Store + Story by Zoë Innanen by Zoë Innanen

THIS PROJECT BEGAN ABOUT THE FUTURE OF RETAIL AND QUICKLY MORPHED INTO BRAND STORYTELLING AND EXPERIENTIAL RETAIL. THIS IS STORE AND STORY.

S Y

T R

E R

S T

E T

O T

S 2

T S

E S

E R

T R

O R

S 3

STORE

STORY A BOOK BY ZOÃ&#x2039; INNANEN

table of contents

brand storytelling part one

part one; the story

store + story

what is a brand story?

14 - 15 brand story introduction 16 what is a brand story?

brand story archetypes

17 why do brands need a story? 18 - 19 how stories sell

the ultimate strength 44 - 47 the siren 48 - 51

the leader 52 - 55 the hero 56 - 59 the transformer 60-63

brand story objectives

the creator 64 - 67

20 - 21 story objectives introduction

the trickster 68 - 71

22 - 23 the six story objectives

the loyal friend 76 - 79

the fairy godmother 76 - 79 the wise elder 80 - 83

elements of a brand story

24 story elements introduction 26 be yourself

constructing a brand voice

26 straight to the point

what is a brand story? 84 - 87

27 the magic moment

how to create a brand voice 88 - 89

27 watch your tone

07 04

communication + control

brand story plots

controlling your brand story 90 - 91 communicating your brand story 92 - 93

30 - 31 rags to riches 32 - 33 born again 34 - 35 facing the monster 36 - 37 the quest 38 - 39 classic comedy 40 - 41 the voyage

part two; the store

experiential retail

table of contents

part two

store + story

what is experiential retail?

96 - 97 what is experiential retail? 98 - 99 what do consumers want? 100 - 101 invest in experience

integrating digital tech welcome to the digital age 144 - 145

the internet of things 146 artificial intelligence 147

four types of experiences

near field communication 148 - 149

102 - 103 four types of experiences

104 - 107 social events 108 - 111 fusion collaborations

brand personalization

112 - 115 digital technology

user experience 152

116 - 119 immersive experience

3D printing 152 hand-made customization 153

sense-based selling

120 - 121 what is sense based selling?

the notes

122 - 125 sense of sight

part one notes 154

126 - 129 sense of sound

part two notes 155

130 - 135 sense of scent 136 - 139 sense of taste 140 - 143 sense of touch

acknowledgments dedications 156 my story 157

foreword

once upon a time this is store and story

store + story

1991

1991 - the beginning of the commercial e-commerce revolution. Since its humble beginnings less than 30 years ago, e-commerce has taken ahold of the retail industry, leaving many brick and mortar stores with no other option than to throw in the towel and close up shop. The year 2017 was the worst year on record for the retail industry in the United States, with more major chain stores closing that year than in the midst of the recession in 2009.1 These numbers were driven by a lack of shopper traffic, which also declined a total of 7.9% in 2017.1 As real estate mogul Seth Pilevsky says, “retail obituaries have become so prolific that they could soon merit their own section in your local paper”.2 It seems that consumers are only after the convenience factor - and brick and mortar retail just doesn’t seem to cut it for them anymore. But there’s more. Convenience isn’t the only thing the modern consumer is after. Enter experience; something that is hard to compete with via an online platform. While it may be time to say goodbye to traditional brick and mortar stores as we know them now, it is important to embrace the retail revolution happening right before our eyes. Brand storytelling and experiential shopping are the newest concepts in the retail industry and continue to make headlines as the future of the fashion, cosmetics and lifestyle industries. I hope as you read on, you find learning about brand storytelling and experiential retail as alluring and inspiring as I did. Sincerely,

zoe innanen 11

PART 12

chapter one

all about brand storytelling

what is a brand story?

Stories aren't just for children anymore

store + story

brand is tangible and yet intangible simultaneously - we can see it, touch it and feel it but we can’t necessarily hold its overarching meaning and identity it our hands. Retail futurist Doug Stephens explains it best, referring to a brand as “nothing more or less than a culture”.3 He goes further to define culture as a cumulation of three things: beliefs, customs and artifacts. Beliefs: This is the why of a brand. Why do you do what you do? Why is your brand different than your competitors? Why should a consumer choose you? As Doug Stephens claims, “consumers therefore aren’t merely buying what you do and how you do it. They’re also (and often most critically) buying why you do it”.3 A core brand belief is how you make your brand sustainable and authentic, as consumers enjoy aligning themselves with a common belief.3 Customs: This is the how of a brand. Customs can only be understood and constructed once you’ve determined your beliefs, as the customs must be congruent with the brand’s values. Brand customs are the ways in which every member of your company, from CEO to sales associates, relates to your consumer and includes language, communication, ways of dress, daily routines, standards, expectations and education1. “These become the unique ways that your brand goes about doing things, which are highly distinguishable from other brands”.3 Artifacts: This is the what of a brand. Brand artifacts are the items used to achieve your customs on a day-to-day basis, including products, visual merchandising, outfits and marketing material.3 These artifacts count for many of the tangible aspects of a brand and should be focused on details. It’s the small stuff a brand should sweat, as it is the small gestures and details that have a huge impact on a customer’s overall brand experience.3

WHO 15

WHA

chapter one

A brand story can be many different things, but in its simplest form, it’s a narrative that captures the essence and backbone of your brand. This narrative can take many different creative forms - but we’ll get to that a little later. The main objective of a brand story is to create and maintain an emotional connection to your customer in order to encourage positive purchasing behaviour. As cleverly explained by neurologist David Calne, “the essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions”.4 In short, brand storytelling brings your brand to life by personification. By adding characters, settings, plots and other storytelling tools to your story, your brand comes to life and becomes as real as the loyal customers who believe in it.

once upon a t i me once upon a time unce upon a time once

WHY store + story

Just as people feel closer to someone when they know more about each other, consumers want to know everything about your company before they invest their time, energy, commitment and money into you. A brand story is an exciting and creative way to create a relationship with your customer, as well as allow them to learn the most important aspects of your brand. Storytelling is important in order to interact and engage properly with your customer. Studies show that the brain is somewhat of a pattern recognition tool, constantly making predictions about the world in order to acquire the best possible outcome.5 Retail is evolving and you should too.

chapter one

emotions behind stories

Of course, we can feel emotions when weâ&#x20AC;&#x2122;re told stories but how do we prove that it works? For all the fact-driven minds out there, neuroscience is here to the rescue. While emotions may feel absolutely authentic to us as human beings, they are simply a chemical production in our brain, created in response to when we are showed kindness, compassion or trust.6 This chemical is called oxytocin. Oxytocin enhances the sense of empathy towards others; an important sense used to understand how others react in social situations.6 A scientific study done by Founding Director of the Centre for Neuroeconomics Studies Paul Zak, found that after being told a character-driven narrative, oxytocin was consistently created in the brains of the participants.6 Even more, the amount of oxytocin that was released in their brain actually predicted how much the participant was willing to empathize with others, for example, donating money to a charity associated with the narrative.6 Presumably, this would be the same as emotionally linking themselves to a brand after hearing a compelling narrative and experiencing increasing production of oxytocin. In further studies done by Zak and his team, it was found that if attention was attained by the storyteller from the listener (something that is a scarce resource for the brain), then the listener would end up mimicking and empathizing with the emotions that occured to the characters of the story.6 For instance, if your brand story portrays feelings of determination and hardwork, your consumer will be inspired to mimic those emotions and ultimately associate those traits with your brand. And there you have it - neuroscientific proof that storytelling really works.

* make sure to let your emotions get the best of you 18

store + story

stories A research study found that out of a sample of 3000 online participants aged 23-65, stories added to a product or service increases the value perception, making the consumer willing to pay more. Stories are not only great branding tools, but they sell, too. source: Origin/Hill Holiday via Adweek.com

$126

$133

vs typical hotel room image & specs

* personal stories from previous guests make the room worth 5% more

$99.53

added story of a previous guestâ&#x20AC;&#x2122;s stay

$109.98

vs title, artist and date

* getting to know the artist makes the painting 11% more valuable

added artistâ&#x20AC;&#x2122;s personal story

$70.08

$42.83

vs online auction listing for spoons

added short story

* the listing with a story attracted bids that were 64% higher than without

19 19

brand story objectives

chapter two

Set a goal and stick with it

02 20

store + story

Outlined in this section are the most important objectives every brand story should aim for when creating their narrative. Initiating a call to action, educating through storytelling, sharing personal brand values, creating trust, brand loyalty and shareability as well as designing an aspirational marketing model all act as the main objectives for your brand story. These six brand story objectives ensure your story delivers a measurable result when all is said and done.

chapter two

wer po

objective on e:

: knowled g e two is ve

Sharing product and brand knowledge is a fun and exciting way to teach and create understanding without making it feel like unnecessary work for your consumer.7 But storytelling is more than just an entertainment tactic - education through storytelling can be traced all the way back to the ancient Greek philosopher, Plato, and has continued throughout human history.8 Storytelling as a learning tool is driven by personal reflection using social, historical and cultural constructs from oneâ&#x20AC;&#x2122;s unique experiences.9 In layman's terms, this means that you can tailor your story to your consumer based on emotional connections and experiences you may have in common. By sharing tidbits of product knowledge by virtue of storytelling, this can create emotional connections to your brand and your product. In Part Two: Experiential Retail, this concept of educational storytelling will be elaborated upon with the addition of human sense and experience.

s value

Making the first move ensures you have the upper hand in a transaction. Create a narrative that inspires your consumer to buy into your brand story and inspire them to want to become an active part of that story.7 Presenting the specific features and benefits of your product range or showing the immense value your brand can deliver to your consumerâ&#x20AC;&#x2122;s life initiates a call to action and seals the deal.8 Using a brand story that provides a solution to a common consumer problem can trigger a relatable response in your customer, leading to a successful transaction for both of you.8

obje c

ve three: know i t c

r ou

the first mo ve ake

Your story should share what you do and do not stand for as a company and a brand. What are your brand values and morals? Do you support any charities? Do you claim affiliation with any social issues? Make sure to share what you care about as a brand in order to generate a conversation involving your company in a positive light.7

goals goals goals

store + story

object ive f

s ke i n

tiv

: communicat ive io ef

Stories are meant to be told again and again, and yours is no different. Your story should be so compelling that your customer should want to share their brand experience with everyone - this is called brand advocacy.5 By doing so, your customer is showing that they want to be part of your brand as well as be associated with what you stand for. Word of mouth can drive traffic and sales more effectively than any form of traditional advertising.5

Creating trust and loyalty in a customer is such an important concept that it has its own industry name: Consumer Brand Relationships.10 The concept of brand love is linked to two interpersonal relational constructs: trust and commitment.10 When trust and commitment are integrated into your brand, this indicates to your consumer that the brand will successfully meet consumer expectations.10 One way of doing so is to be honest and transparent with your brand failures and successes, as well as elaborating on hot topics such as manufacturing and office culture. This mutual love, trust and transparency between your brand and the consumer has been proven to have a positive influence on brand commitment, leaving a lasting emotional effect on your customer.10

t to be wan

obje c

ve six: be who i t c t

rust issues r: t

Using your brand story to appeal to your consumersâ&#x20AC;&#x2122; aspirations and desired lifestyle will connect your consumer emotionally to your brand.5 You can create an aspirational brand story by framing the expectations of your target market and appealing to what they hope to achieve in the future.11 After providing a compelling aspirational brand story that your customer can relate to, your brand provides a unique channel through which one can present their actual, idealized or aspirational characteristics of the self.11 Et voila - a story objective that works for both you and your customer.

crucial elements to add to your brand story

brand story elements chapter three

The important stuff

store + story

This is where you turn your story into something people want to listen to. You donâ&#x20AC;&#x2122;t want a yawn-worthy brand story, do you? Of course not. In this section, we hit on key elements that will help convey your story properly and effectively to your customer. Keeping these elements in mind will ensure your audienceâ&#x20AC;&#x2122;s full attention - something that can be very hard to grasp in the first place.

be yourself chapter three

Believability, authenticity and reliability are all important elements of a successful brand story.7 Your story must make sense in relation to your company in order for it to present as authentic. These traits are proven to create emotional ties with your customer, personally linking them to the story.10 In a world of ‘same’, authenticity can be used as a tool to stand out in the oversaturated market.12 Multiple sources have found that brand authenticity has a direct correlation with brand credibility, trust, awareness and perceived quality.12 Be clear; be honest; be yourself.

