Guest post by Director Mel.
While the economists of the country read the runes of our nation’s health in terms of GDP, Interest rates and Inflation, the true barometer of the nation’s wellbeing is quite simply determined by the pitter patter of shoppers’ feet and ringing of the tills inside the Tescos, Asdas and Debenhams of this small isle.
So never has the question; ‘how do we keep our customers happy?’ been more resonant than in the age of the flighty consumer… Now the answer has given birth to a new terminology: ‘retailtainment’, first coined by American sociologist George Ritzer in his 1999 book, Enchanting a Disenchanted World, Revolutionising the Means of Consumption.
Creating remarkable retail experiences is fast becoming the new Holy Grail. From augmented reality point of sale to extraordinary, themed stores, retailers that wish to stand-out are investing in the exploration of new ways to stall their customer base – and ever more ingenious ways to never give them reason to leave. No longer is the store seen as a display rack for product, but as an opportunity to stamp an unforgettable brand experience into the minds of the market and set each apart from the pack.
And it is true that from the biggest failures come the greenest of shoots. Whilst our great nation has drawn breath and witnessed the passage of those yesteryear retailers – C&A, Alders, Ethel Austin- each unable to stand firm in the wake of aggressive competition and consumer apathy, each unable to withstand the pace of change wrought upon them by online innovation and shrinking sterling – we see the dawn of a new world retail order that draws its influence from the world of entertainment.
Not surprisingly this trend is being led by U.S. Brands, where retail and entertainment is part of the national DNA – think of the influence Disney’s Disney World has on its stores – captivating children and emptying parents’ pockets quicker than you can say ‘Mickey Mouse’. Apple stores are like luxury car showrooms. Abercrombie and Fitch – at the time of its launch – positioned as a hip retail ‘nightclub’ with a policy to only employ hot young men and women. And JCPR client Best Buy giving Dixons a run for its money by launching each of its new electronics stores with top US music talent. Not to mention the fanfare of the M&Ms World store that opened in Leicester Square earlier this month…
Certainly we have all moved on from the eighties where we saw people storming the doors of Macy’s to get their hands on the first Cabbage Patch Kid dolls or Transformer toys.
Perhaps because we are becoming more sophisticated? We not only desire but demand added value as part of our experience. We no longer expect to derive our satisfaction from the products we buy we expect to be entertained during the process. Or do we? This belief seems to be driving a step change in the minds of our retailers, each striving to compete on the High Street – with or without the ‘Portas’ Pixie Dust.
But ultimately shouldn’t it be about building trust and loyalty?
Maybe by aligning to the pursuits that make us happy; giving us the opportunity to spend time at the cinema, enjoy the opera or gardening whilst we shop, we won’t only feel more compelled to part with our hard earned cash, we might actually feel – well - a little happier about the shopping experience and the Brand that is delivering it. Cinemas, theatres, garden centres and English Heritage take note….
