Tom Tresser, Experience Architect, asks...
Q: Why should retailers create theme-park like environments in their stores?
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A: Toys 'R Us knows. Their 110,000 sq. ft. flagship store in Time Square has become the destination for thrill seekers, make-believe princesses and Jurassic fans of all ages. The store boasts a working 60-ft. Ferris wheel, a two-story Barbie doll house, and a five-ton, 20 ft. high, 34-ft. long animatronic T-Rex dinosaur. John Eyler, Chairman of Toys 'R Us, said:
"How do you compete with something like Wal-Mart? Our strategy is to make a store that is visually exciting, one that sells concepts and ideas instead of just boxes on a shelf. For years people have talked about the idea of retailment, which is about bringing theater and drama to retailing, but there are hardly any examples." - New York Times 2-17-02
And, it's working -- OVER 30,000,0000 PEOPLE HAVE VISITED THIS STORE IN ITS FIRST YEAR!
So...Let me design and implement experiential marketing programs for your key constituents that will:
- Capture their attention
- Amuse, amaze, entertain and inspire them
- Establish long-term, meaningful relations with them
- Turn them into fans and collaborators in building your business
Tom Tresser,
Chief Experience Officer.
Passionate Strategies
Tom has been designing and producing innovative, interactive and effective promotional experiences for over 20 years. He has created hundreds of theatrical productions, special events, seminars, community-based programs and targeted marketing projects. Most recently he was a marketing director at OurHouse.com, a home improvement e-commerce start-up.
