Here are two highly effective ways to build a great in-store brand experience (see Sparxoo article about luxury brand in-store experience).
Make consumers feel comfortable and special.
Sure, this is obvious, but the article highlights two good ways to help deliver this successfully combination:
“….one innovative way luxury brands are adding a touch of special is through mobile technology. In-store sales people can deliver better service with the aid of mobile devices, such as the iPad. “Mobile devices combine personalization efficiency and effectiveness with an unprecedented touch of caring and nurturing”
Invest in kind human capital
“..the stuffy, know-it-all, sometimes condescending sales associate is certainly a big turn-off for customers at luxury stores. LI takes example of superior customer service from the online retailer, Zappos. Taking a cue from the extremely polite, considerate and genuine customer service reps at Zappos, “putting polite, informed and well-groomed sales personnel on the floor is just the start, but done well it can be a true differentiator”
The iPad idea is fabulous. It seems kinda obvious but I have yet to see any retailer use the ipad to help improve the shopping experience.
Zappos is a brand I love. I have written about them many times because they know ho to WOW consumers with their great approach to customer service.
So, if you are responsible for in-store delivery of brand experience then look into: a) how iPads can be used as a staff tool to delight consumers and b) at Zappos for ideas about creating values that direct staff on how behave in a way that will delight consumers.