PSFK advised retailers to think of all store locations as flagship stores and treat customer visits as opportunities to tell the story of the brand. Disney stores executed this idea by remodeling their stores to become a family entertainment hub where kids can interact and play with the merchandise. The New England grocery chain Stew Leonard’s organized their stores by stocking merchandise needed for certain occasions together, such as a barbecue or birthday party. Customers then buy items for an experience and possibly pick up a few things they didn’t think they needed, like birthday hats or corn on the cob holders. Stew Leonard’s stores also have animatronic farm animals kids can play with, flat screens that show feeds of their own daily cows and bountiful offerings of free samples.

The important thing to remember is that the store is an extension of the brand and thus offers a unique opportunity to create an immersive brand experience for the consumer. Apple stores capitalize on this opportunity by keeping their design aesthetic relevant to their brand and by offering product testing stations and optional education classes for customers. Lance Armstrong’s bike shop in Austin, Tex., is meant to be a hub for the diverse biking community, whether people are beginners or almost pros. Mellow Johnny’s even has a coffee shop, showers and bike storage systems to encourage more people to join the cycling community. By creating a community and not just a software store or cycling shop, Apple and Mellow Johnny’s make a visit to their stores not just another stop on an errand run but a place to spend an afternoon browsing and talking with others.

It’s also important to note that the stories retailers tell require scene changes. In order to keep up with shopping and cultural trends, retailers need to continually reinvent the shopping experience, all the while still keeping the brand’s core message and story in mind. Product displays and merchandise need to be rearranged and transformed to give the customer a reason to return.

The In-Store Marketing Summit is the premier educational conference for agencies, CPGs, retailers and P-O-P producers looking to improve their retail marketing strategy.

David Rich is the President & CEO of ICC/Decision Services, a privately held company headquartered in New York City serving customers across North America. David has spent close to two decades in the retail and customer experience management and, as President and CEO of ICC, he develops creative solutions for some of the world’s leading retail brands in many of the largest retail vertical markets.

In this Progressive Grocer story, retailers are given 10 tips to help improve the retail shopping experience with some good old-fashioned cheer. It appears that strong sales incentives are required as part of the mix to drive the consumer toward a purchase. Almost one third of all purchases of CPG goods are driven by some kind of a deal. It is also reported that traffic at on-line coupon and reward sites are at an all time high. A few fairly common sense tactics can address the consumers need for an incentive and bring the spirit of the Holidays to the store. Here is that list in so many words:

1. More in-store tasting and cooking demos.
2. Aromatherapy.
3. Use local school bands or choirs to provide festive music.
4. Collect food bank donations.
5. Run holiday classic movie and TV shows on in-store media.
6. Offer holiday prize drawings for faithful customers.
7. Make donations to local charities. Encourage suppliers to do the same.
8. Holiday decorations.
9. Make sure your staff wears a smile and offers a greeting.
10. Keep the staff happy by allowing them to enjoy the Holidays as well.

It appears the mystery to consumer behavior in late 2009 and beyond is finding the right mix of tangible deals and incentives and mixing them with a store that provides a pleasant shopping environment. This savings/service cocktail can make a tasty cup of Holiday cheer.