The Phenomenon Of The Retail Playground
Shopping isn’t just shopping any more. The modern consumer wants an emotional experience when they are parting with their cash. Brands are looking to connect with the customer. To do so, retail brands are investing millions in building relationships with their customers. In a global marketplace, a great way to compete is to draw customers into the physical space and offer an experience that is grounded with local culture.
A trip to the retail outlet is an instant result, but can also make you feel connected to the community, while buying on line can be anonymous, impersonal and fast. Absolutely there is space in retail for the online experience, but it will never replace a visit to a physical outlet, where retailers are investing heavily in filling our shopping experience with retail theatre to entertain and entice us.
Almost everything is available to purchase online. So what’s the difference between one online supplier and another? Very little. It’s extremely easy for a consumer to log out and simply shop with the next retailer on Google. And that starts a process that is essentially a bidding war.
World class in-store customer experience delivers satisfied and loyal customers. What they spend is directly linked with the customer experience they just had and hopefully intend on repeating. Think about it, how many times have you visited a wonderfully designed store and purchased a product purely because you had the ‘urge’ to buy something?
It does all start with a smile and end in a thank you but there are many other factors and variables that play a part in making your customer experience one that encourages impulse buys, creates loyalty and longer term builds advocacy.
These images are from Truth Coffee’s Steampunk coffee shop in Cape Town in South Africa. This amazing coffee shop is the HQ of Truth Coffee Roasting and is built around their vintage Probat roaster which sets the stage for an extraordinary coffee and food experience. Steampunk totally reinforces their coffee brand and barista school, as well as their belief that they are the world’s best coffee shop on line. The international media agree… “There are few cafés in the world as stunning as Truth, a ‘steampunk inspired’ artisan coffee shop that is filled from top to bottom with metal piping and quirky old machinery,” “But people don’t just flock there for the décor – the coffee is all hand-roasted in a vintage cast-iron drum, and the company supplies many of South Africa’s top hotels.” Telegraph (UK)