Mastering the
Customer Experience.

Understanding human needs, business goals, and crafting an action plan for racking up positive results.
Mastering the <br>Customer Experience. By Ross Patrick

Photo by Kim Carpenter on Unsplash

Let the customer experience revolution begin. I remember my mentor Mary Scott telling me way back in 2000 that it was the “Experience Economy”. So here we are in 2021 and the retail experience is now more important than ever. Do we really want to bump elbows in a crowded store? Do I feel comfortable picking up a product or laying on a bed in a mattress store? Ugh. Not really. I get kinda gun shy at Whole Foods trying to pick out avocados. And I recently did a series of mattress store visits on behalf of Layla Sleep. It was “No Bueno”.


Customer experience has now become more of a digital thing as we grasp our cell phones 24/7 and use it to cross check pricing, competitive products, read reviews, and watch demo videos. I can’t imagine assembling anything without watching a Youtube video (about 10 times on average).

There are plenty of reasons to make your customer experience a priority. If you can master this sacred customer journey, you can make a significant difference in your customers’ lives — and your bottom line.


Let’s review the good, the bad and the epic fails in retail. Why are big box retailers closing their doors? Ever walk into a SEARS store in the last 5 years? If you did, it was probably not the experience that you had at Target or Costco. And now that Amazon has “everything” – why bother? Why should I search around a cluttered, dimly lit store – only to find out that there are no sales staff around – and the overall experience made me question the existence of a customer experience agenda.

Today, consumers expect seamless digital experiences across all channels. This is why for retailers a digital transformation plan has now become more of an essential rather than having the option to choose it or not because with this they can drive value both brands and customers while also creating competitive advantage as well which would then lead to growth in their company.

Our friends at Layla Sleep say that it’s important to cover all of these bases:

  • Create a single view of the customer
  • Re-think the digital and in-store customer experience
  • Create and adopt new business models
  • Build a stronger, more resilient supply chain
  • Establish a seamless fully integrated front to back-office operation

“The combination of the high-quality product, seamless buying experience, and top-notch service are the key to winning.”


For many small companies, the time has come to enter the digital world. It is easier than ever for a business owner or entrepreneur to build an e-commerce website and start making money on their own terms with little investment needed in physical operations. This means that being able to create something out of nothing without limitations allows you as a company head or decision maker more flexibility when it comes down how much risk your company will take financially while still maintaining its reputation through quality customer service throughout all channels including phone, chat, email and social media platforms like Facebook Messenger!

I can imagine that Instagram and Tik Tok will emerge as a leading “video” experience for shoppers in 2021. Yes, it’s already happening but watch for a convergence of digital and physical retail as this is a way to humanize, demonstrate and show products “working” in the world.


Despite the influx of e-commerce, brick and mortar stores are still where most transactions take place. With thousands upon thousands of store closures in 2017 alone, many well-known brands have opened even more locations to keep up with demand for their products.

These days, stores are becoming increasingly indistinguishable from the digital world. From ship-from-store to BOPIS and curbside pickup, a rapidly growing percentage of what we call “e-commerce” actually involves shopping in store rather than online! Oh yeah, BOPIS — Buy Online Pickup In-Store. Or how about the reverse…“look at in store and buy online?” While retailers with physical locations have embraced omnichannel strategies, especially to compete with online only shops, brick-and-mortar stores are still figuring out reverse logistics and how to process all the returns.

Despite all the awful outcomes from this pandemic, if you sold “essential” items during it, then congratulations. You’ve done better than most people in any other industry. Nowhere is that more true than with grocery stores and supermarket chains; they have seen a huge boom in sales thanks to customers’ shift away from eating out to cooking at home as well as their adoption of delivery services like click & collect for groceries and restaurant food alike.

Brick-and-mortar is still an important part of any healthy retail strategy. And while that may be true, there are a few things to consider going into the next year: people will want to get outside and do some in-person shopping when it’s safe for them too as opposed to online purchasing where they can stay at home or work during down times like lockdowns; brick-and-mortar stores allow customers the opportunity of being able try on clothes before buying them unlike with websites such as Amazon which require one size fits all sizing charts (which means you have no idea if something looks good until after ordering).


