Picture this scene – best friends walking along Fifth Avenue, immersed in their New York experience. The pair wore big smiles as they headed to Tiffany & Co, every girl’s dream.
Suddenly they both slowed, entranced by what they saw in front of them.
“No, we can’t go in there,” one exclaimed.
“I think we should,” the other said enthusiastically.
“Yes you’re right, let’s go,” the first agreed, and they both floated into the store with huge smiles plastered all over their faces.
And what caught their attention, you ask? The beautiful male specimens who greeted them from the front door of Abercrombie & Fitch. These men were the kind of beautiful that makes you stop and gawk.
Think about this idea for a minute; drop-dead gorgeous males greet everyone from the front door, and this alone enticed them to enter a store that was not on their agenda. What is the first rule of retail? Get customers in the door. Mission accomplished Abercrombie & Fitch.
The two friends entered the store with a twinkle in their eye. They were treated to a feast of visuals, which bombarded them through the soft nightclub-like lighting. All around were beautiful clothes, beautiful displays and even more beautiful people – both men and women.
As they walked through the store via the illuminated stairwell, both were silent. With each step another amazing visual appeared, and even though the store was dimly lit, the visuals popped out at them. The nightclub atmosphere just added to the experience.
Upon stepping out into the real world on Fifth Avenue (after receiving a delightful goodbye from the door greeters), the two friends had just one word to describe their experience, wow!
They did not buy anything, owing to the fact they were quite awestruck, but many customers did. Will the brand Abercrombie & Fitch stay in their memories forever? Without a doubt. And the memory is so pleasant that it brings a smile to their face every time they recall it.
Abercrombie & Fitch has masterfully created the entire customer experience. Within the friends’ minds the brand is cemented with everything beautiful. And this came from just from one visit to the store. They will purchase from the brand in the future. All that after just one visit is pretty impressive; and sets the benchmark for all retail.
Have you had a monumental retail or brand experience? How can you apply this to your brand?
Oh yes, they did make it to Tiffany’s!