Canadian Retailer - Summer 2014 - 19

MYSTORE RETAILER'S GUIDE VOL. 10.3: IN-STORE EVENTS

A P U B L I C AT I O N O F

S P O N S O R E D BY

The Voice of Independent Retail in Canada

COME ONE, COME ALL
Making the most out of store events
BY ROBERT PRICE

Capitalizing on increased foot traffic to your neighbourhood results in increased sales, and greater awareness of your store.

A

custom-tailoring event. A street festival. An author signing. The launch of
a celebrity-endorsed line of apparel.
These events draw traffic and generate sales
for retailers who can make the most of the
opportunity. This Retailer's Guide highlights
ways to squeeze a better return on investment
from in-store events.

Hitting the high note at acappella

How do you move a high priced item like a
custom tailored suit? With a generous price
cut, individualized service and an event that
puts the customer at the centre of the store.
In April, the top one hundred customers of
acappella received a personalized invitation

www.retailcouncil.org/training/retailersguides

to a two-day only VIP custom-tailoring event.
They'd get a first look at the new styles of the
season, a one-hour personalized fitting session
and a 20 per cent discount on a custom-made
suit. It's the high value, one-on-one service of
the event that catches the attention of customers, says Victor Cappella, a member of the Cappella family that owns the custom tailoring
business on Toronto's St. Clair Avenue.
"The weekend-only nature of the event creates a sense of urgency. And you're giving
them the attention they want by booking that
appointment."
Cappella says that retailers who want to
stage a successful event should tap into the
resources of their suppliers. Suppliers have

www.retailcouncil.org/cdnretailer | summer 2014 | canadian retailer |

19


http://www.retailcouncil.org/training/retailersguides http://www.retailcouncil.org/cdnretailer

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2014

Publisher's Desk
Retail Currents
Food for Thought: The State of Canadian Grocery
Driving Sales With Personalized Advertising
Come One, Come All
Unsure About the Future
Education Leading to Organic Growth
The Total Retail Package
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2014 - cover1
Canadian Retailer - Summer 2014 - cover2
Canadian Retailer - Summer 2014 - 3
Canadian Retailer - Summer 2014 - Publisher's Desk
Canadian Retailer - Summer 2014 - 5
Canadian Retailer - Summer 2014 - Retail Currents
Canadian Retailer - Summer 2014 - 7
Canadian Retailer - Summer 2014 - 8
Canadian Retailer - Summer 2014 - 9
Canadian Retailer - Summer 2014 - Food for Thought: The State of Canadian Grocery
Canadian Retailer - Summer 2014 - 11
Canadian Retailer - Summer 2014 - 12
Canadian Retailer - Summer 2014 - 13
Canadian Retailer - Summer 2014 - 14
Canadian Retailer - Summer 2014 - 15
Canadian Retailer - Summer 2014 - Driving Sales With Personalized Advertising
Canadian Retailer - Summer 2014 - 17
Canadian Retailer - Summer 2014 - 18
Canadian Retailer - Summer 2014 - Come One, Come All
Canadian Retailer - Summer 2014 - 20
Canadian Retailer - Summer 2014 - 21
Canadian Retailer - Summer 2014 - 22
Canadian Retailer - Summer 2014 - Unsure About the Future
Canadian Retailer - Summer 2014 - 24
Canadian Retailer - Summer 2014 - 25
Canadian Retailer - Summer 2014 - Education Leading to Organic Growth
Canadian Retailer - Summer 2014 - 27
Canadian Retailer - Summer 2014 - 28
Canadian Retailer - Summer 2014 - 29
Canadian Retailer - Summer 2014 - The Total Retail Package
Canadian Retailer - Summer 2014 - 31
Canadian Retailer - Summer 2014 - 32
Canadian Retailer - Summer 2014 - 33
Canadian Retailer - Summer 2014 - 34
Canadian Retailer - Summer 2014 - 35
Canadian Retailer - Summer 2014 - 36
Canadian Retailer - Summer 2014 - Advertiser's Index
Canadian Retailer - Summer 2014 - Retail Quick Tips
Canadian Retailer - Summer 2014 - cover3
Canadian Retailer - Summer 2014 - cover4
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