Ever been to a party where you see people you don’t know but obviously recognize the Armani suit, Versace negligee, Patek Philippe or Cartier watch, Allen Edmonds or Jimmy Choo shoes. None of the stuff still helps you recognize the individual gentleman or lady? That is exactly how I feel when I enter most retail stores these days.
Walk into most food and mass merchandise stores and they usually all feel like the same (there are obvious exceptions-Wegmans, Trader Joe’s, Whole Foods, Wal-Mart, Target to name a few). If one suffered from amnesia it would be difficult to know where you are once inside. What makes things worse is the fact that all promote brands that they don’t own, all the merchandising is focused on brands others own the equivalent of showing off the expensive dress/suit, watch/jewelry, shoe, etc. from my example but it does little for the store itself.
Retail is essentially in the service business, build a brand for service and make service your product. What would be ideal is leverage the equity brand manufacturers have built and piggyback an ultra premium service to keep Mom coming back again and again for top quality brands, bring kids for play and education on where stuff comes from, connect with the neighbors and friends shopping at the store, while still feeling at home with the same familiar comfort of the associates and the neighborhood.
