THE BRAND EXPERIENCE… AND THE PLEASURE OF READING
2 observations from walking around my neighborhood today:
- Was very impressed with the brand experience at the Samsung store in Columbus Circle. A large retail space, really dedicated to the brand experience of Samsung. Comfortable couches throughout the store – 1 area had folks watching the NBA playoffs, another had a James Bond movie showing, and yet another section of the store had teenage kids playing video games. Stores pay huge rent, it’s a warm welcoming environment and I am sure results in increased brand affinity for Samsung (as well as I am sure ultimately increased sales). It’s smart and I never understand why more brands don’t do simple things which allow customers to spend more time in their stores (particularly pre-qualified high rent districts where I’d imagine the consumer demographic is high end and precisely the consumer brands are seeking to influence).
- Then spent 3+ hours doing one of my favorite leisure activities – Just hours in the bookstore. Scanned dozens of magazines which I don’t read on a regular basis (from obscure watch magazines to niche technology trades – Literally dozens of magazines… Clearly a must for any PR pro… read read and read more.). Then scanned about 5 different business motivation books… and gleaned a ton of knowledge and enjoyment. Favorite quote of the day from a networking book: “The next year’s business success is about the people you will meet and the books you will read.” As I have said before, I have never met a good PR person who doesn’t absolutely love reading.
Ronn Torossian
May 19th, 2008 at 8:58 am
How’s it going Ronn, Great topic!!
The Apple Corp. for example is another great company that’s thriving due to having great products and also due to its in-store customer experience. But the thing is, the apple store layout design makes it so that you can have fun and enjoy yourself there and even go online on 1 of those computers, but with the heavy traffic and someone always bringing down your neck waiting for their turn and also by structurally designing the store so that the long lines of apple addicts can be seen spending their money as a motivator to make yo make that impulse purchase works great.
Butttt,,,,, Another brand that has THE BEST in-store experience form the consumer’s point of view is by far Barnes and Nobles. Classic wood and comfortable green carpet layout and corner nooks for you to grab 10 magazine and 3 books and read all day FOR FREE. So why buy the book? They never have long lines, and it seems like no-one is buying. Ive had the green B&N card in my wallet for ever now but when i go there i soak up all the information and then I leave feeling that why buy a book that i just read. Ronn what’s your opinion about the B&N store experience, and how do they make any $$$$ ?