At CBSF our work with independent retailers is as exciting and fulfilling as the work we do for big brands and big boxes. So it was great to spend time hearing the stories of three independent giants – Black Bond Books, Beaton Fine Cheese and John Fluevog Shoes – at #Store2014.
Some common characteristics shared among the panel was their leadership, innovation, endurance and perseverance to not ride the wave, but cut through it when times were challenging. They shared a passion for their product or service matched by no other and are always focused on building relationships with customers, suppliers, and financers.
Although the discussion quickly gravitated to how to leverage social media and digital to reach customers and get free marketing/PR, the other thing all these retailers had in common was their plans for 2014 to refresh existing locations, relocate other locations and open new stores adding to their overall retail footprint.
Excited to share in their passion for bricks and mortar, the room became animated in sharing the potential and importance the retail environment plays in setting the tone and experience for the brand. Colour, texture, smell and sound can go a long way in making a connection and bringing consistency to a brand experience serving different locations and communities.