Awards & Engraving

February '19

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62 • A&E FEBRUARY 2019 THE WORLD MARKETPLACE OF TROPHIES & AWARDS By Eric Priceman Eric Priceman is President of Victory, division of Planter Inc. in Chicago, Illinois. In his over three decades in the awards and engraving industry, he has traveled extensively, both domestically and internationally, visiting customers and suppliers. He is happy to share his unique perspectives of the industry, both past and present. Please feel free to contact Eric by email at or by phone at 773-637-7777 ext. 228. In New York City's Meatpacking Dis- trict, a trendy upscale area of boutiques, restaurants, and nightlife, RH bought a historic building and turned it into the defi- nition of opulence. Fitted with a rooftop restaurant, wine bar, and chandeliers, the building resembles a museum more than it does a furniture gallery. But maybe that is the point: get people to come, and the buying will follow. It is about redirection. Forget about what you are actually there for. Instead go because it has become a destination location. RH figures that people will be so wowed by its space, that the groundswell of pub- licity it gets from it creates a buying expe- rience so far from the ordinary, that its audience will see value. More importantly they will see things that they did not expect, and a certain percentage of people will end up purchasing items that they did not have any intention of buying when they first decided to go there. CHANGING TO MEET THE NEED RH is an example of how companies are changing to accommodate the wants and needs of the buying public. It has become an attention-grab for many of these companies, as they try to stand out in a crowded market. Brick and mortar may be decreasing, but there are still showrooms, in many cases opulent ones, to go to in order to see what one may ultimately buy in action. Every market segment has examples of this. Here in The Future of Retail Isn't Dead, It's Just Changing R ecently I received a catalog from RH, which is the rebranded name of the furniture company Restoration Hardware. I get many catalogs at home, but this one caught my attention far more than most. First, it is quite large — almost 1,000 pages large. Secondly, it is beautiful. It is printed like a coffee table book. It is so big and beautiful that disposing of it like I do many catalogs is unthinkable. This is an example of one of the many facets of the new retail environment. It is all about capturing the attention of the audience. The adage, "Go big or go home," certainly applies here.

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