Retail Theatre Essay Example | Topics and Well Written Essays - 2000 words

Retail Theatre - Essay Exampleenticing when the front stage, backstage, the script, roles, the setting, the light effects, and the characters all told blend together to stage a play with a unique theme (Baron, Harris & Harris, 2001). Retailers have been attempt to create theatre environments that involve opportunities for audience participation and interaction. This metaphor has been used by retailers to gain competitory advantage and as a means of differentiation in the highly competitive market place. However, a theatre has a very elite and specific audience whereas the retailers are trying to create a variety of customer responses and reactions. To what extent this metaphor is justified depends on the benefits that both the retailer and the customers derive.Pine and Gilmore degree out that the use of theatre was not metaphorical. They use theatre in the sense that work is home not work as theater (Harris, Harris & Baron, 2003). A retail theatre is considered to be a free rei n experience aimed at creating excitement. There are certain retail themed environments which employ retail theatre concepts to incite the consumers to animate the theme. Baron, Harris and Harris (2001) discuss about four different theatrical settings and it has been found that many retailers are in reality using such settings to enhance the customer experience and encourage customer participation.In theatrical realness the audiences are voyeurs as they feel that they are looking into their own private world and they observe a very personal situation. Many retailers have been trying to implement this concept. Niketown creates a setting in which the physical exercise and sporting environment allow the customer to become engaged in the shopping operation (Sands, Oppewal & Beverland, 2009). Computer retailers such as Apple have also embraced this concept of realistic settings and have benefited in terms of increased sales and positive word of mouth. Warner Brothers, the sports ret ailer has set up a depiction screen