There was an article earlier this week titled, “Why Amazon Needs Stores“.  In summary, the article states that Amazon needs a distribution channel for brand experiences as opposed to simply products. I would agree with the statement for many products.  The best example I can think of are outdoor retailers, which have made their stores destinations packed with activities that allow consumers to test out products.  REI and Cabelas are great examples.

Inside of REI Denver with the climbing wall

So, what’s Amazon’s brand experience at retail?  Most likely its Kindle product, which the article states and I agree.  Apple has done a great job with its stores in creating a great brand experience and I think Amazon is moving in the same direction.

But what about other products, like food and consumables, which is where I do most of my work?  How can a manufacturer or brand create a brand experience for these products at retail to help motivate sales?  Its stretching it to say that food brands can create a retail experience on a level equal to outdoor or electronics products.  However, here’s a few ways to think about how to maximize brand experience at retail:

1.  Packaging:  stand out and differentiate to grab the customer’s eye, either with colors, size or packaging format (i.e.:  glass jar vs. carton vs. plastic);
2. Messaging and Call to Action (CTA):  have compelling messaging on packaging to interest consumers; include CTA’s that drive them to use their phones right there in the aisle to visit the brand’s mobile enabled webpage to learn more about the product or receive valuable offers;
2.  In-store signage:  take advantage of any cost-effective opportunity to grab attention via shelf tags, posters, etc;
3.  Multiple in-store locations:  where can the product be sold?  In the aisle, on an end-cap or stand-alone display?
4.  Store-prepared foods:  sell the product to the retailer who can use it in its own store-prepared foods or when it teaches cooking classes;
5.  Sampling:  I rarely recommend sampling because it is very expensive, but it can be very effective;
6.  Advertise in store circulars:  try ads in store circulars or other store-sponsored advertising mechanisms.

So, depending on the product, there could be many ways to really maximize a consumer’s experience with it in stores.