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Retail Theater

March 3, 2009

In the 1990s retailers quickly attempted to introduce "experience" into their stores, thanks to the writings of B. Joseph Pine II and James H. Gilmore, who explored the "Experience Economy" in their book of the same name. While urging us to consider that "every business is a stage," some forgot that theater arts have many components.

As we track the moves of successful retailers, a consistency emerges in categories of communication used which effectively assists the customer in finding, browsing and purchasing what they need. The list includes:

• Directional: Guidance around the store and to desired as well as impulse merchandise


• Informational: Messages the customer needs to know about how the store works or featured merchandise


• Institutional: Brand-building stories about the retailer


• Features and Benefits: The factors by which customers make buying decisions


• Promotional: Featured products and services are highlighted through these messages