How is specialty retailing different at an airport from another environment?
(It’s) all impulse. Very few people plan to shop for anything in a specialty store at an airport. That’s not the reason they’re here. So, how do you pull them inside the store? We have interesting merchandise in the front, so in that 30 seconds while someone’s walking past your store, you can catch their eye. It’s not like they’re window shopping in a mall. We do that in Mindworks usually with something that’s moving … like a little battery-operated animal that makes noise, is playful and funny. Sometimes, we have airplanes flying from the ceiling. There’s some stress involved in being in an airport, and we (try to) offer a little bit of an escape. Our mantra (for employees) is “Have you had fun today?” They want to make sure people have fun, and they’re in the store — and that usually translates into sales. Where did you get the idea for Mindworks? We did the one and only FAO Schwarz ever done at an airport, at (Chicago’s) O’Hare. It was the mid ’90s when they were doing some big expa
Related Questions
- What kind of flexibility does ERAS offer if I am still undecided about a specialty or wanted to send different documents to different programs?
- Can the Integrator for SAP handle customizations of the SAP environment (for example different languages)?
- How is specialty retailing different at an airport from another environment?
