ANCHOR LEAD IN
REMEMBER THE GOOD OLD DAYS WHEN CUSTOMERS WERE ALWAYS RIGHT...SALESPEOPLE PUT AWAY THEIR CELL PHONES AND ACTUALLY TALKED TO CUSTOMERS...AND STORES OFFERED FREE PERKS SUCH AS ALTERATION AND VALIDATED PARKING? YOU MAY THINK THOSE DAYS ARE GONE...BUT YOU'RE WRONG. THEY'RE JUST HIDDEN BEHIND CLOSES DOORS AND INVITATION-ONLY EVENTS. THAT'S TODAY'S HEADS UP!

TRACK ONE Length: : 05
MAURA FARRELL IS USUALLY TOO BUSY TO SHOP...WAITING 'TIL THE LAST MINUTE AND GRABBING WHATEVER SHE SEES...

SOT:
Key @: :07 Maura Farrell, Invited to a Private Shopping Event
"I'm always running in and just getting what I need for a particular event."

TRACK TWO Length: :06
BUT A FRIEND RECENTLY INVITED FARRELL TO A PRIVATE SHOPPING PARTY WITH THE GAP. AND FARRELL WAS HOOKED...

SOT
NO KEY, SHORT Maura Farrell, Invited to a Private Shopping Event
"It was a lot of fun!"

TRACK THREE Length: : 10
MORE AND MORE RETAILERS ARE JUMPING ON THE 'INVITATION ONLY' BANDWAGON TO BOOST THEIR CUSTOMER BASE. STORES TARGET GOOD SHOPPERS, INVITE THEM TO AN EVENT, AND ASK THEM TO BRING SOME FRIENDS.

SOT
Key @ :28 (short) Julie Alonso, Gap Director of Partnerships and Events
"We like to think of it as the modern-day Tupperware party."

TRACK FOUR Length: :05
AND THE PERKS AREN'T BAD, EITHER.FROM FREE T-SHIRTS AND DISCOUNT GIFT CERTIFICATES TO...

SOT:
Key @: :36 Maura Farrell, Invited to a Private Shopping Event
'We were able to work with a stylist a professional person that fitted us for the perfect pair of jeans. We also got to go to a great hotel in a great setting and have a party on The Gap, 0600"

TRACK FIVE Length: : 03
WHAT'S GOOD FOR THE CUSTOMER IS VERY GOOD FOR THE BOTTOM LINE...

SOT:
Key @: :51 Michael Tesler, President Retail Concepts
"It can cement or make for an even stronger relationship between the store and the customer."

SOT
NO KEY Maura Farrell, Invited to a Private Shopping Event
"Because of the perks they gave me, I've gone back a number of times."

TRACK SIX Length: : 14
AND THAT'S EXACTLY WHAT THE STORES ARE BANKING ON, ONE PAIR OF PANTS AT A TIME

SOT
Key @: 1:05 Julie Alonso, Gap Director of Partnerships and Events
"It's not a one-hit wonder, it's not a one-night stand, if you will, we maintain a relationship with these women throughout the year."

TRACK SEVEN Length: :02
AND IT'S CLEARLY PAYING OFF...

SOT
NO KEY Maura Farrell, Invited to a Private Shopping Event
"The way they followed up with me time and again after the event has made me want to continue to be a part of it."

ANCHOR TAG:
TESLER SAYS THAT LARGER DEPARTMENT STORES HAVE EXPERIMENTED WITH FASHION SHOWS AND TRUNK SHOWS FOR YEARS...BUT NOW THAT THE SOFTWARE EXISTS FOR SMALLER STORES TO TRACK CUSTOMER PURCHASES AND INTERESTS BETTER, THEY ARE ABLE TO BE MUCH MORE SOPHISTICATED ABOUT TARGETING THEIR CUSTOMERS.

CONTACT SOURCES

Mike Tesler
Retail Concepts
167 Washington Street
Norwell, MA 02061
T. 781.871.7905
info@retailconcepts.com
Mike Tesler has been advising retailers for the past thirteen years, and teaches courses on retail strategy at Bentley College.