Recently while enjoying the current Cirque du Soleil show, Kurios, it struck me that many of the principles behind their success could be applicable to the world of retail. Behind the wildly creative costumes, clever sets and spectacular performances lay some very simple ideas that create some of the magic that is Cirque du Soleil: in particular 5 simple ideas that retailers can learn from to make their own magic.
1. Change it up
Kurios, Cirque du Soleil – Grand Chapiteau
From their beginning in 1984, Cirque du Soleil has never rested on their laurels, instead continuing to reinvent and innovate year after year. They have constantly come up with new themes and stories to engage visitors, adapting for permanent locations and audiences in Las Vegas, while continuing successful travelling shows often inspired by trends of the moment, such as the current steam-punk inspired Kurios production.
Retailers too can never stand still. Customers are perpetually changing, with new interests, new challenges and shorter and shorter attention spans. And to be successful, retailers need to be one step ahead. Constant change and innovation is now the new reality.
2. Build excitement
Kurios Pop-up – Toronto Eaton Centre
One of the things that Cirque du Soleil does best is build excitement. Every moment of the experience is carefully choreographed, from before a visitor sets foot inside the tent to the final curtain. Starting with a bigger-than-life pop-up promotion at the Toronto Eaton Centre, to the caravan of graphics emblazoned trailers surrounding the Grand Chapiteau on site, to the carefully orchestrated cadence of the performance, every moment is maximized. The show itself gradually builds from pre-show stage antics (animations as they call them) through each more complex and seemingly more dangerous act to the crescendo and ending with the final bows.
Retailers need to build excitement to keep customers engaged in their retail experiences. Think of the experience as choreography. Imagine what the customer feels at each point along their journey throughout a store. And plan that journey for them. Don’t give it all away at the front door – save some mystery and discovery for intervals throughout the experience.
3. All in the details
Cirque du Soleil is a master at creating a multi-dimensional visual feast. There is always something going on; there is always something to be discovered, not only in the foreground but the background as well. Sure there are always the star performers of the moment, but there are also secondary players at work in the background. And every element, every performer, every supporting player, each and every detail from costumes to movements to expressions are planned. Every detail is orchestrated so that as your eye strays you are momentarily captivated by something else fascinating, and then drawn back again.
Retailers, it’s all in the details – and how all of the elements work together to engage the customer. Focus on the big picture but remember that no detail is too small to overlook.
4. Keep it simple
Pantomime Act – Cirque du Soleil
In a world where technology is omnipresent, Cirque du Soleil relies on old-fashioned smoke and mirrors and feats of engineering. Although the technology is there for sure, it is for the most part invisible. Instead, the focus is on the performers where it should be.
Throughout the production, simple ideas are played out in between the big showy acts, bringing the performance back down to earth and back to a simple human level, with a one-man pantomime act or a finger puppet show projected on to a giant bubble (if you’ve seen the show, you know the wonders they can create with a simple gold fish bowl and watering can).
In retail, sometimes the simplest ideas can have huge impact. Technology need not have centre stage: it is merely a tool. And simple ideas are what bring the human touch to retail, making the experience approachable and relatable to customers.
5. Make it personal
Opening ‘Animation’ – Cirque du Soleil
Cirque du Soleil knows how to make the visitor feel less like a mere audience member and more of an active participant. Interactivity with the audience begins before the show even starts, during the opening “animation” when audience members are brought on stage to interact with the performers while other performers step out of the ring and into the audience to engage and mesmerize visitors. At intervals during the show, the boundary between audience and stage continues to flex as performers move beyond the ring and audience members are engaged to participate.
Retail should be personal. Customers want it and expect it. Retailers must find ways to give customers an active role in the retail experience, engaging each one in a personally relevant way.
For Cirque du Soleil, magic happens when everything about the experience comes together. But magic doesn’t happen without careful planning. The same is true of retail. When all of the elements are in sync – product, environment & staff – and solid principles are at play, customers are fully immersed and engaged in the experience. That’s when the magic happens.
