Now, a store within a store concept is nothing new.  In fact, in some ways, we may even be able to consider our earlier look of Victoria’s Secret and Pink to be an example of such.  The idea of having a store within a store is to make sure that each segment of your shopper base feels like they belong.  There is a section of the store that has been tailored specifically for them.  I’m particularly intrigued by the effort put forth by Forever 21.  Forever 21 started a single store carrying women’s clothing, accessories, swimwear, lingerie, and shoes.  It has since expanding into various geographies and into various categories.  Forever 21 owns a variety of retail format, including the original, the accessories only, the one for plus-size, the one for kids, and the one for men.  Now, in its XXI Forever high square footage format, you will find all these stores in one.  It is in these stores where the store within a store concept gets really interesting.

Now, at first glance, you may think you’re looking at pictures taken from two different stores.  Of course, you know that they are simply two “stores” within a single XXI Forever store.  The pictures above shows the 21Men store (also known as Heritage1981) and the For Love21 store for accessories.  Now, as we have learned throughout the week, the devil’s in the details.  And it is no exceptions in this case.  The attention to detail is inspiring.  It goes all the way from the merchandising to the shopping bag.  As a man, wouldn’t you rather carry a more manly gray bag, as opposed to Forever 21’s signature yellow bag?

Inspired by my love for shopping, we’re looking at the place where brands really come to life – retail spaces.  Today, we’re looking at a retail shop that only sells the perfect toy. 

Children are so imaginative, and a good retail space can really tap into this power.  Build-A-Bear is the perfect example of this.  It’s an interactive retail space where kids can make their own customized stuffed animal.  Individual customization is the king of segmentation.  It is the secret to make sure that your product is just absolutely perfect for this shopper.  Founder Maxine Clark credits Build-A-Bear’s success to being able to connect with each consumer with his/her own perfect toy.

The process goes a little like this.  You go in, and you choose an animal.  Then you go record a voice, if you so choose.  Afterwards, you stuff your animal, with a heart.  After you have a fluffy animal, you go around the shop to find the perfect outfit (and these outfits are hung on a bear-shaped hanger.  Now, that’s attention to detail).  Finally, you name your animal and make it a birth certificate. 

Now, this is a real involved process.  So, store associates can play a big part of this experience.  Remember the part where you’re stuffing the animal?  A store associates help with the actual stuffing by working the stuffing machine (I don’t know the official name).  In addition, store associates make each experience special.  In the stuffing process where you insert the animal’s heart, the store associate would ask you to kiss it before putting it into the animal.  Now, what can make this stuffed animal more special than that?   Behind each special experience is an army of special store associates.

I am a girl.  I like shopping.  So, let’s dedicate a few posts to this favorite subject of mine, in the vein of looking at retail spaces.  It is at retail where brands really come to life!  And the first thing about branding is to make sure you’re talking to the right consumers.  This is where I feel like a few retailers really shine. 

Let’s talk about a branding Angel – Victoria’s Secret.  It’s a brand that’s stands for femininity at its finest.  It’s sexy, but not sleazy.  It’s alluring.  It’s everything a woman wants to be.  But, what about those who wants to be a woman, but have not quite grown into it yet.  Victoria’s Secret created Pink for this segment.  It’s cute.  It’s sweet.  It’s age-appropriately feminine. 

To get this branding into retail, Victoria’s Secret created two separate retail spaces.  In some cases, these are actually separate stores.  Often, they are attached storefronts with distinct branding difference.  Victoria’s Secret resembles a fashion boutique with its cream wood paneling, while Pink perhaps resembles a girl’s college bedroom with pink wallpapers. 

Store associates are vital to the Victoria’s Secret brand.  Victoria’s Secret is a store that’s built with the comfort and ease of the shopper in mind, regardless of gender.  If you’ve ever shopped for lingerie, you may realize that sizes are tricky.  That’s why they only have simple displays of lingerie, but store associates are always on-hand to help.  Store associates will help you figure out what sizes are right and pull the appropriate product from inventory.  So, it’s not just the space, it’s also the people.

