RETAILERS seeking a sales boost have been urged to inject a little drama into their businesses.

A five-point plan to help town centre stores succeed through “retail theatre” has been outlined by business transformation company Insight with Passion and its founders and partners Kate Hardcastle and Richard Gomersall.

The advice follows a motivational seminar hosted by Kate and Richard earlier this year – which showed delegates to the Interiors 2010 exhibition for the furniture and furnishings trade how retail theatre had been used by major names such as Nike and Land Rover.

Retail theatre focuses on how stores can transform their sales floor, increase footfall and profit by changing the look, feel, sounds and scents of their premises as well as the service they deliver.

Kate, whose business is based at Holywell Green, said there were five tips for retailers aimed to make their stores more attractive to shoppers.

Said Kate: “Retailers should take a little extra time and invest a little extra money into creating inspiring instore communications – from your banners and posters right down to your price points.

“They should attract attention and engage with customers through visuals – an eye-catching window display or signage will draw people in.

“Traders should also make the store interactive – give your customers a reason to stay longer by letting them play, interact with and become more informed about your products. If they can touch and feel the items then they are more likely to buy.”

Kate said shopkeepers could bring the store to life through events – by hosting an event with food, drink and entertainment to give your customers another reason to visit. That would enable retailers to build and strengthen relationships and encourage repeat purchases.

And she added: “Make sure your people are true to your brand. Your employees are at the forefront of your business and represent you and your store, so ensure they understand and convey the right messages to your customers.”