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Building Consumer Experience Value Using the Power of Metaphors
Aug 20, 2009

Steve McCallion in Fast Company .com tells a great story about telling a story. A critical component of establishing a culture within a company is through the stories various members of that company can tell;  "spinning yarns" as they say.  At retail the same capability exists and this great article illustrates that very notion. Telling stories builds a cuture and creates a customer experience at retail.

"Only a handful of companies embrace the value creating power of metaphor. While other retailers were focusing on rearranging shelves and picking new colors and finishes, Apple, Whole Foods and REI redefined their respective categories by leveraging the power of metaphor to create a meaningful experience. In the Apple Store, the metaphor of a learning center helps you feel comfortable returning for help even after you purchase your computer; in Whole Foods, an outdoor bazaar shifts the shopping experience from being a chore to being fun. At the outdoor retailer REI, an outdoor industry expo invites you to test and try gear before you buy. The elements within these stores are often obvious and shared by competitive stores. But, by orchestrating these obvious elements around a metaphor helped Apple, Whole Foods and REI redefine their categories and win in the market."

How you do... What you do creates the lasting customer experience and builds Loyalty.


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"How You Do What You Do", by Bob Livingston

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