![](https://sgnmag.com/images/Tommy-Brown-Headshot_Attraction-Action.13758.jpg)
"Highlighted events should always be up front in your locations and in all of your display windows. The next step is engaging the team to understand the new products and suggest these products for all that attend the event."
Do your research
If the event has a cultural component, always consult experts in that culture to avoid any cultural backlash of your products. If it is a scientific or historical event, consult with experts in the field to ensure the products and visual signs are correct for the event.Tips for success
Events can challenge retail teams. Here are some final tips for success with events:- Get a full understanding of the event and plan where to place retail within it.
- Set a buy plan; work with vendors on price and quantities; track event merchandise; and set parameters for replenishment and end-of-event liquidations.
- Create event merchandise that stands out from your normal merchandise mix.
- Run promotions for the event merchandise, such as BOGOs or two for $50, to motivate buyers.
- You only have a limited time to sell event items, so invest in larger-than-life visuals for these items.
- Adjust labor if needed for the event.
Above all, make great memories through your attraction’s merchandise!
Tommy Brown is a ZAG board member, retail and visual manager for the Saint Louis Zoo and a professional speaker on retail topics. He can be reached at tbrown@stlzoo.org.