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Your Shopping Bag is More Important Than Your Radio Spot

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You’re no longer in the business of selling stuff.

You’re in the business of entertaining your audience and engaging them in meaningful behavior. If you do it well enough, they will not just buy your products and services repeatedly, but they will tell their friends about it.

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Your Shopping Bag is More Important Than Your Radio Spot

  1. 1. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotYour shoppingbag is moreimportantthan yourRadio spotOrchestrating your brand experience
  2. 2. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spot”Customer experience needs to be thoughtof as a strategic agenda item on par withand actually integrated with corporatestrategy, managing the brand, and newproduct development”Michael Kanazawa & Dr. Robert H. Miles, Big Ideas to Big Results
  3. 3. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotYou’re in the business of entertaining your audience and engaging themin meaningful behaviour. If you do it well enough, they will not just buyyour products and services repeatedly, but they will tell their friendsabout it. (Given your products and services are top notch.)And we all know that a recommendation from a friend is worth so muchmore than any radio spot in the world, no matter how clever the spot is.It’s how brands become market leaders. Period.You’re no longer in the business of selling stuff.
  4. 4. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotWhat conversations does your brand start?The million dollar question is:
  5. 5. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotIn our current experiential economy, people are looking for brands thatdeliver experiences and they’re ready to pay a premium price for it. Ifyou work for a museum, recreational destination, spa, or for a retailbrand, you have a huge advantage. Those brands are inherently experi-ential in nature.Viewing the brand experience as a sequence of touch points will helpyou connect with your audience. It will enable you to orchestrate yourbrand experience for every encounter and interaction with your audienceto maximize the impact of your brand.Do you create a talk-worthy experience?
  6. 6. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.ca
  7. 7. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.caThe following section deals briefly with a number of touch-points thatexist for most retail brands. The examples are meant to get the creativejuices flowing. Once you go through them you get the idea and can de-velop your own tactics and strategies to improve your overall brand ex-perience.Some examples
  8. 8. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.caFor most experiential brands this is the first physical touch point. Ask yourself: How can Icreate a remarkable moment that reflects on our vision and our values?Canada’s Mountain Coop, a chain of stores that caters to outdoors and trekking activitieshas reserved a limited number of parking spots right in front of their entrance. Those spotscome in handy during the long and cold Canadian winters where -30C is not uncommon.But you can only park there if you have an electric car or if you participate in a car-shar-ing plan. Since I participate in a car sharing program here in Montreal, I was pleasantlysurprised and loved the idea so much that I mentioned the idea and of course the brand tomany of my friends. The idea is out of the box, yet totally aligned with the values of thebrand.Parking lot – The journey begins
  9. 9. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotEntering a building, a space or a room can be seen as the initiation to the experience thatfollows. The entrance area should clearly communicate that the audience is leaving theoutside world, the mundane, the day-to day business behind to embark on a journey of adifferent kind.Walmart has a retired person that greets you upon arrival. At Ikea you find the room filledwith colourful balls for kids to dive into and have fun. These two (albeit weak) examplesshow how the entrance area can be transformed into an opportunity to engage your audi-ence. If you manage to create a space that clearly indicates the transition in a way thatsurprises people, you have successfully created another opportunity of your brand experi-ence to be talked about in a positive way.Entrance area - Leave your worries behind
  10. 10. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.caThere are several ways to turn this space into something more remarkable, more enjoy-able. Let’s focus on two:More and more stores consider the real live situation of their customers when design-ing the changing booths and Canadian retail chain Reitmans uses the area in front of thebooths to create a lounge where friends (and husbands) can sit down, flip through maga-zines and take a brake while the girlfriend/wife is trying on the clothes.Another approach, gaining momentum among retailers takes inspiration from hotels whereevery room has a different theme. Apply the principle to your changing rooms. As a resulteach little changing booth has a different and surprising character, so that your customercan discover a different little universe inside each changing booth.Consider adding an audio aspect to the equation to engulf the people even more but besubtle. The wrong execution of the audio aspect can turn a cosy place into a nightmarethat drives people out instead of creating a remarkable experience.Changing rooms – My private Idaho
  11. 11. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.caAsk yourself how you can create a ritual based on the following sequence: client handsover the merchandize - getting a shopping bag/box ready – wrapping the merchandize –adding a free item (which can be as simple as a postcard with a design from a local art-ist) - closing the bag/box – handing over the bag/box in exchange for the payment. Thesesteps offer a great opportunity to engage the customer, creating a talk worthy experiencethat adds to the overall retail experience and help it to stand out. If you find a way toclose the bag/box, tightly with a sticker, stapler, etc. you force the customer to unwrap theitems in a similar fashion like a Christmas or birthday gift. In essence you create a ritu-al in the store and a ritual for the customer at home. Rituals help distinguish your brandfrom your competition, and enable your audience to have a deeper relationship with yourproduct and brand.Wrapping and shopping bag – It’s my party!
  12. 12. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.caIn the same vein like Reitmans’ waiting area, Ikea Australia has created a space where thewomen can “drop off” their husbands and boyfriends, while they do their shopping. It’s anarea where men can be man, play foosball and Xbox or enjoy free hotdogs. Though mostlya PR stunt, it shows that the retail experience offers many hidden opportunities to surpriseyour audience, create value for them while communicating your vision and values in anentertaining and engaging way that leaves your audience wanting to talk about it.http://www.adweek.com/adfreak/ikea-debuts-m-nland-daycare-men-while-women-shop-134978Food for thought I - Ikea’s play room for men
  13. 13. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.ca• How can you present your merchandize in a way that is surprising? Stack boxes or productsto build a high tower or create another shape that stands out.• Instead of in-store communication, why not invite a local artists. The vernisage will offeranother opportunity to invite your customers back and engage them in your world.• Think about freebies and giveaways, that are not part of your actual merchandize. Pick thebusiest day of the week and have models give away nice chocolates or home made lemon-ade on a hot summer day.• Think of in-store events that create value for your customers. Keep in mind, value comesin many forms, not just monetary: educational, inspirational, entertaining, etc. Invite an ex-pert to speak about a subject that is aligned with your brand and offers valuable insights.Food for thought II - Various
  14. 14. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotbrauweiler.caOrchestrating your brand experienceThe successful orchestration of your brand experience is a first step inthe right direction to leverage the full potential of your brand. Think ofevery intervention and interaction with your audience as a small stoneyou throw into a pond. The more stones you throw the more ripples youwill create and the more impact your brand will have on your audience.Your turn!
  15. 15. brauweiler.caOrchestrating your brand experienceYour shopping bag is more important than your radio spotYour shopping bag ismore important thanyour Radio spotOrchestrating your brand experienceAchim Brauweiler - Presidentachim@brauweiler.cawebsite: www.brauweiler.cablog: www.achimbrauweiler.wordpress.comTumblr: www.brauweiler.tumblr.com

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