The concept of value-added plays an important role in all merchandising in our industry. Just like those buy something in upmarket department stores like Nordstroms or Harrod’s, people may pay many dollars more for an item if they feel they are getting something extra like assured quality or better customer service.

So, what are some of the things that add to the perception of value in our facilities?

1) Convenience. Many items sold at parks and attractions are convenience items, things such as suntan lotion and batteries or memory cards for cameras. They sell because they are convenient and the customer needs them now.

2) Souvenirs. This is the value added because people buy to remind them of their experience. Some items are designed specifically as souvenirs, the branded pen or t-shirt, for example.

3) Thematic Appeal. This is when the merchandise seems more exciting because it is associated with a highly visual theme or engaging experience inside an attraction. The more emotional involvement the merchandise has with the customer, the more value it boasts and higher price it can command. Items can also become associated with a show inside a venue, for example glow or light-up items.

4) Display. Ultimately the way a product is displayed or even demonstrated to the customer can add perceptual value to products and cause incremental sales.

Eastern education

I’m off to China again this month to recruit students for our third Montclair State University (USA) International Attractions and Tourism Program. Our second group, totalling 123 students, is now working hard entertaining guests at Walt Disney World. We visit the students frequently and offer additional instruction and guidance during their stay.

The university is interested in talking to other organisations and expanding this programme, which is already recognised as the leading ones of its kind in China following extensive radio, television and print coverage. Montclair State University is now also the largest academic partner in the Walt Disney World College Program.

Dr Samuels has written many articles for the amusement industry. He provides diverse consulting services in general marketing and market research, facility development, customer service, safety, crowd and event management, plus promotional activities programming such as birthday parties. He can be reached at samuelsj@mail.montclair.edu

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