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The Secret to Turning Stores Into Gathering Places: The Bonfire Effect

Tuesday, January 17
11:15am
–12:00pm
EXPO Hall, EXPO Stage, Level 1
The Secret to Turning Stores Into Gathering Places: The Bonfire Effect
There’s a lot of talk about how retail is changing and how consumer dollars are being diverted to other channels outside of the retail store and shopping center, but there isn’t a lot of discussion for what truly motivates consumers to want to shop in a place. During this provocative session, Kevin Kelley will discuss some of the more unknown reasons and drivers for why people are drawn to certain places over others. As he sees it, there is too much focus on the commonplace drivers -- price, variety, convenience, and even service and quality -- and not enough focus on what he calls “place participation mystique.” Kevin will outline the process he uses with retailers to create what he calls the “Bonfire Effect.” Places that have this bonfire effect are able to gather people around their products and services because of a unique kind of emotional purchase they can’t find elsewhere. Joining Kevin for a discussion will be Stacey Griffith, a well known founding senior master instructor from Soul Cycle and author of the book Two Turns From Zero. Joining Kevin for a discussion will be Stacey Griffith, a well known founding senior master instructor from Soul Cycle and author of the book Two Turns From Zero.

Learn to:
  • Build on the value of the group experience versus the individual experience.
  • Capitalize on the concept of “place participation mystique”.
  • Frame your own system for creating and managing your own kind of bonfire effect.
Author, Two Turns From Zero
Senior Master Instructor, SoulCycle
@staceygnyc
Principal and Co-Founder
Shook Kelley