Doing business online is often the hallmark of any successful modern company. Yet, as social media explodes in popularity and mobile devices become our main form of communication, it’s hard to remember the value of a face-to-face interaction, the type of interaction that has become all too rare these days.

For the 718 Cyclery in Brooklyn New York, face-to-face interactions have become bread and butter. Unlike most bike shops, 718 Cyclery is all about the experience each customer has with the bike they purchase through the store. To achieve that goal you are actually invited to the shop to engage in the building process from start to finish. The journey begins online where you determine the parts and style you want for your ride. Then, instead of waiting two weeks for your bike to be assembled and shipped, you get your a** into the shop and get involved. According to the Cyclery’s founder Joe Nocella, it’s worth the experience. “How does the Collaborative Build experience differ from an online “bike build” site? Short answer…it’s the smell of grease, the grit under your fingernails and a sense of accomplishment.”

What makes 718 Cyclery different is its focus on active storytelling. Sure, they have a great story to tell about their brand: “You can have a bike that is truly unique, put together with the right parts, and built by you.” But their customers also have a great story about their interaction with the product they purchase. They walk away with a personal experience that goes way beyond your average customer engagement.

How does your brand engage its target, like 718 Cyclery letting its DIY clients get their hands dirty? How do you give your customers a great story to tell?