In a world of ‘same’, authenticity can be used as a tool to stand out in the oversaturated market.

Being concise is important when creating a brand story, as it will be told time and time again5. Try to pull together the most important parts and edit them into a small bite of content - this will make the information easily digestible for your customer. Having a short-but-sweet story also increases your odds of keeping your audience’s attention, something that has become an even shorter span in recent years.14

straight to the point

Pull together the most important parts and edit them into a small bite of content - this will make the information easily digestible for your customer.

the magic moment store + story

This is the “ah-hah” moment in which a brand story takes a turn or a new path in order to become what it is today. This moment evokes emotion from the audience and creates intensity5. Surprise and unexpected moments can also trigger main brain structures (the hippocampus and the nucleus accumbens), creating a long-term memory.13 With this in mind, it’s important to create a story that is unpredictable in order to truly catch your customer off guard. This is the hero moment that your consumer will forever associate with your brand - so choose strategically.

This is the “ah-hah” moment

serious, cheeky, funny, etc. The voice and language your brand uses connects to your demographic. The language and tone of voice (ie. serious, cheeky, funny, etc.) must be relatable to your audience, whether it’s use of tone, vocabulary or humour.7 Language will be touched on in more detail later on in Chapter Six: Constructing a Brand Voice.

watch your TONE 27

and so it goes

brand story plots

brand story plots to follow

chapter four

store + story

very story follows a plot in some way - as they say, no story is completely original. Itâ&#x20AC;&#x2122;s your job as a brand to choose one or more plot genres that your brand subscribes to in order to create an effective and complete brand story. In this section, we explore general plotlines and themes that can be tweaked with unique elements specifically for your brand.

chapter four

Begin the story by explaining how the protagonist (your brand) started out before the change to 'riches' occured. This is in order to show your audience the strength, endurance and courage it took to move towards change. It’s important to paint your protagonist as someone relatable in order to gain an empathetic response from your audience.15

Next comes the part where the audience sees the change occur.15 Did your protagonist meet an ally? Changed the way he or she ran the business? Outline the exact moment that actively changes the course of the story for the good - this is what we refer to as the magic moment (refer to Chapter Three: Elements of a Brand Story).

rags to riches The rags to riches plot is essentially a story following the success of the underdog. The brand begins its journey by being dismissed by others and deemed insignificant. However, after perseverance, practice and hard work, something happens to reveal the true potential of the brand in all its glory.7 This plot works well for brands that began as small businesses and have leaped to big-time success, or to elaborate on the brand founder’s hard work ethic. Remember, this plot can refer to ‘riches’ in notoriety or social riches and can, but does not have to, refer to monetary riches.

Finish off the rags to riches plot by illustrating the outcome of the challenges the protagonist faced. This is to show how the protagonist’s perseverance and strength has paid off in the brand’s success. The audience emotions associated with this part of the story should be aspirational and an overall sense of empathetic accomplishment for the brand.

AFTER PERSEVERANCE, PRACTICE AND HARD WORK, SOMETHING HAPPENS TO REVEAL THE TRUE POTENTIAL OF THE BRAND IN ALL ITS GLORY.

MIKAEL JANSSON. (2016, JUNE). GRAND HOTEL FOR VOGUE US.

store + story

chapter four

a rebirth story about a moment in time that renewed the brand

PAUL BELLAART. (2015, MARCH). DOUTZEN KROES FOR VOGUE NETHERLANDS.

store + story

The story begins with the protagonist falling under a shadow of darkness.16 This shadow can be represented by something shocking such as a public relations scandal or a something detrimental such as a poor branding strategy. When challenged with this dilemma, the protagonist is faced with either a voluntary longing to change or is forced to make an adjustment.16

The story continues by outlining the struggles the protagonist faces during his or her transformation, whether it be monetary struggles, emotional struggles or otherwise.16

born again

Finally, the protagonist prevails in the end by showing the audience how his or her hardwork has paid off and what the brand has become because of this rebirth.16 The ending of this plot is important, as it highlights how the renewal of the company ultimately saved the brand by becoming something even better than before.

The born again story is essentially a rebirth story about a moment in time that renewed the brand. The brand changes their way of doing something, therefore making them a better company.7 The born again plot is a story of transformation that gives the protagonist the ability to develop into who he or she has always wanted to be or was destined to become.

chapter four

Start the story off by showing how the life of the protagonist is content before the monster comes into the picture. This will foreshadow your brand as the protagonist and the monster as the antagonist. Follow up by introducing the threatening and destructive force that is the monster of the story.16

facing the monster The facing the monster plotline faces an evil or threatening force which the brand must fight to overcome. The outcome of this story can make the customer the hero of the story or allow the brand itself to become the tool which overcomes the force.7 For instance, a small family-run business may position themselves against their â&#x20AC;&#x2DC;monsterâ&#x20AC;&#x2122; - the chain competitor. This makes the customer the hero of the story by supporting their cause.

The rising action is when the protagonist comes face to face with the monster. Emphasize how small a force you are compared to this enormous and monstrous antagonist.16

After the exhausting fight between you and the monster, the climax comes when the protagonist overcomes the monster and the roles are reversed. The protagonist is liberated and can fully enjoy his or her hard-fought success.16

CAMILLA ARMBRUST. (2015, MAY). IRMA SPIES FOR FLAIR GERMANY.

FACES AN EVIL OR THREATENING FORCE WHICH THE BRAND MUST FIGHT TO OVERCOME.

store + story

s on

NARRATES THE SEARCH FOR SOMETHING, WHETHER IT BE A PERSON, PLACE OR THING; TANGIBLE OR INTANGIBLE. 36

KIMBERLY GORDON. (2016). FIELD OF DREAMS FOR FASHION GONE ROGUE.

chapter four

store + story

the quest This story type narrates the search for something, whether it be a person, place or thing; tangible or intangible.15 The brand sets out to attain something, while facing multiple obstacles during the course of the quest. This plot can highlight a brand’s determination and ultimate strength throughout the quest, as well as show how gaining this ‘thing’ has affected the brand as it is today.

Begin the story by highlighting how the protagonist’s life was lacking without this sought after ‘thing’. "Usually, some major incident leads to a quest, shapes the path taken, and foreshadows the rest of the story: an early success/ failure, a personal or family connection, etc”.15

The middle of the story should focus on the challenges, disappointment and delays the character faces throughout his or her quest.15 Make sure the audience knows that this is not an easy feat this ensures the audience knows just how important this quest means to the protagonist.

The protagonist radiates positivity and honesty, which can be used further in the story to attract help along the way.15 These are also traits that should be used to attract customers to your brand.

Finish the story by summing up what the protagonist learned from the quest and gained from attaining the ‘thing’ they were after. Is the story over or just beginning? Is your brand now in the midst of another quest?15 These are the plot narratives that evoke aspiration and wonder from your audience.

chapter four

classic comedy

Although it is one of the main story plotlines, the classic comedy is not as easily dissected as the other plots because of its many variations.16 However, there are still a few main elements of the story that are essential to this plotline.

The comedy story plotline has a happy ending, while also remaining light and cheerful. Although the plot may endure some obstacles the brand must overcome, the result is a successful and joyous conclusion to the story.7 Funny and lighthearted companies fall under this category and can use this amusing plot to relate to a lighthearted and quirky consumer base.

The essential elements can be interchangeable, but usually the classic comedy includes either lifting a shadow of darkness, miraculous transformation or a happy joyous ending.16

DAVID ROEMER. (2017, AUGUST). GEORGIA FOWLER FOR HARPERâ&#x20AC;&#x2122;S BAZAAR.

happy ending

store + story

E m

chapter four

BYRDIE MACK. (2017, OCTOBER). MYRTILLE REVEMONT.

THE VOYAGE

THIS TYPE OF STORY REPRESENTS PROGRESSION,WISDOM,KNOWLEDGE AND EXPERIENCE AND FOCUSES ON THE JOURNEY, NOT THE RESULT.

store + story

Begin with your protagonist about to start their journey. There are multiple variations to this plot, including voluntarily beginning the journey, reluctantly starting the journey or being forced to begin the journey due to certain circumstances.15

the voyage In this story, the brand goes to great lengths to attain experience and knowledge. This type of story represents progression, wisdom, knowledge and experience and focuses on the journey, not the result.7 The voyage takes the audience to exotic and far-away places, while simultaneously overcoming challenges along the way. The difference between the voyage and the quest is that the voyage is not about attaining anything specific, but learning through experience.15 This story works well for teaching your audience about how your brand got to where they are today, or the life and times of your brandâ&#x20AC;&#x2122;s founder and what lead him or her to this moment in time.

Illustrate a tale of where your protagonist went next and what happened. Why is your protagonist on this journey?15 What do they hope to learn? Use these questions to frame your plot.

The story ends when the protagonist is finished their journey - or merely finished for the time being.15 Conclude by sharing the benefits and lessons your brand has gained and learned from this journey.

a story is nothing without characters

brand story archetypes chapter five

you're such a character

store + story

“The power of archetypes in great stories is their ability to tap into a rich vein of unspoken associations, in the same way that our limited conscious memory taps into the rich vein of our experienced world. The associative basis of memory is why metaphors and archetypes are so powerful. Metaphors allow us to associate a rich vein of ideas and memories in our minds through one central ‘idea’, making that idea a powerful trigger of behaviour” - Shirra Smilansky

s determined in a neurological study on stor y tel li ng (read more in Chapter One: What is a Brand Story?), a successful story evokes empathy and compassion from its listener.6 And as Smilansky claims, there is no better way to empathize with human memor y and exp er i ence than with archetypes.5 This section outlines the different protagonist archetypes related to brand characteristics and will help you determine which character type suits your brand best.

The Ultimate Strength archetype overcomes obstacles with the power of strength, stamina and tenacity.17 The brand must include the power of strength to be portrayed as this character type, whether it be depicted as intellectual strength, emotional strength or physical strength. The Ultimate Strength aligns best with brands that want to associate themselves with power and durability.

ANNA OTTUM. KIRSTEN LAM FOR URBAN OUTFITTERS.

the ultimate strength

chapter five

store + story

ADRIANNE HO. (2015). SWEAT THE STYLE.

nike N

ike symbolizes strength, determination and athleticism, which are all characteristics of the Ultimate Strength archetype. By foreshadowing their strength with the iconic tagline 'just do it' Nike attracts an equally driven consumer base by evoking emotions of power and perseverance. Subsequently, these character traits can be passed on to Nikeâ&#x20AC;&#x2122;s products, making them seem just as strong and durable as the brand itself.

chapter five

Oxy Skincare is the epitome of a no BS brand - it’s here to remedy your skin and nothing can stop it. This Ultimate Strength character has made a name for itself as a strong and powerful brand that boasts an equally equipped product line. Not only do Oxy’s products represent strength, but the brand also uses authoritative words such as ‘Daily Defense’ and ‘Maximum Action’ to capitalize on the characteristic of strength.

GLOSSIER INSTAGRAM. (2016).

oxy skincare

ate

strength

buckley's Buckleyâ&#x20AC;&#x2122;s is all about creating a medicine that helps people get better - not taste better. Their ultra-strong and powerful cold and flu medicine is a remedy for those who want to get better quick and not complain in the process, making it an Ultimate Strength brand archetype. Their main objective is to provide a strong product that works to an equally strong patient who can take the taste - aligning them with a consumer base that meets their brand character and initiative.

