AT YOUR SERVICE.

Remember all the excitement generated when department and specialty stores first put in test kitchen demo areas in the middle of their housewares departments? It was like the second coming...of merchandising.

Well, turns out all those retailers were on the right track, but they never really took it much beyond those initial efforts.

And so today, when everyone is talking about experiential retailing and how to get people off their phones and back into physical stores, it's one more example of how stores have had the answer all along.

Even if they've long forgotten about them.

Look at some of the better retailers across the merchandising spectrum and you'll find that many have something in common: they are offering in-store events, demonstrations and services. All the things that can't be duplicated online.

DSW, the shoe chain that recently changed its name to Designer Brands Inc., is testing nail salons within its stores as a way to drive everyday traffic and give a compelling reason--beyond buying yet another pair of sandals--for customers to shop there.

Petco offers dog grooming and other services and makes a point of inviting your four-legged friend to join you on your shopping visit

The two big beauty chains, Sephora and Ulta, may be furthest along on this whole thing with all kinds of in-store services and events, far beyond the spritzing that takes place on typical department store first floor beauty aisles. There's a reason why these two retailers have been particularly successful at competing with online sellers.

The ultimate extension of this movement may be the Local store concept that Nordstrom is testing in Los Angeles. Speaking at the recent Shoptalk conference, Co-President Blake Nordstrom said the company was quite pleased with the store, which does not sell merchandise but instead offers services. Returns of online purchases are the most used function of the store, but there are also alterations, online order pick-ups and the chance to talk to store personnel about potential purchases. Nordstrom said Local is "very scalable and very cost-efficient."

At most physical locations, services are usually relegated to the back of the store but at Local, he said, "we've moved them upfront The more you can engage your customer, it's all good."

The customer wants more than just a place to buy stuff. She already has that place now: it's called the internet. It's why home furnishings retailers need to jump on this services train

That means bringing back cooking demo areas that have often become one more horizontal surface to display sale merchandise. What else can be demonstrated on the selling floor? Flower arrangements--real and artificial--for tabletop products? Interior decorating lessons, from the basics of making a pretty bed all the way up to designing an entire room? Cleaning? Home sewing? Crafts? Bet you can brainstorm a whole lot of things without too much effort.

I always remember hearing the story about a New York department store back at the turn of the century--the 20th century--that had a bicycle velodrome track where customers could test potential purchases. Maybe that's too much today...but maybe it's a ride worth taking. C

BY WARREN SHOULBERG

Please Note: Illustration(s) are not available due to copyright restrictions.