Not on the high street: nightclubs
As part of a series of articles for Retail Bulletin, Michael Sheridan, founder and chairman of retail design agency Sheridan&Co, continues to look at what retailers can learn from non-retail venues, events and business types.
This month, Sheridan explores what nightclubs can teach the retail sector when it comes to enhancing the customer experience.
Five star treatment should be less exclusive. At least in the sense that it shouldn’t be limited in the types of places we find it. Retailers are constantly looking for ways to draw in and retain their customers, but what are stores doing to attract their clientele?
Velvet ropes, ice buckets, atmospheric lights and your own personal host
If these features sound familiar, you might think they are more at home in nightclubs than shops but retailers can learn a lot from the nightclub formula of success. In a market where the majority of customers have had to watch how far their money goes, a little bit of luxury can go a long way when it comes to getting their attention.
Hospitality
“Can I get you a glass of Prosecco?” One of the most inviting sentences I’ve ever heard when walking into a shop. So unexpected, yet very welcome. The retailer in question, Kiehl’s, knows exactly how to blend the concept of dwell with shopping.
A warm welcome is sure to draw customers in and keep them returning. This simple concept is no different in retail, but offering extras to customers on arrival makes repeat custom more likely, with customers spending more time in an engaging environment.
Make customers feel comfortable. Giving them that feeling of luxury and service adds a new dimension to the retail experience. A good reception is paramount in making a shop a destination venue as first impressions most definitely count.
Personal service is something that has made a big impact over the years on the shopping experience, with the majority of fashion retailers already offering personal stylists and shoppers. Pushing the use of features, like roped-off areas and a drinks service, augments the feeling of exclusivity and reflects the level of service customers can expect in the physical space of the shop.
Visual prompting
Influencing a customer to fall for your product can be as simple as making use of channeling and lighting to channel the line of vision.
Visual merchandising can replicate spaces such as runways and booth areas. Placing a targeted product at the back of a store in a framed area creates a focal point that encourages the customer to go through the whole shop. Using screens of product imagery can develop this channeling effect; think of this as creating the dance floor platform for your key product. The browsing potential here is huge.
Lighting
When it comes to lighting, strobes may be a step too far but good, flattering lighting will do two things.
Firstly it will make your products look fantastic. Highlighting an area against a darker backdrop is a concept often used in nightclubs and not just for practical reasons. Just as exclusive booths are haloed, warm lighting will accentuate a specific area, drawing in the eye and making it more appealing.
Secondly, it will make customers feel great. Harsh lighting does no one any favours.
Getting in the zone
Really distinguish what each area of a shop floor offers. A nightclub has very distinct areas, each with its own function: bars, lounge, VIP, dance floor, terrace. Give each area of a shop floor its own atmosphere, and run with the brand message.
For example, a tailoring department could recreate the feeling of a champagne bar, with bottles on ice. A bar is synonymous with time; a place to stay, at least for a while, and an opportunity to get to know someone or something better.
Generally nightclubs make a big deal of rest rooms. These facilities can be defining in terms of where customers choose to spend their nights. Clubs know that rest areas are more like a sanctuary where revellers can regroup and, at the same time, check that they are looking their absolute best. In women’s rest rooms in particular, perfumes, make up samples and even sweets are often provided to make these necessary facilities a special place for customers to be. A make-up concession could recreate (in the best possible way) a nightclub rest room, with samples set out and sweets for customers.
A great example of a retailer who uses these features is Abercrombie and Fitch. Its use of merchandising really harnesses the lifestyle aspirations of the brand’s target demographic. With the majority of the store lighting quite dark, spotlights focus on its clothing, plus store hosts, Abercrombie comes about as close to a nightclub experience as a retailer has come to date.
Next time: music festivals.
