Our Retail Adventures brought us once again to Las Vegas to walk the floor of a trade show we would be working later this year, and to check out a number of things retail. While we were there we had to opportunity to spend some time with Paul Treanor, our good friend, and conference manager extraordinaire.
The three of us headed over to Star Trek: The Experience®, at the Las Vegas Hilton, where guests are transported to the future via two attractions to battle BORG and Klingon. You can gamble in the 22,000 square foot space-themed casino that serves as the “gateway” to the exhibit, dine at Quark’s Bar & Restaurant, and walk through Star Trek history at The History of the Future museum. And of course there’s plenty of futuristic shopping to be had at Zek’s Grand Emporium and Moogie’s Trading Post. (For a translation visit http://www.startrekexp.com)
This exhibit is just one big galaxy of Shoppertainment, and even if you are Star Trek-impaired like the three of us, it’s a load of fun. You’ll find cast members throughout the Experience dressed in authentic Star Trek costumes and makeup. You can eat with them, shop with them, time travel with them, heck you can even get married on the Bridge of the USS Enterprise while Klingons and Ferengi witness your vows.
Georganne stopped one of the associates and asked where we could find some Star Trek characters. “Oh, they’re all around.” She said. “Is that one?”, George asked pointing to a woman in a rather unique and elaborate costume.” “No,” said the associate, “She’s just one of our regular customers. She’s a “Trekkie” – a big Star Trek fan. She’s here a couple of times a month. She comes in to see what’s new, hangs out in the exhibits, and in the stores. I’ve even seen her helping customers. We have a lot of regulars.”
A customer who likes the place so much she hangs out there? Interesting.
Meanwhile, back at Zek’s Grand Emporium, Paul had been approached by another Trekkie. We’ve noticed that you tend to attract attention when you walk through a Vegas hotel dressed in business attire, minus the conference name badge, because most people assume you work there. This is particularly true if you are a handsome well-dressed man, who happens to be carrying a walkie-talkie, like Paul. The man, thrilled that he had the ear of “management”, was enthusiastically telling Paul about a jacket he had purchased when the exhibit first opened. Rich, trying to help Paul, took a shot and asked, “Did you get the jacket with the special embroidery?” The man’s eyes lit up as he nodded in agreement, describing the jacket, even pulling out a photo for Rich and Paul to see.
As she approached them, Georganne saw Rich shoot her their international “help me!” signal, so she raised her right hand and flashed the man the Vulcan greeting: Live long and prosper!” After he responded in kind, George asked him if he would help her find an appropriate gift for a 19 year old Trekkie. He agreed, and as they were shopping George asked him how long he had worked at the Star Trek exhibit. “I don’t work here”, he said. “I live in Rhode Island, but I try to get here two or three times a year.”
Hmm, another regular. Another person who spends his own time and money just to hang out in a place that sells the things he loves.
This wasn’t the first time we’ve encountered “Regulars”; customers who like a place so much they’d work there for free. This phenomenon is actually quite common. You probably have Regulars, too. They represent the best kind of customers to have because they love your store and are openly proud of their association with it. That association translates into a “membership” in your store’s club; a membership that shows their emotional connection with your store. If your store is cool, then being able to say, “I shop at ___________” makes them cool, too. They tell their friends, and that word-of-mouth advertising is the very best advertising you can have because it can’t be bought, it must be earned. Being a member of your club also implies a relationship with the store; a relationship that you need to nurture. You can keep your Regulars close with these easy-to-implement ideas:
Make Me Feel Welcome! When customers like your store enough to become Regulars, welcome them with open arms. The worst thing you can do is make them feel uncomfortable about wanting to be there. Engage them in conversation about what they enjoy about the store. Ask for their ideas and suggestions, even offer a free class or crop every once in awhile.
Form a Special Club: A special club just for Regulars. Give them each a special card that entitles the bearer to special perks: Check your coat and shop hands free, get a free coffee or soft drink each time you visit the store, have your gifts wrapped for free, and you’ll be the first to know about upcoming special events, promotions, and sales.
Customer Advisory Board: This group of customers meet with you on a regular basis to discuss the store, raise issues, and highlight both problems and opportunities. This team of dedicated Regulars will help you keep an eye your business and your competitors. Invite up to ten customers to join your board. Meet once a quarter, over dinner, either in your store or at a nearby restaurant.
Esprit de corps: Invite your Regulars to volunteer during special store events. They can act as Greeters, host a demo or mak-it & tak-it, or even teach a class. Give them a name badge and official store uniform to wear during the event. Reward their hard work with product, a gift certificate, or a special discount.
Model Makers: If they like to hang out at the store, why not put them to work? Your Regulars can be invaluable in helping you fill model boards and sample page books. Because you are likely to have more than one person producing models for you, ask each one to give you an idea list in advance so you can plan your boards accordingly. Require that each model be accompanied by a recipe card (how-to instructions) you can reproduce for other customers who want to do the same projects or design. The deal is this: you supply all the necessary materials, the project stays on display in the store for 60 days, after that the customer can take it home for free.
Regulars, raging fans, groupies, devotees, disciples. No doubt, you have a special name for your regular customers who make doing business a pleasure. At the end of the day, they serve as a constant reminder that someone appreciates what you do – and who couldn’t use that kind of reinforcement on a Regular basis?
