If you are looking for the quintessence of customer experience, look no further. This store counts only on its customer experience to drive its sales : it’s called “Flying Tiger Copenhagen“. And believe it or not I visited one store of this Danish brand for the first time a few weeks ago. I paid a visit to the store located next to the Flatiron building in New-York.
A store full of 1$ and 2$ stuff
This store proposes an assortment of low-cost items (mostly priced at 1$ and 2$) that you don’t need and that are yet very desirable.
Each item in itself is unnoticeable, useless and, seen in another context, you’d don’t ever look at it. But in this very store the assortment becomes the attraction and you can’t resist the temptation of getting rid of a few coins in exchange of this merchandise.
Customer experience is all what it is about
If the items sold at “Flying Tiger” are so worthless, why is it that everyone entering the store eventually ends up buying something? Because of the customer experience!
Each item taken separately is indeed not worthless but it’s how they are arranged together and the assortment of so many lo-value items that create the desire.
In-store customer journey
Also noticeable is the in-store customer journey. The shelves are arranged to force you into a certain path which will bring you in contact with myriad other articles that will tempt you. This is very similar to the check-out line in the London Lego store that we discussed here.
The shelves are relatively low (like in an Apple store) to allow customers to see the entirety of the store and to avoid getting lost in a maze.
Flying Tiger Copenhagen is a kind of store that only exists because of the customer experience it offers. The items taken separately are worthless but become attractive because they are put together. The secret of the brand is to offer a compelling experience where customers can treat themselves with some inexpensive yet essential items.
Posted in Marketing.