AMELIA FULLARTON. (2017). ZULU & ZEPHYR.

the ult

store + story

The Siren is a force to be reckoned with, naming attraction and power as some of its most distinctive character traits. This archetype uses his or her attractive and sex-oriented nature and instincts to attain whatever their heart desires.17 This character type is best associated with brands that possess hierarchical elements of sexuality, aesthetics or physical attraction.7 The Siren uses beauty or sex to attract his or her clientbase and is extremely charismatic. This can be done in an outright manner, such as offering beautiful or sexual products or services, or it can be done in an abstract way, offering the promise of beauty and sexuality simply by using your brand.

02 48

STEPH SEGARRA. (2017). CENIT NADIR FOR SOME MAGAZINE.

the siren

NO SIREN DID EVER SO CHARM THE EAR OF THE LISTENER AS THE LISTENING EAR HAS CHARMED THE SOUL OF THE SIREN.â&#x20AC;? - HENRY TAYLOR

chapter five

store + story

victoria’s secret TOP: VICTORIA’S SECRET MEDIA. (2015, SEPTEMBER). CANDICE & BEHATI BOTTOM: JENNIFER STENGLEIN. (2017, JULY).

Victoria’s Secret represents the epitome of what the Siren stands for as a brand archetype by seamlessly blending beauty, sex and femininity together into one. Not only does Victoria’s Secret sell a product that is inline with these characteristics (ex. lingerie, swimwear, fragrance, cosmetics), they also put a strong emphasis on their brand ambassadors, the infamous Victoria’s Secret Angels. These hand-picked models are the walking-talking embodiment of what the brand represents and therefore sell the product and the brand by being the ultimate Siren brand ambassadors. Victoria’s Secret is an example of a Siren brand that attracts their customer base by selling a sexual product as well as the abstract idea of sexuality and beauty to their client.

chapter five

glossier

TOM NEWTON. REBECCA FOR GLOSSIER.

Glossier is a relatively new cosmetics and skincare brand that has taken over the millennial market. Known best for their glowy skin products and pretty packaging, Glossier pulls their customer in with the promise of an Instagram-worthy #shelfie. Although the company manufactures relatively standard products, their product packaging and branding has made them a growing success story. Along with pink billboards and catchy taglines, Glossier also hosts pink pop-up stores and events to draw in new customers. These traits make Glossier a beauty-driven Siren brand that has made a name for itself purely for its attractive branding and promise of a fresh-faced glow.

cloud pain t

50 cl

elle fitness

Elle Fitness is a Toronto-based women-only gym that offers classes with clever names such as Bikini Bootcamp, Hottie Body Boxing and Lean Machine. These names are one of the branding tactics this company uses as a Siren archetype to appeal to a demographic of women looking for an empowering environment to become their most attractive and sexy self. Elle Fitness engages customers not only by their use of fun and feminine branding (pink as a primary colour scheme and clever class names), but they also sell the idealization of physical attractiveness and sex. These character traits make Elle Fitness a Siren brand through and through.

RIGHT: PURE + GOOD. PHILA COLORBLOCK PRODUCT SHOT FOR ANTHROPOLOGIE.

omen-only aw b

fitness st que ud i t i ou

LEFT: JULIA GALDO & CODY CLOUD. (2016). ASICS SPRING CAMPAIGN.

store + story

The Leader archetype is extremely influential to those around them and is a ruler in their field. This character is authoritative and dominating, often making them the best in what they do.7 This character type matches well with brands who have become leaders in their industry.

BRUNA TENORIO. (2016, OCTOBER). GRAZIA ITALIA.

the leader

chapter five

store + story

christian louboutin

CHRISTIAN LOUBOUTIN. (2013). NUDE COLLECTION CAMPAIGN.

In the wonderful world of shoes, thereâ&#x20AC;&#x2122;s nothing more recognizable than a red sole. Christian Louboutin has made a name for itself as a Leader in the footwear industry by being an influential resource to competitors. Infact, so influential that many have tried to copy the classic red-bottom sole. And while this is not a criminal offense, any true shoe-lover knows who red soles belong to. Louboutins are commonly used interchangeably as a reference to womenâ&#x20AC;&#x2122;s heels, which automatically make this brand akin to the Leader archetype.

chapter five

cosmetics 54

ALIQUE. (2017, MAY). EMILY DIDONATO FOR VOGUE PARIS.

M.A.C cosmetics is a world-renowned makeup brand and is known as one of the first of its kind targeted towards professional makeup artists as well as makeup lovers. M.A.C represents the Leader archetype well, as it is a well-recognized name and a staple in most makeup collections. Authoritative and experienced this brandâ&#x20AC;&#x2122;s expertise has inspired and influenced many people and brands, making it a prime example of this brand story archetype.

the lead

store + story

rchet ype

apple

KYMMIEE SIMON. (2017). BLACK AND WHITE MONOCHROMATIC FLATLAY.

A Leader in innovation and technology, Apple is one of the most recognized brands in the world. With a new approach to mobile communication, Apple has revolutionized the cellular phone so many people use around the world today. The company has not only majorly influenced the tech industry but the music industry as well, creating brand-exclusive applications such as iTunes and Apple Music. For these reasons, Apple is a leading lifestyle brand and therefore a perfect example of the Leader brand archetype.

The Hero character uses his or her strength, knowledge and abilities to prove his or her worth through heroic actions. This character can be associated with elements within a brand such as experience and knowledge that makes the world a better place.7 The Hero can also be associated with an aspect of adventure, making it attune with the Journey or the Quest brand story plot.17

ZANITA WHITTINGTON. AERIAL LOVE FOR ZANITA STUDIOS.

the hero

chapter five

store + story

TOP: ANDI CSINGER INSTAGRAM. (2018, FEBRUARY).

BOTTOM: EVERLANE. (2017). WIDE LEG CROP GROUP SHOT.

able fashion

everlane

ain

ical and sust h t e

Everlane has made a splash in the market recently by labelling themselves as a ‘radically transparent’ brand. The L.A based clothing company is more than clear with their customer on the journey they have endured in order to provide ethically made and sustainably sourced womenswear and menswear, characterizing the brand as a true Hero in today’s fashion industry. The knowledge that Everlane shares with their customer improves the ethical standards of the fashion industry and creates a strong and trusting consumer relationship, making them the Hero of their own story.

chapter five

fenty beauty

BOTTOM: SHXPIR. (2017, MARCH). NYLON MAGAZINE.

TOP: MAI OF PORTRAIT OF MAI. (2017, OCTOBER). FENTY KILLAWATT HIGHLIGHTER.

Although brand new to the market, Fenty Beauty has already swooped in to save the day for makeup lovers across the world. With its brand launch came a robust and diverse product line with 40 different shades of foundation - something that is still rare in todayâ&#x20AC;&#x2122;s makeup industry. While this inclusivity should be a normal occurrence in cosmetics, Fenty Beauty has made it the new standard to compete with. For these muchneeded actions, this brand deserves to identify as the Hero archetype.

store + story

S’WELL INSTAGRAM. (2018, MARCH).

s'well

On a mission to improve human health and the wellness of the environment, S’well bottles have become the trendy way to replace harmful plastic water bottles, making the brand the ultimate lifestyle Hero archetype. Combining fashion and function into a pretty product, S’well not only looks great while also helping reduce waste, but also partners with charities such as (RED) and UNICEF.18 By sharing their learned knowledge and expertise with consumers in order to better the world, S’well has already excelled at encapsulating the entire essence of the Hero brand story archetype.

The Transformer brand is determined to make a difference with the power of change.7 Dedication, self-improvement and an intuitive desire to revolutionize the world are all key characteristics of this brand archetype.17 This character type is best associated with brands who have transformed themselves or changed society through their actions.

KAT IRLIN. DOUBLE EXPOSURE NEW YORK.

the transformer

chapter five

store + story

toms

TOMS. DEL REY BOUCLE SNEAKER.

Toms shoes was built upon the founder’s desire to change the world for the better, thus identifying the brand as a true Transformer archetype. For every product the brand sells, Toms’ One for One® campaign supports third-world countries by donating shoes and money for clean water, safe childbirth and sight-saving surgery.19 While the emphasis may not be on the products themselves, Toms uses their Transformer nature to attract a consumer base who therefore not only supports the charitable cause, but the brand as a whole. Toms has aligned itself with positive traits such as dedication, world-improvement and charitability, making it the ultimate Transformer brand story archetype.

chapter five

TOP: IT COSMETICS. CONFIDENCE IN YOUR GLOW.

IT Cosmetics (an abbreviation for Innovative Technology Cosmetics) began as a startup brand attempting to sell its way through television channels such as American cable network, QVC. Several years later, the makeup brand is thriving as a Transformer by changing the way women are represented in makeup advertisements. Real women (with real skin and blemishes) are used in their advertisements to show how their products really work for all skin types. Additionally, IT Cosmetics supports worthy causes such as the Look Good Feel BetterÂŽ program to assist women with cancer.20 As a result of their brand initiative to disrupt the beauty ideal as well as their generous donations to deserving causes, IT Cosmetics is a great example of the Transformer brand archetype.

BOTTOM: IT COSMETICS. CONFIDENCE IN A COMPACT.

it cosmetics

store + story

uber

GLEN LUCHFORD. (2016). STELLA MCCARTNEY POP CAMPAIGN.

The Transformer brand cannot be fully explained without including the pioneer of ride-share technology, Uber. Uber varies from the other Transformer examples as it does not necessarily make the world a better place ethically (ie. donating to worthy causes or developing self confidence) but it does make life easier and more convenient. The brand has completely revolutionized transportation and is dedicated to creating an experience that is both beneficial to the customer as well as the driver.

Whether it is creation in the highest form or a small innovation, The Creatorâ&#x20AC;&#x2122;s best qualities are imagination, creativity, originality and authenticity.17 This character type works well with brands who have invented something new or re-invented something to become better than ever. The Creator can also be used for brands that are self-sufficient and have established themselves from the ground up.7

ADORED VINTAGE. (2016, AUGUST). VINTAGE WORK ATELIER.

the creator

chapter five

store + story

arc’teryx

UNDER: FIONA LANHAM. JENNER, CALIFORNIA.

ON TOP: OUTDOOR VOICES. THE HIKER COLLECTION.

Stemming from a search for functional outerwear, the Creator brand Arc’teryx was born. A true innovator, the brand has a reputation for using technical materials and creating specialized designs for unpredictable Canadian weather. Starting out in a basement in Vancouver, Arc’teryx used a pizza oven and wastebasket to begin creating their first outdoor equipment.21 This brand encapsulates every characteristic of the Creator brand; creativity, originality and self-sufficiency.

chapter five

The Burt’s Bees tale could stand in as a rebranding bible, teaching marketers far and wide how to completely change the way the world uses a product. Burt’s Bees is the epitome of the Creator brand, having taken natural beeswax and turned it into a commercial cosmetics line. Although not a revolutionary or original innovation (people have been using natural beeswax for years), Burt’s Bees took this product and created the first commercialized brand with this concept.

TIM WALKER. (2013, MARCH). ELZA LUIJENDIJK FOR AMERICAN VOGUE.

burt’s bees

BELOW: DYSON HAIR INSTAGRAM. (2016, MAY).

ON TOP: DAVE WHEELER. DYSON REVIEW FOR HARPER AND HARLEY.

store + story

dyson From vacuums to blow-dryers and everything in between, Dyson has become known as a desired Creator in multiple different markets using new and innovative technology. As a result of their modern innovation and creativity, their sharply designed products have become coveted by many and even make an appearance in the form of hand dryers in public washrooms. As a true Creator brand, Dyson re-invented traditional technology and, in turn, made these household items synonymous with its brand. Letâ&#x20AC;&#x2122;s face it - air suction and circulation has never been so cool.

