Adding the cherry on the Gelato…
My local gelato bar – Carpe Diem Gelato – Espresso Bar is one of those businesses that is thriving and growing. My theory is that not only do they have a divine product but they are all about adding to the customer experience. Silvia – a good friend of mine (I believe in total disclosure) has just set up an Artist Corner (L’angolo dell’artista). It doesn’t just have books and games, it has drawing pads and pencils, blank note cards and envelopes, and even a gratitude book that people can write in (and they do).
It’s wonderful to see people using the stuff and of course, it produces a creative atmosphere. It’s beautiful. But think about it with your business head for a moment. You are taking your children out for a treat – Are you going to choose a place where they can entertain themselves with drawing, writing and playing games and you can visit with other adults, or a place that they simply get to eat “insert treat here”? And then, where are the children going to ask to return to (again and again). And yes, of course the adults can use the supplies. Not only is the gelato beautiful, but the atmosphere is too.
What is the cherry on your gelato? What (apart from your product which I assume is good) makes people come back again and again?
Craig
November 18, 2011 at 7:07 amAileen,
You’ve touched the tip of the mother-load with this post. How often is this true? You find a place that has a great service or product, but lackluster atmosphere…..the place leaves you cold and without any hint of a desire to linger.
After years roaming the planet in search of great coffee shops, I’ve come to the conclusion that you either get this, or you don’t. How often have I gone back to a place because I needed a bit of the *atmosphere* and did not really need the coffee. How often have I stayed for a second cup, when I should have been off somewhere else with that time. It costs twice the price of the other place…no problem.
The beauty for entrepreneurs who do get this, is that they bullet proof their business, because the real money is in the return custom and not the first visit. And if your competition is not doing anything like this, then they won’t see you coming with your approach either. Nor will your competition know how to respond when their sales start dropping. It will be like trying to climb back up a greasy pole.
It’s partly about having a great product or service, but it’s *all* about the experience. Sooner or later, people always do more of what they love. It’s the ultimate guerrilla marketing tactic.
aileen
November 18, 2011 at 7:17 amCraig
When Silvia opened the gelato shop she wanted to create a community, that was all she talked about. She’s Italian and remembered people gathering at the gelato shop – so that has always been the driving force behind what she does.
Businesses could learn a lot from this approach, I agree with everything you say – it’s creating an experience as well as offering a product. “Sooner or later, people always do more of what they love” is perfect, I may be using that quote a lot.
Thank you
Aileen.
Silvia
November 18, 2011 at 7:29 amCraig, thank you for your beautiful words. I fully agree with everything you say. Atmosphere and energy in a place are so important, and this is what I have had in mind when opening Carpe Diem!. I wanted to create an oasis where people can escape their stressful day, have a great product, listen to good music and have an experience, rather than just eat/drink something. We have only been open for 4 months, but the place is becoming just like we envisioned!
Craig
November 18, 2011 at 9:19 amNon ce problema!
The world needs more places like the one you have created!
Keep going!