07/20/2026
What if your biggest competitive advantage was... a shopping cart?
Why has Target become such a popular place to shop? It's not just because of the products they sell. Plenty of retailers sell the same products. It's because they've intentionally designed the customer experience.
Everything is centered around the shopper: the lighting, the layout, the signage, the displays... even the shopping cart.
Yes, the shopping cart.
Think about it. At most stores, you're just hoping you don't grab the cart with the squeaky wheel, the one that constantly pulls to the left, or the one that rattles all the way through the store.
At Target, the cart feels different. It rolls smoothly, it's quiet, the handles are comfortable, it even has a cup holder for your water cup and the Starbucks you grabbed when you walked into the store. The cart feels like you are driving a luxury vehicle down a freshly paved road. It's a small detail, but it's intentional. They didn't leave the customer experience to chance.
As Sarah Deuth, VP of Store Design at Target, explained in an interview with Fast Company, "The cart for us is the first touchpoint that the guest meets right when they walk in the store."
That simple difference makes me want to come back again... and again... and again.
Creating raving fans doesn't happen by accident. It's intentionally designed.
One of the key lessons in Raving Fans is that you must first define the experience you want your customers to have. If you don't have a clear vision, your customer experience will be inconsistent.
This reminds me of a lesson from our previous book club selection, Fans First by Jesse Cole, where this idea takes on an even deeper meaning.
Exceptional experiences aren't built around transactions, they're built around people.
When your team knows the experience you're trying to create and is empowered to care for the people in front of them, consistency becomes part of your culture instead of something you simply hope for.
When clients know they're working with people who communicate well, follow through on commitments, and genuinely care about their success, they'll want to do business with you again... and again... and again.
The flooring, wall finishes, and window film are just what we install.
Trust is what we're really building.
What's one thing your company does to make customers feel valued, not just served?