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05.08.12 vol 046

What makes a store more than a store?

How do some retailers and restaurateurs manage to breakthrough the industry stagnation and create really compelling experiences in store?

This brief highlights findings from my Brand Experience Briefs on over a dozen new and interesting concepts:

- nine criteria of breakthrough brand experiences – including #1: a clear and compelling brand story and/or brand promise that’s brought to life; #5: overt promotion of product quality; and #8: attention to detail

- two of my most popular Brand Experience Briefs -- the LEGO store and Patagonia’s Tin Shed store

What do you think contributes to breakthrough brand experiences? What new and interesting restaurant and retail concepts should I take a look at next? Please let me know.

denise

Nine Criteria of Breakthrough Brand Experiences

What makes a store more than a store? What makes a breakthrough brand experience at retail?

These are the 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. I’ve been tackling these questions through the last six months as I’ve audited over a dozen new and interesting retail and restaurant concepts.

I’ve been cataloguing my insights from my audits in a series of Brand Experience Briefs. As I survey my reports so far, I find that the concepts which create memorable brand experiences in their stores have some things in common.

Here are nine criteria of breakthrough brand experiences:
1. a clear and compelling brand story and/or brand promise that’s brought to life
2. target appropriateness
3. brand-right assortment
4. interactivity
5. overt promotion of product quality
6. passionate and well-trained employees
7. distinctive design and décor
8. attention to detail
9. extension beyond the four walls

learn why each of these is important and view examples

Brand Experience Brief: The LEGO Store

The store is a solid experience for the LEGO brand, but the company missed some opportunities to make it even more engaging.

Brand Experience Brief: Patagonia’s Tin Shed

The company’s head of retail marketing calls this new concept a “grand retail experiment.”

Service Spotlight: Brand Experience Day

? Are you looking for fresh insights to rejuvenate your brand experience?
? Does your team need a reality check on the brand experience you’re delivering?
? Do you need new ideas to jumpstart innovation?

Sign up for a Brand Experience Day: a half-day of in-person field experiences (in-person audits of 3-4 concepts) followed by a half-day insights+implications worksession. You’ll get the inspiration and ideas you need to create breakthrough brand experiences.

Download an overview and contact me to learn more.

Check out other ways I help companies solve some of their toughest challenges.

- following journalists covering the restaurant and retail industries including @stephcliff @karentalley @maureenmorrison @lori_weisburg @fastfoodmaven @anniegasparrodj @tiffhsulatimes @tanyamannes @peterromeo
- facilitating a brand platform worksession for a client in the women's accessories category
- booking interviews for my blog – check out last month’s conversation with the marketing head of Coca-Cola’s Venture and Emerging Brands group

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denise lee yohn, inc.
917-446-9325 | @deniseleeyohn
mail@deniseleeyohn.com | www.deniseleeyohn.com