The Trickster is intelligent, sneaky and nonconformant. He or she uses secret knowledge to go against conventional behaviour and rules in order to seduce the people around them.7 This archetype only thinks outside the box and is always sure to slip in the element of surprise.17 The Trickster character works well for brands who have skirted the rules or rebelled against social or industry norms in order to become who they are today.

FLANELLE MAGAZINE. (2017). PHOTO OF THE WEEK.

the trickster

chapter five

store + story

LEFT: PIERRE-ANGE CARLOTTI. (2016). SS16 VETEMENTS SUMMER CAMP.

vetements

RIGHT KATHY LO. VETEMENTS EDITORIAL FOR THE CUT.

Hi g h f a s h i on c l ot h i n g br a n d Vetements has always had some tricks hidden up its oversized sleeve, making it the obvious choice for the Trickster brand example. Love it or hate it, Vetements has turned the traditional ‘luxury’ industry on its head by creating minimalistic yet iconic pieces and selling them at designer prices. This Trickster brand has developed a following from rebellious, idiosyncratic and like-minded consumers who bow down to the eccentricity of the clothing brand.

chapter five

deciem l a m r o y n n b a a p m e o h t ty c u a e b

SKINCARE SKINCARE SKINCARE

LAURA WIEDERMAN. (2017, APRIL). #INSIDESCOOP FOR THE VAULT.

Skincare brand Deciem has utterly disrupted the beauty industry by creating quality products for a fraction of their competitorâ&#x20AC;&#x2122;s price, earning them a huge cult-following in the process. Not only are their potent products unique and affordable, but the brand also prides itself on their unconventional conduct and abnormal brand positioning. This ultimate Trickster brand has become successful as a result of rebelling against industry standards and presenting themselves as quirky and authentic to their customers.

store + story

airbnb

TOP: RICHARD POWERS. MONOCHROMATIC ROOM FOR ELLE DECOR.

BOTTOM: CHRISTOFFER REGILD. (2015). COCO LAPINE DESIGN.

Beginning as a ‘designer bed and breakfast’, Trickster brand AirBnB has made a huge splash in the tourism industry in the past couple of years.22 Completely disrupting the traditional hotel industry, AirBnB uses real homes to rent out for short-term leases at competitive prices all across the globe. By thinking way outside the box and skirting the established rules of hospitality, this Trickster brand has become a $25 billion dollar company with an international consumer base.22

YULIA GORBACHENKO. SIX SHADES OF GLOW FOR COLOURPOP COSMETICS.

The Loyal Friend is someone who epitomizes the elements of trust, loyalty and reassurance.17 This brand archetype allows the people around them to feel confident and stable.7 This character works well for brands who want to help their customers and join alongside them.

the loyal friend

chapter five

store + story

aerie

ALI MITTON. (2018). RACHEL PLATTEN FOR #AERIEREAL.

Aerie is an American Eagle lingerie and activewear brand that represents comfort, confidence and self-love. The Loyal Friend brandâ&#x20AC;&#x2122;s initiative is for its customers to feel comfortable yet sexy in their own skin. This can be shown by their #AerieREAL campaign, which focuses on positive role-models in their unretouched ads. A perfect dose of confidence, sexuality and reality, all represented by one brand.

Lush

Lush is the brand that wants to make you feel your best, while also looking out for your health by staying #au naturel. By looking out for your wellbeing with natural products, while also majorly improving your social (media) life with glitter bath bombs, Lush is a Loyal Friend brand archetype through and through.

JEM MITCHELL. (2016, NOVEMBER). JI HYE PARK FOR VOGUE CHINA.

THERE MUST BE QUITE A FEW THINGS THAT A HOT BATH WON'T CURE, BUT I DON'T KNOW MANY OF THEM. - SYLVIA PLATH

chapter five

store + story

starbucks

A BEAUTIFUL MESS BLOG. AEROPRESS BREWING 101.

Nobody knows the Loyal Friend brand archetype better than Starbucks. The coffee brand has developed a cult following by personalizing every order - calling customers by their name, creating every drink made-to-order and mobile orders all tailor the experience to the customer. The best part of the Loyal Friend archetype can be proven by looking at the Starbucks model - if youâ&#x20AC;&#x2122;re loyal to your customer, they will be loyal in return.

The Fairy Godmother is a character who embodies the characteristics of a caring parent in one or all aspects of his or her life. This archetype looks after and guides people to make good choices and is known best for being knowledgeable, warm and nurturing.7 Unlike the Loyal Friend archetype, the Fairy Godmother is focused more on teaching the customer rather than joining along for the journey.

MIKAEL JANSSON. (2010, NOVEMBER). SASHA PIVOVAROVA FOR VOGUE PARIS.

the fairy godmother

chapter five

store + story

LVMH

KEN OF KENSPHOTOGRAPHY.COM. (2014, JANUARY). LOUIS VUITTON SOHO.

LVMH (Louis Vuitton MoĂŤt Hennessy) may not be a singular brand, but this company is the mother of all parent brands. Luxury goods of all kinds are housed under this name, including category houses such as wine and spirits, cosmetics and fragrance, watches and jewelry and fashion and leather goods. While this brand may not be the traditional motherly type, it still embodies the characteristics by nurturing subsidiary luxury brands and helping them grow. As a result of its size, LVMH continuously succeeds as a knowledgeable Fairy Godmother archetype.

Dove is a Fairy Godmother brand to a tee, exuding love, appreciation and motherly warmth to its customers. Along with their range of comforting bath and body products, Dove is most well-known for their Real Beauty Campaign. While self-love and appreciation has become a more popular topic in recent years, Dove acted as the pioneer poster-child for body positivity. The brand raises awareness for selfconfidence and nourishes young girls and boys in a maternal manner, making it exemplary of the Fairy Godmother archetype.

ANNIE LEIBOVITZ. (2007). WENDY KATZMAN FOR DOVE REAL BEAUTY CAMPAIGN.

dove

chapter five

store + story

indigo

ELISABETH HEIER. (2016). COFFEE TABLE FAVOURITES.

If you find nothing more comforting than snuggling up with a good book, Indigo has you covered. The Fairy Godmother brand is renowned for being a one-stop shop for books and home goods and will stop at nothing to make their customer feel comfortable and empowered. With an emphasis on learning and growth, Indigo offers a wide range of merchandise for all ages and is the type of brand Canadians grew up loving and continue to love well into their adulthood.

The Wise Elder archetype has many years of experience up its sleeve. This character can offer wise and knowledgeable advice and has withstood the test of time.7 This character works well for heritage brands who want to elaborate on their rich history and share their knowledge, expertise and experience with their audience.

ANNIE LEIBOVITZ. (2007). WENDY KATZMAN FOR DOVE REAL BEAUTY CAMPAIGN.

the wise elder

chapter five

store + story

JOHN MAHONEY. (2018). THE BAY FOR THE MONTREAL GAZETTE.

hudson’s bay

The Hudson’s Bay Company is the Canadian pioneer of department stores and boasts a rich history of trading and retail across Canada. HBC also owns Saks Fifth Avenue, a prominent department store in The United States and Canada. Because of these traits, the Hudson’s Bay Company fully embodies the characteristics of The Wise Elder archetype. A strong history can be a powerful storytelling tool and the Hudson’s Bay Company excels at this by sharing their knowledge, experience and advice with their customers.

estée W

LEFT: ESTÉE LAUDER. (2016). DOUBLE WEAR CUSHION STICK.

lauder

Wise Elder brand Estée Lauder is an experienced and well-known cosmetics company established in 1946. The brand began the revolutionary concept of introducing new product via ‘gift with purchase’, which has since become a standard marketing process. A true American entrepreneurial brand, Estée Lauder owns its own name-brand and has acquired many other cosmetics brands as a parent company over the past decades. For this knowledge, experience and expertise, Estée Lauder is a great example of the Wise Elder brand story archetype in the international cosmetics industry.

RIGHT: ESTÉE LAUDER. (2016). LIMITED EDITION EYE PENCIL IN PINK GOLD.

chapter five

vogue When it comes to fashion authority, Vogue takes the cake. Since the publication of its first issue in 1892, Vogue has been the go-to source for everything fashion related. Boasting an elaborate history of influential and iconic editors, this Wise Elder brand has withstood generations upon generations of trends, seasons and styles. Advice, recommendations and expertise are all things Vogue continuously shares with its audience, making it a perfect example of the Wise Elder brand.

TOP: FRANCOIS DURAND. (2016). ANNA WINTOUR SAINT LAURENT PARIS FASHION WEEK.

BOTTOM: JAMIE HAWKESWORTH. (2018, FEBRUARY). GISELE BÃ&#x153;NDCHEN FOR VOGUE ITALIA.

store + story

voice your brand

constructing a brand voice chapter six

let's chat

ructing nst

ice

brand vo

If youâ&#x20AC;&#x2122;ve ever told a story to a child at bedtime, you know that unique voices for different characters can make a story come alive. When choosing a voice for your brand archetype, looking into language and tone of voice can cohesively link your brand and story together. In this section, we learn about the difference between tone of voice, vocabulary, semantics and personality. By diving into the world of language and voice, you will construct a brand voice that your audience can't help but listen to.

store + story

chapter six

WHAT S

tomer, specifically looking at tone, vocabulary and personality. By focusing on the brand voice, this will ensure your story is communicated in the most effective way. Identifying the key aspects of your brand voice will help with the overall transfer of information to your customer, evoking emotions and illustrating imagery.23

tories can be told in a multitude of different ways - variations include visual storytelling, vocal storytelling and even experiential storytelling. In all of these variations however, there is one constant - the storytelling voice. In the context of this book, the brand â&#x20AC;&#x2DC;voiceâ&#x20AC;&#x2122; can be interpreted as the way in which the brand communicates to their cus-

tone An overarching sense of emotion. Tone can portray positivity or negativity, excitement or fear, success or failure.

vocabulary The choice of words used to communicate the story. These can be informal or formal, academic or conversational and can help target a specific demographic (ie. using industry-level words for professional-only material or abbreviations for a younger demographic).

personality What kind of personality do you want to be associated with? This is usually influenced by your demographic.

WORDS MEAN MORE THAN WHAT IS SET DOWN ON PAPER. IT TAKES THE HUMAN VOICE TO INFUSE THEM WITH DEEPER MEANING. - MAYA ANGELOU

Believe it or not, different voice pitches and tones have been proven to change how a brand is perceived. A study conducted for an online news network found that when negative news was read in a positive voice and positive news was read in a negative voice, the news and voice was perceived as unreliable by the listener.24 This is because humans have an innate ability to recognize personality and emotion through the way in which someone speaks.

