A little fashion shop closed down recently. I only noticed it because its near the bus stop. Oh yes ladies and gents..in London public transportation is civilized! A few days later there was a professionally designed window cover (instead of newspaper) announcing the opening of a new store specializing nuts. There was mention of the nuts and dried fruits being 100% natural. I kept walking by to see if there was news posted about their expected opening date. I love nuts. They’re a healthy snack. I just hate that you have to buy them in big bags everywhere (though the bags in the UK are smaller than in the US). And with it being right by the bus stop, it would be really convenient.

Store Opened

I walked in to find a bunch of acrylic bins along the wall with the most simplistic, boring, unbranded look I have ever seen in a store. There was no information about the grade of product and particularly the way the dried fruits are preserved. I definitely didn’t get an immediate sense of trust. And what is the rage with chocolate covered brazil nuts in England? The single employee tried to offer me a sample of dried papaya. But I felt like I was on some “hidden camera” set. I left.

A few days later

I decided to go back and find out more about the company. Perhaps this was their first location and they were struggling to create their identity. Perhaps they were trying to open really fast so that they could capture some Easter business. I arrived at the door yesterday afternoon and there was a sign on the door indicating that they would have limited hours during the Easter Holidays and will soon be expanding their product selection. No hours were posted.

It’s the same in the physical and online realm: be careful about the expectations you set and the messages you send.