Harnessing the Power of Brand Home Engagement to Drive Consumer Loyalty

By Christian Lachel Executive Creative Director and Vice President, BRC Imagination Arts

Today’s consumers are in the driver’s seat: they no longer wish to be marketed to, but rather involved with their favorite brands in meaningful, two-way exchanges. One way some of the world’s savviest consumer brands are creating a compelling customer experience is through their brand homes. Brand homes are physical manifestations that allow fans to immerse themselves in the brand’s story, culture and values.

Why are brand homes effective? It’s because they are a platform for consumers to feel closer to and more emotionally invested in the brands they love. And, unlike interruption-based techniques like television or radio ads, which engage consumers for 30 seconds (or less), or social media, which averages three minutes, brand homes are permanent installations that often engross visitors for two or more hours. 

Iconic brands like Guinness, Heineken and Jameson have discovered that their brand homes are powerful tools for connecting with their consumers. When developed in conjunction with other marketing efforts, brand homes can deliver powerful business results. In some cases, they have even helped define the city and regional story.

Consider the Guinness Storehouse in Dublin, a country well-known for its love of the signature brew. The Guinness Storehouse earned historic status when it was named Europe’s #1 tourist destination in 2014. That year it drew a record-breaking 1.25 million thirsty fans. In 2015, it broke even more records with over 1.5 million visitors, an increase of almost 230,000 (18 percent) over the previous year. Moreover, since its 2011 redesign, the brewery has experienced a 35 percent increase in visitor attendance, a 26 percent increase in retail sales per capita, and a 47 percent increased food and beverage spend. Overall, net profit grew 240 percent, and most importantly, visitors express feeling a greater loyalty and connection to the Guinness brand following their brand home experience.

Amsterdam’s Heineken Experience is another example of a brand home that has become a top tourist destination. In 2015, the beverage brand home set another record, as more than 900,000 visitors toured the iconic brewery, participating in a multi-sensory, interactive tour that goes deep into the company’s history and its brewing process before culminating in a shared glass in Heineken’s tasting room. The brand home’s popularity allowed Heineken to raise admission prices by more than 60 percent since 2009, and helped increase retail sales per capita by 100 percent from 2009 to 2014.

Taking a cue from the success of Heineken and Guinness, Jameson Irish Whiskey is the latest European beverage company to reinvigorate its brand home. Jameson recently announced plans for an €11 million redevelopment of its Old Jameson Distillery to transform its 20-year old visitor center into an interactive, multi-sensory tasting experience that re-imagines the iconic whiskey brand experience. Like the Guinness Storehouse, which is located on the site where founder Arthur Guinness first brewed the stout beer, Jameson’s brand home is on the site of the original distillery that operated from 1780 to 1971, paying homage to the brand’s historic location.

What makes these brand homes so effective at driving consumer loyalty? In our experience, the most successful have three common components:

1. They engage all five senses. Unlike digital, broadcast or print, brand homes have the capacity to engage all five senses, giving consumers the opportunity to interact with their favorite brands in a more visceral and authentic way. Brand homes can immerse guests in sounds, scents, sights, tastes and touches. Product samples, strategically choreographed music, unique aromas and hands-on exhibits give consumers the opportunity to fully experience the brand.

1. They tell a story. Storytelling is an innate part of the human experience. So rather than present branded artifacts in a haphazard manner, the best brand homes unfold much like a great novel, film or stage production. They are carefully choreographed to take visitors on an emotional journey. The Guinness Storehouse is a great example of this. Visitors are greeted by the smells of barley, hops and wheat, the main ingredients of the famous brew, before embarking on a multi-storied exhibit that takes guests through Guinness’ past, present and future that showcases the brand’s connection to beer lovers around the world. The final stop – a rooftop bar overlooking Dublin – concludes with a shared pint. Consumers leave the experience with a greater affinity for Guinness, and a deeper connection to the brand because of the warm hospitality they received.

1. They are communal, yet personal. The best brand homes are artfully designed to accommodate the individual needs of a diverse fan base, yet because they connect with guests on an emotional level, each visitor has an intensely personal experience. It’s similar to going to the movie theater. As a member of the audience, you are one of hundreds who are experiencing the same story – applying your own memories, logic or predictions as the plot unfolds and reveals itself – yet still part of a greater group of people who have the same experience. It’s this shared, yet uniquely personal connection that bonds consumers to brands. When you envision a brand home as an opportunity for live, interactive experiences, the possibilities for connecting with guests are endless!

Brand homes are a powerful tool that uniquely complement other marketing efforts, deepening consumer engagement and brand loyalty through immersive storytelling. Brands looking to cement meaningful customer relationships can use their brand home to create powerful and compelling experiences that start in the heart, touch each guest and leave a lasting and powerful impression.

[author]About the Author: Christian Lachel is the executive creative director and vice president at BRC Imagination Arts, an experience design agency that Turns Brands Into Destinations™. BRC Imagination Arts has created and provided strategic planning for some of the most respected and iconic beverage brand homes in the world, including The Heineken Experience, “Moments of Happiness” for The World of Coca-Cola and The Guinness Storehouse. www.brcweb.com. [/author]