Developing concepts that stick

REI

The merchants at Recreational Equipment Inc. understand that their customers are active outdoor enthusiasts and readers of magazines like Backpacker, Outside and National Geographic Adventure. Prominent on REI's home page is a headline about all the award winning gear that these magazine editors just bestowed on various products.

The REI merchants coupled their expertise with these editors and showcased products that their customers would find of value in an informative and easy-to-navigate collection.

VERMONT TEDDY BEAR

Positioning itself as a more creative alternative to flowers, Vermont Teddy Bear Co. proudly advertises “More Customization” on its Website. You can now personalize the bear's paws with a message, and choose fur and eye color to get just the right bear for your gift-giving needs.

The merchant does a great job of injecting humor all along the way with clever product naming and character creation: Mama's Boy Bear wears motorcycle clothes and sports a tattoo that says “Mom,” while the Bear-Foot & Pregnant bear expectantly holds an ice cream cone.

ZAPPOS

What other company do you know that has “Packed with Happiness” printed on its boxes? Everyone at Zappos — from the president to the merchants to the customer service folks — works each and every day for one customer outcome: happiness. Not a bad goal. So far that mission has translated to over $1 billion in sales.

At Zappos, it's not really about the shoes it's selling; rather, it's what the company calls the “PEC” — the personal emotional connection — with the customers. Sounds a little like the acronym the Heath brothers use to spell sticky success in Made to Stick: Simple, Unexpected, Concrete, Credible, Emotional and Stories.

So, how is your brand at merchandising meaningful outcomes for your customers? Whether it's dolls or bears or shoes or gadgets or gardens, the best merchants know that this is their hardest job. It requires customer insight, passion for over- delivering on expectations, and a lot of stick-to-itiveness!

Andrea Syverson (asyverson@ierpartners.com) is president of IER Partners, a consulting company specializing in brand and merchandising transformations.