What makes a store more than a store? What makes a breakthrough brand experience at retail?
These are questions that companies with brick and mortar assets wrestle with as they continue to lose share to online competitors or to those with mobile capabilities (smart phone-enabled mobile commerce as well as IRL roving mobile units and other non-traditional formats).
Denise Lee Yohn brand experiences brands retail(Here’s my newest Brand Experience Brief — insights and analysis from my audits of new and interesting retail or restaurant concepts.)
It’s always interesting to see how product companies create retail experiences for their brands. That’s why I’m eager to share my download on the LEGO store. It’s a solid experience for the LEGO brand, but they missed some opportunities to make it even more engaging. Take a look and let me know if you agree:
brand experiences Denise Lee Yohn Lego retail(Check out my latest “brand experience brief” — a report with insights and analysis of new and interesting restaurant and retail concepts.)
Fast fashion retailer Uniqlo is on a roll. I visited the company’s Herald Square location, one of three stores it has in New York City. Here’s what I thought of the brand experience there:
brand experiences Denise Lee Yoh retail retail experiences retail formats UniqloThe images above are from the Lascaux cave in France and are estimated to be about 16,000 years old. I've been playing around with some new images for business cards and thought of images like this when I began my search. To me, they represent two of the most basic things that I talk about:
brand experiences David Polinchock location based storytellingI was reminded of this issue by C.B. Whittemore's post on our recent retail walkabout at Levi's Customer Retail Experience. During our visit to the Levi's store, C.B. asked about taking a picture of their new Curves display and we were told that we couldn't take photos in the store.
David Polinchock brand experiences consumer control sharing retail experienceAndrew Weir writing at Brand Experience Matters has a nice post about the value of the physical retail experience. I especially like his concluding recommendation:
David Polinchock retail online retail brand experiences customer experiencesThe Kaiser Foundation recently released a study documenting the astounding fact that 8-18 year olds in the United States have increased their media use from 8hrs 33 mins per day in 2004 to 10hrs 45 mins in 2009, which means that except for when they sleeping or in school they are almost always consuming media. I call them the 10:45 generation.
brand contact touchpoints brand experiences brand management John Sviokla media consumption online word of mouthI've gotten some excellent feedback on my 2010 predictions and thought that I would keep a brief excerpt up from here for a little while. You can find the full post by clicking on the link below and I’ve included the list here. Please let me know what you think.
authenticity brand experiences conversation David Polinchock location based predictions retail
