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Events: The Theatre Season. As the sun comes up, so does our day.

November 6, 2006
As the sun comes up, the curtain rises again on another retail day.

In a long line of days, in a long stretch of rising suns, it is helpful to look at the retail day as more than just another day.

A way that I like to look at retail is as if it is theatre.

The curtain goes up — we must be ready.

The audience awaits — the actors must be rehearsed and in place.

The theme must be determined. The show must go on.

Store events are an excellent way of using the theatre concept, and a way to keep your store lively.

Store events excite the staff as well as the customer — they give a focal point and a meaning to selling. They allow your staff to show their expertise and perform for the customer. A few simple theatrical events that we feature in our stores are: Table Setting Demonstrations and Tea Time events.

Table Setting Demonstrations— for Thanksgiving — this simple event excites and informs the customer and makes decorators out of my staff. They are playing a role — that of an expert in decorating — but it is a role that the customer enjoys and in which they become comfortable.

Tea Time — we sell dishes, linens and pretty clothes — so the leap to having a tea for my customers is not a big one. An especially popular tea is one for mothers and daughters (or grandmothers). It is by invitation and usually the guests come fully decked out in April Cornell outfits. We set up pretty tables — serving scones, finger sandwiches and tea. We also give a discount coupon for shopping.

The adults love it and so do the little girls. It usually results in a good sale day, but almost more importantly, it creates a buzz and a retail rumor that lasts for a long time — making other customers want to get in on the next event. The staff also loves the excitement — and an engaged staff is a selling staff.

Inviting customers to a special night of catered shopping can be successful — close the doors, play some music, and offer them wine and cheese. Offer these special customers a discount.

This can be done for your best clients, or you can collaborate with women’s groups or charities — keep in mind that you may want to contribute a percentage of their purchases to their organization.

Night themed events can be particularly enjoyable. How about a husbands’ night — where you help men shop for their wives? Or you could host a girlfriends' night or a bridal shower. There are many ways to reach out to different audiences — and keep your staff on their toes.

For everyday theatre there are always little diversions — like everyone wearing a hat. It’s great for hat sales and it certainly provokes conversation. This could be done with many things — sunglasses, aprons — any product that is meaningful to your business.

As the winter moves in — the theatre season begins — it is time to set your program and raise the curtain.