Every great store tells a story

In a previous blog I spoke about retailers going ‘back to basics’ and re-assessing the truth of their core brand DNA. In an attempt to get consumers engaged in that brand they are finding new ways through VM to unveil their brand through story telling. This was a trend that was emerging throughout the US but seemed a lot more developed in the UK market.

I’ve already given you the example of Selfridges in London, a wonderful and elegant execution of story telling. Celebrating 100 years they are telling their story through elaborate VM, unique partnerships and a museum style gallery.



Other retailers who are using this technique are the supermarkets. Take Trader Joes in the US as an example. Each piece of signage explains a little more about the products – where they came from, what they once were, the name of the maid who milked the cow to give you your half fat pint. I exaggerate, but you get the picture. The execution is also very believable. Each piece of POS and price ticketing is individually hand written. It’s incredi
ble how compelling that is when you are following their story around the store.



Suit Supply In the UK also has a charming story to sell. Their current VM highlights the history and roots of their brand. A Dutch company with clear strong connections to South Africa. So each graphic in store, each piece of POS and their catalogue highlight stories from young African men. Each shot at their homes wearing a suit of course.



New Look in London another good example. An incredibly low priced fast fashion brand whose VM competes with high end retailers. Each department in New Look is ornately designed with beautiful furniture, wooden floorboards and intriguing VM. The shoe department has thousands of pairs on display in a boudoir style setting. The décor tells the story of good quality while the prices speak for themselves.

The Body Shop has always done a great job of story telling throughout all of their VM. Even their reluctance to advertise has a story behind it. They’d prefer to spend their advertising budgets on helping and developing areas around the world where they source they products and ingredients. If you ever get the chance to visit ‘The Body Shop’ factory in Littlehampton, Sussex, UK Id highly recommend it. The entire factory tells the Body shop story from start to finish.



As I’ve mentioned, it’s no longer enough to just sell product in stores. Customers need a reason to visit. They’re becoming savvier, less tolerant and see through the marketing jargon. As a result retailers have to become more transparent in their offering, and what better way to do that than through compelling stories. Every retailer has a unique proposition, the key is to identify it, use it and tell your individual story.