WHY BRANDS ARE GETTING PERSONAL

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An immersive coffee experience anyone?

There’s a new generation of consumer making demands in the market – one that seeks to connect on a more personal level and immerse themselves into a brand’s authenticity as a shared experience. And this is set to make it’s mark in physical stores where brands can continue their brand story telling in more innovative and sensory ways – brand to human or could this be brand to women? Read on to learn why.

We wanted to see which stores were ahead of the trend, implementing new ways to share their brand story and better connect in a more personal way. So, with little persuasion, myself and Sam set off on a shopping trip to Manchester’s Trafford Centre, to discover which stores were shaping up to meet this evolving expectation – and of course to do a little window shopping of our own!

It wasn’t long before our first contender came in to play – in need of a coffee and looking for that added customer experience we ventured into Nespresso. The prestigious streamlined store layout, decorated in rich, warm colours creates a sense of luxury. And with the added aroma of freshly made, high quality coffee, where Club Members can select and taste new varieties or limited editions, the experience does make you feel you are being spoilt.

This real sense of being looked after is exemplified with staff taking time to listen to club members’ questions, suggestions and requests; a membership scheme in place to really ‘get to know’ customers and a new club room to taste new coffees, whilst relaxing in a premium and relaxing environment.

The aesthetic DNA of this store is exceptional – a multi-sensory experience that shares strong unifying features of sophistication and indulgence across all communication it displays – and that extend to presentation of staff and their attention to customers.

Virgin Holidays; the second store we visited after hearing it had opened its biggest new-look store at the Trafford Centre, and again the initial impact was of entering a store hell bent on offering more of an experience than simply getting a holiday sale.

With an island bar located at the front of the store displaying numerous ipads for holiday browsing and a complimentary drinks service, an informal and personal environment was created – one more conducive for making holiday decisions. All made easier by the presence of a dedicated children’s area with a video wall.

Their design, inspired by airline lounges and hotel receptions, had staff roaming freely to chat with customers, rather than being in fixed positions, all creating a more natural or real setting to better engage and book a holiday!

What’s more, a number of other V-Room stores have opened recently in the UK, reportedly having already helped grow retail sales by 16%.

But this is a rise in growth we are not surprised by. As a strategic lifestyle design agency with an expertise in marketing to women, we have been able to show clients time-and-time again, with our own unique marketing tools, that with effective insight there are deeper and more meaningful ways to connect with consumers and build longer lasting relationships with them.

Not only are Women are the world’s biggest spenders, they not only buy for themselves, but are the gate keeper to many other purchases, plus they influence many more. Marketing to women using intuitive insight and translating the same into design is how we help brands get up close and personal, and find effective ways to share their brand experience and communicate their brand story.

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