Retailers: Sell the Tactile Experience

Though final numbers aren’t in, it’s estimated that online sales rose to 16% of the expected holiday revenue for the 2012 season. What can retailers do to continue to entice buyers to their brick-and-mortar stores? Sell the tactile experience, the one thing you can’t get in the cyberworld.

Of course there’s something to be said for feeling home goods and trying on clothes, but more retailers are adding culinary experiences to their list of offerings. Tommy Bahama’s flagship store on Fifth Avenue offers tropical print shirts as well as a restaurant in a cruise or resort style setting. 13 of its stores offer similar dining experiences. 97 stores do not. The 13 combination stores generate two and a half times the sales per square foot than the apparel only locations! The food is neither a loss leader nor marketing gimmick. Tommy Bahama’s dollars per square foot measurements rival Coach and Lululemon Athletica.

The food isn’t cheap, especially when compared to fast-food you’ll find at some big box retailers. Rather the food service is in line with the brand’s upscale lifestyle positioning.

Urban Outfitters offers lamb and striped bass at Terrain home and garden store in Westport, Connecticut. UO has found that offering food doubles the time shoppers spend browsing! Banana Republic offers cocktails at shopping events for its VIP customers. Ann Loft has occasional Friday happy hours. J.C. Penney plans to add juice bars and coffee shops. (Will this be too little too late for the struggling retailer?)

Is this a new idea? In the 1900s many department stores had restaurants or tearooms. Perhaps you’ve heard of the classic Chicago Walnut Room at Marshall Field’s (now Macy’s). What about the Zodiac restaurant at Neiman Marcus in Dallas. Nordstrom has offered food for many years with more than 200 eateries and coffee bars.

Today’s consumers are enticed by culinary experiences, evidenced by the popularity of shows like Top Chef, the growth of Farmer’s Markets around the country, and simply the fact that we can’t eat on the Internet. Food has become bigger and bigger in entertainment value. The warning? Don’t lose a guest over a poor meal. Remember that your customers view all your services and products on an average. One bad meal and they might not ever shop with you again even if the $98 polo shirts were their favorite.

Please share what you're doing to get people to visit you in-person.

Get Through Christmas without Discounting

I don’t know about you, but I’m already tired of the holiday ads. And there is so much more worth communicating than SALE! SALE! SALE! (In fact, I bet even that annoyed you just a little bit.) I’m here to remind you that there’s more to December than holiday sales.

It’s not all About Discounts

Neither you nor I want to hear SALE! SALE! SALE! over and over. In fact, I should stop saying it or this blog. If it were an email, it would probably get flagged as spam. Please focus on becoming a resource, a subject matter expert, and prove that you do care about your customers. Always highlight what makes your company unique and how that benefits your customers. Understand how USP, target market and demographics affect your marketing.

Don’t Be Offended or Offensive

I have put my foot in my mouth. (Who hasn’t?) The fact is, the more you open it, the more likely you are to find your foot in it. Business people encounter wide varieties of people, each with their own attitude, background, and culture. Be considerate of employee's and customer's beliefs.

Every Day is Special

No, that’s not another way of saying no day is special. Every day truly is special. And I don’t know about you, but I’d rather have clients who respond to my message because they truly enjoy doing business with me, not because I offer the best prices.

You may enjoy checking out holidayinsights.com which offers information about the obscure occasions out there. If you looked at it sooner you could’ve taken advantage of marketing on the Great American Smokeout on November 15^th. Next month, in addition to the Christmas, there’s:

Dec. 1 World Aids Awareness Day – Started by the World Health Organization

Dec. 4 Wear Brown Shoes Day – As silly as it sounds.

Dec. 5 Repeal Day – I’ll drink to that!

Dec. 7 Letter Writing Day – Yup, I can use that.

Dec. 16 National Chocolate Covered Anything Day – Why not?

Are you marketing differently this December? I’d appreciate your comments below. And if you have marketing tips and predictions for 2013, please join the conversation on Twitter. Use hashtag #ffmp2013.