Make Memories, Not Discounts

Several years ago, I wandered into a little music shop tucked between a barber and a Frosty Freeze in a sleepy Los Angeles suburb. I wasn’t looking to buy anything. Just killing time before a meeting.

But then the owner — a bluesman who looked to be part Gandalf, part Billie Gibbons — noticed me eyeballing an old SG on the wall. He didn’t do the usual sales pitch. Nothing about specs or years or discounts. He just said:

“That guitar’s got a different kind of mojo, don’t it? Wanna plug in and see what it says to you?”

Fifteen minutes later, I walked out of the store with that SG. Not because it was cheap. And not because I was looking for an old Gibson, either. But because the whole thing felt like a moment — and I felt like I was part of something rare. I’ve never forgotten that experience. In fact, every time I think of it, I can recall every second of those 15 minutes … And that’s the power of memory in retail.

In an industry where the race to the bottom feels like the default strategy, it’s time to ask a better question: What if you didn’t have to be cheaper, just more memorable?

If a customer buys a guitar and never returns, it’s missed opportunity. But if that same customer tells five friends about “that one store with the vibe,” you’ve crossed into a different category. Now you’re living rent-free in their memory.

Here’s the neuroscience: Emotions drive memory and surprise cements it. The brands we remember are the ones that made us feel something. The store decorated like the main stage at Coachella? The one that felt like an art exhibit? The one that smelled distinctly like mahogany and lacquer? The store that had a Keurig in the parents area of the lessons rooms?

Sensory overload? No , these re-defining elements will embed themselves in the brain of the pleasantly surprised.

So, how do you become that store?

Create a Checkout Ritual.
Every single exchange is the opportunity to make a lasting impression. Most MI store checkouts feel purely transactional. But a small, intentional moment can become a brand-defining experience.

Try this: Include a handwritten thank-you note right then and there. Remind them that their musical journey now includes you. Drop in a branded pick or sticker. Tiny, tactile, unforgettable. Offer a sincere compliment on their setup. Be authentic. Be kind. Be memorable.

The goal is simple: make them smile. Make them feel seen. That’s what they’ll talk about later.

Celebrate Your Customers’ Stories.
People love to see themselves in the spotlight. So, give them the stage.

Start a ritual: Take a photo of every new instrument buyer, with permission. Or better yet, build a selfie station with a branded backdrop and a hashtag that encourages sharing. Celebrate their wins. Share a short caption on your wall or social media: “Jess just picked up this Telecaster for her first studio session!”

This isn’t marketing. It’s storytelling. And people remember stories.

Follow Up Like a Human, Not an Algorithm.
You don’t need a fancy CRM tool to build loyalty. You just need a little follow-up.

Reach out after the sale — not with a pitch, but with curiosity. Try: “Hey Sam, how’s that digital piano working out?” Or: “Any questions on those amp settings?”

Better yet, invite them to a clinic or jam night. Show them they’re part of a community, not just a customer file. The big boxes may win on price. But you can win on memory. Your store already has a soul. Make sure people remember it. Because in retail, forgettable means replaceable. And in the long run, memory beats discounts every time. MI