Tag Archives: Waitrose

What is your favourite Christmas Ad of 2016?

The Christmas season is in full swing now all the major brands have served us their 2016 Christmas ad specials.

According to the Mirror and the Metro’s reader polls, Sainsbury’s ‘Mog’ appealed more than any other ad last year. But which will be your favourite be this year?

Vote below and see how your views compare with others. Another mince pie anyone?

2016

 

Enjoy the vote. Enjoy the ads. Enjoy Christmas 2016.

And then bring on 2017, when we expect to see an even greater ROI expectation from your Customer Experience endeavours.

If you need support in any area of CX in 2017, please get in contact.

We will listen to your challenge, explain how we’ve helped others and share how we will be able to help you as we have done so for clients such as The Co-operative Bank, Visa, UCL, Syngenta and Ladbrokes in 2016.

Ho. Ho. Ho.

Christopher Brooks | Lexden Customer Experience Consultants | The Courtyard | Wind Hill | Bishops Stortford | Herts | CM23 2ND | 01279 902205

 

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3 in 1 Brand Experience – Lego Hotel

Few brands own a shape as well as Lego. The coloured brick has become synonymous with Lego, and vice versa. I have been familiar with its association with play, from my own childhood through to the present where we have a healthy deposit in the children’s toy room, plus it often makes an entry during customer journey mapping and value proposition workshops for Lexden. So I was intrigued to see how it transferred to a hotel and whether it could achieve the highest of all accolades (tee-hee); Lexden’s 3 examples of a branded experience within 1 minute of engaging with the brand.

Previous achievers include Virgin Trains, Waitrose and Imaginarium (click link for these), so the bar for entry is set high. But having visited the Lego Hotel at Legoland Windsor for a corporate event a few months ago, I am delighted to say it passed with flying colours.

Lego LandHere’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)!

The colours and shapes screamed Lego – so I knew I’d arrived. I passed under the arch with the dragon bearing down on me and I entered the hotel.

The reception is typically Lego with characters littered around the families with young children ready for a day at the theme park and a flooring of carpet imprinted with the iconic shape meaning Lego comes at you from the walls and floor alike. Lego Land ManBut 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.

Okay so I wasn’t fooled that easily, but it was a striking image sensibly situated at the entrance of the conference facilities.

It was at this point I realised it had been a long time on the road and with a day’s conference speaking ahead of me, I decided to pop in and use the ‘facilities’ before the day’s events began. Of course the Lego theme was carried through here, with Lego characters on the gents, ladies and toddlers loo door signs and oversized pieces as urinals (I’ve spared you the picture). Equally fun were the prints on the doors on the loos inside. They take what is always a very dull space and depict a Lego escapism scene. Lego Land02

A most amusing piece of branding and the only hotel in the world where it would work! Oops – there’s that urinal too in shot.

Welcome to our league on 3 in 1 CX Lego Hotel. Look out for the next article to see if you brand makes our list.

Posted by Christopher Brooks, Customer Experience Consultant, Lexden.

If you like what you’ve read please sign-up to Lexden’s ‘Customer’s World’ Update for ideas, inspiration and insights to improve your customer strategy endeavours.

For further information on how we can help with your customer challenges contact christopherbrooks@lexdengroup.com or call M: +44 (0) 7968 316548 or T: +44 (0)1279 902205. You can also follow us on LinkedIn, Facebook or Twitter or read client testimonials and case studies at Lexden Group.

How Imaginarium playfully deliver the 3 in 1 CX equation

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.

imaginarium1The 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.

imaginarium2The 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.

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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

If you like what you’ve read please sign-up to Lexden’s ‘Customer’s World’ Update for free monthly ideas, inspiration and insights to improve your customer strategy endeavours. 

For further information contact christopherbrooks@lexdengroup.com or call us on M: +44 (0) 7968 316548 or T: +44 (0)1279 902205.  You can also follow us on LinkedIn, Facebook or Twitter or read client testimonials and case studies at www.lexdengroup.com.

Virgin Trains deliver the 3 in 1 CX equation

Anyone who has spent time on Virgin Trains will agree the ‘experience’ is different to those on other rail networks. In fact, as I travel on other networks I see more and more of Virgin’s ‘touches’ appearing. However, with Virgin it seems natural because that’s what the Virgin brand investment promises. With others rail companies it often seems awkward and stands out like a sore thumb.

Our preoccupation is to help clients identify what customer experiences drive profit and make those brand differentiating. Simple really. Through years of experience with this focus, we’ve accepted that driving profitable CX is much more likely to succeed when backed by a brand which is:This is the latest in our series of 3 branded experiences in a minute.

  1. meaningful to its customers so they can extract the value it offers;
  2. accessible by its employees to translate into meaningful customer experiences;
  3. envied by their competition who can at best deliver a ‘me 2’ copy of an experience.

Within a minute of arriving on a Virgin Train there are three brilliant reminders of their brand strength, delivered through the least likely of experience opportunities.

