Here in Unley, we are spoiled for choice when it comes to cafes. To own the truth, we spend quite a lot of time in them too.
What’s interesting about the coffee shops around here is how different they are. Quaint and quirky shops to big chain cafes, extremely designer spaces to mall based featureless places. Most of them do a roaring trade, and each of my friends and family has a specific favourite. So what is it that makes a customer choose one over another, and why?
Children tell it like it is, so started by asking my 6 year old which place she prefers. All free lollies aside, she said that her favourite is the place with the great chairs that feel like they are her size.
A friend likes the one in the mall, because it is light and open and she is not boxed in.
A colleague is attracted by the cosy one that has dark timber shelving, vats of coffee beans and beautiful teacups lining the walls.
You can find Daniel sitting in the sun where he get a simple, black coffee.
My elderly aunt feels comfortable and welcome on the deck out the back of the old bakery, where you can sit in the dappled light of the gum tree.
My favourite would have to be the yellow one with funky lights.
What do all of these comments have in common? This isn’t about the coffee. It’s not about the customer service either. It’s about the atmosphere.
A Place With Atmosphere
Believe me when I say that there a quite a few other coffee shops in Unley that I haven’t mentioned here. That’s not because their coffee is bad. It’s because there are just so many options that when we come to make a decision, we choose a place that feels good to us.
When there are plenty of customers and demand for your product, you don’t need to play for the whole market. But you do need to set yourself apart, and you can do that by making your place attract and appeal to your target segment. You can give it character and make it feel like a place that is meant for them. You can make it feel good.
Make It Feel Good
The best part about identifying character and appealing to your market segment is that your customers will feel welcome – like they belong at your place and even understand you a little bit. Your staff are likely to feel it too, and behave accordingly.
My daughter feels welcome because the chairs make it easy for her to sit with us and drink her beverage of choice as an equal. The staff add to the sentiment by asking her directly for her order. It’s a place that is friendly but sophisticated – you leave feeling that you’ve made a connection there.
My husband feels good at the place in the sun because he values the good quality simplicity that is offered there. He walks out with a sense of wellbeing.
Our colleague sees the love of coffee that oozes from every corner of her favourite shop. She walks out delighted and a little in love.
Identify Your Character
Your business character is already part of your business. It is probably embedded in your logo, product or choice of location, but it’s easy to make some poor choices too if you don’t have it identified.
Use our Building Style Quiz to identify a personality for your business, and get some tips for what that could mean for the atmosphere you create. Start Here…