It Starts With a Cup of Coffee
Creating Something Memorable
When analyzing the aforementioned “Starbucks phenomenon,” retail analyst Martha Refik explains, “Starbucks didn’t so much examine how to make a better cup of coffee—instead they took all the things that surround having a cup of coffee and spun them into a concept. The relaxation, the fact people like to socialize when they drink a cup of coffee … they ventured deep into the experience inside the act of having a cup of coffee.”
Refik added that if you take a look around, several retail chains have jumped on that idea/concept and turned what may, on the surface, be looked at as mundane activities and turned them into unique entertainment experiences. “The American Girl stores are doing the same thing with the concept of buying a doll. Why would anyone spend over $200 on a doll when most young girls are delighted with a $10 Barbie? Why, because a trip to an American Girl store is a unique and memorable experience for your daughter—it’s interactive, participatory and most of all, tons of fun. You have purchased a wonderful memory along with the doll.” Once again, the American Girl brain trust took all the things that surround what owning a doll means to a little girl and created a retail location that captures that magic.