Everyone loves a good story. “Once upon a time…” and we are immediately captivated. In today’s ever more sophisticated marketplace, retailers and brands are using storytelling in new ways and in place of more traditional forms of communication.

Creating a story that will resonate with shoppers is no simple feat. First, finding the underlying story and creating a brand, a character, an emotion or a lifestyle is pivotal for success. Fleshing out that story then becomes the backdrop in the store. If the retail designers and merchandise buyers understand the story thoroughly, it’s going to come through to the customer, as every detail of the store reinforces the story, and subsequently connects with customers.

Brian Shafley, Chute Gerdeman Retail President and Creative Director, says, “I’d like to think we use storytelling as a design tool, a device, if you will, to create a memorable experience for the customer. The storefront is like a book cover and the interior is the narrative. Characters can be specific, like in a theme store, or the store staff. Inside, we create a series of high points and low points all building to a crescendo in a store experience. In the end, hopefully the customer walks away from that experience satisfied and wanting to tell somebody about it.” [More]