The traditional retail model was already under immense pressure to transform. Now, the brick-and-mortar store is just one touchpoint in a customer journey that starts before they even step foot inside. This year has shown us how physical stores need to better serve changing demands for customers now requiring more flexible shopping alternatives than ever before – from ordering online pickup at your local warehouse or drive-thru grocery options all on their own schedule with time off work during business hours if necessary!


Clever retailers are adjusting their bricks and mortar presence to be more ‘experiential’, with mobile pop-up stores, interactive displays, and a physical store better integrated with online shopping.

Brands are seeking a way to make their physical stores more interactive and compelling for customers. With the help of digital innovation, retailers will be able to create an experience that merges online with offline shopping seamlessly. The new digitally enabled traditional brick-and-mortar environment opens up exciting opportunity for brands as they can now offer in store surprises and delightful moments which would never have been possible before!

So, if you see some strange stuff on the showroom floor — these new retail experiments will continue to evolve as we try to define the purpose and value of retail experiences.

We know what it takes to
create an unforgettable brand.

Our team of designers, content creators, and AI experts will
help you get noticed with a custom website, social media
strategy, and advertising.


What’s the difference between a brand and a logo?

Great question. We believe that building a high quality brand starts with research, brand strategy and a solid marketing plan. Does the require a great logo. Yes. Sometimes we will utilize a client’s existing logo as it may have some equity already built up. other times, we are required to revamp a logo — or completely reinvent it. Having a great product and a website does not necessarily mean you have a brand. That’s why we prefer to craft the entire customer journey to build trust and engagement with your intended target audience.

How much will this cost me?

A basic kit starts at about $25,000. Most of our clients like to add on to our kits — making them cost more. The added value can be seen here on our price lists.

How long does this process usually take?

Our team is ready to go. We typically break each project into phases. Each phase can take 1-2 weeks depending on the complexity of the assignment. If you are in a huge hurry, we get that. We can review schedule options to prioritze the most impostant aspects of creating, launching and igniting your business. We require a 50% deposit prior to commencing the first phase.

I just need an ad campaign. Can you help me?

Yes we can. Let our team of seasoned professionals bring your brand to life with clever, engaging and provocotive ads that deliver customers to your website, store or event. Whether your campaign is running on Facebook or on network TV during the Superbowl, we can handle it.

My website needs to be revamped. Can you help me?

We invent and reinvent brands. Sometimes it’s not your brand that’s broken. It could be the product, the packaging, or the way it’s photographed and presented on your website. We have designers, photographers, videographers, copywriters and website experts to help you with any aspect of the business that is not delivering. This includes eCommerce technology and more.

How do I create a successful marketing roadmap?

Planning a successful brand launch can be dificult. Let’s start with your brand. We will create compelling brand elements that bring the whole story together. This will create lasting value for you and your customers. We have all of the tools necessary to get your brand noticed across many platforms. It doesn’t matter if you sell online, on social media, in store, or out of the trunk of your car, we can help.


Ross Patrick

Designer, Inventor,
Marketing Geek,
Founder Xtra Bold

Ross is an expert in design and brand integration across all touch points — from product design, to digital, mobile and experiential. He has worked with start-ups as well as many blue chip clients such as NIKE Air Jordan, GM, Microsoft, Bank of America, Starbucks and Amazon. Ross started his career at Nike and has held leadership positions at Capitol records, Deutsch LA, and The Coffee Bean & Tea Leaf. Most recently, Ross was Executive Creative Director at DDW, a leading branding and marketing consultancy. Ross is a grad of Gonzaga University and The Art Center College of Design.



The core ingredient to building a successful brand — this is where we establish the vision, mission, values and purpose that define your company and your products.

Your brand strategy will become the filter through which you evaluate all of your decisions and opportunities. This vision will allow both your team and our team to set up the goals and strategies — guiding us to where we’ll focus our energy and resources.


