Thursday, April 9, 2009

Monocle on retail

Tyler Brûlé’s Monocle magazine gets more and more interesting. The April edition focuses on the state of retail and talks about what drives retail success in these tough times.

Ten key attributes in the retail experience according to Monocle are:

1. Service minded, smartly dressed, enthusiastic staff
2. Obsessive attention to detail
3. A memorable welcoming scent in the air
4. Good music in the background
5. Flattering lighting
6. Treats with all purchases
7. Impeccable packaging
8. An inviting façade
9. A unique original product mix
10. A passion to constantly innovate

In other words, Mystery, Sensuality and Intimacy.

Jo Malone delivers across all ten of these attributes and to my mind is one of the best retail experiences in the world.

I would add an 11th point to Tyler’s top ten. A hands-on, inspirational and passionate store manager.

I’d apply the same checklist to a great restaurant. And Simon Rogan’s L’enclume in Cartmel fits the bill perfectly.


Steve Nathan said...

Interesting post. We are trying to do these things with our small winery in Hawkes Bay. At the end of the day it is the whole experience which builds a brand, especially a small brand.

This is especially true with wine as it usually evokes memories of the times you have enjoyed a with family and friends. If you can connect your brand in a positive way with that memory then you create a very valuable relationship.
Twitter @salvareestate

Tom and Mony said...

Great article, and great top 10, now 11 points to put into action. Monocle is just great!!

James Moes said...

I really like Monocle has to say here.

I assume we'll see how successful these ten key attributes are by the success/longevity of the Monocle Shops in London & LA.