Irreverent Communication - Is it wise? Does it help increase sales?

Cheeky  Communication instore may not be common, however it is there and is worth exploring. why would a store resort to this and does it work?

Communication such as these can be put up only by stores that do not belong to large corporate chains with central advertising departments. The quirkyness can only come with a real 'freedom' of expression. Such a freedom, in my opinion,  comes only with being the owner and being very confident about customer walk-ins.

Such in-store communication gives the store a distict identity ( positioning), improves recall and helps customers have a smile, which is one way to increase spend levels I believe.

Cheeky, irreverent, non-conformist.......whatever you call it, it is powerful, personal, and proficient.

Am sure you have seen such communication. Do share your pictures or examples here.

IKEA - Helping customers buy....more?

IKEA has many interesting facets of customer experience management including providing names of the designers for each item of furniture, providing restaurant facilities at reasonable prices within the store and simple and easy to understand info-graphics throughout the store. The understanding of customer path to purchase ( to use Shopper Marketing taxonomy!) is impeccable. IKEA has insights in every minute detail of what is happening to the customer at the physical store and in her mind as she goes through the store. The most interesting part is that, everything seems obvious and based on simple common sense.  As an example,when you want to buy furniture you need to measure furniture and space you have for it at home, or that 'matching' is important in decor.........obvious and simple common sense.

My visit was to the store in College Park, Maryland, USA. I am limiting this post to one component of the experience which has to do with the leaflet and purchase planner so that I can describe in some detail these shopping aids, rather than providing a general overview.

On one side of the leaflet is a map of the store which is divided into a showroom, market place and self service. The showroom is full of displays in well designed bedrooms/kitchens/drawing rooms to help customers see the products 'in use'. The market place is much like a departmental store for knick-knacks and smaller items and the self service floor is much like a large warehouse where one can pick up packed and ready to assemble furniture.

The leaftet maps out the various departments and in a fun and clear way explains the shopping process to the client including post purchase activities.

The leaflet has space for planning the purchase. For example you see a table you want to buy displayed in the showroom. Write down the product code and where it is available in the self service area so it is easy to pick up on your way out of the store.  A shopping list with details of what price, which aisle located is a real support and memory aide.

I found the measuring tapes (made out in-expensive paper) and short pencils a real simple, obvious, and comon sense giveaway that adds tremendous value. I saw many using the tape to measure furniture items and also the pencil to write down details.

 

IKEA has really planned the store, and so many small details to maximise shopping pleasure and provide for the retail therapy that it is difficult to believe. Food at reasonable prices and free coffee for loyalty card holders,  customer printing additional loyalty cards ( super naming as 'family card' ) to help co-shoppers in the family .....the list is very long. The single point I want to make is that 'god is in the details' holds very true for customer experience management. Planning for every small touch point and executing with clarity and flawlessly are key.