Love and Loco for Local

Have you ever walked into a little local boutique and known it was love at first sight?

The checkout is about 10 feet from the door and shop owner Buddy rests on his stool, giving you a wink when you make eye contact. You feel welcome immediately. As you peruse the oh-my-word-this-stuff-was-procured-just-for-me selection, you swear you’ll never go to the mall again.

Winding around this enchanted place, you start to recognize the clever and carefully placed store design elements. White space, clusters, curiosities and tribes are blended together in the space, and come to life within the presentation, signage and products. Together these elements keep your hands full and your mind blown.

A couple walks into the store, threatening to disrupt your discoveries, and you start to hurry. Then you overhear them appreciate something in the same way you did a moment ago. Your pace slows, and you think to yourself: relax, we’re family here. You make eye contact with Buddy – he nods with a knowing grin.

Five minutes go by, and you and Buddy are chatting it up as you lay down bank for all of your treasures. On your way out, you silently make friends with the couple while noting three more things to come back for soon.

Once you get home you search online for the local you have just gone loco for. You quickly relive your experience while viewing every Facebook and Instagram post and the store’s website. All of a sudden you’re interested in an invitation-only event that our bud Buddy’s shop will be hosting in the community.

A few chain retailers have learned from these local experiences, and it has earned them much more than “likes” and converts. They enjoy their customers’ love and investment in their brand. So how can more chain retailers begin to relish in mutual love with their customers?

Peel apart the experience. But be darn sure that every aspect must collide at once for the customer. If you miss one aspect, it’s like forgetting your pants for the day.

Buddy. Is. Everything. He reads his guests. He knows when to speak and when to wink. He has authority over everything awesome within this space.

Selection. Ask these questions. How can you make commodity goods not-so-commodity? What is your brand’s take on the common? Make the change.

Design, presentation and silent conversations. There are no cookie cutters in store design, so why force it? Leverage every nook and cranny and shape for the best expression of your brand. Signage that speaks like a person connects more intimately than those old bossy “value propositions.” It is not that there isn’t a need for price clarity, but it is best for you to choose what to talk about first.

Online presence can be Buddy’s wink and nod when the store is open or closed. Chains that pay attention to customer behavior in and out of stores get paid in love and profits. Ask more questions like, is re-marketing right for my brand? Is our home page yelling at people or inviting a chat? Is our site loaded with surprises and discoveries?

Marketing. The idea that all marketing is a discussion with a customer seems fitting. Chains have plenty of customer insights, but when these insights emerge as statistics and analytics, they tend to lose  the spark in the conversation.

The outcome of the data reveals that offer X should be given to customer Y. That is great information, and everyone likes a hook up. But maybe instead of grabbing a bullhorn, make sure your brand is the one that delivers a well-timed, thoughtful and intimate little love offering.

How about it, big boys – are you ready to learn from the little locals?

A 20-plus year retail expert with a wide range of successes from visual and store design to brand and marketing, Amy Garrigan is a rare talent. Her experience with store launches include national chains like Family Christian Stores (300 stores nationwide) and Finish Line (500-plus stores nationwide) along with shop-in-shop concept development and build-outs (Finish Line at Final Four). Amy’s success with campaign launches, seasonal shops and product presentations with worldwide brands like Nike, adidas, Reebok and Timberland led to her recognition as a best in class Visual and Store Design Expert. In 2004, she was asked to become an Advisory Board Member of VMSD magazine, and she is currently a blogger for VMSD. In addition to her depth of experience in retail store launch and design, Amy is an accomplished marketer and brand strategist and her research experience compliments her retail background. Her successes have earned her the trust and credibility with the industry and inspired her to build her new consulting firm, Archie & Eldred.