In this case, the branding comes through as well.  The store associates are dressed professionally in black jacket and pant sets.  However, in cases where Victoria’s Secret and Pink are separate stores and staffed separately, Pink associates are actually dressed in black hoodies and sweat pant sets, which are just more age appropriate.  It is in this level of detail where you know how much thoughts have gone into each Victoria’s Secret retail space.   

Sometimes, the best display vehicle is simply your own products displayed dramatically. It doesn’t take special shippers. It doesn’t take special packs. It doesn’t take anything more than creativity.

This impressive display took up a large footprint within the store, and this display took full advantage of that little madness called March Madness, with which my town is completely infected  .  The front and the back of the display contain shoppable stacks of products.  With the size, this display was able to feature a variety of Coke brands in a variety of sizes.

How this awesome display came to be?  I can’t speak to the secret meetings that happened behind closed doors at Coke or Kroger (just kidding).  I do know that Coke’s direct ship system played an important part in making this happen.  A team of Coke delivery representatives descended at the store one morning.  A few hours later, the display was built.  It took no manpower from the store, which no doubt helped persuaded Kroger into taking this display design.

(I thought this display looks very impressive from every angle, so I thought I’d share.)

Let me know what you think about this display.  Also, what other creative examples of in-store displays have you seen around town?

Check out my original post on CPGBranding.com

Related articles

• 22 Examples of Supermarket Themed Display (thevisualmerchandisingblog.wordpress.com)

In previous post, I had argued that removing the name “Starbucks Coffee” was a necessary move for Starbucks for continuous expansion.  The nameless logo offers flexibility to expand beyond the category.  It offers flexibility to expand beyond English speaking countries.

We already know that Starbucks is expanding into different categories.  It has introduced a wide portfolio of merchandise into the stores.  Today, we got another confirmation that Starbucks is planning to further expand aboard.  Check out New York Times article titled A Starbucks Venture in Tea-Drinking India.

The tea-drinking part caught my interests particularly.  As Walmart, McDonald, and any number of the other multinational retail operations will show, localization is the key to success in any global expansion plan.  So, in a country where many still prefers tea, tea no doubt will be part of the product offering.  In fact, tea is on the menu even here in the US.  Globally, packaged tea is available for at-home use.  Tea will just likely play a more important role in a tea-drinking country, such as India.  With that in mind, would you go into that country with a logo touting, yelling, and screaming coffee?

Photo credit:  Image available on Starbucks.com.au

Related articles

• Nameless logos (curiousmarketeer.com)
• Nameless logo – Smart move for the future? (curiousmarketeer.com)
• India: Here comes Starbucks (marketwatch.com)
• Starbucks logo: Sayonara coffee, hello Asia (holykaw.alltop.com)

As I follow the Starbucks logo conversation, one particular change had evoked quite a reaction:  The removal of the words “Starbucks Coffee” from the logo.

This move invited many reactions from various marketers, branding experts, and strategists.  Some questioned the wisdom of removing the name from the logo and its effect on branding.  Others considered the flexibility offered by the removal of the category.  Some asserted that it was a bold move to remove both name and category at the same time.

Sources say that the words won’t disappear entirely.  While these words will no longer be part of the logo, they will be printed on the Starbucks cups.  This should help alleviate some of the branding concerns.  However, Starbucks had long been more than just coffee.  While it’s true that Starbucks gave birth to the premium coffee industry, Starbucks is not just a product but a brand.

Premium coffee was not just about the bean that was used.  After all, before Starbucks, there were already a cottage industry of premium coffee brewing in the city of Seattle.  Starbucks was successful because it had a vision how to deliver of that premium coffee to the masses.  That was the “Third Place” principal:  Starbucks offered you an option outside of your home and your office.  Some used this “third place” to relax, other used it for work.  Starbucks offered not just a drink, but a culture.  Over the year, Starbucks had expanded into food, merchandises, and most notably music.  Now, the trick is not to deviate too far away from it’s heart and soul – coffee.

