Like men, perhaps the best way to a consumer’s heart also is through their stomach.
Brooks Brothers will open a 15,000-square-foot steakhouse restaurant next door to its main retail store in Manhattan. It is a move being deployed be several retailers to attract more customers. Ralph Lauren has a restaurant next to its Chicago and Paris stores. Tropical-inspired clothier Tommy Bahama has restaurants in 12 of its stores.
The move is more retro than progressive, as various types of department stores, dating back as far as 1905, have turned to adding a restaurant to keep its customers. Rod Goldberg, senior VP of marketing, said that patrons may look at merchandise while waiting for their order and that shoppers might stick around for a drink. It is just one more way for business to engage with its customers.
Eric Anderson, marketing professor at Northwestern University, calls the practice a form of experiential brand management.
…. "A lot of retailers are focusing heavily on managing their brands through the customer experience," Anderson says. "It's no longer just the product they sell."