When you stumble upon a good story, it will: move you deeply, make you squirm, wake you up, make you want to share it with your best friends, make you want to rally to the cause &, once in a great while, make you want to buy. Neil White, President & CEO, BBDOProximity
Definition of Retail Storytelling
We have been talking a lot about retail technology lately as a way to deliver unforgettable customer experiences but there is another tool that can trigger strong emotional connection and it is STORYTELLING. Storytelling is an ancient from of human expression and communication. In Marketing, it is a method of conveying messages and illustrating difficult concepts to educate the customers and encourage customer loyalty through entertainment and emotional connection. Storytelling is based on the idea that people remember information better when it is told as a story rather than presented with a list of facts.
The science behind storytelling marketing
Researcher at Wachington Unniversity in St Louis studied the level of brain activation when listening to a story. "The team found that far from just passively consuming the story, participants were instead living the experiences alongside Raymond, the young protagonist. Neurons in areas related to movement of the hand and grasping lit up when Raymond picked up an object, and neurons related to vision fired when he surveyed his surroundings."
Benefits of Story Telling
- Attract customer's attention
- Increase Brand awareness
- Humanize your brand
- Educate the audience without overwhelming them
- Engage customers: motivate individuals and groups to take action
- Increase customer loyalty by building trusting relationship
- Combat Showrooming by creating a unique in-store customer experience
- Increase sales
Element of a good story
A story should answer these questions:
- Who is the hero?
- What is the plot?
- What is the setting?
- What's the conflict
The Hero's Journey is a basic pattern found in many narratives around the world, it is a good guide to write a story.
Storytelling is very effective at the top of the marketing funnel as a lead generating tool. Storytelling is a powerful tactic to attract the leads that are not quite ready to buy and guide them from the top of the funnel, "Once upon a time" to the bottom, "They lived happily ever after".
HUGO BOSS "Love Story"
In 2012, Hugo Boss created a storytelling campaign. The story involved two French characters, Juliette and Louis and it depicts the characters' first encounter and first rendezvous through their discovery of the city of Paris. The modern love story of Louis and Juliette unfolded month after month on the store's windows of the Champs-Elysees through beautiful illustrations, in-store activities and on social media. .
The format of the illustration was unusual so it attracted attention.Â Once inside, shoppers could find other related items, like illustrated postcards they could send to loved ones, and a pop-up installation of a Parisian park bench setting. The story told was a perfect love story, in the middle of Paris and the illustration versus the high-end model brought the brand closer to its audience.
The story was told over a period of time so the brand built momentum and curiosity. The campaign continued online where you could follow the story and win a trip for two to Paris.
This is, in my opinion, one of the best examples of great retail storytelling, because it is done well with the minimum resources possible. You do not need extraordinary technology and skills; you only need a good story.
SI Retail provides solutions for the retail industry so if you need custom shopfitting equipments to create stories in your shop contact us today on 1800 211 122 or visit our website.
The future of retail is driven by technology, mobile devices, the web, social media and the search for ever richer shopping experiences. The shopping experience is increasingly becoming customer centric; they can now choose how, when and where to shop. The traditional store will remain important but the store of the future will push the boundary of customer choices and offer personal shopping assistance, product testing, education, virtual inventory and social connectivity. Those innovative services will in turn increase customer loyalty and brand adoption.
Check out our guide to keep up with retail technology here.
In the Best Retail Brands 2013 report, Interbrand highlights that: "The store, as the heart of the brand and its emotional center, cannot be starved of investment and innovation, or appropriate levels of design, media and technology. It needs to be the showcase for interesting new collaborations to keep things exciting, whether it's a luxury jeweller or a humble dollar store."
Let's take a look at how the big brands are adopting new retail technology.
In 2011, Tesco was the first company to open a virtual store in a Seoul subway station, showcasing items with QR codes that could be scanned and ordered by smartphone for home delivery. Peapod also tested a virtual grocery store in Chicago in 2012 and they are now putting a virtual store on a truck heading to ballparks, concert venues and coffee shops in five major city along the East Coast of the US. Peapod COO Mike Brennan said in a statement. "This go-round, we're exploring new, hyper-local platforms to communicate our convenience message of 'Shop Anywhere, Anytime with Peapod."
Tesco: Homeplus Subway Virtual Store
- TWEET MIRRORS - - - Westfield | Mexx Duesseldorf
Tweet mirrors enable shoppers to take picture of their outfits and instantly share them with their friends on Twitter and Facebook.
Mexx Duesseldorf Tweet Mirror
- VIRTUAL FITTING ROOM - - - Face Cake Swivel | Top Shop
Virtual fitting rooms enable people to try (virtual) clothes & accessories without getting undressed or battling through a busy shop. The camera is able to monitor the customer's movements and tell when they turn around in order to show them the back of the garment too. This technology has spread like wild fire, you can find one at Robina on the Gold Coast.
Virtual Dressing room
Adidas took window shopping to the next level, There is nothing to explain just watch the magic happen.
Adidas NEO Window Shopping
- VIRTUAL FOOTWEAR WALL - - - Adidas
Adidas have created an in-store digital experience to showcase their 8,000+ shoe range. It can be deployed to allow almost any retailer to sell the entire Adidas product range without having to be a flagship store in a major city, which is a huge win for all sorts of retailers big and small.
Intel and Adidas Transforming Retail