My Emotional Rescue: The Retail Store

In part one of this blog I highlighted how important it is for brands to make an emotional connection to their customers.  Consumers are four times more likely to shop retailers they are emotionally connected with.

 I’ve been known to occasionally develop “brand crushes” on retailers that I am attracted to. With an in-store environment that appeals to all the senses, Pier 1 Imports is certainly one of these. 

On a recent visit to Pier 1 my senses immediately blossomed when I first walked in to the store. Entering a Pier 1 is like taking in the aromas of a freshly brewed cup of coffee or glass of wine.  I even stood still and closed my eyes for a moment, breathed in and took in the rich aromatic bouquet. (Okay that probably sounds a little nutty but I freely admit I can be a little obsessive about store environments.)    The scent was one of a hint of cocoanut, spices and flowers.  As I walked around the store, I asked a store employee about the scent. She told me that the scent of the month is called island orchard.  It was a very alluring smell and matched the theme of the rest of the store. Brilliantly colored merchandise virtually lit up the store with carefully selected point of purchase signing which matched the colors of the products. So meticulous is Pier 1 in their in-store environment, even the fonts in the signing was carefully selected to bring out a nostalgic summer theme.   Also part of the store environment was the music selection.  Upbeat pop-rock from the 80’s and 90’s accentuated the store environment. When you look at these pictures do you hear “Boys of Summer” playing in your head?

In the blog last week, I mentioned that I would highlight Sheetz C-stores.  But having recently visited a Bass Pro Shops, I decided to switch gears.  So I put my vehicle in virtual four-wheel drive mode and headed to the king of outdoor retailers.  Pier 1 and Bass Pro are as different as night and day but similarities abound in that they have unbelievable in-store environments.  Immediately, as I entered the Bass Pro, it felt as if my dress shoes, starched dress shirt and neatly pressed slacks were transformed into a pair of REDHEAD hiking boots and Columbia outdoor gear.  Everything Bass Pro does screams outdoor paradise!  The only thing thankfully missing is mosquitos.

Prior to entering Bass Pro, I had in my mind that this was a man cave type of store.  I was pleasantly surprised though to see that Bass Pro does a very good job of catering to both men and women outdoor types.  Their at-store marketing in this respect seems to be doing the trick as a quick glance at their patrons showed a good balance between men, women and children. What Bass Pro does as well as any luxury retailer is their visual merchandising as these photos indicate.

As asked in Part one of this series, what store connects with you and how does their store environment enhance your shopping experience?