We’ve featured Waitrose and Virgin Trains Customer Experience recently in this feature. So what is 3 in 1 CX? This is when we identify within one minute of engaging with a brand, three touch points which demonstrate the strength of their positioning and differentiation through customer experience.
Despite admiring these brands, I’ve been waiting for an opportunity to showcase a favourite of mine, Imaginarium. I first enjoyed the European retailer’s toy shop experience a few years ago whilst working on a customer value proposition commission for an Italian Bank. Since then I’ve been a fan. So when I recently passed through Lisbon and spotted a store at the airport I seized my chance.
So what makes Imaginarium stand apart from the other toy stores? It’s that they recognise the importance of play, creativity and capturing the imaginative minds of children. This is brought to life in two important ways; the products and the in-store experience.
When it comes to the experience they look at it through the child’s eyes. This alternative view point makes the world of difference and creates a much more enjoyable retail experience for all. With two young children I’ve ventured into plenty of toy store retail chains and independents, but Imaginarium is the only one to have an unmistakable brand feel.
Within 1 minute of walking into an Imaginarium you get this. Here are three experiences at key touch points for any retailer which show how they deliver branded CX putting Imaginarium, in my mind, ahead of the others.
The entrance – this has become an iconic identity marque on the high street for Imaginarium. It works on so many levels. The mini arch acts as a greeter, it drives children to drag parents to the store, it is a beautifully different coloured shape to achieve stand out from all other shops in a mall or on a street, it says we are non-conformist to the convention of retail, it allows children to arrive in the store For just a second) on their own,
it’s a perfect defining brand moment which others can never copy and most importantly it says to parents and children you are equally important in our store.
The promotion – In a toy shop, sweets are an ancillary offer. They are non-core and therefore a promotion to enhance the brand reputation. Ancillaries often drive incremental profit for companies. And as long as they reinforce the strength of the brand (and not exploit it for short-term sales as some lesser companies believe they are there for), they can be useful promotions for the brand.
Imaginarium deliver this really well. Their displays are works of art which have to be experienced. They take common products (sweets in this case) and present them in totally engaging and intoxicating way making the cross-sell an enjoyable experience.
The take out – When you leave the store with your purchase in tact the transporter for the goods should of course be practical but also be a perfect reminder of the brand purchased. Imaginarium get this. Which is why their carry out bags are branding messages to the customers reminding all why Imaginarium are there and what they celebrate.
The bag states “Playing for a Better Future” and features various children. It has visual stand out and a core brand message. It’s also a bag parents will find hard to throw out (who would dare throw out this bag). They are so proud of their bags, they hang in the store.
Within 1 minute of walking into the store these three experiences wash over you and remind you how much fun Imaginarium is and how important inspiring children’s imagination is to their existence.
Imaginarium are there already, but at Lexden it’s our mission to help other clients find their own brand defining experience moments which also increase sustainable profits through content customer commitment.
Posted by Christopher Brooks, Director, Lexden – Independent Customer Strategists
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Here’s the branded experience I encountered when arriving. So with the stop watch ready to start, I got out of the car and headed towards the hotel following a 90 minute drive. On walking to the hotel from the car park, the frustration of the slow motorway journey and countless hold ups were quickly forgotten when I saw the playfulness immediately in evidence in the exterior of the hotel with the smoke being delivered courtesy of a giant green dragon (of course)!
But out of the corner of my eye I noticed a gentleman on his own reading a paper – not the best environment for such a pastime I initially thought. Until I realise it’s another fun branded gesture from Lego; a lifelike life size guest.
CUSTOMER EXPERIENCE CONSULTANTS | LEXDEN 