It’s Not What You Buy—It’s How It Makes You Feel

Emotional connectivity and a BIG smile!

Sometimes we can all get a little too serious and lost in the complexities of life, missing out on the simple joys of having fun, a smile ?? and laughing. This reminder to embrace the lighter side of life feels especially important as we explore how emotional connections shape our experiences and our professional lives involved in all facets of retail.

Walking through London, you can’t help but notice how some brands feel larger than life. It’s not just the products or the stores; it’s the icons, the logos, and the mascots that seem to tell their own stories. From the playful energy of the Monopoly man on a Regent Street pop-up to the timeless simplicity of the Nike swoosh, these elements aren’t just symbols, they’re connectors, bridging the gap between brand and customer.

Take Paddington Bear, for instance. A character that’s as British as afternoon tea, Paddington’s face is everywhere in Paddington Station. But what’s clever is how the bear has been seamlessly woven into retail. From themed cafes to branded merchandise, he’s not just a mascot; he’s a retail experience. You see families stopping for photos, buying stuffed toys, and grabbing a coffee in a Paddington themed cup. It’s retail storytelling at its finest, making the brand feel personal and warm. For children, it builds an early emotional connection to the character, while for adults, it stirs nostalgia and a sense of familiarity. This emotional bond not only strengthens the brand but also translates directly into sales, as customers are more likely to purchase items that evoke positive memories and make them smile.

Meanwhile, over at Carnaby Street and indeed across London, Dr. Martens is doing its own thing with its unmistakable yellow stitching. What makes their approach work is how they’ve turned a functional feature of the product into a brand icon. The stitching becomes the link between generations of wearers, from punks to modern-day trendsetters including my wife Julie who is a huge fan and loves her Jorge II mules . Step into their store, and you’re not just buying boots; you’re stepping into a legacy. This interplay between product and identity taps into our human desire to belong to something bigger than ourselves. And for the brand, it’s a masterstroke—turning cultural relevance into consistent sales growth across decades. And yes, for many including Julie, those boots and her mules bring a smile of pride and individuality.

And let’s not forget LEGO. Walking into their Leicester Square flagship, you’re greeted by giant sculptures, immersive displays, and even a build-your-own minifigure station. It’s a brand built on creativity, and in retail, they’ve mastered the art of turning their product—a simple plastic brick—into something magical. The connection here isn’t just visual; it’s participatory. Customers don’t just shop—they build, they play, they create memories. For kids, it’s the foundation of imaginative play. For adults including my Dad, it’s a return to the joy and wonder of childhood. This immersive experience directly impacts sales by encouraging longer store visits and higher spending per customer, all while leaving smiles on faces young and old. I even had the chance to sit in a LEGO James Bond Aston Martin—a surreal moment that felt as iconic as the car itself, albeit a bit blockier than usual! Buy your own Lego Aston Martin here!

Even some brands that lean on nostalgia manage to keep things fresh. Take Kellogg’s, which occasionally runs cereal cafes with Tony the Tiger front and centre. Sitting there with a bowl of Frosties, you’re instantly transported back to childhood mornings in front of the TV. It’s playful and clever, tapping into an emotional connection that’s hard to resist. This is where psychology shines: our brains are wired to hold onto positive memories, and brands that can trigger those are more likely to stick with us. For Kellogg’s, these pop-ups not only reinforce brand loyalty but also create buzz that drives additional sales both in-store and online. And let’s face it—who doesn’t smile at Tony’s familiar grin and his iconic catchphrase?

But what really struck me in London is how these icons work harder when they’re part of a broader experience. Whether it’s the Monopoly man high-fiving visitors at a board-game-themed event or the M&M’s characters posing for photos in their Leicester Square store, these symbols become touch points for engagement. I even had the pleasure of meeting the Green M&M herself, and let me tell you, she’s every bit as charismatic in person as you’d expect. She is relaxed, confident, and the first female M&M, according to the M&M’s official website, and has worked hard to dispel the myths behind the candy she represents.

The Green M&M takes her confidence everywhere she goes and seeks to see more women in leading roles worldwide. How awesome is that! She also represents Dark Chocolate, Mint (the best) and Peanut Butter M&M's, showcasing her versatility and charm. These moments take something static and turn it into something dynamic, creating memories people want to share. This builds layers of connection—first through fun, then through fond recollection. The result? Increased customer retention and amplified word-of-mouth marketing, both of which are invaluable to a brand’s bottom line. And in every case, it’s the smiles they inspire that seal the deal.

This is where process and operational efficiency meet emotional engagement. It’s not enough to just have a great product or a smooth operation; those alone won’t inspire the kind of loyalty and growth that iconic brands achieve. True success comes when operational excellence supports experiences that make customers feel happy, connected, and understood. I’ve spoken about this many times—the combination of streamlined processes and emotional resonance is what leads to increased and sustained brand and commercial growth. When a brand aligns its internal efficiency with the ability to create these moments of joy and connection, the results speak for themselves.

Oh, and if you’re wondering, yes—I did manage to squeeze in a few meetings and deliver some work for clients amidst all of this, honest. Just another busy week in the world of retail!

As always, love and peace to you all—and remember to have fun, smile, and better still, laugh. ????????????????????????

Bob ??

Before I go did you know the saying “it takes fewer muscles to smile than frown” isn't actually true. It takes at least ten muscles to smile but as few as six to frown, so maybe the saying should be something like “you burn more calories when you smile than when you frown!” instead. Enjoy the work out.