The most successful retail entrepreneurs I know are frequently creating events for people to come into their shop.
The physical premises are less important than the reason or incentive for the customer to cross the threshold.
The same physical premises might have great or terrible stock turn – and it all depends on the ability of the entrepreneur to create reasons for the customer to enter.
On that basis retail is the same as event design.
From there it’s just a question of leverage. What advertising methods can we use to reach customers to inform them of the event and the payoff.
The market will decide for itself who is meant to be your customer.
