Creative Frenzy as Store Experience

“Time after time, surveys of our customers tell us they come to Hobby Lobby most of all for the amazing selection. Newcomers walk in the front door and don’t get halfway to the back wall before uttering, “My goodness—this place has everything!” That’s exactly the reaction our company’s creative director (who happens to be my daughter, Darsee) is seeking. She calls it a creative frenzy. “Nobody brings together so many unique things under one roof,” she says.”

“To explain what makes Hobby Lobby tick, i’ll start this section of the book with the obvious things that appeal to everyday customers. After all, if customers don’t find enjoyment and satisfaction by coming into your store, it won’t matter if you have the greatest, fanciest, most sophisticated business model in the world. I’m not into complicated theories; I just get up every morning and say, “What are home-and-craft customers looking for today, and how can I provide it to them?” The target customer for me is a woman who wants to make her home better in some way. Yes, men shop at Hobby Lobby, too, but the overwhelming majority are female. They may be interested in making an item themselves, or they may want to buy it ready to use. Either way, their goal is to create a more attractive, beautiful place to live.”