One of the reasons I love working with brands at-retail is the endless option for creating amazing and unexpected customer experiences.
Technology can really add wow factor but so can simplicity.
Case in point: Mecca.
I am a huge fan of Mecca Cosmetica. Love the space. Love the people. Love the products.
Mecca is brand not bland for the following reasons:
1. Sets its own playing field - no other competitor offers what it can (= scarcity).
2. Creates a brand experience each and every time via store lay-out, product range, packaging and staff experts ( = tangibility).
3. Treat customers like friends - you're welcomed, trusted, rewarded, engaged (= talkability).
4. Simple, beautiful POP. Makes you want to leave spending twice as much (= shoppability).
5. Take customer service and value to new levels (= loyalty + lovability).
Inside every Mecca store is a wall of individually packaged products that are swapped over regularly. Each of the products selected for this wall is moderately priced making it even more tempting to "add on" in your basket as you check out.
Recently, Mecca combined their wall of temptation (at least, that's what I'm calling it) with a fantastic promotion. They personalised products based on astrology signs then gave customers the chance to meet the well known astrologer in person, and naturally, in store. What a winning idea. No surprise it sold out. It really proved their knowledge of their market and their customers. Simple. Memorable. Effective.
