For at least a year I have been contemplating how to replicate the experience of being in a grocery store at church. Or more specifically, how to excite people about going to church the way I get excited about going to grocery stores. I know I have an unhealthy obsession with such stores- and I sense coming to an "a-ha" type resolution.
This past November I went to Publix's grand opening in Cary- just before Thanksgiving and Christmas cooking and baking. The lines were extensive, parking lot jampacked, and even the news cameras showed up! [Think Black Friday!] I received a green bag and green carnation- lots of samples and eager hosts. But for me, Publix was huge. It felt very institutional. I also really disliked the way they explicitly put down Harris Teeter in order to promote themselves. As the new kid on the block, seemed very assertive and negative. I haven't really gone back.
Today I attended the grand opening for Earth Fare in Morrisville. Similarly, I couldn't find a parking spot, I got a new bag, and plentiful samples. But there seemed to be a different spirit - the managers shook hands with every visitor, employees eagerly asked for email addresses to communicate coupons for their specific location, and all were eager to be helpful and offer tastes, answer questions, and otherwise engage shoppers.
Recently I have discussed the importance of events in attracting new visitors- grand re-openings, I suppose. Marketing of one-time events convey a sense of excitement and urgency - specific date, time, and location info enables new people to understand how they might engage a long-standing place like a church.
But for me, what matters more than openings/re-openings is the lasting power of the experience to transform patterns and habits. To induce others to engage a new environment requires thoughtful planning, vision-casting, and energy that flows from leadership through to all those who seek to invite and create environments of hospitality.
I offer just a few of the things I've noticed that excite me most about being in some of my favorite grocery stores and perpetuate my spending.
Good coffee: No joke! At two of my favorites, both Trader Joes and The Fresh Market, they have awesome coffee that offer bottomless free samples. I recently was in charge of coffee at a meeting, and the speaker commented on how pleasant of a surprise that was. He explained how good coffee demonstrates love and hospitality- readiness to serve others and, to that end, investing money to achieve results.
Fun and pleasant atmosphere: At The Fresh Market, there is low-lighting, soothing music, and space to just walk around. Things are in order and it's easy to explore. At Trader Joes, there is always fun music playing, and people are conversing about different ways to utilize random ingredients. I can literally sense myself feeling more at ease as I am simply present in my wanderings.
Innovation: At Trader Joes, there are many items continuously available. Some favorites that endure. There are some (I learned the hard way) that are only seasonal. Stock up, because once they run out, it's over. But TJs always has one or two products for each category that are new and different. Some go with current trends - like coconut flour - others are random, like partially-popped popcorn. Not every new product is a home run (like that popcorn), but it is still exciting to walk in and wonder what you might find that is distinct and novel.
Small and personal: One of the most heartwarming experiences lately was, upon walking into Trader Joe's after not being there for a long time, was when one of the employees said, "I haven't seen you lately - where have you been?" Or another Saturday afternoon one said, "you normally come on weekday mornings, don't you?" They know me, maybe not by name, but have a general sense of who I am and how I operate in relation to their store. There are three women who seem to rotate through the back station of snacks and coffee, and it is fun to strike up conversations with them. At The Fresh Market, I love to chat with the woman who bags up my chicken. They feel like friends as opposed to employees. Even when these stores are fuller than usual (its nice in the mornings when no one is there), they still evoke a sense of community that is hard to get at places like Harris Teeter or Lowe's Foods.
Employees are happy: By and large, I've never experienced anyone less than enthusiastic and genuinely happy to be where they work - at least that is projected from their attitude and demeanor. It is fun to be in a place where others enjoy being and who are service-oriented to make the experience enjoyable and successful. When the clerks and cashiers appear excited and grounded in the mission of the store, it demonstrates a clear understanding of that mission to provide customers with a top-rate experience.
All this to say, I get excited like others to go and check out new places, grand openings, get the free reusable grocery bag, and be amidst the new hubbub in town. But it seems as though the real objective of such events is to connect with customers so that they return and readjust shopping patterns.
For me, I enjoy being in places that are smaller and more intimate, which foster an experience rather than accomplishing a task. I know others appreciate the amenities of the larger stores who offer assistance and services smaller stores cannot. Society thrives on diversity of options, and the best course of action for each store, church, or organization, is to be true to who you intend to be. Play to your strengths and strive to communicate your specific mission to those with whom you work and serve. Big can be good, and numbers are exciting. But smaller venues attract and retain a different clientele and provide a vastly different experience for others. I suggest that at the end of the day, be clear about what you hope to accomplish and work for excellence - even if it only touches one person.
