Ambiance
Promotion Finalist
By Pamela Brill -- Gifts and Dec, 8/1/2007 12:00:00 AM
When it came to finding an innovative way to boost their retail business, the folks at Ambiance Interiors & Gifts had a strategy that was for the dogs.
The Suwanee, GA-based specialty retailer encourages customers to involve the entire family in the gift buying process — including pets. Thus was initiated the “Yappy Hour,” an event characterized by Ambiance's Lucy Hamilton as a “haute couture event for dogs — a chance to show off the canines that our clients love.” During the event, Ambiance offered treats for four-legged friends (who, incidentally, are welcome in the store), and sales of the Prissy Pooch, a stylish dog coat, increased 40–50 percent.
But pets aren't the only customers that receive preferred treatment. This past year, staffers set out to offer a variety of unusual events, merchandising displays and shopper incentives that keep customers coming back.
Last October, the store catered to its burgeoning young female (ages 4–15) clientele with a Girl Power Party. Young ladies were invited to come to the store in their favorite outfit, and — with a little help from the Fashion Angels Design Studio Set and Make-Up Artist Sketch Book — design clothes for a runway show at the end of the party.
The event gave Ambiance a chance to highlight these interactive and creative kits, and also provided an opportunity for some family bonding. “It was a smashing success, bringing mothers and daughters together — and just in time for Christmas lists,” explains Hamilton.
Speaking of the holidays, Ambiance also hosted Father Fuchsia, a Santa-esque character who posed with patrons shopping during the first week of November. Refreshments were served, including samples of gourmet foods sold in-store, as well as Ambiance's own mulling spices recipe. Thanks to the festive atmosphere, sales were up 30–35 percent over previous open house events.
To add to the Christmas spirit, Ambiance launched Free Lunch Thursdays, partnering with several local restaurants that provided food free of charge. “Our guests could eat while taking care of last-minute holiday shopping,” says Hamilton, adding that customers could even return later to retrieve their wrapped gifts.
Maintaining this momentum, the store held a nighttime party, inviting pajama-clad guests to be pampered. A neighboring skincare business soothed tired shoppers with paraffin hand treatments as they snacked on pizza, popcorn and other snacks. Lucky guests were also given holiday treats: facial and Botox gift certificates. “It was great for last-minute shoppers who didn't want to get dressed up to shop,” recalls Hamilton, noting it was the one night the store was open late.
Keeping Ambiance front-and-center in customers' minds means coming up with innovative ways to attract — and maintain — their attention. For Hamilton and her colleagues, it's all in a day's work.
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