There’s nothing new about ‘theatre’ in retailing – from ancient middle eastern markets to snake oil salesmen of the 1800s, hype and entertainment have separated punters from their sheckles. But when used credibly and cleverly these days it can be an extremely effective brand property for retailers. It’s a fantastic way for brands, particularly franchises and chain stores, to engage customers. Creating this customer engagement can also be relatively easy to do and low cost. Though there are some general guidelines I’ve noticed. I’ll talk about them later.
The best example of theatre in retailing I’ve seen is at Seattle’s Pike Place Fish Market (as seen in the first QUT spot produced by bcm). It’s a semi-choreographed performance where staff shout customers order to each other. What follows is a guaranteed smile inducing show with fish being thrown, caught and bagged for the customer. What makes it so special? These guys are having fun doing a crappy, smelly, cold job. They turned a fish shop into a world famous tourist attraction. This was no fluke and has since become a case study training video. It’s a great story.
Another example is a new dumpling bar in the Valley. The sake waitresses and kitchen staff put on a great show every time a customer orders a sake. Every time. Their enthusiasm never waivers. These guys act like it’s their first day on the job.
Other examples? They can be as elaborate as an opera singer at an Italian restaurant. The bandana wearing kids at Boost yelling out your name when your juice is ready. Or the Manhattan bar McSoorley’s which always has sawdust on the floor. Adding ‘theatre’ can be that simple.
But here are some basic guidelines.
- It must be consistent. The customer experience should be very similar every time.
- It must be done with appropriate enthusiasm. Not with a, “Look what the boss makes me do”, attitude. It shouldn’t be invasively over-the-top either.
- It must somehow be relevant or connected to the service or product you offer.
- It should enhance the service or experience, or make the purchase of a product more enjoyable.
- It shouldn’t interrupt or distract from the actual sale you are trying to make.
- It shouldn’t scare customers off. Most people want to watch, not be part of the ‘show’.
I’m surprised more ‘bricks and mortar’ retailers don’t adopt some kind of ‘theatre’, particularly as they face the threat of online retailing. A memorable human interaction is one unmatchable advantage they have over online retaiing.
What are your best examples of retail customer engagement? Or worst.
Jeff Smith is a Writer at BCM
Hi Jeff, you’re so right – it’s the retail theatre that makes the consumer experience so memorable and keeps them coming back for more. I actually really love the fun dining experience at my local Grilled – the team is super cool (they also do the headbands), and they are all so happy to be serving burgers, and everyone gets a big shout out when leaving.
I like the staff at Emporium’s Guzman y Gomez (Mexican food place). They always try to initiate friendly conversations with their customers and some may even remember your name if you have talked to them a lot – it makes eating at that place such a pleasurable experience (at least for me it is).
Nice article, Jeff! Yes, it is interesting to see the emerging trend for companies to adopt Pine & Gilmore’s ‘experience economy’, and I think you make a very good point that not all experiences need to be over the top or extravagant. Finding that balance between the immersed, absorbed, active and passive can be hard to achieve.
However, I think there also needs to be a distinction between theatre and just plain good service. One could argue that having brilliant theatre may not be that effective if it doesn’t have a good service or offering backing it up. Although, perhaps the theatre experience may be enough to compensate for the poorer service?
From an internal managerial perspective, it was interesting to see the Seattle case study training video on engaging with staff to create and support these kinds of theatre, but what would go even one step further is when the customer themselves shares in the value creation of the service, essentially creating and developing their own unique experience. Although, this would have to be something the customer would be willing to do and could see the value and advantages of this, but of course, not all people would necessarily feel this way.
One example, however, which I think does accommodate many of the kinds of experiences from the passive to the active and immersed and absorbed, is going to a Brisbane Roar soccer game. There are parts of the crowd behind the goal (The Den) that are very active and vocal in chanting all throughout the match which creates an amazing experience not only for themselves but also for the passive fans sitting in the main grandstand that enjoy just watching and absorbing the experience. It’s truly a great atmosphere all throughout the stadium and adds value to the experience of going to the game.
In any case, it is interesting to think about how much these experiential elements contribute in creating brand loyals – I must admit those experiences going to the Brisbane Roar games has definitely contributed a lot to making me a loyal supporter of the club.
Thanks for the great article, Jeff!
Just saw this image being shared on Facebook this morning about the customer service at a supermarket called Sainsbury’s.
http://a2.sphotos.ak.fbcdn.net/hphotos-ak-snc7/406238_10150705324439112_792794111_12344234_1822210483_n.jpg
I personally think this is customer service at its best.