By All Means, Loiter
He’s already got two LEGO tables, a free coffee and tea bar, touch screen computers and space for stroller parking on his sales floor. Despite all that, retailer Kurt Widra spent the spring working on a new lounge area for his Lansdale, Pa., store. “I’m thinking about putting in two large-screen plasmas, one for store promos and the other for kids’ DVDs,” said Widra, who has nicknamed the new space “the creative lounge” in hopes that customers will spend thirty or more minutes every time they come into Cardinal Camera and Video making greeting cards, photobooks, collage prints or other high-margin items. “Usually, the longer they stay, the more they spend,” he said.
Retailers across the nation concur. “The days of ‘get your stuff and go’ are over,” says Michael Hazel, a director of operations who used to work for Starbucks but now runs a high-tech retail operation in Manhattan called Yelo, which actually encourages (and sells) napping on the premises. “Being focused on clients today means valuing their rejuvination and wellness.”
On the other end of the relaxation scale, a company called Medi-Rub Corporation has begun showing up at CE and appliance trade shows such as K-BIS and the Nationwide Marketing Group’s semi-annual PrimeTime meeting selling a $279.95 foot massager to retailers for customers.