Wild Heaven Beer & Fox Bros. Bar-B-Q, Toco Hills. Photo by Chris Rank
Make Every Moment Count
Moments that define an experience can be intentionally crafted by enhancing an ordinary day with elements of inspiration, unexpected joy, identity and connection.
More and more, as we step into stores, we’re greeted with a quick and friendly “Welcome In.” Apparent at some but not all retailers, this trend reflects a growing recognition of the importance of making customers feel immediately acknowledged and valued. But welcome is so much more than a courteous greeting; it embodies our vision of warm, inviting places that evoke feelings of coming home, no matter where you are. From the moment of arrival until the final departure—and long after—guests want to feel known and seen. As a result, they explore, invest and engage as loyal brand advocates.
Our customers become our friends, almost overnight, and much of that is because of the space itself. I love the extra level of service that's missing in a lot of retail environments.
Everyone wants to feel like they belong. We deserve it. But as a society, people are increasingly disconnected. One recent poll shows that 30% of adults regularly experience loneliness, with young people being the most at risk. The statistics are so alarming, often linked to technology, that the U.S. Surgeon General issued a groundbreaking health advisory focused on rebuilding human relationships. The study identified six “pillars of change” to combat the problem, the last of which is: build a culture of connection.
We're creating a sense of wonder and connection with our brand outside of a million stores they see on Instagram. We make it a point that everyone is welcomed verbally and everyone is thanked for coming, even if they don't shop.
Enhancing Social Capital
According to the Surgeon General’s advisory, “evidence illustrates that connected communities generally experience higher levels of economic prosperity.” It is a “key measure of the value that exists within a given society.”
With more than 100 retail and mixed-use assets nationwide, our places have the potential to reach 15 million people daily. As owners and stewards of retail environments, we are uniquely positioned to enhance social capital. Positive human interactions and experiences not only improve our well-being but also improve the economic health of our communities: people who are emotionally invested where they shop become advocates, creating vibrant ecosystems that benefit everyone.
Our places are canvases for emotional connection as much as they are designed and curated for convenience. If every person feels inspired to share their positive experiences with others, they are contributing to something bigger than themselves—economically, socially, culturally and soulfully.
A customer who has an issue that is resolved appropriately is ten times more likely to return than someone who has no issue. We make sure to treat people the way they deserve to be treated.
The Power of Emotional Connection
“Loyalty is an emotion, not a transaction…building genuine emotional relationships with customers requires understanding their motivations, aspirations and values.”
We agree with this statement from Ogilvy One. What starts as a simple shopping trip becomes something so much more: a warm invitation to belong.
Every moment, every decision we make is pivotal in shaping places where everyone feels welcome. It is the attention to detail that says, ‘We are so glad you are here!’ It’s the excitement of being part of a shared experience that extends well beyond a single visit. The emotional connection is what keeps people coming back.
Canvas, Conversation