Unlock the power of product placement in your store.Location, location, location are the three famous words for selling goods. Gift shops need to be placed in just the right location within an attraction. Similarly, products need to be placed in just the right location within a shop.
Having a gift shop placed in just the right spot within an attraction is crucial. If placement is off, the attraction could be at financial risk and will want to consider making adjustments to the retail locations.
When an attraction is adding a new experience for its guests, retail should always be part of the planning. New attraction experiences can be costly, so introducing new retail can help to offset those costs and ensure the attraction is not leaving any money on the table.
Planning for new shopsWhen debuting a new shop, try to find a location that’s front and center, such as an exit or entrance spot.
The new shop needs to be open and welcoming. You want to intrigue guests to come in with zero boundaries between them and the sales floor. Everything should flow naturally from the outside to the inside.
Stock items in the shop that connect to peoples’ emotions and feelings related to the new experience or attraction. Emotions and feelings entice people to take a bit of the experience home, and this happens with a corresponding salable item.
"Make sure retail is a consideration when planning a new experience at an attraction."
If the experience has music, keep the music from that experience going in the shop. If the new experience has a certain smell to it, replicate that in the store as well. The more senses you connect with, the better for your sales. Remember, no one really needs a new toy or snow globe, but they are compelled to bring home a product related to a memory or feeling they enjoyed at an attraction.
Evaluating existing shopsMake sure to review the placement of your retail stores every year. Close any shops that are no longer performing at your attraction.
If you have to close a retail shop, do not let the storefront sit empty. Consider filling the space with vending machines, arcades or leased specialty retail options.
If you choose to lease the vacant shop to a specialty retail partner, remember that average leased contracts consist of an agreement for building enhancements, 33% to 40% split of gross sales and your attraction’s standards being upheld. Most leased contracts are also written for three to five years, so think seriously before you sign.
Try experiential retailMake sure retail is a consideration when planning a new experience at an attraction. And find a prominent place within the attraction for any new retail location.
If you want to think even bigger, make retail the experience. Interactive retail is the wave of the future.
Tommy Brown has been in retail management for over 30 years. He has worked for Dillard’s, Sears, and Six Flags Inc. and is currently with the Saint Louis Zoo. He is a past ZAG vice president and can be reached at tbrown@stlzoo.org.
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