Experience by Design

Ask a successful retailer, or any successful business owner, and they will tell you that experience matters. But don't just assume that only means the experience of the sort you or your employees bring to the job or running of your business. Another type of experience matters just as much and it is part science, part art and all by design.

The experience of which I am speaking is what your customers, or even the casual passerby, encounter as they walk past your store or establishment. What's in the windows? Does it capture their attention? Does it beckon them to peak inside, or does it send them scurrying a little quicker down the walk?

Once someone walks in, what greats their senses? How are they treated? Are they drawn to act, maybe to sample a fine chocolate and inquire "what makes you unique?" Hotel Chocolat (pictured right) provided me such an inspiration this evening. Somewhat new to the area (Newbury Street), a bicycle and basket brimming their product is perched in the window with a bright interior adding a pop to the display, which is actually still under construction. As I walked in I was instantly greeted by a staffer who warmly welcomed me to try a sample of their chocolates. As I sampled and asked "what makes you different, better?" she smiled and offered an informed and genuinely enthusiastic pitch that truly became a conversation as we spoke of the best ways to use certain chocolates for baking.

After perusing the store further I decided to try one of the recommended chocolates to bake with and another treat, Kirsch (Brandy) soaked cherries covered in dark chocolate. As I was ringing out I complemented the staffers on their new store and the displays. They were most gracious, and noting my interest they shared their idea for putting the bicycle outside as a prop to offer samples to the passerby. They inquired if I was local to the area, and upon discovering that I was, encouraged me to drop back by to share with them my opinion on the Kirsch Cherries and to perhaps enjoy a tasting of other treats they have. (UPDATE - After getting home, the significant other and I are both agreed...the Kirsch Cherries are fantastic!)

You don't have to be a boutique chocolate retailer on a trendy shopping street to provide an amazing retail experience by design...

That is what I would call experience by design. Of course, you don't have to be a boutique on a trendy shopping street such as Newbury to get this right. Oop! in downtown Providence and nearby Craftland, are also great examples by design, both physically and in their business model. Take a look at the photos below. Any guesses why?

 

The Pear in the Square

Public art in Boston sometimes can feel a bit understated or just plain lacking...

...especially when you consider places like Chicago, with its Millennium Park filled to the brim with sculptural, architectural, landscape, and even digital installations.

The bronze sculpture of Clapp Pear at Edward Everett Square offers up a classy exception to this rule. Though some may feel it too is understated, I find it a perfect punctuation mark for what is an interesting, if yet unrefined part of town. If anything, it offers a glimmer of the potential for the square as a more urban (and therefore less auto-centered) place.

Those who are interested in such notions might take an interest in the local Main Street organization based in nearby Uphams Corner. If you enjoy public art and haven't visited the Pear, it is highly recommended (especially while the weather is mild). It's a short walk up Columbia Road from the JFK Red Line stop (See it on the Map). You can also take in some local dinning with the always enjoyable Restaurant Laura and hip 224 Boston both close by.

Flowers make a difference!

What's right with this picture?

Flowers, lot's and lot's of well-placed, well-managed flowers. Also, you'll notice a well-kept side-walk, and clean/uncluttered windows. Those three simple things make a difference. In fact, Main Street experts will tell you that keeping up with these three things alone can boost a business' bottom line by 10%. Don't believe me? Ask Marianna Hayes, the guru of downtown and small business coaching will set you straight.

One might also note in this photo a well-maintained facade that includes a classy paint job and appropriately fitting awning. These may all be hallmarks of a hardworking business owner and downtown improvement district, in this case the Canton Development Partnership. However, whatever resources there are (a chamber of commerce, a Main Street organization, or a band of vigilant merchants) if your business (and downtown) doesn't have this look and feel (by this I don't necessarily mean old-timey) then you should get to without any doubt or debate.

Some things to keep in mind.

Do not attempt to do this on the cheap! It is worse than having nothing at all.Use quality (and durable) plants and planters. Water and maintain!

Keep the sidewalks clean no matter what...

...and de-clutter and shine those windows! No hodge-podge of cigarette adds, menus, and posters! Vigilance, vigilance, vigilance.

Boston Neighborhood Takes A Bow

Mission Hill, one of Boston's most diverse communities takess a bow this weekend as it's famed Mission Church and Basilica of our Lady of Perpetual Help (pictured) hosts a funeral mass for the late Senator Ted Kennedy. While Massachusetts and arguably much of the nation mourns Kennedy's passing, Mission Hill has been granted an opportunity to not only honour him, but also strike out a new image locally and nationally.

After decades of often tumltuos change, the community today truly represents a crossroads for Boston's diverse population of young and old, student and lifelong resident, rich and poor, and ethnicities from across the globe. The neighborhood's assets, which include a stunning geography and landscape including parts of the emerald necklace, urban wilds, tree-lined streets, playgrounds and eclectic architecture to match.

Mission Hill is home to a substantial portion of the Longwood Medical and Academic Area (home to Harvard Med and dozens of hospitals, research labs colleges and other institutions), but also boasts numerous grassroots and citywide agencies and community anchors and a resurgent community business district.

As Peter Schworm from the Boston Globe acutely points out, the community brand over the past decades has been one also of strife, change, and transition. However, those who love Mission Hill know it's quality and character to hold much, much more. It seems that thanks can be given to Ted for understanding likewise.