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31 December 2004
Great Gucci Crowd Control
It’s the time of the year after the usual Christmas gift purchases, and when stores start to clear some of their older stock in preparation for newer items to enter the shops.
Walking along Orchard Road, Singapore’s main shopping street, I noticed a queue snaking outside Gucci’s store. A man in a well-dressed suit was greeting people leaving the store with a courteous smile and a bow, and then subsequently letting the same number of people from the queue enter the store. Glancing thru the glass panels into the store, one saw a great number of happy customers browsing thru the selection of apparels and accessories.
This is a great retailing move, with a couple of notable marketing effects.
- The people in the store are happy, because they are the privileged few shopping and they do not have to jostle with the crowd to select purchases.
- The people waiting in the queue are kept in order, happily anticipating for their turn to enter the apparel wonderland, at discounted prices.
- The passerbys (like myself) had his/her curiosity heightened. Some will join the queue, others will marvel at the popularity of Gucci as a marketing brand.
A simple move, with plenty of positive effects. A great Jazzture.
Ian Choo, 31 December 2004
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December 2004
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