Theme Like You Care

The recent death of Marvin S. Traub serves as a reminder of the importance of theming in retailing. Mr. Traub retired from Bloomingdale’s as chairman and chief executive officer. During his tenure at Bloomingdale’s, he mounted a series of themed promotional events which attracted both footsteps and publicity.
     Here are what, from a shopper psychology perspective, I see as key tactics:

• Care about the showmanship. Mr. Traub’s “Come to China” event included an entire Cantonese farmhouse at the flagship Manhattan store and rare Chinese decorative items at fourteen other Bloomingdale’s. Mr. Traub was indeed a retailing showman. His New York Times obituary says that when he began his career at Bloomindale’s in the 1950s, he’d pump up business by pretending to be a customer thrilled about the store merchandise. 
• Care about the people. Have your staff dress to fit. Invite appropriate guests. At an event commemorating America’s Bicentennial year, Mr. Traub escorted Queen Elizabeth II and Prince Phillip through a display of Wedgwood china and reproductions of English antique furniture. 
• Care about the selling. Bloomingdale’s has not been unceasingly profitable. At one point, the parent company filed for bankruptcy protection. Michael Gould, who succeeded Mr. Traub as chairman and CEO, re-conceptualized the themed promotions so that the pageantry didn’t get in the way of people wanting to spend their money. A Media Post article said Mr. Traub agreed with the change, given the state of retailing economics. Never let the crowds or the activities get in the way of your themed special event participants easily buying merchandise from you at any point. 
• Care about the carry-aways. Have themed items shoppers can take with them to serve as reminders of the event and of your store. Bloomingdale’s became known for designer shopping bags. One by artist Jonah Kinigstein was based on French tarot cards in red, black and white. 

     Mr. Traub was the impresario of themed special events. Others have found profitability in themed store atmospherics. The following four themes have been especially successful:

• Foreign country. Restaurants provide the most ready examples. Those featuring Mexican food look different from those serving Italian food, and when executed at the best, even different from restaurants serving Tex-Mex. 
• Nature. Scheels and Bass Pro Shops showcase animals and landscapes. 
• Cyberspace. The Apple Stores show off information and communications technologies. 
• Spirituality. Spas and alternative healing centers incorporate abstract themes. 

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Stage Special Events to Build Sales