As attraction retailers, it’s important to play to “the want” factor your guests are looking for. Creating “the want” is a skill that involves listening to your guests, making a good plan and executing it flawlessly.
“The want” will drive your attendance and sales, but finding “the want” can be difficult without a plan of action. There are some simple ways to figure out “the want” guests expect at your location.
Get to know the guests
The first step is getting to know your guests and what they want. You do this through focus groups, public research and questionnaires. Always include a large range of demographics to ensure a good sampling of data.
Gather their thoughts and ideas in focus groups. Then break down ideas and see how many were duplicated within the group. Get a better sense of why these people visit your attraction and be sure to know why your retail facility is wanted in today’s marketplace.
"Creating “the want” is a skill that involves listening to your guests, making a good plan and executing it flawlessly."
After that, take the main ideas and create a survey to ask the masses, keeping it simple with multiple-choice answers. Once you’ve completed some focus groups and surveys, you should have more than enough data to determine “the want” for your location.
Understand the data
Once you identify “the want” from your data, you will need to see whether your attraction or store can afford “the want” that guests recommended. Never put your establishment at risk if “the want” is not financially feasible.
For example, if guests say they want fine Italian crystal goblets, but their average household income is $35,000 a year, you will need to either find a great deal on goblets or just bring in a few expensive yet limited pieces. However, if guests report that they want more “two shirts for $20” deals, that can more easily be accomplished through vendor negotiations.
Keep in mind that “the want” does not always have to be merchandise; it could be an attraction in or near the retail location. Perhaps guests report that they want more nostalgia. If that’s the case, consider bringing back a coin-operated kids’ ride on your porch or feature interactive window displays.
Follow up with marketing
Highlight “the want” through a good marketing strategy to ensure people in your area know what you have to offer. Communicate to the public through social media, commercials and print ads to let them know that you have what they want. Be sure your marketing is very clear on what you’re offering, and do not distract from it. The messaging should also have clear branding.
Remember, marketing is like an invitation to a party. No one will come if there’s no invitation. Make people want to come and see what you have. Happy selling!
Tommy Brown has over 30 years’ experience in retail management. He’s held positions for Dillard’s, Sears, and Six Flags Inc. and is a past ZAG vice president. He currently guides retail at the Saint Louis Zoo. Reach him at tbrown@stlzoo.org.
