STORES - October 2010 - (Page 70)

LOSS PREVENTION / CROWD CONTROL Included in the latter are online registration for early bird passes or lottery numbers to determine entry order, as well as handing out numbers, wristbands or similar indicators on site to demark shoppers who will be allowed entrance in a predetermined order. Using multiple entrances/exits is one option; another is to disperse the superpromotional merchandise so the crowds don’t head for the same section of the store. There are also recommendations for engaging with shoppers as they start to gather. “Take a tip from amusement parks “Take a tip from amusement parks and post signs that say things like ‘From this point there is a 30-minute wait.’” — Eric White, Wren Solutions and post signs that say things like, ‘From this point there is a 30-minute wait,’ so even if it takes a little longer, people won’t feel it’s too long a wait,” says Eric White, director of retail strategy for Wren Solutions. He recommends that one focus of the event staff should be on customer service, meaning they make the wait more interesting and comfortable by offering information about products, quantities still available and other sales promotions. Working the Crowd Approach to engagement can keep Black Friday from giving retailers a black eye BY DAVID P. SCHULZ F or all the media coverage Black Friday receives, retailers are surprisingly reluctant to talk about the measures they take to handle the hordes of consumers that amass at their doors the day after Thanksgiving. Methods and strategies for protecting customers and associates may be perceived as trade secrets among retailers, but there are no such qualms among consultants and academics studying best 70 STORES / OCTOBER 2010 practices for controlling crowds at retail venues. Most advise keeping the assembling masses engaged and dividing or segmenting the group by various means. Soothing shoppers with music There is more to engaging a crowd than signage and audio messages, says Grace Ho, a sensory integration specialist affiliated with the occupational science and therapy council at the University of Southern California. “It is always emotions that control economic and human behavior,” she says, so at crowd events like Black Friday sales, “we need to take advantage of all five senses so as not to excite them too much” and lose control. “Good sensory input of audio, visual, tactile, proprioception and kinesthetic elements” should be considered. In addition to common sense advice — using yellow tape to define waiting lanes, moveable signage marking the WWW.STORES.ORG http://WWW.STORES.ORG

Table of Contents for the Digital Edition of STORES - October 2010

STORES - October 2010
Editor’s Page
President’s Page
Retail People
Customer Experience
Game Changer
Power Players
NRFtech Recap
Concept 2 Watch
Customized Shopping
Consumer Behavior
Software & Analytics
Crowd Control
Payment Fraud
ARTS Update
Point of View
NRF News
Retail Industry Calendar
End Cap

STORES - October 2010