Creating an experience
So, what can a retailer do to create an experience that is different for the consumer? For those who are unsure, consider the following.
Remember, the first 60 seconds are the most important. This means the walk from the car to the storefront has to be memorable; therefore, retailers should look at what they have going on in this space. For instance, what type of signage is on the doors, windows? Is it old? Is the information relevant to the business? This author has visited many retail stores where the signs on the building or windows did not match what was in the store. An example would be a hot tub or chemical brand the retailer used to carry but no longer does. The same can be said for products like billiard tables and patio furniture which are no longer available. If this relates to any retailers, change this immediately. Think of it like Canadian Tire no longer carrying tires. It makes no sense and the store immediately loses its creditability with the consumer. Once trust is lost, it is hard to get back.
Once inside the store, the retailer should provide the customer some decompression space, as well as enough room for them to take two to three steps inward before marketing any products to them. This is a transitional space where the consumer walks from the real world to the world the retailer is about to create for them.
This author equates this occurrence to visiting Disney World, where the consumer’s experience is of utmost importance. For example, when getting off the train, boat, or monorail, visitors are not immediately inundated by rides. Instead, they see characters walking about; they hear the sounds of the park; and they smell the food and candy in the air. Then, visitors have to walk down ‘Main Street’ past all of the eye candy to get to the one thing everyone who goes to Disney wants to see—the castle.
