Invite Cash Mobs

The Wall Street Journal recently reported how at approximately 6:30 PM on Tuesday, December 20, 2011, a group of sixteen people descended suddenly onto Oakland, California gift boutique Marion & Rose’s Workshop.
     Never fear. This Gang of 16 was not a criminal flash mob, intent on taking money and merchandise from an unsuspecting retailer. No, this was a cash mob, intent on supporting a locally-admired retailer by having each shopper spend at least $20.

• Shades of the 3/50 Project, in which consumers are asked to each select three independently owned businesses she or he would miss having available if the businesses disappeared, and then spend a total of at least $50 each month at those businesses. Except the cash mob is a one-time commitment with the intent that the shoppers will be motivated to come back soon and often.
• Shades of the tuangou phenomenon in China, in which shoppers organize themselves in advance to enter a retail business all at once to negotiate a group purchase discount on a specific product or service. Except the merchant in tuangou doesn’t know beforehand that the group is coming, and the cash mob doesn’t complain about paying full price.

     WSJ says that cash mob events have occurred in more than twenty U.S. cities so far. And they are events, in that it’s expected the shopping binge will be followed by a round of drinks at a nearby locally-owned bar.
     A few of the other informally suggested rules:

• The retailer is known for having contributed to the community in the past.
• The store carries items for both men and women.
• The cash mob event is scheduled for a time that business in the store would otherwise be slow.
• The retailer joins the participants afterwards at the watering hole.

     You could wait for consumers to discover your retail business is a good candidate for a cash mob. Better yet is to create your future by building an inviting environment for cash mobs in your retailing community. Contribute by organizing an event or two yourself.
     Simultaneously create an environment uninviting for that evil twin of the cash mob—the criminal flash mob. From a psychological standpoint, a most valuable measure is to rehearse yourself and your staff on how to handle all sorts of situations in managing crowds. In particular, unambiguously designate who to contact for assistance if an incident occurs and after the incident.

Click below for more:
Give the 3/50 Project a 360
Create Your Future by Anticipating Resistance
Flash Mob Scenarios Before Staff Eyes
Use Psychology for Shopper Crowd Management