Add A Narrative To Your Store

Storytelling has always been an amazing way to capture attention, to give life to subjects around us. It is a tool that has been used for hundreds of years to build connections between people and bring out emotions. Telling your clients a story is a way for them to connect the dots between their personal experiences and your product, However, this doesn’t mean they connected to your brand story. On the other hand, A narrative is a collection of stories from various touchpoints in your store that weave together to build the experience for your client. This narrative becomes the foundation of their experience with you, upon which their brand loyalty is built. Therefore, if a brand, is not able to provide a customer with a memorable narrative throughout their visit, and only focuses on specific product stories, they have dropped the ball on a large opportunity to create an impact on their clients.

So, let us take a look at a few ways in which you can ensure to regale your clients by connecting stories to build a narrative.

A narrative should flow continuously through the client journey: It should begin as soon as the client comes in through the door and only end when you walk the client to the door and bid them farewell. The ambiance, lighting, music, store layout, product display and sales advisors should all act as contributors to your brand story, building anticipation of the exciting experience to come.

Narratives should evoke emotions: Whether it is through the conversation being had between the sales advisor and the client or them showing the customer around the store, words and actions should stir up an emotional connection between the customer and what they are looking at. Experts in the field of client experience and marketing say that almost 90% of purchase decisions are based on emotions. According to a study conducted by Harvard Business Review, a retailer was able to increase their active customer database by 15% and boost their sales in-store by 50% simply using narratives to create an emotional connection with their customers.

Let your storytelling style compliment your personality: When sales advisors take their clients through the history of the brand or the story about the creation of a product, their narration needs to embody their personality. By using, say, for example, a natural sense of humor or the ability to work their voice, they can be sure that they come across as being authentic, with the best interest of the client at heart. This adds credibility to your narrative because it shows how all elements in the store are aligned authenticly to the brand narrative.

To be good at telling stories, you must be good at listening: There is a reason that the human body has been designed to have two ears and one mouth — so that we can listen twice as much as we talk. By listening to your client, you can build better relationships with them, understand their needs, show empathy and customize solutions for them.

Allow your customers to take center stage in your narrative: Weave your story around your customers so they feel included in the brand family. Share stories about your regular visitors with new customers to draw them to your brand. Compliment and support their product choices with valid reasons of why it would be suitable for them. Show your clients that you are client centric.

Deloitte and Touche have added that a brand will increase its business by 60% by using narratives to emphasize customer-centricity. Always remember, own your brand narrative and use your storytelling to give your customer a compelling and memorable client experience they shop with you happily ever after. The end.

Feel free to comment, ask and share your opinion with us.

Warmest Regards,

Grey Matter Research and Innovation Team

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