WHY

store + story

Further research shows us that vocal â&#x20AC;&#x153;voices perceived as personal, emotional and friendly tend to create a positive sound experience associated with the image of the brandâ&#x20AC;? while digital voices are perceived as too formal, impersonal and unwelcoming.24 This can be transferable to the tone and vocabulary used to communicate via vocal, written or visual communication.

chapter six

how to create a brand voice

determine bra

The way in which we talk to one another says a lot about how we feel and how we perceive the listener, which is why it is important to recognize exactly how your demographic wants to be spoken to. While using too many technical terms may be seen as excessive, using too many informal contractions and â&#x20AC;&#x2DC;plainâ&#x20AC;&#x2122; language may possibly be seen as patronising.25 Here are a few tips to help you construct a brand voice.

how to construct a brand voice

one dt

of voice

The first step in determining your brand voice is recognizing how your brand speaks amongst themselves. Are they playful? Serious? Maybe they prefer to be spoken to as a friend rather than a client. All of this must be determined first in order to continue.

languag and e

store + story

Once you’ve determined the tone, you can move onto finding the right vocabulary and linguistics. If your consumer is looking for a fun, fast-paced brand, they’re not going to respond well to formal and technical language. On the other hand, a consumer who wants to be treated seriously will react poorly to slang and contracted grammar. Find a balance that works for your brand - create a list of appropriate words and phrases to use in place of inappropriate ones.

refere

ng voca bu findi l

y ar

d sense

In semantics (the study of linguistics and logic), it’s been discovered that an object can have two senses of meaning: reference and sense.26 This is to say that the reference of an object refers to its name or category, while the sense of an object refers to the mode of presentation.26 For example, “she’s optimistic” and “she sees the world through rose coloured glasses” have the same reference, but the sense is much more romanticized and expressive in the latter. Creating sense for words builds an overall personality for your brand.

how to communicate and control your story

communication and control chapter seven

rein in your story

store + story

INTERPRETING OBJECTS, EVENTS, ACTIONS, PERSONAL OR CORPORATE IDENTITIES, AND OF COURSE, BRANDS INVOLVES THE OPERATIONS OF GIVING MEANINGS TO THEM.” - IGLESIAS & BONET

hile the creation of your brand story seems like the focus of this section, it is also important to be in control of your own story. Because everyone absorbs information slightly differently as a result of their past experiences and acquired knowledge (more information on that in Chapter 8: Experiential Retail), it’s crucial to have authority over how your story is perceived by your consumer. “The meanings that we give to things can be defined as the feelings we project on them and the properties, values, and uses that we attribute to them. So, meanings are mental con-

structs and not properties of things, even if they seem otherwise. This also implies that we can give many different meanings to the same object and that different people can give different meanings to the same object or brand. Finally, it is also worth emphasising that meanings can change and evolve over time, accordingly to the interests, expectations, and experiences of people”. 26 This section focuses on a few tips on persuasive brand management that will help you influence and control how your brand story is interpreted by your consumer.

social networks

chapter seven

In today’s world, social media has become an undeniably influential and beneficial source of communication for both consumers and brands. Social networking platforms have made it increasingly easier for consumers to share personal experiences with a brand, which can result in both positive and negative publicity depending on said experience.26 An important aspect to recognize is the speed in which these experiences and

information is being released. By being authentic, transparent and first to post, you can further your chances of leading and controlling your brand information on social media platforms.27 Features such as creating Snapchat stories or livestreaming on Instagram can also give your dedicated consumer a premium insider’s look on your brand, building your consumer relationship in the process.

Employees have a huge responsibility when it comes to the communication and control of a brand story. Oftentimes, employees are one of the first brand interfaces the consumer interacts with, creating a certain brand perception. Therefore, the alignment of the employee’s ac-

tions and behaviour with the brand’s mandate is imperative in order to essentially ensure everyone is on the same page.26 The congruency of the employees’ behaviour and the brand has been proven to have a positive effect on the perception of brand authenticity, resulting in brand trust.12

store employees

store + story

authenticity & transparency It is important to note that in the most sophisticated era yet of technology and communication, consumer knowledge and curiosity is also growing with the times. Constant access to information means a more educated and committed consumer who expects authenticity and transparency from the brands they interact with. Brand

transparency presumably results in a lower amount of secrecy scandals and has been scientifically proven to result in better brand relationship quality, ultimately producing purchase intention.12 Overall, these traits lead to a happier and more likeable brand which can influence how consumers perceive their brand and brand story.

PART 94

the shopping experience is about to change - big time

what is experiential retail?

chapter eight

the future of shopping

store + story

"IN A WORLD OF FLEETING AND FRAGMENTED ATTENTION, SHOPPING SPACES ARE AN OPPORTUNITY FOR SHOPPERS TO BE FULLY (COGNITIVELY, EMOTIONALLY AND PHYSICALLY) ENGAGED IN A BRANDED MEDIA EXPERIENCE THAT NO OTHER MEDIA FORMAT CAN CONSISTENTLY PROMISE." - DOUG STEPHENS28

WHA

chapter eight

xp er ient i a l retail is how the retail industr y can save brick and mortar - no, I’m serious. Everything in the world is becoming increasingly convenient and available at the touch of a user-identifying button. And while innovation and e-commerce may make our lives easier, it also frees up space in people’s lives, allowing them to crave more to fill their time. As self-proclaimed ‘Retail Prophet’ Doug Stephens predicts, “physical spaces will ultimately prove to be the most powerful, immediate and measurable form of media available to a retailer or brand”.28 The traditional and current model of brick and mortar retail is strictly to sell product. Sure, some stores may have posters or a music video looped on a TV in the background of their store, but the main idea is to move merchandise. On the other hand, the new concept of experiential retail is targeted towards creating a consumer-brand relationship. As consistently proven throughout the chapters of Part 1: Brand Storytelling, consumer-brand relationships are becoming increasingly important in order to produce purchase in-

tention. In simpler terms, if you want to sell more product, you must first become consumer-oriented as opposed to purchase-oriented. The shopper of the (near) future is experience oriented. Constant news headlines are bombarding us with the facts - 78% of the millennial generation chooses experiences over material things while 80% say their best memories are from experiences or events.29 While this may not sound ideal to an industry that strictly sells material things, this is actually a blessing in disguise. Gone are the days of the overly-persistent salesperson and the buyone-get-one-free sales. Bring on the multi-sensory, kinetic, awe-inspiring experiences that consumers will forever associate with your brand. So what actually is experiential retail? It’s transforming the store into an interactive form of marketing media. It’s a physical place where consumers can learn, play, experiment, interact and experience your brand and your brand’s story. It’s “an experience that engages all five senses and remains with shoppers long after they’ve left the store”.28 It’s what you’ll be looking for once you’ve finished this book.

store + story

what do consumers want? 73.6% 64.8% 62.8% 59.7%

40.1%

2012

2017

SOURCE: GLOBAL DATA 2017 30

I like to be inspired and engaged when I visit physical stores for fashion

34.3%

2017

2012

When shopping for fashion in stores I like to combine it with having a coffee or a bite to eat.

2012

2017

I want retailers to present fashion that is relevant to me

OUR NEUROLOGICAL RESPONSE TO A GREAT SHOPPING EXPERIENCE IS VIRTUALLY IDENTICAL TO THE ONE PRODUCED BY CRACK COCAINE BECAUSE THEYâ&#x20AC;&#x2122;RE BOTH RELIABLE PRODUCERS OF A CHEMICAL CALLED DOPAMINE. - DOUG STEPHENS

chapter eight

experience is everything experience is everything Itâ&#x20AC;&#x2122;s really no surprise that an amazing customer experience can lead to a neurological chemical production of dopamine, a neurotransmitter that regulates our sense of pleasure, attention and motivation.28 Think of all the sensory overload an amazing experiential shopping trip can produce in a consumer - itâ&#x20AC;&#x2122;s no wonder dopamine is actually highest in the anticipation stage of shopping for a consumer.28 This anticipation stage is before the consumer is rewarded, or in other words, the customerâ&#x20AC;&#x2122;s experience before the purchase of a product. You can capitalize on this opportunity by creating an awe-inspiring, dopamine-producing brand experience for your consumer. Aside from this psychological proof, key statistics found in 2017 provide the facts on what consumers are really looking for. And surprise - it all points to experiential retail.

100

store + story

THE TOP EMERGING TRENDS FOR CUSTOMER EXPERIENCE IN

2017 CUSTOMER EXPERIENCE

THE BRAND JOURNEY

INSPIRATIONAL IMPETUS

Brands that provide a customer-centric and satisfying experience find that the result is financially rewarding as it drives engagement and loyalty to the brand.

It’s crucial for brands to analyse each interaction and touchpoint across every platform in order to ensure a seamless omnichannel experience.

Brands need to inspire, educate, engage and encourage customers in order for the buying process to happen. New technology is also making the transaction stage more seamless than ever before.

LIVING THE BRAND

INVESTED RELATIONSHIP

REAL AUTHENTICITY

Successful brand experiences should be curated for the customer’s online and offline life, inspiring emotion and providing entertainment.

Brands must invest in knowing their who their consumer is in order to get a return on their investment.

Inauthentic experiences and random mashups of brands and experiences will not work and will only confuse or frustrate your customer. The customer must gain something out of the experience.

SOURCE: EUROMONITOR 2017 31

THE MOST INFLUENTIAL MEGATRENDS FOR GROWTH THROUGH

2030 1

SHOPPING REINVENTED

CONNECTED CONSUMERS

EXPERIENCE MORE

STRIVE FOR AUTHENTICITY

GET PERSONAL

101

1, 2, 3, 4

types of experiences

chapter nine

the four different kinds

09 102

store + story

A A

ccording to experienceexpert Shirra Smilansky, there are four main types of retail experiences a brand can carry out: Event Centric and Social, Fusion Concepts and Collaborations, Personalization and Tech and Immersive Production and Experience.5 Each one of these experiences revolves around these main purposes: 1. To provide customers with an added value and brand-relevant experience5 2. To be designed for individual consumers to explore, be amused, educated, inspired and entertained5 3. To inspire feeling within the consumer, ignite action and fuel word-of-mouth marketing5 These four types of brand experiences are broad and can be used alone or paired together to create an emotional connection between your brand and your customer.

103

chapter nine

social events Experiences that are centred around events, activities or social interaction are likely to generate brand advocacy, brand evangelism and positive brand PR by way of social media.5 Social media is also a huge aspect of event-centric experiences, as it is a way for the consumer to share your brand with the digital world. These experiences not only entertain the consumer, but also promote brand excitement by creating an interactive environment for customers in order to learn more about your brandâ&#x20AC;&#x2122;s story.

104

HERMES. (2017). HERMESMATIC FOR THE CUT.

store + story

105

chapter nine

BOTH IMAGES: BEN RITTER. (2017). HERMESMATIC.

custom scarf dyin g

social event HermĂ¨smatic is a designer social pop-up event that offers a personalized twist to customers by hand dying HermĂ¨s scarves. Simply bring in your old scarf and make it new again or purchase a one-of-akind silk scarf at the event. 106

store + story

BEN RITTER. (2017). HERMESMATIC FOR INSTYLE.

h E RMÈ

hermèsmatic pop-up pop-up event dedicated to dying scarves

107

LEXI OF SEOUL SEARCHING. (2016). STYLENANDA PINK HOTEL.

chapter nine

108

store + story

fusion collabs As Smilansky claims, “multi-brand collaborations capture [the] hearts and minds” of your consumers.5 A smart collaboration is pairing up a product brand with a complementary service brand, creating an entire lifestyle experience while also benefiting both companies. Fusion between brands and services can create an “inner brand world”, seamlessly fusing complementary companies into a hybrid brand.5

109

stylenanda pink hotel flagship in myeongdong, south korea

110

XINYI SOH. (2016). STYLENANDA PINK HOTEL.

chapter nine

d e m e tho el nthg store lc othi

BOTTOM: KATE OF TORONTOSEOULCIALITE.COM. (2017). STYLENANDA POOL.

TOP: FORURBANWOMEN.COM (2016). STYLENANDA.

store + story

fusion collab Stylenanda is a South Korean clothing brand with a hotel themed shop in Myeongdong. This fusion flagship is six floors of experiential re t a i l , m a k i n g t h e c u s t om e r ' s shopping experience even better by combining it with a salon and spa, cafe and patio lounge area.

111

chapter nine

digital tech In our present digital age, retail technologies are becoming more prevalent, sought after and required in brick-and-mortar stores. Frictionless touchpoint technologies, invisible interfaces and a customer-demand for personalization are all deciding factors in how a digital experience should be executed, but should be primarily based on the brand story to create context and authenticity. Digital technologies and personalization will be dissected further in Chapter Eleven: Integrating Digital Technologies and Chapter Twelve: Brand Personalization.

112

BUSINESS OF FASHION. (2017, DECEMBER). REFORMATION SAN FRANSISCO.

store + story

113

chapter nine

BOTH: MATTHEW MILLMAN. (2017). REFORMATION SAN FRANCISCO.

