Why is it the inside that matters?

It has been hot here in London. Yes, you read right, an Australian calling London hot! Amongst the over-heated crowd I noticed patterns peeking out from beneath thonged feet (flip flops for non-antipodeans).

Why would someone go to the effort of buying shoes where you can barely see the pattern?

I was reminded of a time when a friend showed me his fine new work shoes, but was most excited by the inner lining depicting a sunset scene. Likewise, a hand-bag maker once told me that often, the reason people bought her bags was because of the lining (I too was seduced by the lining for my Nancy Bird bag). Recently I was researching a client's online experience and the one thing that customers repeatedly mentioned was their delight in the wrapping. Clearly the same occurs for Apple lovers given the recent spate of 'unwrapping' videos.

Expanding the thought, the same delight in discovering an unexpected interior occurs with houses (warehouse conversions), service and even people such as Susan Boyle.

I am not sure there is a straight answer to the question "Why is it the inside that matters?", but I think it can start to be explained by an overall concept of consumption=personal. It is that feeling that the design or moment is rare and can only be experienced by me (or a select few). They are all richly sensory moments, from the vividness of a pattern to the texture of fine silk lining. It ties into the notion of brand experience, or moment of truth for a brand.

One thing is for sure - it is at that moment that your 'thing' becomes personal. You connect. And the love and loyalty begin.

How can you create something special on the inside to delight your customers, and keep them coming back? Or have you already? Why do you think it is the inside that matters?

photo credit: nancybird