There was another recent logo update that removed the category:  MTV.  MTV chose to remove the words “Music Television” from the logo a while back.  In addition, it offered the real estate on the logos to feature the latest reality stars.  There were quite a bit of backlash that the network had walked away from its core and moved to the latest fad.

The lesson for Starbucks is to move with caution, lest risk alienating your core.

There is another theory that the removal of the words.  On one hand, a wordless logo offers flexibility on categories.  On the other hand, a wordless logo also offers flexibility on countries.  As this photo illustrates, aboard, the Starbucks logo is overshadowed by the name itself (which are the characters.  The characters read Starbucks Coffee).  In order to build a successful brand, one must have full control of the branding and the communication hierarchy.  Removing the English name from the logo allows the company better control on how to incorporate the name into its branding in different countries.  A smart move for a company with global ambitions

So perhaps Starbucks has no intention of walking away from its core, after all.

Photo credit:  Logos via Adage.com.  ®/™ Trademarks owned by Starbucks Corporation and MTV Networks respectively.  Beijing picture by Achim Hepp.

Related articles

• Starbucks joins Nike and Apple in the big league of no-name logos (guardian.co.uk)
• Logo updates vs Logo changes (curiousmarketeer.com)
• “Starbucks gets new logo, drops Starbucks Coffee wording” and related posts (business2press.com)

As as a coffee addict, I’ve been following the conversation on the new Starbucks logo, and have been doing a quick study on logo designs in general.  Many have commented on the logo, particularly on the removal of the brand name.  As with any changes, many wanted no part of it and called for the old logo to return.

Due to the timing, many have been predicting the fate of the new Starbuck logo based on recent memory of Gap’s logo disaster.  Many are already planning the going-away of this new Starbuck logo.  However, I would say that is unlikely.

There is updating the logo for relevance.  There there is changing the logo.  The Gap incident was closer to the latter.  Gap walked away from using blue as the fundamental look and feel to white.  The little blue box in the now defunct new Gap logo was a nod to the original design, but it remained to be too far of a departure.

Some argued that the level of outcry depends on the level of brand loyalty.  I have no doubt that there is great truth in this argument.  However, one can’t possibly assert that a brand with high consumer loyalty can never updating their logo.  Many brands have done so successfully.  Pepsi for example.  Per the New Coke experiment, we all know how loyal cola drinkers are.  Nevertheless, Pepsi was able roll out their logo successfully, despite the always present dissenting opinion of a few.  Pepsi’s logo an update of the old, and not a drastic departure in design.

Considering that the siren remained to be the hero of the new Starbucks logo, and despite going one-tone, Starbucks chose to stay with the iconic green that’s be in market since 1987. I think this logo will thrive.  However, this logo update, along with those done in the past, does teach us a few more lessons on logo and branding.  Stay tuned.

Photo Credit: Starbucks logos via Starbucks.com. Gap logos via cnn.com.  Pepsi logos via bevreview.com  ®/™ Trademarks owned by Starbucks Corporation, Gap, Inc, and Pepsi, Inc respectively.

Related articles

• Starbucks changes corporate logo (marketwatch.com)
• Farewell to an old friend: The Starbucks cup of coffee. (thebrandbuilder.wordpress.com)
• New Starbucks Logo (lifeasacynic.blogspot.com)
• New Starbucks logo: Bring on the haters (money.cnn.com)

The news that was going through the wires over Thanksgiving was Walmart’s plan to open its first pharmacy. It is Walmart’s plan to continue to experiment with new store formats. This gave me a reminder to continue my Food for Thoughts Series.

At first, Walmart went big with the SuperCenters. Now, Walmart is going smaller and smaller in order to expand to new markets. The first attempt was the Walmart Neighborhood Market. It was a grocery store, not a general merchandise store, without all the ugliness of the general merchandise store either. The clean floor, the wide open space, natural lighting and high ceilings all made for an enjoyable shopping experience — all at a Walmart price, of course.

I had a very poor quality recording device with me at my visit, but I think you can still get a sense of the shopping experience. It is a real threat to the Kroger nearby.

