When I was at FAO Schwartz on Fifth Avenue a few days ago there was a cookie party running in, where else, the cookie party room. The kids appears to be having a great time.
The lighting for this space was different to the rest of the store, giving it a feeling of being it’s own space.
This is an excellent example of retail theatre and while we can;t run a cookie party in a newsagency (or can we??!) there are plenty of other interactive events we can run. Depending on our specialisation, we could have space set aside and offer regular events as a practical demonstration of and commitment to our key point of difference.