It’s weird and a little bipolar yet attracting and keeping your customers requires two opposing tactics.
Use the element of surprise and brand consistency to attract and keep your customers.
You see, first to get attention you’ll need to surprise and enchant your audience. Because they’re not your customer yet. You’ll stand out from your competitors when you celebrate the irregularities in your personality and the quirks in your product, the things you thought were possibly not appropriate. Show off your brand persona.
And once you’ve got their attention they might just enter your World. Here you’ll switch to being consistent at every touch point, in how you look, speak, act and interact with them.
Great brand managers of billion dollar companies know this. Clifford, the owner of the Grumpy Swimmer bookshop knows this.
Clifford’s got a head turning giant stuffed polar bear in his store window that works for him just fine. You’re intrigued. And once inside, you’re delighted by his staff who all have the same helpful manner and the store layout leads you in with all kinds of well placed items and before you realise what’s happening you’re at the counter paying $30 for a book.
Clifford’s store is alluring in its surprises and always consistent with his brand promise of a quirky, friendly place to relax and buy books.
Apple does it, too. So does McDonalds. But you knew that already.
The importance of the combination of the two almost opposing elements of surprise and consistency is one of the secrets to a successful ecommerce adventure.