That's Entertainment
As thrill-seeking shoppers demand more bang for their buck, entrepreneurs are selling sizzle--and steak--like never before.
No longer charmed by enticements like extended hours, easy
credit and no-questions-asked returns, shoppers are demanding more
from their retailers these days. Conditioned to expect excitement
by big-bang movies, computer games and music videos, consumers
crave intense, interactive, exciting shopping experiences.
Retailers call this hot new trend "entertailing,"
blending entertainment with tried-and-true retail merchandising
techniques.
Don't confuse this idea with the "theme" retail
concept that's lost steam in recent months. Restaurants and
stores built around a particular theme (such as the '50s,
Hollywood or the rainforest) have seen sagging sales of late.
Entertailing is simply about adding a little more zest and
interactivity to your hair salon, surf shop or toy store to entice
customers who would be going to one of these stores anyway to
choose yours for the added excitement.
Content Continues Below
What's driving this trend of entertaining the buying public?
"Americans are bored by shopping and by the sameness of
merchandise," explains Howard L. Davidowitz, chairman of
Davidowitz & Associates Inc., a national retail consulting firm
in New York City. "They're crying out for something
different. They want a bigger thrill."
In addition, consumers have innumerable options these days:
Super discount stores, mail order catalogs and the Internet give
them things many independent retailers can't--the world's
biggest selection or the lowest prices in town. That's opened
retailers' minds to entertailing.
"This trend is gigantic. If you're in retailing, you
can't ignore it," says Davidowitz. "As an
independent, you can't create unique merchandise and you
can't outprice a mass discounter or specialty superstore. So
what's left? Drawing people in by offering your product on a
different stage. Make it more fun, more educational, more
interactive."
Retailers jumping on the entertailing bandwagon are reaping
quantifiable results. Studies by Marketing Developments Inc., an
international retail consulting firm in Cincinnati, show that a
well-conceived shopping experience boosts sales from 40 to 200
percent more than the typical specialty retailer, provided the
product is right, in ample supply and competitively priced.
Not quite sure how to start jazzing up your store? Learn from
entrepreneurs who have perfected entertailing techniques that
attract customers and keep them spending in their stores.
Page 1 |
2 |
3 |
4 