By Ed Avis
The Wizard’s Chest in Denver is a one-of-a-kind costume shop. People visit the store to explore the castle-like features, attend game-playing events, try out magic tricks and otherwise absorb the enchanting environment. And of course, they also buy things!
“Even back in the ‘80s when it first started, the original owners worked with a local designer to add flare and whimsy to the décor of the store,” says Kevin Pohle, the store’s co-owner. “So when you come in, it’s very engaging and visually stimulating.”
The Wizard’s Chest is a great example of a costume shop that is also a true destination. By making the store an exciting, fun place to visit, the owners of The Wizard’s Chest keep the cash register ringing.
Experts confirm the strategy: “Retailers that provide a strong customer experience or find a way to create a shopping experience that doubles as a medium of entertainment will make their stores a destination, attract and win shoppers and boost sales,” says Carlos Castelán, managing director of The Navio Group, a consulting firm that advises brick-and-mortar stores how to improve customer experience.
Shopper Engagement Begins with Decor
A fundamental element of making your store a true destination is shopper engagement. A trip to your store should be more than an opportunity to buy a costume – it should be an overall pleasurable experience that your customers look forward to.
The experience often begins with décor. At The Wizard’s Chest, the fun begins as customers approach the store. The exterior is painted purple and features prominent castle-like architectural elements such as elaborate masonry and fancy towers. What child, or fantasy-loving adult, could resist entering a space like that?
The experience continues as soon as the customer steps through the elaborate steel-grate front door. A fanciful tin wizard greets every customer in the foyer, and the castle theme – painted stonework, faux topiary, suits of armor and such – continues throughout the store. An elaborate undersea mural draws customers’ eyes to a huge staircase leading to the lower level.
“It's very engaging and busy and visually stimulating,” Pohle says of his store. “And it's not always about the products on the shelves, because there are other things to look at as you're wandering around. It's art on the walls, and things that you can do, and the sense of touching and being able to play with the toys and games that we carry, in addition to just looking at them or reading the back of the box. So we've tried to create an immersive experience, as opposed to kind of a sterile, come in, read, buy, leave type of store.”
Events Build Community
A key aspect of costumer engagement for The Wizard’s Chest, and other stores that seek to build customer relationships beyond the sales transaction, is a commitment to events.
“Events are perfect for quieter sales periods and will further position your business as a destination rather than just a store, enticing customers to travel for the experience,” says Clare Jones, outreach manager for Custom Neon, a manufacturer LED neon lights and signs.
The list of events a costume business could hold is nearly endless. Here are just a few:
- Make-up tutorials, especially before Halloween, Mardi Gras, or other holidays and events where people like to wear make-up
- Cosplay events, where participants can learn how to craft their own superhero costumes using fabric, accessories, and other items your store carries
- Zombie classes that teach attendees how to re-purpose old clothes into zombie outfits and how to apply Day of the Dead-type make-up
- Holiday decoration-making workshops (complete with a visit by Santa)
At The Wizard’s Chest, regular game-playing events are encouraged and supported, Pohle says. Popular games include Magic: The Gathering and Pokemon.
“We have a dedicated room that we have tables set up all day every day that people can come and play,” he explains. “We have a whole shelf of demo games that people can check out and play before they buy. There's a community, a society of people that get together and play on a regular basis. It just adds to that sense of community and immersiveness that happens.”
The Wizard’s Chest is so well-known in the gaming community that they regularly host pre-release events for new games and tournaments. Those events attract an ever-growing number of potential customers.
“Every time that people come, they’re not buying something,” Pohle says. “But will they buy something maybe next time they come? Sure. Especially with some of those events, it’s more a matter of they want to come and play the stuff they have. They might have bought it somewhere else at another store, but it doesn’t matter because if you support the community then they will also usually find a way to support you. Even if you’re not their regular store, and they don’t buy everything from you, they’ll still find a way to buy a little something from you to continue that relationship.”
Permanent Attractions
If you have space in your store, creating a permanent attraction or two may also help draw customers. For example, a haunted house would definitely attract customers, even outside of the Halloween season, as would small museum of local curiosities or Ripley’s Believe it Or Not-like items.
At Wizard’s Chest, a year-around attraction is an “escape room.” Their website promotes the attraction this way: “Welcome to Kellar Kazam's attic, filled with clocks and magical delights. Armed with only a pair of special glasses, you have to unravel the mystery of Kazam's disappearance. Skilled apprentices may unlock bonus challenges concealed among his personal effects. Are you worthy of carrying on his legacy?”
Two other permanent attractions at The Wizard’s Chest are special themed doors: a Tardis Door – a magical door popularized by the Dr. Who TV program – and a Moria Door, from J.R.R. Tolkein’s novels.
“We've tried to make Tardis door and the Moria door interactive,” Pohle explains. “We sell wands that have a little magnet in the tip, and if you place it in the right place on the Tardis door, it will trigger a siren, an alarm that spins. And if you trigger the Moria door, it actually will light up. So we're trying to add more of that interactive stuff that just adds to the decor and atmosphere of the store, even though you're not buying anything. They're just there to have fun and play while you're also here.”
Promotion Inside the Store
An additional advantage of making your store a true destination location is that people will help you promote the store simply by word of mouth and social media posts. You can encourage that by setting up stations in your store that invite people to take Instagram-worthy photos – and make sure you include your Instagram hashtag nearby so they can tag you!
“A costume shop would boast a treasure trove of possibilities [for photos],” Jones says. “They can include ambient lighting and an insta-worthy branded photo backdrop where customers could snap themselves in outfits and tag directly to your socials. That way they’re advertising your store and product offerings free of charge!”
Naturally, all of the suggestions above – having interesting décor, sponsoring events, building community, etc. – won’t help if your store doesn’t have a great selection of interesting, hard-to-find merchandise. Give your customers an unforgettable experience combined with products they won’t find at the big box stores and you’ll succeed!
Ed Avis is the executive director of the NCA.