Amazon — currently eyeing locales for a second U.S. headquarters — knows that its core value lies with providing convenient, personal service to customers.
But Amazon faces a challenge in this expansion: how to maintain for customers the feeling of personalization they value, even as the company grows its brick-and-mortar presence. Amazon needs to keep its focus on convenience, as well, the way it’s done, for example, through its recent partnership with Kohl’s, enabling returns through Kohl’s stores.
With the level of financial success Amazon enjoys comes the opportunity to expand a brand through more and more locations: In fact, Amazon plans “pop-up” locations of mini retail storefronts.
For any company blessed enough (on a smaller scale, perhaps, than Amazon’s) to expand its reach and to branch into new locations, it’s vital to stay connected to what people loved about them in the first place. That starts with hiring managers and a frontline staff who are all well-versed in what defines the brand. And that’s where “story” comes in: The brands that can nurture, communicate and embody their stories will see noticeable growth: In fact, a PointArc study estimated that the business-to-consumer brands it looked at that put a focus on storytelling averaged 7 percent greater revenue as a direct result.
New market, same story
At Glassybaby, customers connect with the story behind our giving 10 percent of all revenue earned, as well as our sustainable products and the feeling evoked by the glass votives we make. The reason why that happens is our staff: At the start of managers’ meetings, for example, we have everyone share a story of how the company has enhanced others’ lives.
The anecdotes that result might be about running into a satisfied customer in the store, or hearing from a giving partner we’ve helped with a donation. No matter what the story, I know that I feel good being in a room with smart people who are as invested as I in making an impact — and as dedicated to our brand narrative.
Your brand’s narrative, too, should course through each employee’s veins and flow freely from your front-line staff members, who are crucial to conveying the first impression your brand gives viewers. When you expand, and especially when you establish a new location, you must get the new staff members you add to connect with your brand story in order that new customers to do the same. Here’s how:
1. Ingrain that story in staff. Don’t discount the role employees can play in telling your story. A MSLGroup study estimated that brand messaging is 24 times more likely to connect with customers when employees deliver it…
