Adding Theatre to Retail. A presentation by Bright3D & Earthy Foods
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...and making more of your retail opportunities Adding Theatre to Retail Ewan McCarthy Bright 3D | Pete Jackson Earthy
description
Presentation by Ewan McCarthy, Creative Director of Bright 3D (Interpretive Designers) and Pete Jackson from Earthy Foods. Given at the 2012 ASVA Conference this presentation discusses how adding theatre to retail within Visitor Attractions can improve the overall visitor experience and increase revenue for the attraction.
Transcript of Adding Theatre to Retail. A presentation by Bright3D & Earthy Foods
...and making more of your retail opportunities
Adding Theatre to Retail
Ewan McCarthy Bright 3D | Pete Jackson Earthy
Retailing in Visitor Attractions
Creating an Experience
Visitor Attraction Retailing
The Challenges
•Lackoffunds•Limitedaccesstogoodproducts
•Limitedspace•Lackofretail&merchandisingexperience
Where to Start
Many visitor attractions have significant advantages over high street retailers
•Uniquebuildingsorspaces•Offerproductsbasedonstrongthemes&stories
•Visitorsarerelaxedandhavemoretimetospendmoney
Creating the Right Environment
Right Product?
Wrong Product?
Link the Story
Scotch Whisky Experience
•Difficultforvisitorstofindandselectwhisky
•Customercirculationwasnotideal
•Littletohelpstaffinteractwithvisitors
•LittleconnectiontotheotherSWEfacilities
•Noanimationoftheshopenvironment
•Dated
The Old Shop - Successful but...
The New Shop - Adding Theatre
Visitor Routing
Creating Impact
Flavour Map
Computer Controlled Lighting
Understand your Audience
Telling Stories
Packaging
Bottle of Jacobite Drambuie sold for £3500
In August a single customer spent £33,000
And in October the single biggest sale ever made by the SWE was... £39,000
We are...
E thical ApproachableResponsibleTrustworthyHard-workingYoung-at-heart
T LA C
Think LikeA Customer
Think Like A Customer
What Makes People Buy?
Are You Ready?
Visionwithoutactionisadaydream
Actionwithoutvisionisa
...nightmare
We’re Not Re-inventing Retail
Retail & Theatre
Don’t Sit in the Dark...
First Impressions
Engaging with visitors
•Doitinsurprisingways•Makethemsmile•Theatrewithadifference
Be Different
What’s Your Plan?
Big Ideas... Little Ideas
Good News
The Seven S’s
SalesStaffStockStandardsServiceSignageShrinkage
Endless Opportunities
