Fans vs Customers
The hare-brained scheme for a European Super League has highlighted an interesting dilemma between ‘Fans and Customers’.
In the world of retail design the ‘Customer’ is at the core for all brands and services. Simply put the ‘Customer’ profile helps to narrate the brand story, in order for it to educate the consumer of their product/service and, ultimately, make their products/services displayed more desirable as a result.
But calling retail brand consumers as simply ‘Customers’ seems wrong especially in these testing times?
We loose that human connection and transform the ideal consumer(s) to a one dimensional, emotionless commodity. It limits any real connection. Brands fail to recognise that as social beings one of our essential needs is to have a reciprocal connection/conversation.
Interestingly the customers of the football league have fervently argued and protested that they are not to be treated in this one way conversation in any circumstance.
Now I agree the analogy between the football league and retail design may be a big step but should brands become more reciprocal and focused in creating connections with their ‘Fans’ in these changing times?
The New Human Era
We are living in a New Human Era, where some brands are developing a deep
customer empathy. Amazon claim to have an empty chair in their meetings, where the customer is symbolically seated.
Brands are starting to talk and act like people.
Real dialogue, with real words and real listening, is how humans communicate, and it is how the true human brands do so as well.
Brands are open, real and even flawed. They aren’t boring. Companies can, and should, have a dynamic personality just as people do.
They care intensely about the little things. Some are innovators, some are courageous to do what matters, and some are just good, plain human thoughtfulness. Such as Umpqua branches in America organising local community yoga classes to bring customers into their stores. Or play areas to entertain families with young children.
Brands empower their employees to be the brand. Each member of the floor staff or genius bar at Apple is uniquely themselves. Trader Joe’s employees make each store their own by making their own signs.
This local improvisation and individulaism allows brands to turn customer journeys into emotional journeys that create position experiences.
Happiness is always hard to define but we are all looking for it, we all want it and some brands like Lego strive to provide it.
A New Perspective
As consumers/individuals we have changed too from our imposed isolation/prison sentences.
We are much more aware of our wellbeing, our environment.
We have retreated from globalisation and hyper consumption to support local
communities more as appreciation for and acceptance of different cultural
social norms.
We want to experience more variety in all areas of our lives, what we wear, eat, do and where we go.
We are more astute and see through the traditional marketing spins. We yearn for authenticity, consistency and most importantly human experience.
We demand our Retail brands to be more social, mobile, conversational and experiential. Despite multiple pathways and channels, we expect brands to have a cohesive experience.
Fans in retail is not a new concept, in fact its been around for a very long time. One of its famous propagators is Vernon Hill of Metro Bank. But the best instigators, is of course Apple, and sport brands.
These are big businesses, global brands but can a local grocery store, a confectionary store, a newsagent or a sandwich shop create fans?
Yes of course they can, brands can be beacons in their communities. If they lead, design and innovate with purpose, brands can act as a real source of inspiration and authenticity.
In turn with real dialogue, real words and real listening is how humans communicate, and it is how true human brands do so well.
We are yearning for genuine human experiences and connection in retail and the role of brands is no longer just to make and sell us products, but to engage deeply and openly as collaborators in creating value together. It’s the core principles to retail fandom just as the grass root clubs are to the football league.
