In previous posts I have presented a few features and measures that any retailer can adopt (See 4 Easy Ways to Integrate Technology in Your Store and Increase Sales and Achieve Better Customer Interaction in 4 Easy Ways). Here are 3 additional ideas which will appeal to only a few retailers, because of the costs associated with them. All of them bring entertainment into the retail environment, increasing customers' interest and engagement as well as sales and repeat visits.
- Organize Live In-Store Fashion Shows - In the 1950's French couturier Christian Dior would organize private fashion shows in his salons for his good clients twice a year. The guests would enjoy the 3-hour show and then place their orders with their sales associate. Nowadays, this approach would be difficult to implement. However, retailers could use this model as inspiration. For instance, they could have small shows every week to dazzle the customers. The show times would be set, so regular clients would consider attending them as part of their shopping routine. They would result in an increase in traffic as well as sales.
- Feature Virtual Fashion Shows - In April 2011, British apparel brand Burberry celebrated the opening of their Beijing flagship store, holding a runway show featuring a virtual experience that included Musion Eyeliner holographic technology. Models walked across the catwalk where real-time video and generative computer graphics interacted with the models’ movements and clothes, resulting in a hybrid spectacle where the physical and the virtual could hardly be distinguished. See the video below. Retailers could set up virtual holographic shows in their stores every week. These would certainly strengthen the retailers lifestyle message and attract a lot of traffic to the store.
- Devise In-Store Performances - Retailers could partner with local theatre groups, clubs or schools and develop skits and performances based on the store's concept and message. They would take place right on the show floor among the customers. Done well, these performances would bring the client right into the lifestyle that the retailer is marketing for a few minutes, making the clothing more appealing.
As I mentioned above some of these ideas would entail a financial investment that could be prohibitive for some smaller retailers. However, they could encourage creative thinking and the conception of other more economical but effective alternatives. Regardless of the available budget any retailer should push the boundaries and find creative and entertaining ways to promote their message and their lifestyle in their stores. I welcome your ideas in the comment box below.