More from the Food For Thought series.

Related articles

• Walmart goes small for cities (walletpop.com)
• Tiny Target planned for Seattle – is Smallmart next? (seattlepi.com)

• Walmart to open its first campus pharmacy – RetailingToday.com
• Walmart to Open Retail Pharmacy on Campus – KFSM

• Food for Thoughts: The WalMart Threat
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I have long been a fan of Starbucks. I like the coffee. I like the baked goods. I like the vibe at this “third place.” I like the convenience. I am a Starbucks snob to the point where I pride myself in knowing their lingo. “A grande PSL with soy no whip, please.”

However, I was not a big fan of VIA when it first launched, mainly because I had expected so much more from Starbucks. I had only a so-so experience with the launch promotion. Moreover, I saw so much potential with VIA than what Starbucks presented at the time.

A year later, VIA has finally lived up to my expectations, and it has been exciting to see the evolution of this brand.

They launched Iced VIA over the summer. This product filled a natural white space in coffee drinkers needs. We want ice coffee, but it’s a hassle to brew it hot only to cool it down. So, I totally saw this launch coming, and only wondered why it didn’t come sooner.

Last weekend, flavored VIA was launched. Delish! This launch exceeded my expectation. It filled yet another white space. Before, if I wanted flavored instant coffee, the only options were those of the creamy varieties. I’m lactose intolerant, so I’m not a fan of anything that’s creamy. In addition, I actually like the flavor of coffee, and I don’t want too much cream to mask it. Flavored VIA was the perfect solution. It still tastes like coffee, but with a little something extra. Completely delicious. An amazing fat free treat (for those of us who view yummy coffee as a soul-warming treat).

Execution of this launch was also flawless. Plenty of products at stores to make sure you know that flavored VIA has arrived. Free samples at store to allow you to taste the yummy deliciousness for yourself. Big displays in store to highlight the varieties.

As I’m writing this post, I’m drinking a Pumpkin Spice Latte made with soy milk and without whip cream (for those who don’t speak Starbucks lingo), sampling a cinnamon spice VIA, bringing home a pack of caramel VIA, and just generally soaking in the Starbucks vibe.

Brand managers each day make decisions regarding their brands.  Sometimes, the decision is about how to build a brand.  Sometimes, the decision is about how to reinforce a brand.  However, some of the most important decisions are how to not destroy a brand.

In order to make those hard decisions, you must first know what your brand stands for.

If I were to ask you to describe Wal-Mart, how would you answer?  I suspect you’d say something along the line of big box store that sells everything on everyday low prices.  Well, that’s Wal-Mart’s brand.

If I were to ask you to describe CVS, how would you answer?  I suspect you’d answer something like it’s a pharmacy that also conveniently carries some general merchandise.   Well, that’s CVS’s brand.

In fact, CVS is how it’s commonly called.  It’s full name is CVS/pharmacy.  In fact, it is the nation’s second largest chain of pharmacy.

Therefore, imagine my disappointment when CVS fails to fulfill its brand promise of being a pharmacy.

I am an allergy sufferer.  So, when fall pollens start to fill the air, I started my hunt for allergy meds.  Nowadays, the best OTC allergy meds are sold behind the counter of a pharmacy.  I started with a nearby Wal-Mart.  However, my mission failed, because the pharmacy was closed at the time.  I was disappointed, but I couldn’t really hold that against Wal-Mart.  Wal-Mart after all is a general merchandiser, and it’s sometimes hit or miss when you’re looking for something specific.

So, I decided to go to the specialty channel route, and went to a nearby CVS.  Imagine my surprise when I found out that I also cannot get the meds because the pharmacy inside the CVS/pharmacy was closed.  Now, if the store in general was close, it was just unfortunate timing.  However, as long as the store was open, a store that’s called CVS/pharmacy, I would expect to be able to get pharmaceutical products from such store.  That is CVS failing on its brand promise.  If they could not keep the pharmacy open, they should just shorten the store hours accordingly.  This is why Walgreens is still my pharmacy…

Photo credit:  Sarah Spaulding