Stories of books and shopping

13Apr08

One of our 8views for Retail8 that we developed as a team was that of Stories

“Your experience of shopping with one of our brands should be so good that you cannot help but tell other people what happened.”

So I was pleased to see that the, ever excellent, Trendwatching briefing for this month also talks of the need for brands to help customers tell stories about the brand.

It is potentially the hardest thing to do as a retail brand – but I think essential if you aim not to be a bottom feeding commodity pusher (god forbid).

I came to this conclusion from the fact I kept telling people about Daisy’s Dairy who deliver our bottled milk – they augmented this very staple of staples by providing a diary from the cow, nice.

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