When the store becomes centre stage

Retailers are increasingly turning to strategically placed in-store theatre and product marketing to enhance customer experience and drive up sales.
Gone are the days when the right product on the right shelf would simply sell itself.
Stores of all shape and sizes are being kitted out with enticing and informative displays, installations, stalls, posters and interactive screens - each designed to make the product stand out and create a more user-friendly environment for the customer.
In-store theatre has become an essential marketing and sales tool in a world where shelves and shop floors are heaving under the combined weight of newly released and existing products.
In a market where customers are more than happy to shop from home, retailers are all too aware they have to improve their in-store experience in order to cultivate and maintain footfall and boost over-the-counter sales.
In-store theatre takes on many guises, from lavish spa-treatment areas in large department stores to multi-million pound contemporary art installations in Louis Vuitton stores, down to simple, PoS marketing of quick snacks and meal deals in corner newsagents.
A well conceived in-store theatre plan can be used to lead your customers around the store, holding onto them longer and prompting them to buy goods which may not have originally been on their shopping list.

Ten key benefits of using in-store theatre:

1. Enhances in-store experience
2. Improves customer experience
3. Increases footfall and helps to keep customers in stores longer
4. Helps to promote your physical store over your online platform
5. Increases visibility of new products and offers
6. Inspires recall of products amongst customers to boost sales
7. Prompts impulse buying
8. Costs less than TV or print media advertising
9. Encourages sales of goods other than what customer initially wanted to buy
10. Improves the aesthetic of your store

In-store staff add value

Staff and store managers play a key role in developing and enhancing the shop floor environment by ensuring that most is made of the exclusivity of certain products and that competitive prices are utilised to attract passing trade.
Staff use in-store theatre know-how to boost sales by:
  • Creating a calendar of events as the basis of seasonal or creative displays
  • Being clear about the message being portrayed with evident signage and obvious flow around the store
  • Ensuring that PoS material is relevant to the general theme or focus
  • Keeping an eye on stock levels and product placement to ensure that displays remain as appealing as possible
In the market for a new retail role and keen to understand how your in-store theatre knowledge can make your CV stand out? Speak to one of the team at Michael Page Retail.