, free refreshments there. Hospitality and generosity leave long-lasting impressions.
Established processes and intensive training to ensure staff excellence are the keys to success. But retailers need to make sure that everything feels natural and spontaneous. Nothing should come across as fake or forced. There should be enough freedom to ensure that the employee’s individual character is not lost .