Reimagining Merch Retail
Bridging the Gap Between Concert Experience and Physical Merchandise
In the high-energy environment of a live concert, most fans’ interactions with merchandise occur in the venue itself. For smaller shows, this often means a simple fold-out table adorned with a grid rack where merch is clipped alongside signage displaying styles and prices. Behind the table, boxes of merchandise are stacked, with sales associates retrieving items as fans make their requests. Transactions are completed using an iPad or a tapping device. Larger venues might offer a slightly more sophisticated setup with built-in merch spaces, complete with on-site furnishings and advanced POS systems. Despite the differences in scale, the primary goals remain the same: accelerate decision-making times and facilitate quick transactions.
Key considerations for setting up these on-site shops include making styles and sizes easily accessible, securing inventory behind a table or counter to prevent theft, and fostering a high-stress environment that encourages quick decisions. This strategy can undoubtedly lead to a significant number of sales within a short period. However, this approach often fails to align with the artist’s brand or the immersive concert experience they strive to create. In many cases, these makeshift shops starkly contrast the beautiful light shows, immersive sound design, and personalized interactions that define the concert itself.
This disconnect can be attributed to the discomfort many artists feel about selling merchandise, particularly when fans have already purchased expensive concert tickets. This discomfort extends to fans, who often feel rushed and pressured during the buying process. However, with thoughtful planning and input from retail experts, the merch shopping experience can be transformed to enhance, rather than detract from, the overall concert experience.
1. Use of Technology: Incorporating flat screen TVs or LED systems as backdrops can provide fans with a dynamic way to view available merch. By integrating beacon technologies, these displays can show live inventory numbers, allowing fans to know what’s available before they reach the point of sale. They can also provide consistent visual experience that connects directly with style availability and changes.
2. Use of Displays: Utilizing 3D busts, heads, or mannequins can help customers see the products more clearly and determine if the “look” and “fit” are right for them, especially since trying on items is usually not possible in these settings.
3. Extension of Space: While keeping most products behind the counter is essential for security, extending the sales space with additional displays can allow fans to interact with the merch more closely. Enclosed tables featuring select items or mannequins showcasing outfits can provide a more immersive shopping experience.
4. Up-sell Opportunities: Placing smaller, strategic add-on products like lapel pins or magnets near the POS can lead to spontaneous last-minute purchases. These items, especially if they complement a base product (like Jibbitz for Crocs), can drive additional sales.
5. Omni-Channel Offer: Offering layered retail options can enhance the shopping experience. For example, fans could scan a code from a screen to purchase an item via their phone and have it delivered to their home. Other options include providing an add-on discount for website purchases or allowing fans to pre-order merch online and pick it up at a special location or locker at the venue.
In addition to these strategies, knowledgeable sales associates can significantly enhance the customer experience. Providing associates with cheat sheets that detail product information—such as whether an item shrinks or if a style runs big or small—can help them better assist fans. This information can also include availability updates from the artist’s website.
These improvements are achievable with a bit of careful planning and creative thinking, recognizing that the merch stand is often the last touchpoint an artist has with their fans. The goal should be to leave a lasting positive impression, even after the final note has been played. Companies like Musique Mode can help artists fully realize their retail potential and sales objectives, ensuring that the merch experience is not an afterthought but a seamless extension of the concert. Enhancing the merch retail experience is low-hanging fruit for artists looking to increase cash flow and deepen fan engagement.
