Being face to face with our customers allows us to tell stories that make them feel closer to our Brand (BELONG) and, at the same time, EXCITE them and encourage them to share these stories with others.
Explorers often share stories of their adventures and experiences. We are the same: we love to share stories of our heritage, purpose and products.
• You follow the 3 S’s approach to storytelling in-store.
• You share your own stories when appropriate, to help the customer establish an emotional connection with the brand.
This adventure will provide us with tips and content to tell stories.
The 3 S’s of Storytelling
There may not always be a chance to offer a long, detailed story. Instead, we follow the 3 S’s approach.
CLICK TO DISCOVER MORE
SHARE
The BEST stories are those shared by our customers. Use OPEN and PROBING questions to DISCOVER our customers’ stories about their interests, travels and hobbies. It’s often appropriate to share your personal stories too.
SHORT
We should be able to tell our stories in under a minute!
STICKY
Any stories you share should be able to be easily shared with others. We want our customers to be able to “spread the word” about The North Face using the stories you have told them.
SHARED STORIES
There are 3 elements of SHARING:
1. OUR CUSTOMERS’ STORIES The BEST stories are those shared by our customers. Use OPEN and PROBING questions to DISCOVER our customers’ stories about their interests, travels and hobbies. Aim to discover THEIR stories before you start to share YOUR own stories.
2. YOUR OWN STORIES It’s often appropriate to share your personal stories about adventures you have been on with your own TNF kit, too.
3. COWORKERS’ STORIES We have lots of people in our stores that have done amazing things. Discover their stories. Then use these to introduce those same people (if they’re free) or share their stories with others. E.g. “This is our Summit Series L5, our top waterproof shell. Erika, a coworker, wore this when she went on her Everest Base Camp hike”.
CLICK TO DISCOVER MORE
SHORT STORIES
Learn more
Every second with a customer counts. There is no time for long-winded stories. The longer the story the harder it will be for the customer to remember it.
Any story we share should be under one minute long. In fact, many of our stories are just a few seconds long, which is more than enough time for sharing exciting and inspirational facts about our products, heritage, and sustainability.
STICKY STORIES
Learn more
The term STICKY STORY was first used by Malcolm Gladwell in his book “The Tipping Point”. His research showed that the best way to build a brand is to create short, memorable stories that can be passed on from one person to the next, STICKING with each one.
Any story we share should be so short and memorable that your customer can easily share it with another person. The truth is that people share these stories with more than one person. Imagine if you told a story that stuck with your customer and they shared it with everyone on their next expedition! This would build a buzz around our Brand and could bring more people in to experience our guarantee.
OUR HERITAGE STORIES
At The North Face, we have inherited a legacy we should be proud of. Part of our responsibility is to preserve this legacy. The best way to do this is to share our stories with others.
Stories about our heritage and history can empower customers and inspire them to participate in our brand.
If you’re telling heritage stories using the 3 S’s approach, you may want to use some of this information.
OUR ICONIC STORIES
We have created several ICONIC products, which redefined exploration and the outdoors. They are now just as recognizable on the street as they are on the mountain.
If you’re telling iconic stories using the 3 S’s approach, you may want to use some of this information.
OUR SUSTAINABILTY STORIES
At The North Face we set the standard for sustainability and strive to leave every place better than we found it. Since 1968 we continue the trend of environmental stewardship and sustainability aimed at protecting the wild places where our gear is used.
If you’re telling sustainability stories using the 3 S’s approach, you may want to use some of this information.
