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Letter from America: Give people reasons to shop in your store

A little while ago I visited one of our member’s stores in Denver, and even before I opened the front door, I knew why this store is successful. The fun began on the exterior, which is painted purple and features prominent castle-like architectural elements such as elaborate masonry and fancy towers. What child, or fantasy-loving adult, could resist entering a space like that?

The experience continued as soon as I stepped through the elaborate steel-grate front door. A fanciful tin wizard greeted me in the foyer, and the castle theme – painted stonework, faux topiary, suits of armour and such – continued throughout the store. An elaborate undersea mural drew my eyes to a huge staircase leading to the lower level.

This store, called The Wizard’s Chest, is a one-of-a-kind costume shop. It is a great example of a costume shop that is also a true destination. By making the store an exciting, fun place to visit, the owners of The Wizard’s Chest keep the cash register ringing.

To read the full column in the latest issue of Progressive Party Europe, simply click here.

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