DDi - November/December 2009 - (Page 17)

Quick Tips | 17 reasons theatricality will boost retail sales he marriage of retail and fantasy is not new. Mention New York at holiday time and the always-wondrous windows of retailers like Lord & Taylor spring to mind. Tourists and New Yorkers alike line up for their dose of fantasy, with each window framing a mini-theatrical production where dolls in period costumes dance in stunning settings, transporting the onlooker to a Christmas scene out of Dickens. They ooh. They aah. And then, they shop. Theatricality, once limited to Christmastime, is now popping up everywhere from stores to restaurants to libraries, employing all manner of themes—and for good reason. Along with boosting retail sales, a theatrical environment will: T Theatrical retail environments can transport shoppers to another world—and increase sales. Make your store stand out from the rest. In a competitive retail environment, there needs to be a reason that shoppers will choose your store over others. A theatrical theme— having shoppers walk into another world rather than just another store—is a can’t-miss way to differentiate from other retailers selling similar or competing merchandise. Create a romance that surrounds your products and enhances their desirability. You already know that something displayed well will sell better than something displayed poorly; now go a step further and imbue each display with the magic that comes with the overall experience of being on a desert safari or in an elegant Italian palazzo. Now it’s not just a necklace—it’s a necklace that makes your customer an adventuress or a countess. in tree knotholes and in the windows of a gingerbread house, who can resist continuing the fun by buying some sweets to take home with them? Appeal to the customer’s “inner child” (we all have one). We look to books, movies and plays to make us feel part of another world. We love theme parks because 15 minutes of feeling like a pirate of the Caribbean or being beamed into the future is just plain fun. Instead of giving your customers a place to buy goods, draw them into a sunken ship, or a knight’s castle, or a state fair. It will not only get them in the door, but might also cause them to return—and bring their friends. Create a buzz. The word on the street that your store is a must-see will be worth more than any ad or billboard. A creative approach may even get you mentioned in tourist offices and on bus or trolley tours. Don’t open just another store—open another world, and customers may line up to get in. —Janice Davis, founder of Brooklyn, N.Y.-based Janice Davis Design, has been designing scenery for theater and television for more than 20 years, and corporate theater and events for more than 15 years. She also brings her theatrical sensibility to retail stores and public interiors. www.ddimagazine.com Make a joyous shopping experience. Giving shoppers an enjoyable time under the sea or in your 1920s speakeasy will greatly increase the chances that they’ll want to take part of the fun away with them. If a candy store is just a store, they may only buy something if they’re hungry. But if they’re in an enchanted forest where the sweets are stored | November/December 2009 http://www.ddimagazine.com

Table of Contents for the Digital Edition of DDi - November/December 2009

DDi - November/December 2009
Contents
From the Editor
Newsworthy
Quick Tips
Greentailing
Editor’s Choice
State of the Retail Design Industry Survey
Channel Focus: Sportswear
Tommy Hilfiger
JCPenney
Saks Fifth Avenue
New York Retail Map
Retail Design Collective
Showroom Map
Products
Right Light
In-Store Technology
Product Spotlight
Advertisers
Calendar
Classifieds
Shopping with Paco

DDi - November/December 2009