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Fair-Re-Tails Do Come True

Applying classic morality tales to in-store experiences

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Fairytales: They all start with that familiar hook, “Once upon a time in a land far, far, away…” And we all know how they end, “And they lived happily ever after.” The beginning and the end really stick with us but what about the middle? What lessons can be learned and applied to a visual perspective from these time-honored children’s fables? Retail can be more lighthearted and used for the purposes of good and not evil (cue animated singing birds); take a closer look as I read between the lines.

  1. Embrace change. In the “The Jungle Book” Bagheera the Panther and Baloo the Bear have a hard time trying to convince Mowgli the man-cub to leave the jungle and move into human civilization. Don’t be left behind by your competitors because you are hesitant and too slow to embrace new ideas, concepts, technology, etc. Try it, if it doesn’t work, try something else. Google Inc.’s “Google Labs” experiment with new products and at W.L. Gore & Associates, employees celebrate failed initiatives with beer and champagne, just as if those initiatives had been a success. If you’re approaching things from a different perspective, someone will notice and it will set you apart. Don’t be afraid, experiment with change and be a leader — not a follower.
  1. In “Alice’s Adventures in Wonderland,” there are UNbirthday celebrations. So why not think of ways to celebrate and have events that will bring in more customers? Have a “Store Opening Party” more than once … you are “open” every day, after all. Is Monday typically a slow day? Have a “Monday Party” and offer customers an incentive for shopping on that day. When I worked for Oilily, we had sushi parties for our best customers and would “open” the store at a time when all the others in the mall were closed. If Wonderland taught us anything, it’s that you never truly need a reason to celebrate and eat cake with a silly door mouse.
  1. If “Cinderella” had a sequel, I’m sure it would involve her wicked stepsisters groveling for forgiveness and asking her to set them up with eligible royal bachelors from the kingdom … and her stepsisters should be sorry, they treated her terribly. The moral of this story as it applies to retail? Treat your employees well, one day they could be the competition … or your Queen.
  1. “Snow White” taught us many lessons. But my favorite? Don’t take food from strangers (just kidding!). How about that catchy tune the seven dwarfs were so fond of singing? What was it called? “Whistle While You Work.” There’s something about a store’s atmosphere that can set its entire mood. Attitudes are contagious. Set a positive tone in your store and with your customers and employees. If you make an environment you want to be in, so will everyone else.
  1. Where would Belle be today if she had profiled the Beast in “Beauty and the Beast”? Most likely not a princess and probably in an empty, loveless marriage with Gaston. In “Beauty and the Beast,” Belle would have missed out on a huge opportunity if she judged Prince Charming by his cover. Keep in mind that a customer may walk in with ratty sweatpants and tennis shoes — but if treated right — may end up being one of the best customers you’ve ever had.
  1. Villains aren’t just in fairytales, they live in the real world. How do we handle them? Don’t destroy them (put down your swords)! In Columbus, Ohio, two boutiques, Rowe and Ladybird, collaborate and have events together. If you can’t beat them, join them, and both of you win! You may even gain some new customers from your competition in the process.
  1. Want to know how to avoid a 100-year sleeping curse? Give good customer service. Maleficent in “Sleeping Beauty” cursed Princess Aurora because she hadn’t been invited to bestow the newborn princess with a gift. Have you ever noticed how bad press is more memorable than good press? Try your best to keep your customers happy and accommodate their needs or all of their friends and social networks could be “cursing” your store and your service.

The moral of this article? “Happily Ever After” really does happen in retail, we just have to work a little harder for it. 

Faith Bartrug of FBD Studios (Columbus, Ohio) has more than a decade of experience in transforming national brands. Her background includes brand strategy, environmental design and visual merchandising, and she has been able to practice what she preaches with leading design firms and clients such as Neiman Marcus, JCPenney and Mark Pi’s.

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