From the Editor: Learning from Disney

Well, we survived! My husband and I took our recently turned five year old daughter and soon to be four year old son to Disney World this past week. What an experience that was! We had a blast… and I even managed to sneak some work in while we were gone!

For starters, I have to say that I absolutely LOVE that Disney World has a Main Street USA as part of their magical world. While I realize true “indies” don’t fill up the stores (there was a Starbucks, after all) I do love the nod to what Main Street USA represents. They even had their own little Chamber of Commerce at Disney World, which was as cute as it was helpful for their thousands of visitors that enter their gates everyday.

So just what did I learn at Disney that can help any independent retailer do better in their own magical world? Three little things that go a long, long way in leaving lasting customer impressions and ultimately, making sales, as well.

1. Always Be in Character 

Let’s face it, you aren’t always in the mood to smile and greet guests. But you should be. So how do you fix that? Know how to “put on the charm” and how to “take it off” when working with customers. At Disney, even Snow White’s friend the Grumpy dwarf was charming! For that matter, Cinderella’s evil stepmother was charming enough to laugh and be with. Very simply, even your worst days should appear seamless, smooth and friendly to every customer that walks through your door. When you enter your business, remember that part of your job is being in “character” as the store owner / manager / employee. This means smiling and providing stellar customer service no mater what.

2. Keep Things Exciting 

Imagine three parades strolling down your Main Street everyday. While that’s highly unlikely, it can be something to emulate in your own, unique way. Just like Disney delivers three or more parades a day and provides a new surprise, game, ride or character around each corner, your store should attempt to do the same on your own terms. Keep your customers on their toes by keeping them engaged. Don’t give them time to ever get bored with your store, and in return, gain repeat customers and more sales. This means fresh inventory, new merchandising displays, seasonal events, regular events, stand-out customer service and more. Get creative, Disney style!

3. Make Everything Memorable 

When was the last time you heard a customer talk about your bathroom? Silly question, right? At Disney, every experience was memorable, even the most unexpected! Use every experience in your store as a change to engage and excite your customers, making your store something to talk about. Use live models as mannequins for an upcoming special event, give a single chocolate candy with every purchase ever made as a “thank you”, offer complimentary cucumber infused water… just because. You get the idea. Having products in your store is a given, so think about what else you can do to stand out and make customers chat about your store at their next dinner party, playdate or over coffee with friends.

So my friends, what does this all really mean? My takeaway from Disney is this:

Truly follow Disney’s lead and be consistent in always delivering memorable, exciting and in character experiences… helping to shape your store reputation as one of the best.

And speaking of “best”, here is one my favorite pictures from our trip. Here’s my proper princess daughter and silly (never really a prince, more like a pirate) son on our way down Main Street USA at Disney World.

Till next time…

Nicole Leinbach Reyhle

Founder & Publisher

RetailMinded.com