Consumers want experiences, not things, and as a retailer you’re in a unique position to give them just that by turning your store into a place they want to go, even if they don’t necessarily need to pick anything up.
Upgrade your design
The ultimate goal of turning your store into a destination is to entice people to hang out there rather than just shop there. No matter how much space you’re working with, you can add a few elements that give the store less of a retail feel and more of a homey feel. A few oversized chairs, a sofa, or a handful of bistro sets give people a place to kick back and relax. Whether you have room for additional furniture or not, incorporating elements that you’d commonly find in a home, like floor lamps, area rugs, and artwork, into the store help strike a balance between retail and relaxing, and don’t take up valuable square footage.
Incorporate amenities, not just products
When transforming your store, it pays to give a little. Simple things like setting up free WIFI, adding a small coffee bar, or constructing a free gift wrapping station keep patrons in your store for longer, increasing the chances that they spot something else they want or need. Cater to your clientele – a men’s clothing store could add a bar (offering one drink per patron, although that’s what the average customer would stick to anyway), set up some TVs, and keep low-mess snacks out. A salon could hand out a glass of wine or cup of tea while clients wait and add a few makeup stations so patrons have a space to touch up before or after their service.
Host classes and events
The rough rule for a destination store is to host one large event and one to two smaller events every month. Sound daunting? It doesn’t have to be complicated. For larger events, host a product demonstration or class complete with appetizers and drinks; plan out a fashion show for the latest apparel and get customers to model the clothes; or, host a workshop that delves into something more complicated (like building a bookcase) with a picnic or barbecue to finish it. Smaller events should be simpler: have coffee and donuts ready for customers on Saturday mornings, host a free class on curling hair one night during the week, or host a workshop on arranging a seasonal bouquet or making something simple like a healthy breakfast smoothie.
Quick tips and tricks
Your store probably isn’t going to become the newest town hangout spot overnight, but there are a few ways you can speed up the process:
- Focus on how you and your employees interact with and sell to the customer – they should feel warm and welcomed, not like they’re being rushed.
- Run in store only coupons to get people inside. If you also sell online, make a select few products available exclusively in your brick and mortar store to encourage locals to stop by.
- Pay attention to window displays. A thoughtfully designed window attracts curiosity, and passersby will be more likely to come inside. Or, showcase the fact that your store is a destination by setting up that lounging furniture right there.
Remember that your customers can get anything they need elsewhere, so you have to give them something else. Consumers are looking for socialization and interaction; by facilitating that, you offer something they’ll be hard pressed to find with an online store.
