Get All Access for $5/mo

Retail Storytelling – An Art of Building a More Human Brand Stories that form an emotional connect with the customer are remembered for a long time.

By Lisa Mukhedkar

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Shutterstock

A form of human expression and communication, storytelling, is as old as humanity itself. We are in the constant pursuit of finding a great story or doing something that will create one. If a brand can tell a great story, then it will be remembered for it. Retail storytelling is one of the most critical factors in creating a great experience for the customer. Stories that form an emotional connect with the customer are remembered for a long time.

Storytelling makes the brand more human and relevant to its customer. It helps the brand form a deeper and lasting connect with the customer. Disseminating information as facts will just make the brand seem cold and the communication futile.

Attract customer's attention – A great place to start your offline storytelling is the window display. The first point of non-digital interaction of the brand with the customer comes through the window display. Window displays are a great way for the brands to create the right amount of curiosity in the customer that makes them enter the store.

Make information more memorable - Storytelling is based on the idea that people remember information better when it is told as a story rather than presented with a list of facts. The higher the connect, the greater the experience.

Make people aware of your brand – Storytelling helps brands achieve that iconic element of recall among the customers. Brands that immerse the customer in their story are more memorable and profitable.

Humanize the brand – Storytelling gives your brand a voice and moves it away from the image of a retail entity. The personality makes the brand more human and allows the customer to connect with the brand on a more personal level.

Educate the customers – Facts might tend to overwhelm the customer, hence imparting information through a storytelling format will help get the point across.

Engage customers – Storytelling makes the customers feel a part of the brand and hence inspiring them to the next step in the retail journey becomes a natural course of progression.

Build Customer Loyalty – Storytelling helps in building a trusting relationship with the customer. The idea is to convert a customer into your brand advocate. The more brand advocates you have, the more your reach increases, which has a direct effect on the sales.

I have always believed that creating an experience through storytelling plays a crucial part in transforming the brand to a lifestyle choice. Storytelling from brands makes the customers aspire to higher standards. It generates a sense of belonging in the customer and makes him/her feel that they are a part of something big and important.

When customers discover a good story, they will want to share it with their friends, become a part of it, fight for its cause and make them want to buy.

Lisa Mukhedkar

Co-founder and Director, Restore

News and Trends

Battery Smart Raises USD 65 Mn in Series B to Boost EV Battery Swapping Network

Orios Venture Partners achieves a 29x return with a strategic partial exit from Delhi-based EV startup, enhancing early-stage investment success.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Money & Finance

Avoid These 10 Mistakes Entrepreneurs Make with Money

Despite the challenging statistic that only 5% of startups survive beyond five years, common financial pitfalls often contribute to their failure. Through personal observation, I've identified the prevalent financial mistakes made by entrepreneurs.

Growing a Business

How Visionary Leaders Transform Curiosity Into Groundbreaking Ideas

Lee Brian Schrager, founder of the South Beach Wine & Food Festival, discusses the spark that launched FoodieCon, his best practices for running popular food events, and why all business owners need to adapt to social media trends.

Thought Leaders

4 Steps You Need to Follow to Make It Through Any Crisis With Your Company Intact

The steps we take before a crisis define our team's future resilience in the face of one. Here's what you need to do to prepare for a crisis of any kind at any time.

Leadership

How His Personal Battle With Cancer Inspired This Founder's Solution for Patient Care

On this episode of "The Founder CEO," Michael O'Neil, founder and CEO of GetWellNetwork, discusses his inspiring journey as a leader and the transformative role of AI in healthcare.