The step

This isn’t just any step. Courtesy of the Virgin brand, this is a whooshing, moving into place, Thunderbirdesque gliding Virgin step in to a world of potential (okay, slightly carried away, but you get the picture). It possibly is more attributable to the train manufacturer than Virgin for the steps movement, but none of the other companies have one.. Even if they did, theirs would still be a dirty step on to a train. With Virgin Trains, the brand promise has meant it could be so much more (even when it’s dirty too).

The loo seat

Virgin Trains demonstrate that ‘any’ piece of estate can be leveraged. This message could only come from them though.  You will find it on the back of the loo seat on-board, it’s also in the voice over in the loo…..yep the voice over in the loo. It starts as expected with, ‘please don’t flush nappies, paper towels’…but ends in a less expected place with ‘your ex’s sweater, hopes, dreams or goldfish’. This toilet humour would be strange from any other network, even though they have the same infrastructure, but for Virgin it is spot on.

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The loo wall

Apologies. My one minute journey took me from boarding to this room! It’s just a wall, surely! On every other train this is no more than a beige bobbly abyss of a wall. But on a Virgin Train it’s an escape route to another world. Admittedly not every other network has a balloon enterprise to throw up, although I couldn’t see that ever stacking up as a, ‘the reason we don’t do it’ response from the competition.

What it does show, to all, is how the less conspicuous and often overlooked spaces have as much a role to play in delivering branded customer experience as the more obvious areas of improvement such as service, comms and technology.

This issue featured Virgin Trains. Click here for our recent blog on Waitrose.

If you want to find out more about how to deliver brand differentiating customer experience, contact us,

We will bring you more 3 in 1 adventures from the world of CX. Next stops will include Citizen M and Mini. If you have a nominee for the 3 in 1 CX equation please send them through.

Posted by Christopher Brooks, Director, Lexden

We help clients build profitable customer experiences and create commercially advantageous customer value propositions

If you like what you’ve read please sign-up to Lexden’s ‘Customer’s World’ Update for ideas, inspiration and insights to improve your customer strategy endeavours. 

For further information contact christopherbrooks@lexdengroup.com or call us on M: +44 (0) 7968 316548 or T: +44 (0)1279 902205.  You can also follow us on LinkedIn, Facebook or Twitter or read client testimonials and case studies at www.lexdengroup.com.

Can you deliver the 3 in 1 CX equation? Waitrose do.

We spend most days at Lexden helping clients to improve the effectiveness of their CX performance. That may result in a more valued brand differentiation, a new business model, an interactive employee engagement game, an increase in cross-sales strategy etc etc.

That’s the point; CX has moved on. Positioning CX as the only holistic all-encompassing new way of life for all to religiously follow is too much of a shift for many leadership teams? We don’t think it’s needed always either. In fact, we see it as a more effective business model to drive sustainable profitability. If that’s your aim, then bingo, you are the type of client we work well with. So read on and then we’d love to hear from you.

Rolling your sleeves up and working in the smaller ‘everyday’ customer experiences can be as fruitful and rewarding as seeking to exploit those defining moments which enables your brand to pull apart from others. Don’t get me wrong, we recognise the 8:1 ROI from the extraordinary branded CX opportunity is superior to the 1:1.25 potential of the ‘brilliant basics’. But let us not forget brands need constant feeding to keep their value and customers need as many touch points to experience that brand as possible.

So finding opportunity for the brand experience to shine is key. Finding these amongst the invisible spots, the unnoticed nooks and crannies is still a playground of opportunity for those clients prepared to look a little further and those of use helping clients who look beyond the conventional.

With this in mind we will bring you a number of brands who do this, effortlessly well. So easy in fact you trip over them. Many talk about delivering memorable CX at the start and the end of the journey; the CX rainbow.

Of course the chasing the pot of gold matters, but we do find a sprinkling of experiences in between can help pep up the customer performance indicators and encourage higher levels of average usage throughout too. To demonstrate how natural they are, pick a brand and find 3 in 1 minute that qualify.

Here’s 3 Waitrose experiences we found in 1 minute. Not every brand can deliver this. But those who do have CX baked in to their business model.

waitrose 1 waitrose 3waitrose 2

1. Flowers – here they are with a bunch of flowers you can buy in store. They brighten up the place and say, they are good enough for us too. They also sit there for a week to show the quality.

2. Local community – Waitrose keep close to their communities and this much copied approach to local charitable donations speaks it in volumes. The fact that these are three cricket clubs adds a very appropriate ‘middle England flavour to Waitrose too.

3. Recycling the promotion – Waitrose may have moved the coffee cup behind the counter to keep out the M&S Food pretenders, but they are still squeezing more out of that cup as this poster I spotted shows and oozes Waitrose values.

Virgin Trains next!

Posted by Christopher Brooks, Director, Lexden

Lexden is a Customer Experience & Value Proposition Consultancy 

We help clients build memorable customer experiences and create engaging customer value propositions.

If you like what you’ve read please sign-up to Lexden’s ‘Customer’s World’ Update for ideas, inspiration and insights to improve your customer strategy endeavours. 

For further information contact christopherbrooks@lexdengroup.com or call us on M: +44 (0) 7968 316548 or T: +44 (0)1279 902205.  You can also follow us on LinkedIn, Facebook or Twitter or read client testimonials and case studies at www.lexdengroup.com.