Customer Conversion
I recently visited Whidbey Island with my mom. It was a classic girl’s trip: explore downtown, check out the shops, enjoy some tasty meals, soak in the views, and relax in between it all.
As you can imagine, my branding brain never stops working. Choosing a restaurant means evaluating signage, fonts, and interior design alongside the menu. Shopping becomes an analysis of window displays, music choices, product details, and checkout packaging. And the city itself? I'm studying the downtown layout, storefront design, wayfinding signage, public art, local events, and how they market it all.
Therefore, Whidbey Island and its locals are being tested. Impress us, give my mom and I something worthy to tell our friends about, and give us a reason to return.
Stand Out Shops
Our favorite stop was The Chocolate Flower Farm. Yes, chocolate was the theme, but beyond the sweet treat this stop offered dark-colored anything. Flowers, plants and seeds, chocolate-colored eggs laid by her resident hens, brown canvas bags, garden art, and vintage home goods. Chocolate candles, recipe books, fudge, cookies, and activity books. Icing on the chocolate cake: the boutique shopping experience was on her farm where a goose, goats, dogs, and even a squirrel you can feed surrounded you in the beautiful, wooded field.
Another was Grayhorse Mercantile. I could have bought this whole store. One half was home goods: dishware and kitchen tools, hair clips, lotions, and chapsticks, a kid's section, recipe books, candles…you name it. The best part, almost none of the brands were familiar. It required me to try a sample, which led me to buy the product, because the quality was so good.
The other half of this mercantile was food and dining related. One shelf alone was all canned sardines, oysters, and the like with dishes to serve them in. Another was pasta and olive oils, a third being a shelf of teas and coffees I needed to try. The center of this area had hosting supplies to display your food and drinks, plus accessories for the table. I must also mention the artisan chocolates, caramels, cheeses, and wines in other sections of this store.
Both of these places had me obsessed and wanting to study and take home almost every product.
When was the last time you were this excited to shop—where you didn't think, 'I can find something similar elsewhere'?
Because of the excitement, curiosity, and uniqueness of these shopping experiences, it created value and urgency. I would have to really hunt for these products if I wanted it after leaving the island. It would also become more of a task because the fun of shopping with my mom in Langley, Washington would no longer be a part of the experience.
These brand owners created a customer experience with intention.
The intention is what mattered: find something unique for folks who are in a unique setting. Provide an opportunity to dazzle guests in your home or gift something memorable with our products. Discover the artisan creations, made special in a world where most things are accessible at any time through the internet.
These businesses are engraved in our memories, the stories we share from this trip, and are a part of the gifting we’ll do at the holidays. Any time a friend asks us what to do when visiting Langely, we’ll recommend them. The Chocolate Flower Farm and Grayhorse Mercantile created loyal customers with one trip. We will happily return to each location.
How quickly can you convert customers with the experience you're offering? What can you offer that your competitors are overlooking?
I'd love to hear what you're doing to be extra intentional with your brand. Send me a note.
