The Impactful Details

It’s often the little touches that create the most impact.

Whether you’re openly sharing your product outside your store; completing the sale with a quick spritz of fragrance inside the cloth bag that houses a purchase; providing a space and experience that makes people feel uplifted after they’ve left… it’s the little details that create the lasting impact.

People that appreciate what you do will always find you, talk about you, share with others, and remember you for the impact you have on them.

Photo taken by Rochelle at various Aesop stores in London.

Creating The Remarkable

What kind of business attracts people willing to stand outside, and around the corner, sometimes for hours, in all weathers, to buy their product?

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A business run by people that know how to create something remarkable. They care about what people enjoy and what’s missing, and are so proud of their product they want people to see how it’s made. Lune Croissanterie is a ‘one of a kind’ croissanterie for all those reasons and many more…

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“Making a croissant takes patience and time. It demands a commitment to a high level of detail. It requires physical hard work. Refinement, improvement and innovation must be at the forefront of ones mind constantly, to push a baker to never accept complacency, and strive always for a better product”

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The people that enjoy the anticipation of sinking their teeth into one of these remarkable croissants are the people that have an appreciation of the skill and effort that goes into making them, plus… the taste experience, the creators, and the high demand.

On the other hand, some people complain about the wait, finding it highly annoying that they have to wait so long. But they have a choice. They can get an average croissant immediately anywhere.

When people line up around the corner of the Apple store in anticipation of the latest product launch, they do it willingly knowing they’ll have to wait for something remarkable.

Appealing to everyone isn’t what attracts the right people. The ones who rock up, no matter what, are the people that appreciate the whole experience they’re getting. And regardless of the wait, they’ll consistently get the best product and service in return*.

People will travel far and wait patiently if you create something remarkable.

* Things fall apart when high demand diminishes the product and service.

Images: Rochelle Martyn

Little Retail Experiences

The local bookstore, The Grumpy Swimmer, knows how to entice little readers.

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Create an area dedicated to reading, themed like a forest: with a tepee (what child, or even adult, doesn’t like to hangout in a hideout); a comfy bear cushion; tree trunk stools; a wood basket; green grass and climbing vines. The little experience is a story in itself.

Thoughtful touches can transform retail experiences, making it a more enjoyable and engaging place to shop and browse. When you enter a store it can be pretty overwhelming, being surrounded by an abundance of choices. Having a place to pause and appreciate what’s around you, has to be a winner for both the buyer and the owner.

While online shopping is convenient, sometimes you just can’t beat the experience of going into a store.

Yes, I did enter the tepee, yes my daughter had a tantrum when we had to leave, and yes, we’ve been back many times since for camping, stories, books and tantrums.

People go back for little experiences.

Image: Rochelle Martyn

Creativity and The Local Market

The local market can be a culturally diverse and creative place. It not only provides goods and services that you may want or need, but it’s also an opportunity to experience something interesting, engaging and enjoyable.

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The South Melbourne Market also houses SO:ME, a space for both emerging designers and established brands. Whichever end of the spectrum, it’s an opportunity to raise brand awareness locally but also gives the smaller businesses a chance to dip a toe in the water before taking on the world.

All senses are firing when visiting this market. Whether you’re on the hunt for specific local or exotic ingredients, a good coffee, a cool new bike, a touch of grooming… or a treat for your pet dog, you’ll be sure to find what you’re looking for, and more.

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If you keep your eyes peeled, there’s also plenty of hidden surprises. One being some beautiful wall art by renowned local female, stencil and street artist, Vexta. And after venturing to the other side of the market, a painting amongst the veggie stalls by Australian still life painter Chris Beaumont, as part of the signage for Georgie’s Harvest (selling “all that’s good from the ground”).

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While admiring this impressive painting of characterful market vegetables, I was approached by a welcoming Georgie herself who asked if I new the artist before then enthusiastically launching into the story of how the painting came about. Georgie then proudly talked about her brand identity, which was created by Andrew Ashton, who also designed the branding for The Pet Grocer (also within the market) and a wealth of other recognized creative projects.

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The market tells a wonderfully dynamic story. The people under its roof are passionate, creative and remarkable. No matter what you’re there for, you’re guaranteed to be entertained and come away with more than you’d expected. I guess that’s why this place is so popular, on a Wednesday morning, and the packed car park was proof of that too.

There’s heaps to learn from what works, what people fall in love with, and what they come back to experience, over and over again.