Experts wanted
Sustainability
Know and be true to your values
| FEATURE
More than ever , today ’ s consumer is looking for a local expert in-store . The stories and solutions that retailers offer are important to the overall development of their businesses . FICO , for example , employs biodiversity ambassadors who can escort shoppers through their journey of discovery .
What impressed me was how knowledgeable these ambassadors were . The one who took us around not only knew the local retailers ’ background stories , but they could also explain how to prepare meals based on the ingredients on offer . This highlighted how important retail staff members truly are in any experiential store to help develop the on-site experience .
Mix things up
Experiences have to constantly change . I visited FICO in February and the visual merchandising theme at that time was based on apples . So during apple season , guests actually walk through an arch of apples at the entrance to begin their journey . But the FICO theme changes every month and therefore so does the theater of retail . The consumer is guaranteed a different experience periodically .
Shoppers love to learn new things
Education is also part of the new game rules in retailing . FICO actually produces an Experience Catalog that outlines opportunities to “ Learn the Art ,” whatever it may be . This catalog offers short courses ( never more than one hour in length ) on local crafts and they include : “ How to Make Cheese ,” “ Farm to Steak ,” “ Making Pasta ,” “ Passion for Rice ,” and “ Fruit becomes Sorbet ,” all topics that FICO managers believe would be of most interest to their customers .
Visual merchansiding that ' s creative and puts the emphasis on nature and farming makes a great impact on visitors .
Keep to your values . FICO has very strong ones and they revolve around being local and promoting local stories on Italian food . Of the exhibitors I saw , 149 of them lived the journey . One retailer , however , was selling pineapples and bananas from Costa Rica . When I challenged him on it , he told me that customers had asked for these fruits so he felt that he should sell them . In discussions with FICO senior management , we actually agreed that this was not part of the agri-food park ’ s value statement . The message was : Do not let one individual alter the values for the whole team , as it will affect the impression and brand of the whole organization .
Don ’ t forget about the kids ’ journey
Include children in your marketing plans and ensure that you are providing an interactive experience for them , too . At FICO , children are encouraged to place seeds in Rockwool cubes and then put those in a hydroponic growing zone . Before they begin , they can take a picture and post it online via the FICO mobile app so that they can follow their individual seed as it transforms into a seedling to plant and later harvest . This engages the children in the whole experience and again encourages their families to return to FICO .
I visited FICO in the last week of February , during a very cold period when it was snowing in Bologna . Our visit was three months after the park ’ s opening last November and up to that date FICO already had welcomed one million visitors . My wife and I stayed until 7 p . m . and attended one of the live presentations . More than 150 people filled the on-site theater that evening , a testament to a business that provides a true experience .
John Stanley is a conference speaker and consultant . As the founder and principal of John Stanley Associates in Australia , he works in 35 countries and is one of the world ’ s sought-after retail and small business presenters . Follow John on Facebook and Twitter , or contact him at john @ johnstanley . com . au . For more information on his firm , please visit http :// www . johnstanley . com . au /.
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