How enemies became friends (and customers are won)

By Matt Taylor

It was December 24, 1914: the first Christmas Eve of World War One. After five months of war, a one-and-a-half-day truce began between enemy troops. Reports varied across regions, but a theme emerged.

In battlegrounds of Christmas cheer, soldiers exchanged holiday greetings, played football, took group photos, and exchanged gifts...with sworn enemies! But as Christmas ended, so did the ceasefire—never to return.

Meaning drives us

We are hunters, gatherers, and makers of meaning. And as we look into the world, we see, feel, and act in response to the meaning we make of it. So much so that a holiday truce could happen in a world war. The shared meaning of Christmas, known for cheer and goodwill, was much stronger than the newly minted meaning of war. And the stronger story won.

Meaning impacts business, too

Kantar—a global data, insights, and consulting company—found that powerful brands are not just top-of-mind or different. They are also meaningful. They fit consumers’ lives and create meaning that matters (and fits the brand!).

Where can you find and make meaning?

Meaning comes in many ways. Author and retail expert Doug Stephen’s believes brands and retailers can find “strong, own-able footholds ... without attempting to outcompete Amazon and others on price, convenience or selection.” He recommends four key areas: culture, entertainment, expertise, and design.

These are rich sources of meaning, helping to show the world who you are and what you do.

• Culture
  Meaning and value are driven by culture—human networks built upon shared values, beliefs, passions, and behaviours. As a specialty retailer, you are a doorway to cultural experiences! You have the power to represent the heart of natural health, fitness, sustainability, and more.

•  Entertainment
  We all want to feel captivated by an enjoyable, immersive experience. You can create meaning through great online content, in-store classes and tutorials, sampling events, new product discovery, and so much more.

• Expertise
  Your expertise is more than a store feature; it’s a source of incredible value. You satisfy curiosity, solve real problems, and help customers unlock more meaning in their lives. Because health and longevity make more of their dreams possible.

• Design
  Walk into any well-designed store and you’ll find a story. Whether natural living, trusted professionalism, athletic achievement, or other, everything they do communicates a singular, compelling message.

What meaning will you make?

These four sources of meaning are just a few of the many options. As you think about the year ahead, ask yourself one more question: what meaning will we make for ourselves and our customers?