Buy with a Buzz

I’ve been known to imbibe a cocktail or two in my time. I’ve also been known to drop more money than anticipated in a single shopping outing. I have not, however, done both simultaneously (unless you’re counting a few miscalculated T-shirt buys at touristy bar gift shops in years past). Some retailers have spotted a new way to keep customers in their stores.

A recent article in The Wall Street Journal caught my attention with the simple headline: “Belly Up to the Bar And Buy Some Jeans.” Um, yes please! A girl should have her inhibitions slightly whacked when dropping a credit card on the most frustration-inducing purchase known to man (or woman). Turns out a men’s clothing boutique in Washington, D.C., is doing just that. At Lost Boys, customers are offered free beers and a place to lounge in front of a big-screen TV…all while shopping. The article states that a growing number of men’s retailers are trying to get men to adopt more of the linger-and-browse approach that women take to shopping. Bring on the happy hour!

Other stores, such as Kesner, an upscale men’s store in New York’s West Village, and Lisa Kline Men in Los Angeles, also offer up the aperitifs with customer service a plenty. While trunk shows and fashion events have often integrated champagne and cocktails with special events, the everyday shopping venue has not fully embraced this concept on a wide-scale basis until now. As retailers come up with every last ploy they can to get shoppers in their stores during this tough economy, here’s to one more reason to make them stay. Bottoms up!

--Alison Embrey Medina

Photo: Lost Boys

Comments

[Whitney]

The danger of this as a retailer is that people go home and sober up and have second thoughts about their purchases. A tipsy customer can become a regretful customer the day after and you can have returns on your hands. Its best if customers spend money while sober so sales don't turn into returns.