Adding Theatre to Retail. A presentation by Bright3D & Earthy Foods

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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.

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Adding Theatre to Retail. A presentation by Bright3D & Earthy Foods

  1. 1. Adding Theatre to Retail...and making more ofyour retail opportunitiesEwan McCarthy Bright 3D | Pete Jackson Earthy
  2. 2. Retailing in Visitor Attractions
  3. 3. Creating an Experience
  4. 4. Visitor Attraction Retailing
  5. 5. The Challenges• Lack of funds• imited access to good L products• Limited space• Lack of retail merchandising experience
  6. 6. Where to StartMany visitor attractions havesignificant advantages overhigh street retailers• Unique buildings or spaces• Offer products based on strong themes stories• Visitors are relaxed and have more time to spend money
  7. 7. Creating the Right Environment
  8. 8. Right Product?
  9. 9. Wrong Product?
  10. 10. Link the Story
  11. 11. Scotch Whisky Experience
  12. 12. The Old Shop - Successful but... • Difficult for visitors to find and select whisky • Customer circulation was not ideal • Little to help staff interact with visitors • Little connection to the other SWE facilities • No animation of the shop environment • Dated
  13. 13. The New Shop - Adding Theatre
  14. 14. Visitor Routing
  15. 15. Creating Impact
  16. 16. Flavour Map
  17. 17. Computer Controlled Lighting
  18. 18. Understand your Audience
  19. 19. Telling Stories
  20. 20. Packaging
  21. 21. Bottle of Jacobite Drambuiesold for £3500
  22. 22. In August a singlecustomer spent £33,000
  23. 23. And in October the singlebiggest sale ever made bythe SWE was... £39,000
  24. 24. We are...E thicalA pproachableR esponsibleTrustworthyHard-workingYoung-at-heart
  25. 25. TLAC
  26. 26. T hinkLikeACustomer
  27. 27. Think Like A Customer
  28. 28. What Makes People Buy?
  29. 29. Vision without action is a daydream Action without vision is a ...nightmareAre You Ready?
  30. 30. We’re Not Re-inventing Retail
  31. 31. Retail Theatre
  32. 32. Don’t Sit in the Dark...
  33. 33. First ImpressionsEngaging with visitors• Do it in surprising ways• Make them smile• Theatre with a difference
  34. 34. Be Different
  35. 35. What’s Your Plan?
  36. 36. Big Ideas... Little Ideas
  37. 37. Good News
  38. 38. The Seven S’s Sales Staff Stock Standards Service Signage Shrinkage
  39. 39. Endless Opportunities

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