After a long day of fun in the sun, visiting with family, we had the pleasure of stepping into a Tasty Time frozen yogurt shop in upstate New York last week.
The advent of “choose-your-own” frozen yogurt retailers is not lost on me. There was a time when after a hard week of work I’d take the team out for “fro-yo” to celebrate a job well done. In a corporate world beset with soul-crushing deadlines and cog-in-the-wheel tasks, the freedom of choosing one’s own flavors and toppings was liberating. A Friday afternoon punctuation mark of limitless possibility was a treat indeed.
In case you don’t know how it works: you basically walk in, grab a cup, fill it with flavored frozen yogurt and dump a bunch of toppings on top. The store person weighs your culinary creation, you hand them money, you grab a spoon, you sit and realize why life is so awesome. The goal is to shoot for $5 (in the midwest at least). Spend any less and you really aren’t trying hard enough. Over, and you may have an indecision or self-control problem on your hands.
Oh well, problems can wait when you’re enjoying fro-yo.
Which brings us back to our trip to Tasty Time. As we sat there eating our yogurt, the Summer sun receding behind the mountains, the experience was very pleasant. It was more than getting “ice cream” with the family. The interior of the store was bright, colorful and inviting. Customers filtered in, went through the experience and sat enjoying their dessert. The owner came out to say “hello” and thank us for visiting. Our kids enjoyed counting alternating orange and white upholstered cube seats. There were cool looking lights and signs promoting various other delights beyond just frozen yogurt.
As we finished up the kids filled out neon colored index cards of thanks and pinned them up on a corner bulletin board. There was a sense of community.
It was all about the experience. The attention to detail was present throughout the store, from entry to exit, from beginning to end. Colors, textures, details all worked harmoniously. Even the bathroom was modern, clean and delightful.
The point is, if you have a store then please create an experience. Be mindful of your brand, create a brand message and make sure that message is communicated in EVERYTHING you do. Think not only about the physical space but the processes customers will experience when they visit. Our trip to Tasty Time wasn’t over the top, the experience was subtle, but it was effective.
It is about more than just selling a frozen treat. We left that night with a vacation memory that hopefully the kids will remember for a long time. I know I’ll treasure the experience. Not bad for five bucks.
Chris is president of Chris Weigand Design, LLC, a full service retail design consultancy focused on helping retailers and product companies provide customers with an experience when they venture out to spend their hard earned cash. When he’s not designing or writing, Chris enjoys spending time with his family, eating frozen yogurt and exploring stores. Visit http://www.chrisweiganddesign.com to find out how they can help with your next project.