I'm sure you're familiar with the cute store, Build-a-Bear Workshop. We (Specialty Retail Report) wrote an article on the store founder Maxine Clark in 1997 when she only had one store… today, she has 190 stores nationwide with more than $300 million in sales. Her success illustrates that company growth is possible despite competition with big box stores and a tough economy.

Maxine has partnered with Chip Foose, a noted car designer, to launch a new retail concept opening today. The store Ridemakerz will allow customers to create a 1:18 scale toy car for $12-$28 (price depends on customization). There is more than 640,000 possible customization options available. 

This concept is the perfect combination of shopping and entertainment (referred to as shoppertainment in the shopping center industry). I love that kids can use their imagination to come up with a car that fits their personality and the process is just as much fun as the end result. I can't wait to take my daughter to a store to try it out.

How can you apply this concept in your store (interaction, personalization or customization)?

Here are a few suggestions:

1. Sell more products that can be personalized.
   Lots of vendors are offering lines that you can personalize in the store, or that they will personalize for you and ship directly to the customer (or to your store). Expand on these lines as much as possible.

2. Offer classes.
   The more you interact with your customers, the more you can sell. A few ideas: 10 tips for decorating like a designer for the holiday season, or how to trim the perfect holiday tree, or creating the perfect wreath. Of course, you'll be selling some of the products you're talking about, and if you don't feel comfortable teaching the class, invite a local interior designer to help you out. You can pay them by working out a trade (merchandise and/or store credit in exchange for teaching).

3. Host an in-store event.
   Invite customers to a tree lighting and give everyone who attends a free ornament, or invite a local artist you have featured in your store to do an in store demonstration, or throw a girls' night out party.

4. Provide more information on the products you sell.
   If you sell products that are handcrafted, imported from an exotic location or made from something recycled, make sure you're communicating this to your customers. Don't just rely on word of mouth: frame signage explaining why the merchandise is so unique. Make sure you have additional print-outs on hand (on card stock paper) and give one to everyone who purchases one of the pieces. It will help you sell more products, and add a special touch when it's given as a gift.

5. Provide stellar customer service.
   I'm talking about customer service again, but you know, the more service you provide, the more customers will enjoy the experience and return for repeat purchases!