What makes a meaningful customer experience?

Thus far my most memorable and meaningful customer experience was when I purchased my wedding dress. I remember everything about the experience, from the first time I saw “the dress” and knew it was “the one”, to when I subsequently tried it on and purchased it. However, I was also emotional about the experience before I even arrived at Julian Gold or knew about Reem Acra bridal gowns.  Therefore, the event (my wedding) connected to that particular customer experience was what enhanced the experience and made it more memorable. And though the retailer, Julian Gold, impressed me with their customer service, I think I expected it and wasn’t really surprised when they offered me champagne or had 2 of their staff assist me throughout the dress fitting process. These enhancements to the experience were great, but if I hadn’t had them, I probably still would have been just as happy. Julian Gold knew that I felt this way about the experience and they were prepared to enhance that already giddy feeling I had. It’s the kind of experience where, at least for me, something really has to go wrong to take away that positive emotion. It’s where you only remember the good things that made the experience special and ignore anything that might threaten that perfect euphoria.

So while I feel like that experience was meaningful, I brought something outside of that experience to the table, which enhanced it for the better, thus making Julian Gold’s job slightly easier. They didn’t have to win me over, or impress me with their ambiance or image. There were no surprises. They had the dress I wanted and by association the store was perfect too, end of story.  

In contrast, and perhaps an experience that was meaningful in a different way, because my initial reaction was surprising, is a customer experience that continues to evolve. This company seems to effortlessly create an experience for their consumer that makes you feel like you’re in a museum, discovering everything for the first time—except that you can touch, taste, smell, and even eat their stuff. This place is Kuhl-Linscomb. It was first a design firm in Houston, Texas established in 1984, that has now grown into 70,000 sq. ft. of design and lifestyle retail space. They have everything a person could want to fill their personal space with—this store truly has everything! Apothecary and fragrance, lighting, wall coverings and fabric, home accessories, books, stationary, jewelry, music, pet accessories, storage, children, bedding and bath, and furniture.

So here’s the breakdown…when looking at this experience from an experiential marketing point of view, Kuhl-Linscomb definitely gets it.  They’ve stated that they “Understand the importance of the overall ambience in our showrooms and we pay special attention to our presentation in every detail such as the architecture, interior design, color, lighting, fixtures, product display, etc.” The company has five buildings, which divides their different products and design centers into smaller departments. This is a good thing, since experiencing all they have to offer all at once would be overwhelming and sensory overload for most.  When you first arrive, you enter the first building, which encompasses all of their bath, fragrance, apothecary, jewelry, books, teas, music, pet, and stationary products (this building alone can keep one fully engaged for hours).  

SENSE- When I first walked in I immediately was engulfed in a slightly overpowering, but pleasant smell of fresh cut roses. Once in the store I heard the sound of music, but this wasn’t just any satellite radio station, it sounded like lounge and world music combined. If you’ve ever heard of Buddha Bar, then that’s what it sounded like. I saw a floor to ceiling wall in front of me that had a small credenza with maps of the different buildings laid out for customers. I grabbed a map and continued through to the open area. The store was not particularly well organized, considering the variety of products, yet it still looked attractive. There were shelves along the wall with various products and then large tables with different items and walkways throughout to move easily between tables.  Everything was out in the open ready to be picked up and examined, except for the jewelry, which from what I understand, is very expensive and mostly one-of-a-kind pieces. It almost looked like a luxury flea market, where you could find little treasures for yourself as products were stacked, grouped, and displayed in a casual and unassuming way. For example, an amber colored transparent polycarbonate Kartell side table displayed these great little sushi magnets (Note: the side table was about $250 and the sushi magnets $6).   

FEEL- When I first entered the store, I instantly felt happy and energized, since the smell of fresh cut roses reminds me of Valentine’s Day and birthdays, which are both happy events for me. I found out later that the smell came from the line of Dayna Decker candles and diffusers that emit the wonderful fragrance aptly called “Rose”. The music, because it wasn’t the typical mainstream pop sounds you hear at most retail locations made me feel like I was in a different country, on a trip somewhere new. It added to the experience because the music complimented the eclectic selection of consumer goods. What was even greater is that they only play music that they sell. So if you hear it and like it, you can buy it! I love that you can shop and sample their music at the same time. Plus, if you want to hear something new, you can go to their music section and sit and listen to any or all of the music compilations.  I’m going to go as far as to say that this store almost gives you a liberating feeling of freedom where everything is in reach and you don’t have to ask, “how much is this?” or, “can you show me that?” I feel like so many upscale stores want you to feel like you need a salesperson to help you, like they’re the experts, which in a way they are in terms of the product. But often times they want you to experience the store through their eyes. They try to convince you that they know what you want more than you do, or that they have more style and taste than you because they work there. But you, the customer, are an expert in what you like and need-- at least that’s what I believe Kuhl-Linscomb assumes. I think it’s a place for people who have a clear and confident taste and don’t need someone to tell them what to buy. When you’re ready though, they seem happy to assist you in designing a living space or answering any questions about any product.

ACT, RELATE- I feel like I have a good grasp of the kinds of things I like and I don’t really flip-flop around too much. But I also think designing a space is always a work in progress, it never seems finished, and our tastes change depending on where we live and where we are in our lives. But, no matter where you stand on personal style or design, Kuhl-Linscomb makes you feel like, “Yeah, this is me. I could definitely live like this.” I’ve taken several people there since my first visit, and they all respond that way. Kuhl-Linscomb is marketing a lifestyle, and if you’ve ever had any inclination to design or create things, you can appreciate all of the elements they bring together. You could actually buy everything you could need to fill an entire home at Kuhl-Linscomb. You wouldn’t need to go anywhere else. I often think when I go there, “I want my house to smell like that,” I want those books on my coffee table,” “I can picture that chair in my living room.” It inspires you to imagine things differently, and makes you feel creative and unconstrained. But being creative takes work, and sometimes the unfamiliar is scary. Yet, now that I’ve taken the plunge into the Kuhl-Linscomb world, I imagine I could stay there forever.