Real Retail Magic

A couple of weeks ago there was an article in the FT weekend edition by Charlie Porter. It centred around his visit to a shop in Paris called Buly. One thing in particular peaked my interest, he intended to spend only $25 but ended up spending $220.

How did this magic happen. He was held captive by the mere act of the staff wrapping people's purchases in a Japanese style of wrapping. Then they hand wrote the buyer's name on a tag in calligraphy. Yes the shop is an emporium selling candles, pot pouri and skin creams and you could easily scoot around it in ten to fifteen minutes, but people stayed and lingered because of the theatre of magic that was being created.

The owner stated that in two years since opening, no one ever complained. Why, because in his words " They are not waiting, they are watching the play unfold ". As adults any place that can capture our imagination and return us to a child like state of fascination has a greater chance of capturing not only our hearts but our wallets.

I believe it was Zig Ziglar who said " the wallet is tied to the heart ." Creating theatre and a place of magic does not happen on a whim. It is something which has to be learned. Each person who works at Buly has to know the 400 products they sell, off by heart. Each of them must become a calligraphy master. This is the hard part most will try to skirt around. Without the hard work and dedication that goes on behind the closed door, you are just as likely to end up with Bozo the clown instead of watching a David Copperfield show.

Skirting the learning and training will lead to you putting on something like a high school play. Full of enthusiastic participants but still an amateur production. Now you have a choice. Pay the price and produce something wonderful or try and take short cuts and end up with something the kids from your local high school produced.

Now the author of the article on Buly ended up spending over 80% more than they intended. People will not spend for something thrown together on a whim, but they will spend when you capture their hearts. The heart controls the string attached to the wallet. I have added this shop in Paris to my bucket list of places to visit, because this is retail theatre i want to experience.

When was the last time you entered a shop and spent more than 80% more than you intended. Imagine how much better your business would be, if people where prepared to let the heart string pull their wallet, because you created an experience that was magical. Just imagine !

Colin Myles
Author

P.S.
Treat others as you yourself would be treated" . Golden Rule

P.P.S.
There is this bit of wisdom that states "Truth is always simple".
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