A few days ago I was walking in Soho down Broadway during lunch. The streets were packed with shoppers, and tourists and the atmosphere was almost carnival like.
In the space of one single block there were:
Two Hollister lifeguards” (shirtless, buff young men in orange shorts) standing in front of the store
One drag queen on a treadmill in the window of Ricky’s beauty supply shop
One person with a tray standing out sampling chicken sandwiches in front of Miro sandwich shop.
All of this activity causing consumers to pause, smile, and more than likely enter a few stores they might not have been planning on.
It made me wonder why in these somewhat dire times more brands aren’t going the extra mile to turn the retail shopping experience into well…an experience – and not just a transaction.
The trend towards retail as experience is nothing new. In fact it’s been in full force for a few years. Just duck into the M&M’s store in Times Square and you will see it in all its power and glory.
But lately it feels like a lot of retailers are pulling back from this. No doubt because the economy. But does it really cost that much more to deploy a few people street side (instead of having them hang around in an empty store)?
But I got to believe its worth it.
With the economy in a slump, online retailing so easy, and today’s stores full of “noise” around sales and “drastic reductions” – maybe it’s time to invest in some light-hearted, old-fashioned street entertainment.
Step right in folks and see the bearded lady….or the buff surfer…or the even buffer drag queen.
What have retailers really got to lose by spicing things up?
That’s my point of view. What’s your twist?
Are your favorite brands taking it to the streets?