Retail special events are a valuable part of a company’s marketing plan with the goal of increasing brand awareness and driving sales. These events may take place in-store or off the premises at a convention, conference, or other promotional-related activity. Today, we are going to focus on the in-store special event. Consider a store’s grand opening or a one day sale. These special events are purposefully designed to draw large crowds and spur sales. It makes sense that the larger the crowd the more successful the event. But large crowds also lead to more risk for the retailer—both from a customer experience and a safety standpoint. Large crowds can actually deter from the positive shopping experience and even make your advertised discounts not worth your patrons’ time and effort. They may walk away from the event and possibly not be willing to come back in the future. Try utilizing effective crowd control techniques to take your customers from being simply a crowd to being a valuable revenue driving machine.
Utilize your pre-event waiting line to create friends of the crowd
More than likely your event will be preceded by some type of waiting line. Your special event staff, including your sales team and retail managers, must be clear communicators responsible for keeping the waiting customers informed. Portray this team of people as friends of the crowd. They can relay wait time and directional information preparing customers for what is to be expected now, in the near future and upon entering the store. Your customers will actively turn to these people for what they consider valuable information and a friendly smile. You may even want to use these staff members to bring added convenience to the waiting line. Perhaps hot coffee is made available on a cold morning. These “friends of the crowd” will help contribute to a positive brand image of the retailer before the customers even set foot in the store.
Create a fair environment
First, stick to a first come, first served rule. Mitigate the ability for customers to cut in line and avoid selecting special customers from the main line and letting them move to the front. If you are expecting VIP customers, create a separate line and entrance. Then, keep your promises. Perhaps you have planned a book signing and the author has agreed to sign 200 books, but leaves halfway through. Have a backup plan to keep the remaining customers as content as possible. Try offering them a special deal or a free book for the inconvenience.
Make it easy for the crowd to disperse
If people feel as if they have a way out, then they are less likely to be overwhelmed or otherwise negatively impacted by a growing crowd. Try breaking lines at reasonable intervals so that if an undesirable situation occurs only a portion of the line will be impacted. Clearly mark all exits and keep them free of obstructions so individuals can easily exit when they feel the need.
Minimize competitive situations
Most times special retail events are designed to create urgency and excitement through competitive situations. For example, “the first 20 customers will receive 30% off their purchase” or “limited quantities available.” These situations effectively generate traffic, but once customers arrive at your place of business it is in your best interest to diffuse the competitive environment to avoid injury or feelings of unfairness. Try utilizing tactics such as issuing tickets, armbands, or coupons to customers who earn discounts or prizes. Pass out these items when customers arrive to help keep the importance of the physical line minimized. Cutting in line will no longer have meaning and crowds will be less likely to rush forward as doors open. Finally, disperse targeted sale items among the store. As the crowd enters they will head to different locations for their desired products. These crowd control techniques will help ensure a safe, successful event with a happy crowd of customers. Their favorable experience at the event will generate revenues that day and in the future.
