An article in the Wall Street Journal article talks about a retailer who offers drinks to shoppers to keep them in the store longer. There is even a quote from the NFR: "It's that type of innovation in these trying times that sets [retailers] apart and creates buzz," says Scott Krugman, a spokesman for the National Retail Federation.
Well, he's right about the creating a buzz part, but is it innovating? We know hundreds of retails in every industry that have offered customers wine, cappuccino, coffee, doughnuts, even freshly baked Otis Spunkmeyer cookies for years. We even know retailers who offer refreshment to their customers' dogs.
Another article in the LA Times asked, "In these tough economic times, what's a store to do to make sure it's still in business a year from now?" The answer included special events, classes, blood pressure screenings, career counseling, cocktail parties, book signings and rewards programs.
You've been there, done that, still do, and have moved on to cooler things.
If you know us, then you know that we believe every retailer needs to hold one Major Event and two Minor Events in their stores each month. Major Events, like a "Create Your Own Coupon" Sale attract lots of shoppers. Minor Events, like a class or trunk show, attract a more intimate crowd, BUT BOTH TYPES IMPORTANT. Retailers who have embraced this philosophy are doing better in this economy because they're keeping customers close and giving them plenty of reasons to come into the store.
So if hosting an in-store event is such big news these days, then we encourage you to contact your local medias the next time you run an in-store event. And while you're being interviewed about how innovative you are, throw in that fact that you've been hosting in-store events for years. Your events aren't cheap gimmicks to lure shoppers; they are an integral part of who you are.
Click here to read our article on how to make news: