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Does Your Brand Bark and Smell Like Office Popcorn?

by Shelly Bowen

I love Barneys. Walk into the Barneys on 5th in New York and suddenly I feel rich. Like I do in fact have some extra credit to swipe. Especially on some wood-stacked peek-a-boo-toe high heels and a super soft CO-OP tank dress.

The Best Customer Experience

I don’t know what it is — the shiny floors. The clean scent. The vibrant sound. Cheesy, I know — but in a Barneys, I’m convinced I deserve something special. I don’t get to New York as often as I’d like … and I do love a sale … so I settle for the Barneys New York Outlet in Carlsbad, CA. On my way home from a State of the Economy workshop, no less.

When the Customer Experience Is Inconsistent

I swoop in the glass doors and someone says “Hallo.” I start my counter-clockwise rounds looking for my next favorite top. But suddenly I stop. There’s a funny smell. It smells like … the office. On a stuffy afternoon. It smells like microwave popcorn and industrial carpet. That’s not the smell of Barneys at all.

I move on, but cringe when a dog inside the store starts yapping. And yapping. Three people in Shoes are cooing over the yapping purse dog. Then … shockingly, more barking from the other side of the store. Another dog? No. It’s the young man who said “Hallo.” He works here.

I try to tune it all out, but my confidence is missing. I don’t feel rich at all. And these bargains must be ill-fitting. I leave without buying anything.

What Do YOUR Customers Smell?

From the way your phones are answered to your office or store environment to your Web site, building a consistently pleasing and confidence-building customer experience is … well. It’s whatever you want it to be. Just don’t forget to brand all senses across all channels. Here’s a sensory checklist:

  • Visual space — crowded or roomy? (Product and people.) Flickering or smooth transitions?
  • Sound — loud and thumping or cool and calming? Do sounds overlap and conflict?
  • Scent — savory or sweet? Musky or valley fresh?
  • Taste — fresh coffee and chocolate? Spicy and exotic?
  • Touch – easy to play? Approachable? Sophisticated and intimidating?
  • Temperature — warm or cold? Breezy or cozy? (Colors and texture can affect how warm someone feels, too.)

Sure, not all of these apply to all channels, but it’s a good overall reminder. These subtleties can significantly influence sales and brand image. Now, there IS a new Barneys CO-OP at Fashion Valley. I’ll have to go have a sniff.

For a free Web content strategy analysis, contact Shelly Bowen.

Copyright © 2009 Pybop, LLC. All rights reserved.

Posted by Shelly Bowen on Jan 19, 2009. Filed under Branding, Online Customer Experience / Research

 

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