Future High Street Summit

Using insights from

the theatre to create
retail (store) experiences

Professor Kim Cassidy (Nottingham Trent University)

Research interests in Retailing

Conversations between
strangers

Self service

Addictive shopping
behaviour

Retail Theatre

Using insights from

the theatre to create
retail (store) experiences

Interest in creating (store )

Experiences

Pine and Gilmore (2000)

The Experience Economy
Experiences are a 4th economic offering, as distinct
from services as services are from goods
Companies stage experiences whenever they engage
customers, connecting with them in a personal,
memorable way

The Experience Economy

The progression of economic value

Stage experiences

differentiated

Deliver services

Competitive
Position

Needs of
customer

Make goods

Extract Commodities

Irrelevant to

undifferentiated
M arket
Pine and Gilmore

Pricing

Relevant to

Prem ium

So what about Theatrical

experiences?

Retail Theatre is a big TREND

An instore experience is
increasingly becoming
demanded.. Retail theatre
is set to grow offering free
coffees drinks events, and
dinner parties in store. ..
Kantar Retail

Retail Theatre is listed as the

third top trend for retailers
striving to improve their
customer experience. Whether
its in-store installations,
talks, events or debates,
stores must entice shoppers in
with more than just products

Faced with the rapid

growth of internet
shopping, Stores are
having to become
more theatrical,
more immersive and
more of a life
experience than
simply a place to get
something
Christopher Studach
King Retail Solutions

Rebecca Thompson
Retail Week

Our study
Looked at how retailers have interpreted
theatre in store design
Compared this to what happens in the world
of theatre
Identified some lessonssome take-outs

Rick Harris (Spect-actors Inc)

Steve Baron (Liverpool University)

Retail interpretations of
theatre

Retail Theatre interpreted as

Installations (visual/digital)
Engage emotions and senses (a multi- sensory
experience)
Physical participation and interaction
Scripts and roles for employees
Just doing something different
Or a bit of everything

How does this compare with

the world of theatre?

4 Theatrical
Movements/Performances
Surrealism
Theatrical Realism
Political Realism
Absurd Theatre

Key differences
(Theatre design principles)
1.

Define the experiential goal (intended

effect on the audience (customer))

Theatrical
Movement
Surrealism

experience goal
(audience reaction)
The observer should have an emotional
response. Make you feel something

Theatrical
Movement

experience goal
(audience reaction)

Surrealism

The observer should have an emotional

response. Make you feel something

Theatrical
Realism

The observer should believe that what

you see is real
The audience can look but cant touch

Theatrical
Movement

experience goal
(audience reaction)

Surrealism

The observer should have an emotional

response. Make you feel something

Theatrical
Realism

The observer should believe that what

you see is real
The audience can look but cant touch

Political
Realism

Audience to participate and interact.

Nothing is real. All for discussion

Theatrical
Movement

experience goal
(audience reaction)

Surrealism

The observer should have an emotional

response. Make you feel something

Theatrical
Realism

The observer should believe that what

you see is real
The audience can look but cant touch

Political
Realism

Audience to participate and interact.

Nothing is real. All for discussion

Absurd

Audience made to think. To have an

individual response

Key differences
(Theatre design principles)
1.
2.

Define the experiential goal (intended effect

on the audience (customer))
Gestalt

Theatrical
Movement
Surrealism

experience goal
(audience reaction)
The observer should have an emotional
response. Make you feel something

Niketown

Theatrical
Movement

experience goal
(audience reaction)

Surrealism

The observer should have an emotional

response. Make you feel something

Theatrical
Realism

The observer should believe that what

you see is real
The audience can look but cant touch

Theatrical
Movement

experience goal
(audience reaction)

Surrealism

The observer should have an emotional

response. Make you feel something

Theatrical
Realism

The observer should believe that what

you see is real
The audience can look but cant touch

Political
Realism

Audience to participate and interact.

Nothing is real. All for discussion

Absurd

Audience made to think. To have an

individual response

Key differences
1.

Define the experiential goal (intended

effect on the audience (customer))

2.

Gestalt
Design to be flexible

3.

Summary
Retail theatre is all around us and is here to
stay
But lets learn from the experts

Define the experiential

(intended effect) and dont try

to do bit of everything
Look for gestalt. Focus all elements on the same goal:
staff, layout , script/narrative, lighting, heating, music
Design for flexibility

Follow up
Baron, S, Harris, K. and Harris R.

(2001) Retail Theatre: the Intended

effect of the Performance Journal of
Service Research vol.4 no 2 pp102117