Chapter 15

The great big theatre of shop

You’ll learn more retail theatre in five minutes around an old-school street market than you’ll learn in a month of store observations.

In this chapter we explore

  • the essential need for movement in retail display, both physical and online
  • best practice retail theatre
  • use of ceremonies to create wow moments.

Movement and energy

You hear the expression “retail theatre” a lot but then ask the person saying what they mean by it and you’ll hear a dozen different answers. It’s just not that well-defined. Retail theatre is one of those things that everyone is aware is important but is not entirely confident in recognising or creating it. Perhaps that’s why really good and consistent examples of retail ...

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