adding theatre to retail. a presentation by bright3d & earthy foods
DESCRIPTION
Presentation by Ewan McCarthy, Creative Director of Bright 3D (Interpretive Designers) and Pete Jackson from Earthy Foods. Given at the 2012 ASVA Conference this presentation discusses how adding theatre to retail within Visitor Attractions can improve the overall visitor experience and increase revenue for the attraction.TRANSCRIPT
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...and making more of your retail opportunities
Adding Theatre to Retail
Ewan McCarthy Bright 3D | Pete Jackson Earthy
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Retailing in Visitor Attractions
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Creating an Experience
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Visitor Attraction Retailing
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The Challenges
•Lackoffunds•Limitedaccesstogoodproducts
•Limitedspace•Lackofretail&merchandisingexperience
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Where to Start
Many visitor attractions have significant advantages over high street retailers
•Uniquebuildingsorspaces•Offerproductsbasedonstrongthemes&stories
•Visitorsarerelaxedandhavemoretimetospendmoney
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Creating the Right Environment
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Right Product?
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Wrong Product?
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Link the Story
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Scotch Whisky Experience
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•Difficultforvisitorstofindandselectwhisky
•Customercirculationwasnotideal
•Littletohelpstaffinteractwithvisitors
•LittleconnectiontotheotherSWEfacilities
•Noanimationoftheshopenvironment
•Dated
The Old Shop - Successful but...
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The New Shop - Adding Theatre
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Visitor Routing
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Creating Impact
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Flavour Map
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Computer Controlled Lighting
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Understand your Audience
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Telling Stories
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Packaging
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Bottle of Jacobite Drambuie sold for £3500
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In August a single customer spent £33,000
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And in October the single biggest sale ever made by the SWE was... £39,000
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We are...
E thical ApproachableResponsibleTrustworthyHard-workingYoung-at-heart
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T LA C
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Think LikeA Customer
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Think Like A Customer
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What Makes People Buy?
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Are You Ready?
Visionwithoutactionisadaydream
Actionwithoutvisionisa
...nightmare
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We’re Not Re-inventing Retail
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Retail & Theatre
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Don’t Sit in the Dark...
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First Impressions
Engaging with visitors
•Doitinsurprisingways•Makethemsmile•Theatrewithadifference
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Be Different
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What’s Your Plan?
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Big Ideas... Little Ideas
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Good News
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The Seven S’s
SalesStaffStockStandardsServiceSignageShrinkage
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Endless Opportunities