Hello Dolly! Flawless execution and a clear brand experience

My now nearly 12-year old daughter, Gala, encouraged by my doll-loving mother, went through a huge American Girl phase. American Girl dolls have been a fixture during major life events in our household for many years and for a long time, were a staple of the everyday. Now the dolls spend most of the time on a shelf with many of their accessories packed away.

American Girl is on my mind because that phase seemed to be at an end (all basketball all the time now!) and my daughter was considering selling part of her substantial collection of dolls and accessories (some of which are on display above). This past weekend a lot of time was invested in revisiting her collection, deciding what would stay and what would go.

For those of you who may have missed the American Girl experience, American Girl is a line of premium dolls and accessories (now owned by Mattel). They offer historic characters, there’s a girl of the year who has an inspiring story of overcoming a challenge, and the Truly Me dolls (these dolls can be chosen to look like the recipient and don’t come with a backstory). There are also Bitty Babies and Bitty Twins. The brand messaging is focused on empowerment for girls and on being yourself.... "Follow your inner star" is great messaging. In addition to dolls and accessories there are books which are surprisingly well written, games and an online experience.

You may be wondering why I am writing about a doll company in this blog. The reason is simple, I can think of few businesses that have committed to superior execution in the way that American Girl has done consistently, over a number of years.

American Girl really understands the importance of living its brand and delivering an experience that connects emotionally with its customers. The quality is excellent, imagination is on display in every product and the attention to detail is beyond comprehension. This is how the premium prices on the products ($115 US for a doll, outfits starting at $35 USD and furniture from $50 USD) is sustainable. Truly, American Girl is not selling dolls they are selling memories.

Several years ago, Gala and I spent a day at the American Girl store in New York City. This was a great sacrifice as I would have preferred a day at the Met (parents take heart – the restaurant is licensed!), but I am glad to have been able to see the American Girl machine at work with my own eyes. American Girl Store employees are there to deliver a memorable and magical experience for your daughter. The employees have been well chosen and trained. My sense was that the women who worked there loved both dolls and children. In addition to offering amazing displays of the products, there are activities on-site, there is a restaurant where your daughter and doll can sit together at the table (the doll gets her own seat that clips on to the table and if you don’t have a doll, they offer loaners), there is a Doll Salon where the stylists earnestly help your daughter choose a hair style, they also offer spa treatments (cleanings!) and ear piercing. You can buy matching outfits for your daughter and her doll and then have them photographed together.

It is also worth mentioning that the staff at the call centre is amazing. They are knowledgeable and kind, and happy to explain the details of the products they offer. Even when they upsell, “Now Rebecca’s hair is really thick. I see you only have bought brushes, she will need a pick,” you feel it is being done to make sure your daughter is going to be very happy with her doll. This is important since there are so few shops, and most customers will only interact with the call centre. I’m sure my mother (who has three granddaughters) is on a first name basis with half the call centre staff. Finally, if there is a crisis, there is a doll hospital where dolls who have endured a mishap can be sent. One of my niece's dolls required a new head after a lip gloss incident and she was returned in a hospital gown, after a rather expensive procedure, as good as new!

My most frequent dinner companion dislikes restaurants where he can “feel the waiter’s hand in his pocket.” American Girl certainly had its hand in my purse (and my extended family’s) but somehow the experience was so positive and the products consistently met or exceeded my daughter’s expectations, I was at peace with the expense.

Businesses in all sectors can learn a lot from American Girl. American Girl has invested in promoting a brand and committed to executing that promise to their customers. They made it easy for the dolls to become part of the family by providing everything they could possibly need to “live” in your household. It is not enough to have good product, or a great location, or a beautiful space. You have to have a complete vision of how your customer is going to experience your business as well as how your product or service is going to become part of their lives. Then you have to deliver on that experience effectively every time. You have to live the brand.

Loyalty is the pay off…. And as it happens after prepping her collection for sale this past weekend, Gala has decided she’s not ready to give up her dolls. The emotional attachment is too great. She loves the dolls because they all have as story. Not just the story American Girl programmed; her memories of the big events in her life are triggered by the dolls.

She may not be interested in acquiring more dolls now, but American Girl is playing the long game. They will still be around when Gala and her friends have daughters of their own and the cycle will continue.

Gala and Ruthie wear matching monogrammed PJs Christmas morning, 2011.

#Retail #Branding #CustomerExperience #ValueProposition