Inspiration from NY_ Permission to slow down

One of the only good things about the economic crisis is that whether buying groceries or a new home, people are being more responsible, careful and appreciative about what they buy, which creates and interesting shift in the way people are approaching products and services these days.
 
More than ever shopping, dining out, vacationing, etc. are perceived as a luxury, an indulgence, so people want to take their time to decide; they want their splurge moments to last as much as possible, and more importantly they want to feel that the experiences and products they are investing on are more meaningful.
 
This new mindset means people are more receptive to what businesses have to say, so it is a great opportunity to connect with them in a deeper way. Here are some examples of how I have seen some businesses in New York and London motivate people to spend money with them by encouraging a slower pace:

- Freddy, a workout apparel brand in the middle of busy and luxurious Regent street in London has the “Slow Movement of Shopping” promotion. When you enter the store you are given a sticker with your time of entry, from then on, the more time you spend in the store, the more discount you get: 10% if you stay 10 minutes, 20% if you stay 20 minutes, 30% if you stay 30 min.

-Cluny Café in the West Village is providing board games for those costumers that want to stay more time, creating a living room environment and hopefully more consumption.

- Every Wednesday Macys is hosting shopping soirées, where different areas of the store have cupcakes, mimosas, martinis, DJ’s, etc. providing an environment to hang out with friends.

- Whole Foods on Sundays has sampling of local products where local suppliers come in and explain their products, making the grocery store feel more like an outdoor market, and the local products’ high price tag more comprehensible and worth it.

- Top shop, the UK inexpensive fashion brand is committed to making their NY store a “destination”, in it there is a permanent DJ,  free personal shoppers, and customers can call ahead for an appointment with a "style adviser" for free.

So, how are we making our clients feel that our interactions are meaningful and worth their time and money? Are we giving them that little extra so they feel like we are worth it?   

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Ale Gomez
Long Stride