Thinking / Troy Scillian
Thomas Hripko, John Graziano and I where all lucky enough to be in Santa Monica when the new Tesla store opened on the Promenade. If you’re not familiar with the Tesla Motors, the car will blow you away.
But they did not stop with the car. The whole car experience has been rethought.
I was lucky enough to meet George Blankenship at the store. I should say honored. Hell, I should have taken a knee and kissed his ring. George designed the Tesla stores as well as the Apple stores, so he is the pinnacle of the shopper marketing experience.
Blankenship told me that Tesla employees (I talked to about five of them, all insanely knowledgeable and friendly) have one goal: for every person to leave the store smiling.
This Forbes article, entitled Former Apple Retail Exec Reinvents the Car Buying Experience, goes into more detail. Make sure you watch the video of the kid. It could be the best car ad I’ve ever seen.
The strategy of the stores is simple: Surprise. Entice. Inform. And this place did and amazing job at all three. If you or your clients are in the retail business, take a road trip to see the Tesla store for yourself. It will be the last trip you want to take in a gas-powered car.
Troy Scillian is an Executive Creative Director at Moroch. You can follow him on Twitter at @twitintraining.