Reformation

digital tech Reformation is a women's clothing store in San Francisco that has integrated many new retail technologies into their store experience. The brand is known worldwide for their interactive tech fitting rooms and omnichannel shopping opportunities. 114

SUZETTE LEE. (2017). REFORMATION SAN FRANSISCO.

store + story

reformation digital store in San Francisco

115

JUNE COCHRAN (2017). NYC LIP LAB.

chapter nine

116

store + story

immersive experience This type of retail experience involves the brand to engage and interact with the five human senses: sight, sound, smell, touch and taste.5 By creating an experience that involves the consumerâ&#x20AC;&#x2122;s senses, you are creating a unique and lasting perception of your brand and your brand story. Immersive production retail experiences will be focused on in more detail in Chapter 10 - Sense-based selling.

117

bite beauty lip lab flagship on Queen st. in Toronto

118

ELIZABETH HAYES. (2017, MAY). TORONTO LIP LAB.

chapter nine

store + story

TOP: ALYSON OF THE BEAUTY VANITY.COM. (2017, FEBRUARY). BITE BEAUTY LIP LAB.

r u o y make lipstick own

immersive experience

BOTTOM: BITE LIP LAB. NEW YORK

Bite Beauty Lab is an interactive brick and mortar store that offers consumers the chance to make their own lipstick. The client can choose colour, texture and shine which makes the process not only personalized and customizable but also relies heavily on the human senses to create an experience.

119 123

10 sense-based selling

chapter ten

120

cha

pter ten -

store + story

e -b ns

ased sellin

The human senses have an immense impact on all aspects of our daily life, so why not selling? As philosopher John Locke famously theorized, there are “no innate principles in the mind”, therefore, these principles must be formed29. He proposes that all human meaning and knowledge is created through individual experiences, which can be built from what Locke calls primary and secondary qualities.32 Physical traits are the solidity, extension, figure and mobility of an object, while secondary qualities consist of ideological traits that give one an experience, such as colours, sounds and tastes.32 In this section, we will be focused mainly on the qualities of sense of smell, sight, touch, taste and sound. After a brief philosophy lesson on John Locke’s theory of Empiricism, it’s clear why experiential retail should be heavily based upon interactivity of the five human senses. If the human senses impact how knowledge and images are created in an individual’s mind, this makes the five senses an irreplaceable tool used to strategically construct your brand image.24 “It is through these senses that every individual becomes conscious of and perceives firms, products and brands. Because of this, further knowledge about the human senses might make a firm’s marketing more successful and an individual’s sensory experience more personalized".24

it all makes sense

121

chapter ten

sense of sight THE SE N SE OF SI G H T I S CONSIDERED ONE OF THE MOST POWERFUL HUMAN SENSES AND IS ALSO THE MOST SEDUCTIVE...

122

store + story

take a peek. The sense of sight is considered one of the most powerful human senses and is also the most seductive.24 While it may seem evident that creating a visual brand identity is a crucial requirement for the brick and mortar shopping experience, there are psychological ways retailers can actually influence how the customer shops simply by adjusting the atmosphere of the store. This can be done many ways, but is centred around the concepts of light, colour and style. This type of sensory experience should be paired with at least one other sensory experience and never be used alone. While the sense of sight is still a compelling sense, it is often taken for granted in our society and will make a greater impact when used alongside other senses.

123

chapter ten

SET YOUR SIGHTS ON IT light Light can be used to create an atmosphere and draws attention and attraction to certain elements.24 Light is an important sight element, as it affects what the human eye can see and can drastically change how products are perceived. Lighting can also reflect the value and perceived quality of your brand depending on the type and strength. For example, spotlights can create an inviting and warm atmosphere, whereas harsh strip lighting emphasizes a lower pricepoint, used in stores such as Walmart or Costco.24 Colour temperature can also be used in a sight sensory experience as well by choosing either cool-toned or warm-toned lighting to highlight elements on display24.

124

chapter nine

colour The colour of an object or garment heavily influences the human brain. Not only do colours contribute to the creation of emotions and feelings, but they also affect the human nervous system, ultimately activating and stimulating our memories, experiences and overall thoughts24. These factors are important to consider when thinking about colour palettes for branding and visual merchandising, as they can evoke certain reactions from your customers. Colours can be used to create associations with your brand and a colour - think Tiffany blue and Cadbury purple24. The colours you choose for a sight experience should be a direct reflection of your brand values and characteristics.

style The style and theme of a brand works alongside the other elements to create a sense of identity. A brandâ&#x20AC;&#x2122;s logo, typefaces, graphics, images, symbols and other visual elements can be used to create a brand-specific identity that can become associated with that brand24. In turn, consumers who also identify with those aesthetic characteristic will flock to your store simply because it is a reflection of their perceived or idealized-self. Whether it is minimalist, maximalist or something in between, a brand style should be strong enough to be conveyed through an instore sight experience.

125

chapter ten

sense of sound ALTHOUGH THERE ARE MANY FORMS OF COMMUNICATION, THE MOST POPULAR METHOD RELIES HEAVILY ON THE SENSE OF SOUND...

126

store + story

“HEARING INVOLVES THE EAR RECEIVING SOUND WITHOUT OUR TAKING NOTICE. LISTENING REQUIRES THAT WE HOLD BACK OUR THOUGHTS AND SPEECH AND CONSCIOUSLY FOCUS ON THE SOUND. THE SOUNDS PERCEIVED AS IMPORTANT ARE THE ONES WE LISTEN TO.” - HULTÉN, BROWEUS & VAN DIJK

127

chapter ten

SOUNDS LIKE A SALE A

lthough there are many forms of communication, the most popular method relies heavily on the sense of sound. Sound in the human brain is constant and can never be turned off, therefore allowing humans to use sounds in order to navigate and interpret different situations. Sound has always been used to communicate messages and create brand awareness, but only recently has been strategically placed in sensory and experiential retail.24

jingles Jingles can be traced all the way back to the 1920s, when jingles were becoming a popular way to market new products and services in the United States.24 While jingles may seem like they are better suited for fast food chains and mattress companies, unique noises and harmonies can be used to create a recognizable sound that is associated with your brand. This can be shown when looking at the discernable start-up sounds of Apple computers or the Nokia cell phone ring, which is coincidentally the most repeated melody in the beloved cult-classic, Love Actually.34

128

store + story

music Music is one of the most obvious ways of creating a sound experience, but the formula to getting it right may not be as clear. Creating a brand personality through music is just as important as the curation of brand images and logos and should be chosen accordingly. A brand may align it’s personality and values with a certain artist or band, therefore playing their songs to not only attract fellow fans but simultaneously associating themselves with that celebrity.24 Alternatively, playing unknown music or songs by un-established or new artists can create early associations with your brand and that artist24. This is exhibited in many apple commercials, such as the popularization of Canadian artist Feist’s ‘1, 2, 3, 4’ for the 2007 release of the iPod Nano33.

voice Voice is an important element in creating an audible experience, as previously mentioned in Part 1: Chapter 6: Constructing a Brand Voice. Voices are not only a critical storytelling tool, but a positive and friendly voice can be used to explain other aspects of the brand, such as product knowledge and marketing messages. “Voices can be used tactically to attract customers’ attention and spread general messages for them… the successful use of voices relies on using the same kind of voice in a variety of media to enhance the brand in the long term”24.

129

chapter ten

sense of scent A PLEASANT OR POSITIVELY MEMORABLE SCENT CAN BOOST ONEâ&#x20AC;&#x2122;S MOOD BY 40 PERCENT...

130

store + story

smell ya later. The good, the bad and the smelly. No matter what your scent preferences, the human sense of smell is closely connected to the right cerebral hemisphere, affecting our emotions and therefore, our experiences24. In fact, a person can recall more than 10, 000 scents and each one can be mentally associated with a physical object or a memory24. If a scent reminds a customer of something positive from his or her past, this will automatically create a positive relationship with the brand purely based on that scent24. In fact, research has shown that a pleasant or positively memorable scent can boost oneâ&#x20AC;&#x2122;s mood by 40 percent34.

131

chapter ten

“SCENTS CAN CONTRIBUTE TO SENSORY EXPERIENCES THAT CREATE LASTING MEMORY PICTURES IN THE CUSTOMER AND BUILD AWARENESS AND CREATE AN IMAGE OF A BRAND BOTH TEMPORARILY AND LONG-TERM. THIS CAN HAPPEN THROUGH SHORT-TERM MARKETING ACTIVITIES, WHERE THE ROLE OF A SCENT BECOMES A MAJOR ELEMENT OF THE IDENTITY OF A FIRM.” 24

132

store + story

“Despite the difficulties of describing scents verbally, many people express themselves using scents.” 24

ascent short story I

was recently in a Deciem skincare store picking up a couple of my favourite products when a man walked in. He immediately commented on the fresh smell of the store, something that I had actually never really noticed in my many visits to the location. “Do you sell that? What is it?” he asked. “It’s the store scent, unfortunately we don’t sell it” replied the saleswoman. Subconsciously, I took a deep breath in and found a fresh, all-natural scent one might associate with a natural apothecary - a brand image that deciem has already established through visual branding and marketing. As I paid for my items, another saleswoman came in and spritzed

the sales floor with this so-called ‘store scent’ out of a plastic spray bottle. Something interesting to note is that almost none of the Deciem products have a scent, as most of them are pure substances with little to no added ingredients - nor should they have a scent, as most skincare products are made without fragrance to prevent allergic reactions or sensitivity. However, I must have subconsciously associated this smell to their products in past shopping trips, intuitively strengthening this overall brand experience through my sense of smell. This is a prime example of how the five human senses have an overall lasting effect on your consumer’s shopping experience.

133

chapter ten

THE SCIENCE OF SCENTS Learn how to create a scent experience with these three steps

product compatibility and intensity Product compatibility (originally â&#x20AC;&#x2DC;product congruencyâ&#x20AC;&#x2122;) is basically how comparable a scent is with the associated product.24 For example, if a coffee shop smelled of fresh espresso beans, it would be classified as a product compatible scent. The intensity of a scent makes the difference between a subtle and subconscious scent experience and a strong and distinct scent experience.24 Scent experiences should always be product compatible, however the intensity can be varied. Decide whether you want your customer to consciously recognize the scent (for example, a sensual scent for a lingerie store or a leathery scent for boots) or if you want it to be a subtle, subconscious smell association (for example, a light coconut scent in a swimwear store).

134

store + story

age is not just a number While the sense of smell is one of the

oldest parts of our brain, smell preferences have continuously changed over time.34 Everyone perceives scents differently, and a person’s age, gender and memories can certainly influence how the scent is received. According to a 1992 study, participants who were born before 1930 preferred natural, earthy smells such as hay, animals, pine trees and nature, while people born after 1930 preferred chemical and artificial smells such as play doh, markers and baby powder.34 This can all be traced back to one’s childhood and the positive and negative memories associated with those scents. When choosing a scent, consider your target market age and what scents may be nostalgic as well as what scents may be popular currently with that demographic.

demographic gender Another factor when considering your demographic is gender. While gender is socially constructed, the gender of your target market should be considered when creating a sensory experience. When a department store tested this theory by placing a more ‘masculine’ scent in the menswear section and a more ‘feminine’ scent in the womenswear section, sales almost doubled in both departments. When the scents were reversed, sales dropped.24 Traditionally feminine scents include vanilla, floral and clitrus while typically masculine scents include spice, honey and musk. Of course, scents can be enjoyed by all genders, however, some research shows that certain sexes are more attracted to certain scents.

135

chapter ten

sense of taste ALTHOUGH TASTE IS A MORE INTIMATE SENSE, THERE ARE STILL OPPORTUNITIES FOR BRANDS TO CREATE A TASTE EXPERIENCE...