Smarter marketing means better sales and bigger profits.


Now that we’ve established the strategic vision, we can craft a brand story.

Some people call it a manifesto. Either way, it’s the rally flag for your brand and it sets the voice and vibe for everything. A brand story grabs attention, elicits an emotion response, and creates engagement.

Also known as Brand Strategy, Brand Positioning, Mission/Vision/Values.

brand strategy

More accurate and authentic brand storytelling.


We have an amazing track record developing logos for some very iconic brands. There’s a reason why Nike, Amazon, Starbucks, MIcrosoft, Tesco and many more companies have chosen to work with our team.

Brand identities can take on many forms from symbols to wordmarks — they all function in unique ways and are the cornerstone of your business.

brand identity

We create unique and compelling brand identities.


A brand guide helps you understand your brand and how it works. It shows off the color palette, the typography and the way your logo can be used across a number of different platforms.

The brand guide is a great asset for creating consistent, on-brand content. Your brand style guide communicates your company’s design standards to your whole group.

Includes: Brand Tool-kit


brand style guide

Let’s call it a playbook. Way more fun.


In our basic kit, we included a simple, single page website that appeals to consumers for its ability to get a lot done in a small space.

Sure, you might need a bigger site, and we can accommodate a variety of requirements. Just know that your site will be orderly, easy to follow, tell a story and offer a clear understanding of what your brand/product is all about.

Add: eCommerce to any site.


Amaze your consumers with eye-catching and engaging design.


Creating a unique brand requires imagery that help tell the brand story. These could be illustrations. icons or photographs. They might be sourced from “stock” or from an illustrator or photographer that we feel is the appropriate talent to deliver the right kind of visuals for your website or campaign.

This may also include video and/or animation.


Engage your consumers with eye-catching visuals.


Microsoft estimates that there are about 30 million PowerPoint presentations created every single day.

Custom Powerpoint templates will allow you to rise about the mediocre presentation decks that leave investors or business partners confused or asleep.


Success comes from having the right tool for the right job.


People want to know “what it is” and “what it does”. Explainer videos are short online marketing videos used to explain your company’s product or service.

Explainer videos are often placed on a landing page, your website’s home page, or a prominent product page.

These can also be used at trade shows, retail environments and in sales presentations. We have used them as TV spots too.



2021 sees online video viewing reach an all time high.


We’ve named many brands and products. We’ve done it for Amazon as well as Silicon Valley Start-ups.

The right name connects your audience to your brand. It can elevate and translate the “what it is” and “what it dooes” in a matter of seconds.

It can also be aspirational and allow your brand to grow and expand it’s products and services over time.


What’s in a name? Everything!


We create snackable content (formerly known as advertising). The world of advertising and content creation has changed forever.

The team at Xtra Bold has the experience to create game changing content. TV spots and videos need to be short, engaging and memorable. The new three second attention span has officially made everything obsolete. Unless of course it’s Xtra Bold.


Formerly known as advertising, content is the key.


We know how TO out-maneuver your competitors with strategies for effective competitive research, analysis, and enablement.

We analyze your data and provide recommendations on SEO, content marketing and advertising that can help you improve your online visibility in days. Our SEO optimization and artificial intelligence is second to none.

Proof: You found us. Right?


Pin-point accuracy and messaging means no guessing.


Sometimes business owners need someone with marketing expertise who is not in their organization to bounce ideas off of and ask questions without the risk of getting a completely self-serving answer.

Or your an entreprenuer who wears many hats and running the creative, marketing and advertising is just one too many hats.


Sometimes a good coach can make all the difference.


Additional services can be added to these packages. Contact us and let us know how you can get the right amount of friendly service and the right amount of awsomeness to launch your brand. It’s that easy!

Additional Servies:
Public Relations
Media Buying
Experiential (Event Marketing)


Public Relations,
Media Buying,
Events, Retail.

Additional services can be
added to these packages.

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The world of branding
has changed. Forever.

Utilize our highly creative teams
and super-charge it all with the
best technology!