Linger Longer: A Branding Imperative
Share our local, organic meals with close family and friends as you create lasting memories in our charming antique greenhouse. Taking your personal style, interpreting it by our talented culinary team, and presenting it all in our horticultural setting, we'll create a truly unique experience for you and your guests. We work tirelessly to craft an environment that aesthetically and gastronomically reflects the cycle of the seasons.
President Wendy McDevitt shared this in a Bloomberg interview: "Customers typically spend 1.5 hours browsing Terrain and that can double to three hours if they're visiting the café and shopping between glasses of wine or lunch. The one thing you can't get in the cyberworld is the tactile experience and that won't go away."
Lingering happens online as well as you stroll through their three main categories with simple teasers like Garden + Outdoor, House + Home, Jewelry + Accessories. Spend time on Terrain's site and you'll want to know more about Branches + Bunches or what's in The Reading Room or what Wanderlust is all about. You are enticed by the plus and you aren't disappointed. The Bulletin, Terrain's eclectic, informative blog is like a gardening class, cooking class, landscaping class, and artist date all rolled into one lovely scroll you can't help but linger on.
Does your overall product experience invite lingering? Is it a sensory, tactile experience? What unusual product assortment combinations might you create to entice your customers to linger longer within your brand?
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.