Sharing the Experience: An Inside Look at the New Restoration Hardware
Hey Nashville! We’ve all been seeing quite a few pictures of oversized chandeliers, gold mirrors, indoor trees that look too perfect to be real, and swoon-worthy vignettes that kind of make you want to cry and roll your eyes at the same time. In our opinion, June 15th was a day that went down in Nashville history. It was the day that Restoration Hardware released a game changer for the world of retail marketing.
When we first walked into the store, after we picked our jaws up off the ground, we asked ourselves why this company goes to such great lengths to sell their product. But it’s not even a specific product they’re selling. It’s the whole experience. The crafted space. The overall picture of the “ideal” life. They’re selling a dream design that we imagine enjoying
User-Generated Content (UGC) – any form of content created by users of a system or service and made available publicly on that system.
Most thriving businesses in our city are relying on UGC as a free marketing tool to spread the word about what they offer. Thanks to our mural walls, hipster coffee shops, iconic skyline and frequent celebrity visits, Nashville boasts a collection of over 850,000 posts on Instagram with #musiccity. So it’s no surprise to see so many of our retailers, mid-sized businesses, wide-reach corporations, and local restaurants alike are putting such emphasis on the “
It’s the feeling of peeling back crisp, bright yellow, textured paper before you open up your first Kendra Scott necklace. It’s the first bite you take of the most colorful dining experience in Nashville (@themocknash). It’s the touchscreen mirror with lighting control and outfit suggestions you get to flirt with in the Ralph Lauren dressing room (road trip to NY anyone!?). And of course, it’s the addition of scents to your favorite floors of the new Restoration Hardware (Level 3).
RH CEO Gary Friedman shared that only 12% of their sales come from online experience, that what sells their product is letting people “live” in it so they can more easily envision how their own space will look and feel. (source)
Many of our favorite local businesses are growing their success by embracing this concept of retail marketing. Take Five Daughters for example. This donut company boasts one-of-a-kind 100 layer donuts with a dedication to “love above all things”. Yes, the treats are beyond delicious, but did you know that #FiveDaughtersBakery has been used over 12.5K times on Instagram!? Their storefronts boast bright colors, clean subway tile, friendly faces, and gorgeous pastries. Talk about IG-approved! Their feed is flooded with UGC… and mouth-watering goodness.
Warning: This feed will make your mouth water.