That's entertainment

Entrepreneur, Dec, 1998 by Carla Goodman

As thrill-seeking shoppers demand more bang for their buck. entrepreneurs are selling sizzle- and steak-like never before.

No longer charmed by enticements like extended hours, easy credit and no-questions-asked returns, shoppers are demanding more from their retailers these days. Conditioned to expect excitement by big-bang movies, computer games and music videos, consumers crave intense, interactive, exciting shopping experiences.

Retailers call this hot new trend "shoppertainment," blending entertainment with tried-and-true merchandising techniques.

Don't confuse this idea with the "theme" retail concept that's lost steam in recent months. Restaurants and stores built around a particular theme (such as the '50s, Hollywood or the rainforest) have seen sagging sales of late. Shoppertainment is simply about adding a little more zest and interactivity to your hair salon, surf shop or toy store to entice customers who would be going to one of these stores anyway to choose yours for the added excitement.

What's driving this trend of entertaining the buying public? "Americans are bored by shopping and by the sameness of merchandise," explains Howard L. Davidowitz, chairman of Davidowitz & Associates Inc., a national retail consulting firm in New York City. "They're crying out for something different. They want a bigger thrill."

In addition, consumers have innumerable options these days: Super discount stores, mail order catalogs and the Internet give them things many independent retailers can't - the world's biggest selection or the lowest prices in town. That's opened retailers' minds to shoppertainment.

"This trend is gigantic. If you're in retailing, you can't ignore it," says Davidowitz. "As an independent, you can't create unique merchandise and you can't outprice a mass discounter or specialty superstore. So what's left? Drawing people in by offering your product on a different stage. Make it more fun, more educational, more interactive."

Retailers jumping on the shoppertainment bandwagon are reaping quantifiable results. Studies by Marketing Developments Inc., an international retail consulting firm in Cincinnati, show that a well-conceived shopping experience boosts sales from 40 to 200 percent more than the typical specialty retailer, provided the product is right, in ample supply and competitively priced.

Not quite sure how to start jazzing up your store? Learn from entrepreneurs who have perfected shoppertainment techniques that attract customers and keep them spending in their stores.

IF THE SHOE FITS ...

Just for Feet, a Birmingham, Alabama, athletic-shoe retailer, is walking all over its competition, thanks to its innovative approach to selling shoes. Sales from its chain of 84 superstores nationwide hit $500 million last year, a far cry from the $23 million the firm grossed when it went public in 1993, and even further from its first-year revenues of $200,000 in 1977.

Founder and CEO Harold Ruttenberg, 56, attributes Just for Feet's runaway success to its perfect blend of entertainment and retailing. "We take our cue from Walt Disney, a master at making people smile," says Ruttenberg. "We've created that same synergy at Just for Feet."

Ruttenberg has created that synergy by presenting each superstore as a giant playground for adults and kids alike. Stores feature an indoor basketball court, a wall of video screens, laser light shows, a hot dog restaurant and athletic event viewings.

"During Wimbledon, we invited the public to watch the matches on the big screen, and we served them doughnuts and coffee," says Ruttenberg. "That was 10 years ago. Now we have our own restaurants [in the stores]."

Ruttenberg's three-ring approach to selling athletic shoes is driven by a simple goal: Get shoppers to smile. "When they walk in, they're not happy. They're about to give you their money. But when they leave Just for Feet, they're smiling," he explains. "It's the total atmosphere that's important - music playing, basketballs being shot, the cash register ringing. It's just organized chaos, and I love it."

Don't have room for a basketball court in your store, much less the budget to build one? No problem. While high-profile accouterments suit some retailers, others are opting for concepts that work in low-profile, traditional retail environments. "Shoppertainment isn't a totally developed concept. It's in transition and open to interpretation," explains Stanley Eichelbaum, president of Marketing Developments Inc. "Everyone is trying to find a way to do it that works for their business and their customers."

FOOD FOR THOUGHT

HomeChef, a chain of eight cooking schools/kitchen stores in California, has found a shoppertainment strategy that works. Shoppers know that pots, pans and electric mixers are cheapest at the large discount retailers. But at HomeChef, buying them is much more fun.

Customers sip hot spiced cider and nibble on freshly baked biscotti as they shop or get answers to their cooking questions. At free one-hour cooking demonstrations, trained chefs show shoppers how to make perfect strawberry crepes at home. On any given day, founder and chairperson Judith Ets-Hokin, dressed in her chef's whites, walks through the stores to chat with customers and swap cooking experiences.