If there is one thing that we can learn from the Christmas shopping season, it’s that brands are comprised of more than just a logo, a catalog, or the spokesperson that represents the company in commercials.  The next time you are shopping at your favorite store, take the time to notice all the details that add up to your total shopping experience.  The smell of the store, the music that is playing, the texture and color of the walls and floor, the way the merchandise is arranged and displayed.  Most shoppers don’t pay much attention to things like these - at least, they think they don’t. But these are the intangibles that cause a person to consistently choose one store over another.

Even if you are not in the retail industry, ask yourself what details can you change to create a more positive experience for your customers.  What can you do to make them feel more comfortable, more positive and more important?  The better the overall experience you can create from the time a customer enters your business to the time they leave, the more likely they are to come back.