Branding: The Multichannel Shopper

When you browse the shelves of its Overland Park, Kan., store we recently visited, you take a virtual world tour, transported by fragrant aromas and exotic origins. Helpful, well-written product descriptions explain the benefits and uses of the herbs, spices and blends.

The Store: The Overland Park store features a contemporary, minimalist design. Products are displayed on clean pine shelves, giving the feel of packing crates and the subtle implication that your spices just arrived from some distant land. Burlap bags printed with the names of spicy locations, such as India, drape the walls to complete the sensation. There’s a decidedly upscale feel.