Adding Theatre to Retail. A presentation by Bright3D & Earthy Foods

...and making more of your retail opportunities

Adding Theatre to Retail

Ewan McCarthy Bright 3D | Pete Jackson Earthy

Retailing in Visitor Attractions

Creating an Experience

Visitor Attraction Retailing

The Challenges

•Lackoffunds•Limitedaccesstogoodproducts

•Limitedspace•Lackofretail&merchandisingexperience

Where to Start

Many visitor attractions have significant advantages over high street retailers

•Uniquebuildingsorspaces•Offerproductsbasedonstrongthemes&stories

•Visitorsarerelaxedandhavemoretimetospendmoney

Creating the Right Environment

Right Product?

Wrong Product?

Link the Story

Scotch Whisky Experience

•Difficultforvisitorstofindandselectwhisky

•Customercirculationwasnotideal

•Littletohelpstaffinteractwithvisitors

•LittleconnectiontotheotherSWEfacilities

•Noanimationoftheshopenvironment

•Dated

The Old Shop - Successful but...

The New Shop - Adding Theatre

Visitor Routing

Creating Impact

Flavour Map

Computer Controlled Lighting

Understand your Audience

Telling Stories

Packaging

Bottle of Jacobite Drambuie sold for £3500

In August a single customer spent £33,000

And in October the single biggest sale ever made by the SWE was... £39,000

We are...

E thical ApproachableResponsibleTrustworthyHard-workingYoung-at-heart

T LA C

Think LikeA Customer

Think Like A Customer

What Makes People Buy?

Are You Ready?

Visionwithoutactionisadaydream

Actionwithoutvisionisa

...nightmare

We’re Not Re-inventing Retail

Retail & Theatre

Don’t Sit in the Dark...

First Impressions

Engaging with visitors

•Doitinsurprisingways•Makethemsmile•Theatrewithadifference

Be Different

What’s Your Plan?

Big Ideas... Little Ideas

Good News

The Seven S’s

SalesStaffStockStandardsServiceSignageShrinkage

Endless Opportunities