Thursday, 10 September 2009

Stew Leonards

Just visited US retailer Stew Leonards' store in Yonkers, New York.

Two iconic actions jump out:
- Giant 'stone' at the store entrance with 'The customer is always right!' engraved
- “Up the Ladder” posters above the checkouts. They show an employee's name and photo, and all the positions they have held in the store as they move up the ladder. Great idea showcasing their employer brand.

Loads of other interesting ideas:
•Webcam showing the cows in their farm
•Huge mirror above the bakery shows them baking fresh products
•As previously mentioned, they showcase recommendations of their food from local rather than national press
•Sign: “If you wouldn’t take it home for you mother don’t put it our for customers”
•Sign showing chickens and cows standing up and wearing nothing but a barrel with “Get Naked” on it (i.e. chicken and beef contains no additives)
•By the cheese counter a screen shows employees making fresh mozzarella, as they do every day. Next to it is a sign explaining the steps of the process.
•Huge banner (at least 2 storeys high) near store entrance shows cover of Fortune in which they were named amongst the top 100 best places to work.
•Want to order from the deli? A computer allows you to select what you want (e.g. sliced meat, cheese etc) and then collect without waiting a few minutes later.

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