I think retailers have the advantage when it comes to giving a customer a great experience. The atmosphere in a store can be what draws us in, or drives us away. Having come across Bass Pro Shops, it is a great example of what draws in a customer.
Bass Pro Shops is an outdoor sporting goods store. The inside theme is one that you would find, outside. They have mountain scenes, equipped with big horn sheep; ponds filled with fish; and even a waterfall! And each location’s set up varies.
Now, I don’t know about you, but I’d go to this store just for its environment. They’ve even got the ponds stocked with fish so you can try out casting on a new rod! It’s every girls dream! Ok, not every girls, just me. Its a complete masterpiece, kinda like Disneyland to children. This store is along the lines of a department store, its got everything, from mens and womens apparel, shooting ranges, and even a restaurant. Pro Bass Shop attracts customers based on there environment, they offer an experience that other outdoor stores don’t.
Another good example of stores that successfully sell their experience is the Rain forest Cafe. The environment is a rain forest, with vines hanging everywhere, large aquariums with exotic fish, and animals making sounds. I believe the target markets is mainly families, because it is lots of fun for children. But, no matter how old I get I will always enjoy it, it is something different than the regular streamline restaurants like Earls, or Kelsey’s.
There are other stores that I avoid, such as Hollister and Abercrombie and Fitch . They have a dark atmosphere, with an intoxicating smell, and I don’t mean intoxicating in a good way, I mean knock you to the floor, head injury intoxicating.
This is a picture of the inside of a typical Hollister store, its very dim, which makes it difficult to see the colours and the true style of the clothing. You pick out a pink shirt in the store only to bring it into real light and its suddenly yellow. The atmosphere of this store is targeted to younger segments, I would say young high school students, because I remember at one time enjoying shopping there, but wouldn’t step foot in there now. I do remember not liking the sales staff, I perceived them as the “perfect teenager” and didn’t really get the sense of welcome when you walked through the doors, it was more judgement.
The experience of a store is half the fun, and can be a sustainable competitive advantage.