|Williams-Sonoma offers demonstrations |
of its products.
- "Make consumers feel special by giving them access to exclusive events and more personal customer service"
- "Spending money for an experience - concert tickets, French lessons, sushi-rolling classes, a hotel room in Monaco - produces longer-lasting satisfaction than spending money on plain old stuff."
- Recently public research examining nine major categories of consumption discovered that "the only category to be positively related to happiness was leisure: vacations, entertainment, sports and equipment like golf clubs and fishing poles"
If that is really true, then how should retailers - and the downtown organizations that serve them - respond?
|The Beanrunner Cafe in Peekskill, NY has a |
kids room. What a great amenity!
Another implication for the commercial district manager is the need to improve the overall experience of visiting downtown. If you manage a downtown with a great restaurant row, work hard to make the window browsing - even if stores are closed - interesting and inviting. Encourage retailers to improve their window displays and keep them lit in the evening. The experience of walking hand in hand during an after-dinner stroll down a lovely street can be the sweetest part of the evening - the memory of which causes people to return again and again.
Simply put, make your district not just about what you buy, but what you experience.