-By Scott Kohno

I was at an In-N-Out Burger in California the other day and noticed that when I received my drink, the server put a straw in my cup with the top end of the straw wrapper still in place. This gesture probably saves customers about five seconds, but the impact is truly impressive and a branded trademark for this chain. It made me think how this major U.S. chain has made it its philosophy to anticipate its customers' needs and wants.

How many retailers really go this extra step to think and anticipate customers' true needs today?

In the 360-Branding Process, where at least 30 customer touch points are identified in every shopping experience, there are an infinite number of small marketing, merchandising and service techniques that can significantly help in differentiating your brand.

In every 360-Branding session that I have attended, we jointly uncover dozens of potential branding opportunities. Beyond the specific color or look of a store, a true branding opportunity starts with a much deeper concept centered around the retailer's core capabilities and strengths.

For instance, recent studies have estimated that the female shopper controls either directly or indirectly over 80 percent of all purchases in all households in most countries around the world. Even single men will attest to asking a female opinion on certain critical purchases. If females have this level of importance, we as retailers need to cater the entire store to females and let them shop.

For example, one of the hottest topics today is the 'park your husband' zone that should be a major part of every retail experience. If female shoppers could be 'free' to shop without the heavy husband tugging on their arm to go home, retailers could pick up strong marginal sales for every minute that the husband is 'parked.'

In our Lather store (bath & body) in Pasadena, we created a distinctive 'park your husband' mini lounge inside the store. Even though space was tight, this lounge has become a favorite for men, as it is filled with comfortable seating, magazines for men and even snacks and drinks. The lounge actually looks like it is an integral part of the store and is surrounded by merchandising -- an inviting place where women can 'park their husbands' and feel free to shop.

All of these elements contribute to building the 360-Branding Process. Beyond the décor, color and materials, the 360-Branding Process uncovers true opportunities in customer service, merchandising and marketing, and allows retailers a greater degree of brand differentiation with solid and meaningful customer solutions.

Editor's Note: Kohno is President and CEO of L.A.-based Retail Element. With over 20 years of experience, he has worked with clients including Macy's, Federated, May's Department Stores, NASDAQ Times Square, MGM Grand, Disney and Geary's Beverly Hills, and is known for creating distinctive, brand-building retail environments. Kohno is also one of the three gia expert jurors serving on the International Housewares Association's panel reviewing excellence in international retailing. This year's U.S. national gia winner is Cook's Warehouse in Atlanta, Ga. The Gourmet Retailer Magazine is currently seeking nominations for the 2009 gia program. The Global Innovator Award program honors housewares retailing excellence in close to 25 countries around the world. Its global sponsor is the International Home & Housewares Show which honors this year's gia winners at its fair, March 22–24, 2009. For more information, visit www.housewares.org./gia or contact mmoran@gourmetretailer.com.

To continue reading this three-part series, click one of the following links below:
Part I | Part II | Part III