Using the VIP treatment as retail differentiator

The Age (Australia): Butlers, concierges, valets, stylists and personal assistants who will pick out a sweater for your pooch — these and more will be offered to the average shopper as inducements to part with their cash in the shadow of flatlining consumer confidence. Loudest and proudest of the "personalized experience" retailers is mid-market fashion chain Sportsgirl, whose new flagship store will offer far more than endless racks of boho smocks and gladiator sandals when it opens next Saturday.

Exclusive to the store will be a team of five personal stylists, fitting rooms styled on a butterfly garden, racks of one-off vintage designs, professional make-up artists, a jewelry "treasure chest" where customers can mix and match accessories, weekly art installations and an in-store DJ booth, where music fans can plug in their iPods and play DJ for an hour.

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