Today's customer seeks a shopping experience, not just an opportunity to buy. The phenomenon may have begun with Nordstrom's famous live piano player. In addition to providing a pleasant shopping atmosphere, tired shoppers gather in comfortable chairs around the piano to rest before going back for more. Book stores like the Book Passage in California and the Tattered Cover in Colorado have survived the onslaught of discount chains and giant superstores by inventing experiences to bring readers to their store. The Tattered Cover invites customers to relax and spend time in comfortable seating throughout the store.
Customers can buy coffee and wander through the stacks with cup in hand.
The Book Passage offers book signings, children's story hours and writing classes. Larry's Shoe Stores has a shoe museum with a pair of Marilyn Monroe's famous high heels, a free espresso bar and foot massages. According to a Metromail Corp. study, today's customers are driven more by emotional factors such as fun and excitement than by rational factors like price, convenience and quality. It's a store's image, whether it be shoes, books or consumer electronics products on sale, that creates loyal customers and increased sales and profits. All rights reserved.