136

store + story

sweet or salty. Taste is a tricky one, as it is a very subjective sense and is often only used in marketing for brands that sell edible products. However, this is all about creating a brand experience, not simply a product experience. Although taste is a more intimate sense, there are still opportunities for brands to create a taste experience even if they do not naturally associate themselves with a food product. This is the result of a strong link between human emotions, social interaction and taste.24 Taste is a sense that is physically registered by around 10,000 taste buds in adults that transmit signals to the brain. Demographically, women actually have more taste buds than men and can be more sensitive to different tastes.24 Different sections of the tongue are used to taste four main flavours: salty, sour, sweet and bitter. While sweetness is tasted primarily on the tip of the tongue, bitter tastes are perceived on the back of the tongue, sour on the sides and salty on the entire tongue.24 Of course, if youâ&#x20AC;&#x2122;ve ever been stuck in bed with a sinus cold, you also know that taste is strongly associated with scent. Without the sense of smell, the taste experience is reduced by up to 80 percent.24 However, while taste itself is a sense, it is strongly associated with the entire experience - the feel, look, sound and smell of something affects the way it is tasted.24 Therefore, the entire sensory experience should be congruent with the taste experience.

137

chapter ten

i t’s a l l i n the name Say you decide to serve a refreshment as your consumers browse your store. It has been shown that providing a descriptive and enticing name to that drink is actually more appealing to your customer than a simple name or no name at all.24 You can even introduce ‘taste’ without having your customer physically taste anything at all. Simply naming your products with tasteassociated labels can correlate a connection between that item and a taste. For instance, strategic names for a scented candle could be ‘Mandarin Aperol Spritz’ or might include colour associations like ‘peach’ or ‘mint’.

peaches

put a signature spin on it If you really want to make a statement, try serving a taste that is unique to your brand. I once went to an event where they served charcoal mojitos, which I can confidently say I never even knew such a thing existed before that taste introduction. However, now I associate that unique natural taste to the similarly health-focused event brand. Similar to a signature scent, a signature taste can make a sensory connection between that taste and your brand.

mint 138

store + story

lifestyle + good taste In recent years, many brands have included food and beverage in their stores to create a trending lifestyle concept. While food and beverage stimulates the taste sense, it can also persuade customers to remain in the store for a longer period of time, leading to more potential for purchase intention.24 The type of food and drink provided also creates a sense of lifestyle by portraying a brandâ&#x20AC;&#x2122;s holistic views. For instance, Ikea offers Swedish food for low prices, while Nordstrom incorporates a bar into their store layout offering alcoholic beverages and appetizers.24

139

chapter ten

sense of touch TOUCH, OTHERWISE KNOWN AS THE THREE-DIMENSIONAL SENSE, IS ONE OF THE MOST PHYSICAL HUMAN SENSES AND CAN AMPLIFY SENSORY EXPERIENCES...

140

store + story

touchyfeely. Touch, otherwise known as the threedimensional sense, is one of the most physical human senses and can amplify sensory experiences when the other four senses canâ&#x20AC;&#x2122;t be used.24 Touch marketing or tactile marketing can be used to inspire interaction between the consumer and the product and engage them in the intrinsic brand values. A company that does this well is furniture brand Ikea, which encourages their customers to experience their furniture and visualize it in a home setting before taking it home. Not only is this a great touch experience but it represents the exact values of the brand, as customers must physically assemble the furniture themselves at home.24 While touch is primarily associated with the feeling through oneâ&#x20AC;&#x2122;s hands, for the sake of experiential retail, a touch experience includes everything physical done with the human body. This can include physically trying out the product, feeling or touching the object or having a hand in the making of the object.

141

chapter ten

TOUCH AND FEEL texture, material and surface Simply choosing the right material for brand components can elicit a brandâ&#x20AC;&#x2122;s values and philosophy. Organic materials such as leather, wood and wool are perceived as soft and comforting textiles, as well as brick for itâ&#x20AC;&#x2122;s warm and cozy association to fireplaces and terraces. 24 Synthetic materials such as glass and metal are commonly perceived as colder, more modern and edgy textiles. Plastic may be viewed as less sustainable than glass, which is usually correlated with better quality.24 The materials in-store matter in order to show your brand personality and values as well as mirror your brand quality and price-point.

142

store + story

tactile marketing touches the heart A sensory experience would not be complete without an emotional component, and luckily touch is the most intimate of the five senses. Just the feeling of an object can bring back memories or feelings of meaningful and emotional events in the past. â&#x20AC;&#x153;Touching something thereby gives a deeper meaning, and touching it ourself, which tells us whether something is hard or soft, smooth or abrasive, can make us relive memories and feelings from a hard bench or a smooth cheekâ&#x20AC;?.24 Another important aspect of the sensory experience is learning, which we do by play and feeling.47 Think about the pop-up books you used to read as a child or how children learn the feeling of fur by petting a dogâ&#x20AC;&#x2122;s back. The sense of touch is an important tool in creating emotional and learning experiences for your customer.

acessibility and interaction Making products accessible for customers to interact with not only enables interaction with brands but actually increases the chance of an impulse buy or unplanned purchase24. This is because the accessibility of a product enhances the emotional connection between the brand and the consumer, creating a stronger brand relationship. This accessibility and interaction component of tactile marketing is something that brick and mortar experiences can offer that e-commerce or pure-play retailers cannot. Tactile marketing is also extremely important in high-involvement purchases where the customer is more financially invested in the product as opposed to a low-involvement purchase.24

143

it's a digital world

integrating technology

how to integrate digital tech

chapter eleven

144

store + story

s we enter this experiential shift in the brick-and-mortar retail industry, it’s important to discuss the topic of digital technology integration. The good news is we are lucky to be living in the most technology-driven and innovative period in history. The bad news is that we just have way too many different technologies to choose from, leaving many retailers perpetually confused and left in the dark age. Simply jumping into the digital world isn’t a good tactic for many reasons. As Doug Stephens says, “too many retailers are simply bolting technology onto what is most often a mediocre customer experience instead of reimagining the customer experience entirely and then, where it makes sense, using technology to enable or enhance it”.28 In other words, digital technologies should only be used where they can enhance or facilitate a sensory experience and should be directed at your specific target market. Target market is extremely important, as certain demographics can be more receptive to different technologies. Research and learn about what kinds of technologies your consumer already uses, would be capable of using and their needs and desires before you decide to go forward digitally.5 That said, when used properly, consumer-facing technology can greatly improve the shopping experience for your consumer. Not only does it evoke a sense of curiosity and excitement, but these digital channels can also be used to communicate more effectively with customers as well as generate sales and return on investment.5 Here are some examples of current digital technologies that are becoming more and more popular in the retail industry.

How to integrate consumer-facing technology into your brand experience in order to better communicate your brand story.

Welcome to the digital age 145

chapter eleven

WHEN WE TALK ABOUT THE INTERNET OF THINGS, IT’S NOT JUST PUTTING RFID TAGS ON SOME DUMB THING SO WE SMART PEOPLE KNOW WHERE THAT DUMB THING IS. IT’S ABOUT EMBEDDING INTELLIGENCE SO THINGS BECOME SMARTER AND DO MORE THAN THEY WERE PROPOSED TO DO. - NICHOLAS NEGROPONTE

the internet of things According to the dictionary, the internet is a vast network that allows computers to connect and receive and exchange data and information.35 The Internet of Things (IoT) is based on the same principle except it collects data from wireless sensors on physical items and then uploads the data to a network or database in order to analyze it.36 What’s most interesting is that this information is shared between multiple sensors and many seemingly-different things in order to better predict things that a consumer may want, like or need. For instance, a consumer’s smartphone and a smart mirror could link up in the dressing room, automatically telling the mirror what he or she likes based on a serious collection of mirror selfies. Or maybe the in-store sensors detect from your consumer’s smart pedometer that he or she has exercised a lot and may need a complimentary refreshment to continue the shopping experience. Whatever it may mean for your shopping experience, IoT is becoming more and more popular in many global industries with an estimated 50 billion items connected to the internet by 2020.37

146

store + story

Hi there, I'm your store assistant! Please let me know if I can help locate an item in store for you. Or type "help" for an in-store employee to manually assist you.

Where are the women's shoes?

artificial intelligence Artificial Intelligence (or AI for short) has already greatly impacted our day-to-day lives. Using complicated algorithms and collected data, commercialized AI such as Apple’s Siri and Amazon’s Alexa can be found on the streets and in the houses of many.38 However, AI is a broad umbrella term for many different uses of the technology and can create quicker customer service and personalized shopping experiences.39 CONVERSATIONAL AI: This form of AI is one that we see often in chatbots and ‘assistants’ such as Apple’s Siri and Amazon’s Alexa. These uses of AI can help answer routine questions and supplement human customer service.39 PERSONALIZATION: Based on a database of information of the consumer’s likes, dislikes, size, colour preferences and past purchases, AI interfaces can curate the perfect selection for each individual closet. Based on the weather or calendar plan, AI could choose the best outfit for work that day.39 These are just a few of the ways AI can improve and enhance the shopping experience.

147

chapter eleven

“HIGH-PRODUCTION VALUE, REAL-WORLD CONTENT CAN PROVIDE BRANDS WITH MAGICAL STORYTELLING OPPORTUNITIES THAT CAN ADAPT EFFECTIVELY TO SUIT AND MAXIMIZE EFFECTIVENESS OF THE DIGITAL CHANNELS THEY USE.” - SHIRRA SMILANKSY

near field communication Near Field Communication is actually one of the forms of digital innovation behind the Internet of Things. In fact, many of us already use near field communication (NFC) technology in our daily lives. Tap credit cards, debit cards and mobile pay are all some of the most frequent uses of NFC in today’s society - but how does it work? Near Field Communication is essentially a correspondence of data between two NFC readers when they are close to each other and can be found in most commercialized smartphones.40 There are three different types of NFC currently: peer-topeer mode, read/write mode and card emulation mode.

148

store + story

peer-to-peer mode This mode of NFC allows the exchange of data between two smartphones that are within close proximity.41 This form would be used best by consumers and employees, as it shares data quickly and efficiently between peers.

read/write mode This mode of NFC shares information from one NFC reader to another. In a typical Read/ Write mode of NFC, one active device would pick up information from a passive device.40 This means more opportunities for marketing and customer personalization.41 For instance, if a passive NFC device was placed at the entrance of the store, the customer’s active device may automatically receive a personalized notification (based on previous purchases) of what he or she may like and where in the store it’s located. This form of NFC technology can be used in many different scenarios and is most convenient to the consumer, as it does not require the download of an app and is already integrated into most commercialized phones.

card emulation mode This mode of NFC is what most of us use today. Card Emulation Mode can be used to carry out contactless payments and store data, such as tap cards with NFC chips and mobile pay apps.41 It’s predicted that this form will be mostly used to store data and payment information to create a smoother, friction-less purchase transaction.

149

brand personalization

chapter twelve

150

store + story

chapt

let's get personal

e tw

lve Brand personalization can be executed in many different ways but should always have the same result - an engaged and enthusiastic customer. Personalization is based on the traits of authenticity and individuality, which are becoming increasingly more important to the current consumer.42

151

chapter twelve

user experience In Chapter 13: Integrating Digital Technology, we learn about the technology of the future - the Internet of Things. IoT is an amazing tool that can seriously increase personalization potential for your customerâ&#x20AC;&#x2122;s in-store experience. For instance, the IoT readers can search for what the customer has bought or has been browsing for, creating a personalized

offer or promotion for them in-store.43 Similarly, data research could show the consumer where in the store an item is for an easier, more convenient shopping experience. Personalized offers and promotions by way of digital technologies will become how brands influence sales and connect to their customers.

