If a store is a theatre, how do we engage the cast?

January 28, 2021

I recently heard the anecdote that Ben Kaufman, the founder of the exciting new Camp Stores, looked for their initial store employees in unusual places, for example using the Playbill job postings (Playbill is a “magazine” for theatre people). The idea was that he hoped to find people that saw the world as a stage and might bring some of their performing instincts to the Camp retail floor. When I heard this I thought, wow, what a simple yet obvious way to think about store sales and, more importantly, the store sales staff.

We are often focused on the future of retail to mean new store design concepts, pop-up shops, dramatic brand experience flagships and so on. But how often do we ask the question, how can we think differently about the people that are on the floor? Store staff are often one of the most expensive components of a retail space, and yet often they are relegated to quiet roles of functional tasks.

As physical retail is continually challenged by online retail, there is opportunity to elevate the store experience with the sales staff in ways that can’t be done online. The old adage, “service with a smile” is a good place to start. Personal connections, thoughtful service and a unique personality are simple things that can make a significant impression. A couple quick thoughts on how to make this happen:

• Hire passionate staff and encourage them to showcase their personalities.

• Make sure everyone understands why your brand is doing what it’s doing, and help them be a part of your story.

• Give your team simple tools to use (clear brand language, memorable anecdotes, fashion style guidance but with freedom) and in-store experiences to share with the customers (quick demonstrations, interactive activities).

Thinking more about your staff may be one of the most important things you can do. All of the things mentioned above can transform a transactional shopping experience to a memorable one. As Maya Angelou said, “At the end of the day people won’t remember what you said or did, they will remember how you made them feel.”