Imagine walking into a wine store. The lighting is cold, the shelves are cluttered, and the salesperson is more interested in their phone than in you. Now, picture another store: soft music, a subtle scent of oak barrels, a specialist welcoming you with a tasting glass and a fascinating story about the year’s harvest. The wine is the same, but where would you return to buy?

The Product Is Just a Pretext

Amazon and marketplaces have already won the price and convenience war. If all you offer is an item on a shelf and a barcode at checkout, you’ve lost. Modern consumers crave experience, storytelling, and connection. They don’t just buy coffee; they buy the ritual of a specialty brew. They don’t buy shoes; they buy the status of wearing a specific brand.

The biggest brands have understood this for years. Apple doesn’t sell phones; it sells the pleasure of unboxing a flawless product and the experience of a seamless ecosystem. Starbucks doesn’t sell coffee; it sells the feeling of belonging to a lifestyle. Meanwhile, small and mid-sized business owners still believe that “a good product sells itself.”

Your Store Is a Stage — and Customers Expect a Show

The shopping experience starts before the purchase and continues long after. How well is your “stage” set?

✅ Ambiance: If your store looks like a warehouse, your customers will treat you like a discount supplier. How do you want your space to be perceived?

✅ Sensory Appeal: What does your customer see, hear, smell, and even feel in your store? Is there a signature scent? A soundtrack reinforcing your brand identity?

✅ Customer Service: Are your salespeople passionate experts, or just cashiers waiting for their shift to end?

✅ Memorability: What makes customers remember your brand after they leave? A small gift? An outstanding service experience? An unexpected detail?

Are You Selling or Just Delivering?

The biggest mistake a business can make is believing that experience is just an “extra.” Experience is the product. If your customer feels special, they’ll pay more. If they feel nothing, they’ll look for a cheaper option.

So here’s the real question: If your store disappeared tomorrow, would anyone miss it?

if it make you think, make it happen!
Caio Camargo