The Dyson Experience Store

Certain

TUESDAY 8TH MAY 2018

In my last blog I discussed ways of assuring your customers they are making the right decision to buy from you. Examples included giving customers direct experience or a demonstration of the product or service in operation, letting them get their hands on it, seeing first-hand how it is made or how effective it is.

Dyson, the vacuum machine innovators, have a flagship store on Oxford Street in London where they showcase their newest and most effective products. What I love most about this store is their “dirt pit”. An area towards the back of the ground floor boasting sections of different types of flooring that they use for customer demos. On the wall behind this area are racks of Dyson machines, ready to be used and experienced by customers (and also each meticulously cleaned every night by the store team).

But what about the dirt? This is my favourite part of all of it. Next to the demonstration area are shelves with rows upon rows of small pots containing every kind of household debris you can think of. Pots of lentils, cereal, rice, salt, nuts and seeds sit neatly (below), ready to be crushed by foot into the floor, to then be effortlessly and completely cleared away again by one of their machines.

“You choose your poison and then choose your weapon” said the store assistant with a smile. We chat a bit more. She confides that the cleaning of the machines at the end of the day can be hard because they want them to look the best they can, but it’s also a kinda fun place to play.

It’s a real-life get-your-hands-on-the-tools-and-experience-the-products-for-yourself kind of place.

Upstairs Dyson have their own hair stylist on hand, offering free demonstrations of the Dyson Supersonic hairdryer. They have a pet grooming product too so next time my dog joins me in London I know where we’re going!

For you…

1. Imagine you had the budget to open an experience store of this kind, in a place like Oxford Street. How would you make that space work? What would you demonstrate and how? What would your team do?

2. Now imagine you don’t have that kind of budget (more likely scenario!) and you have to downscale your ambition; what key features from scenario 1 are the most important ones that you could still deliver on a much smaller budget?

3. Do it, and send me an invite.

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