3D printing 3D printing is not a brand new technology per se, but it has become much more commercially available in the past few years. The selling point of this technology is that it can be used for mass production as well as mass customization, something footwear company Adidas is debuting for the first time. The brand recently disclosed their plans for the 2018 release of the Futurecraft 4D, a mass-produced

shoe that will be customized specifically to the ownerâ&#x20AC;&#x2122;s foot. This technology could have great implications on the future of overseas and local manufacturing as well as traditional clothing sizes.44 So far, it seems as if this direct-to-consumer innovation will benefit the brand and consumer in many ways, including personalization and inventory reduction and less friction in the supply chain.41

152

store + story

hand made customIzation Oh, the age old art of monogramming. While it is one of the oldest innovations mentioned in this book, monogramming still seems to be working for brands in terms of providing personalisation. Though putting your initials on your belongings may feel slightly reminiscent of searching the lostand-found at summer camp, many brands are poking fun at the traditional method of monogramming and making it their own.45 Monogramming adds an extra source of interest to an item and in the luxury market, even makes an item even more coveted and personal. Items such as Burberryâ&#x20AC;&#x2122;s Oversized Mono-

153

gram Blanket Scarf was a huge hit with celebrities such as Cara Delevingne, Olivia Palermo and Rosie Huntington-Whiteley. A more modern approach to traditional monogramming is custom hand painting. The trend began when handbag owners started defacing their luxury bags with customized painted artwork, famously executed by graffiti artist Alec Monopoly and contemporary artist George Condo.46 The trend has made its way to mainstream brands and makes for a great experiential opportunity that is personalized to each individual customer.

the notes 1. Weinswig, D. (2018, January 24). What Retail Apocalypse? Reviewing Trends in US Brick-and-Mortar Retail. Retrieved January 31, 2018, from https://www.fungglobalretailtech.com/research/retail-apocalypse-reviewing-trends-us-brick-mortar-retail/.

15. Kent, M. L. (2015). The power of storytelling in public relations: Introducing the 20 master plots. Public Relations Review, 41(4), 480-489. doi:10.1016/j.pubrev.2015.05.011

2. Pilevsky, S. (2017). Retail isn’t dead, it’s just turned into a balancing act. Long Island Business News, Retrieved from http://ezproxy.lib.ryerson.ca/ login?url=https://search-proquest-com.ezproxy.lib.ryerson.ca/docview/1 962068932?accountid=13631

16. Booker, C. (2004). The Seven Basic Plots: Why We Tell Stories. Continuum Books.

3. Stephens, D. (2013). The Retail Revival: Reimagining Business for the New Age of Consumerism. Ontario: John Wiley & Sons Canada, Ltd.

17. Megehee, C. M., & Woodside, A. G. (2010). Creating visual narrative art for decoding stories that consumers and brands tell. Psychology and Marketing, 27(6), 603-622. doi:10.1002/mar.20347

4. Sheehan, B. (2015). Loveworks: How the World’s Top Marketers Make Emotional Connections to Win in the Marketplace. New York: PowerHouse Books, U.S.

18. S'well. (n.d.). About S'well's Designer Metal Water Bottles. Retrieved March 03, 2018, from https://www.swellbottle.com/stories/about-us/

5. Smilansky, S. (2018). Experiential marketing: a practical guide to interactive brand experiences (2nd ed.). London: Kogan Page.

19. Toms (n.d.). What We Give. Retrieved February 21, 2018, from http:// www.toms.ca/what-we-give

6. Zak, P. (2014). Why Your Brain Loves Good Storytelling. Harvard Business Review. Retrieved February 16, 2018, from https://hbr.org/2014/10/whyyour-brain-loves-good-storytelling.

20. IT Cosmetics. (n.d.). IT Cosmetics - About IT. Retrieved February 21, 2018, from https://www.itcosmetics.com/pages?fdid=about-us

7. Delgado-Ballester, E., & Fernández-Sabiote, E. (2016). “Once upon a brand”: Storytelling practices by Spanish brands. Spanish Journal of Marketing - ESIC, 20(2), 115-131. doi:10.1016/j.sjme.2016.06.001

21. Arc'teryx Innovations. (n.d.). Retrieved February 23, 2018, from https:// arcteryx.com/innovation.aspx?country=ca&language=en

8. Cawthorn, S. (2018). Storyshowing: how to stand out from the storytellers. Milton, Queensland: John Wiley and Sons Australia, Ltd.

22. Carson, B. (2016, February 23). How 3 guys turned renting an air mattress in their apartment into a $25 billion company. Retrieved February 21, 2018, from http://www.businessinsider.com/how-airbnb-was-founded-avisual-history-2016-2/

9. McDrury, J., & Alterio, M. (2002). Learning through storytelling in higher education: using reflection & experience to improve learning. London: Routledge.

23. Zoghaib, A. (2017). The contribution of a brand spokesperson’s voice to consumer-based brand equity. Journal of Product & Brand Management, 26(5), 492-502. doi:10.1108/jpbm-06-2016-1230

10. Albert, N., & Merunka, D. (2015). Role of Brand Love in Consumer Brand Relationships. In M. Fetscherin & T. Heilmann (Eds.), Consumer Brand Relationships (pp. 15-30). London: Palgrave Macmillan.

24. Hultén, B., Broweus, N., & Van Dijk, M. (2009). Sensory Marketing. London: Palgrave Macmillan.

11. Dodoo, N. A. (2017). Why Consumers Like Facebook Brands: The Role of Aspirational Brand Personality in Consumer Behavior. Journal of Promotion Management, 24(1), 103-127. doi:10.1080/10496491.2017.1346536

25. Delin, J. (2005). Brand Tone of Voice: a linguistic analysis of brand positions. Journal of Applied Linguistics, 2(1), 1-44. doi:10.1558/jal.v2i1.1

12. Fritz, K., Schoenmueller, V., & Bruhn, M. (2017). Authenticity in branding – exploring antecedents and consequences of brand authenticity. European Journal of Marketing, 51(2), 324-348. doi:10.1108/ejm-10-2014-0633

26. Iglesias, O., & Bonet, E. (2012). Persuasive brand management. Journal of Organizational Change Management, 25(2), 251-264. 10.1108/09534811211213937

13. Axmacher, N., Cohen, M. X., Fell, J., Haupt, S., Dümpelmann, M., Elger, C. E., Schlaepfer, T. E., Lenartz, D., Sturm, V., Ranganath, C. (2010). Intracranial EEG Correlates of Expectancy and Memory Formation in the Human Hippocampus and Nucleus Accumbens. Neuron, 65(4), 541-549. doi:10.1016/j.neuron.2010.02.006

27. Socha, M. (2009). Fashion's digital wave: Brands seek control in social media boom.Wwd, 198(123), 1-n/a. Retrieved from http://ezproxy.lib.ryerson.ca/login?url=https://search-proquest-com.ezproxy.lib.ryerson.a/do cview/231269891?accountid=13631

14. Egan, T. (2016, January 22). The Eight-Second Attention Span. Retrieved February 16, 2018, from https://www.nytimes.com/2016/01/22/opinion/the-eight-second-attention-span.html

28. Stephens, D. (2017). Reengineering Retail: The Future of Selling in a PostDigital World. Vancouver: Figure 1 Publishing.

154 154

29. Millennials, Technology and the Experience Economy. (2015, Jun 18). AllAfrica.Com. Retrieved from http://ezproxy.lib.ryerson.ca/ login?url=https://search-proquest-com.ezproxy.lib.ryerson.ca/docview/1 689696073?accountid=13631

43. Lesonsky, R. (2017, May 26). Give Customers the Personal Touch: How Your Retail Store Can Profit from Personalization. Retrieved February 28, 2018, from https://www.allbusiness.com/give-customers-personal-touchretail-store-can-profit-personalization-111617-1.html/2

30. Global Data and Colliers International. (September 2017). “Retail Services Global Data Spotlight Report”.

44. Hershman, B. (May 25th, 2017). Benzinga: Mass customization is the future of retail. Chatham: Newstex. Retrieved from http://ezproxy.lib.ryerson. ca/login?url=https://search-proquest-com.ezproxy.lib.ryerson.ca/docvie w/1902222925?accountid=13631

31. Euromonitor International. (December 2017). “Experience More Across the Customer Journey”. 32. Locke, J. (1775). An essay concerning human understanding. In four books. Written by John Locke, Gent. (17th ed., Vol. 1). London. Retrieved January 30th, 2018, from http://find.galegroup.com.ezproxy.lib.ryerson. ca/ecco/infomark.do?&source=gale&prodId=ECCO&userGroupName=r pu_main&tabID=T001&docId=CW119863267&type=multipage&contentS et=ECCOArticles&version=1.0&docLevel=FASCIMILE 33. Hampp., A. (2011, August 26). 10 Songs Steve Jobs Made Famous. Retrieved March 11, 2018, from http://adage.com/article/news/10-songssteve-jobs-apple-made-famous/229471/ 34. Lindstrom, M. (2010). Brand sense: sensory secrets behind the stuff we buy. London: Kogan Page.

45. Molvar, K. (2017, Jan 23). Monogrammed fashion: Do you love or hate it? Wall Street Journal (Online) Retrieved from http://ezproxy.lib.ryerson. ca/login?url=https://search-proquest-com.ezproxy.lib.ryerson.ca/docvie w/1861664493?accountid=13631 46. Sowray, B. (2015, July 02). A history of defacing Hermès bags. Retrieved March 19, 2018, from https://www.telegraph.co.uk/fashion/brands/ahistory-of-defacing-hermes-bags/ 47. Vygotsky, L. S. (1978). Mind in society: the development of higher psychological processes (M. Cole, V. John-Steiner, S. Scribner, & E. Souberman, Eds.). Cambridge, Mass.: Harvard University Press.

35. Internet. (n.d.). Dictionary.com Unabridged. Retrieved February 25, 2018 from http://www.dictionary.com/browse/internet 36. Buyya, R., & Vahid Dastjerdi, A. (2016). Internet of things: Principles and paradigms. Morgan Kaufmann. 37. Afshar, V. (2017, August 28). Cisco: Enterprises Are Leading The Internet of Things Innovation. Retrieved February 25, 2018, from https://www. huffingtonpost.com/entry/cisco-enterprises-are-leading-the-internet-ofthingS_us_59a41fcee4b0a62d0987b0c6 38. Novet, J. (2017, June 23). Everyone keeps talking about A.I. Retrieved February 26, 2018, from https://www.cnbc.com/2017/06/17/what-isartificial-intelligence.html 39. Sonsev, V. (2017, December 19). Will AI Be The Future Of Retail? Retrieved February 26, 2018, from https://www.forbes.com/sites/ veronikasonsev/2017/12/15/predicting-the -future -of-retail-a-vcperspective/#6e4f8f2e7ff1 40. Egan, M. (2015, June 03). How to use NFC on your smartphone to do useful things. Retrieved February 26, 2018, from https://www.techadvisor.co.uk/how-to/mobile-phone/what-is-nfc-how-nfc-works-what-itdoes-3472879/ 41. Arcese, G., Campagna, G., Flammini, S., & Martucci, O. (2014). Near Field Communication: Technology and Market Trends. Technologies, 2, 143163. doi:10.3390/technologies2030143 42. BoF Team, & McKinsey and Company. (2018, January 02). Fashion in 2018 | 04. Getting Personal. Retrieved February 26, 2018, from https://www.businessoffashion.com/articles/intelligence/top-industrytrends-2018-4-

155 155

acknowledgements

dedicated to my Nana for introducing me to the wonderful world of art and architecture. dedicated to my mom for introducing me to style and creativity. and dedicated to my dad, who always liked my stories.

156

store + story

This project began about the future of retail and quickly turned into a book about brand storytelling and experiential shopping. By learning about the intricate and unique stories behind brands and how they can influence the experiential economy, I found a new love of combining product, merchandising and experience into one category. Although I conducted extensive research for this project, I realize that the industry will continue to grow and flourish as time goes on. I can't wait to see what my story has in store.

157

S Y

T R

E R

S T

E T

O T

S 158

T S

E S

E R

T R

O R

S 159

160