The three of us headed over to Star Trek: The Experience®, at the Las Vegas Hilton, where guests are transported to the future via two attractions to battle BORG and Klingon. You can gamble in the 22,000 square foot space-themed casino that serves as the “gateway” to the exhibit, dine at Quark’s Bar & Restaurant, and walk through Star Trek history at The History of the Future museum. And of course there’s plenty of futuristic shopping to be had at Zek’s Grand Emporium and Moogie’s Trading Post. (For a translation visit http://www.startrekexp.com)
This exhibit is just one big galaxy of Shoppertainment, and even if you are Star Trek-impaired like the three of us, it’s a load of fun. You’ll find cast members throughout the Experience dressed in authentic Star Trek costumes and makeup. You can eat with them, shop with them, time travel with them, heck you can even get married on the Bridge of the USS Enterprise while Klingons and Ferengi witness your vows.
Georganne stopped one of the associates and asked where we could find some Star Trek characters. “Oh, they’re all around.” She said. “Is that one?”, George asked pointing to a woman in a rather unique and elaborate costume.” “No,” said the associate, “She’s just one of our regular customers. She’s a “Trekkie” – a big Star Trek fan. She’s here a couple of times a month. She comes in to see what’s new, hangs out in the exhibits, and in the stores. I’ve even seen her helping customers. We have a lot of regulars.”
A customer who likes the place so much she hangs out there? Interesting.
Meanwhile, back at Zek’s Grand Emporium, Paul had been approached by another Trekkie. We’ve noticed that you tend to attract attention when you walk through a Vegas hotel dressed in business attire, minus the conference name badge, because most people assume you work there. This is particularly true if you are a handsome well-dressed man, who happens to be carrying a walkie-talkie, like Paul. The man, thrilled that he had the ear of “management”, was enthusiastically telling Paul about a jacket he had purchased when the exhibit first opened. Rich, trying to help Paul, took a shot and asked, “Did you get the jacket with the special embroidery?” The man’s eyes lit up as he nodded in agreement, describing the jacket, even pulling out a photo for Rich and Paul to see.
As she approached them, Georganne saw Rich shoot her their international “help me!” signal, so she raised her right hand and flashed the man the Vulcan greeting: Live long and prosper!” After he responded in kind, George asked him if he would help her find an appropriate gift for a 19 year old Trekkie. He agreed, and as they were shopping George asked him how long he had worked at the Star Trek exhibit. “I don’t work here”, he said. “I live in Rhode Island, but I try to get here two or three times a year.”
Hmm, another regular. Another person who spends his own time and money just to hang out in a place that sells the things he loves.
This wasn’t the first time we’ve encountered “Regulars”; customers who like a place so much they’d work there for free. This phenomenon is actually quite common. You probably have Regulars, too. They represent the best kind of customers to have because they love your store and are openly proud of their association with it. That association translates into a “membership” in your store’s club; a membership that shows their emotional connection with your store. If your store is cool, then being able to say, “I shop at ___________” makes them cool, too. They tell their friends, and that word-of-mouth advertising is the very best advertising you can have because it can’t be bought, it must be earned. Being a member of your club also implies a relationship with the store; a relationship that you need to nurture. You can keep your Regulars close with these easy-to-implement ideas:
Make Me Feel Welcome! When customers like your store enough to become Regulars, welcome them with open arms. The worst thing you can do is make them feel uncomfortable about wanting to be there. Engage them in conversation about what they enjoy about the store. Ask for their ideas and suggestions, even offer a free class or crop every once in awhile.
Form a Special Club: A special club just for Regulars. Give them each a special card that entitles the bearer to special perks: Check your coat and shop hands free, get a free coffee or soft drink each time you visit the store, have your gifts wrapped for free, and you’ll be the first to know about upcoming special events, promotions, and sales.
Customer Advisory Board: This group of customers meet with you on a regular basis to discuss the store, raise issues, and highlight both problems and opportunities. This team of dedicated Regulars will help you keep an eye your business and your competitors. Invite up to ten customers to join your board. Meet once a quarter, over dinner, either in your store or at a nearby restaurant.
Esprit de corps: Invite your Regulars to volunteer during special store events. They can act as Greeters, host a demo or mak-it & tak-it, or even teach a class. Give them a name badge and official store uniform to wear during the event. Reward their hard work with product, a gift certificate, or a special discount.
Model Makers: If they like to hang out at the store, why not put them to work? Your Regulars can be invaluable in helping you fill model boards and sample page books. Because you are likely to have more than one person producing models for you, ask each one to give you an idea list in advance so you can plan your boards accordingly. Require that each model be accompanied by a recipe card (how-to instructions) you can reproduce for other customers who want to do the same projects or design. The deal is this: you supply all the necessary materials, the project stays on display in the store for 60 days, after that the customer can take it home for free.
Regulars, raging fans, groupies, devotees, disciples. No doubt, you have a special name for your regular customers who make doing business a pleasure. At the end of the day, they serve as a constant reminder that someone appreciates what you do – and who couldn’t use that kind of reinforcement on a Regular basis?
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