As I do every week, I’m pulling out my little file of content and article ideas for you, my dear merchants… And I’d written this one down, following a superb initiative I’d seen from the Saint-Cloud Town Hall (92 – Editor’s note: my home town), featuring an artist in a shopkeeper’s home, to talk about the strong points in common between a shopkeeper and an artist. I’m also convinced of this insofar as many of my customers have also been captivated by my evening performances (DJ) or training sessions (scenography, presentation, playing with the audience…).

In the world of commerce and art, shopkeepers and artists seem to lead different lives. The former are focused on schedules, numbers, sales and profitability, while the latter are often perceived as creative beings, aspiring to touch the emotions and imagination of their audience. However, closer analysis reveals striking similarities between these two seemingly divergent worlds. We’ll compare the backstage of workshops, kitchens and shows, customers and spectators, and finally, explain why being a retailer is an art in itself.

Workshops or kitchens versus show backdrops: The Art of Preparation

In a workshop or kitchen, just as behind the scenes at a show, preparation is essential to success. Chefs and artists spend hours planning, rehearsing and fine-tuning their respective creations. Chefs experiment with flavors, seeking to delight their customers’ taste buds, while artists perfect their performances to move the audience. Rigor, passion and commitment are key elements for both chefs and artists. You can have your temper and your outspokenness with your teams, but when your customers are there, you cherish them and want to impress them with respect by presenting your creations.

Customers and Spectators: the Experience-hungry public

A retailer’s customers and an artist’s audience share a common quest: the experience. Customers look for quality products, exceptional service and memorable interactions. Similarly, spectators expect captivating performances, strong emotions and unforgettable moments. In both cases, the interaction between merchant or artist and audience is crucial to creating a rewarding experience. Audience satisfaction is the ultimate measure of success, whether in terms of sales or applause.

Being a Retailer: The Art of Creation and Persuasion

To be a retailer is to be a creative and persuasive artist. Just as an artist paints on a blank canvas, a retailer imagines innovative products or services to meet the needs and desires of his customers. What’s more, a retailer must master the art of persuasion to communicate effectively with his customers, encouraging them to choose his products and convincing them of the value they bring to their lives.

Running a business also requires artistic skills. Like a stage director who coordinates the actors and sets (reception, shop window, seasonal theme, etc.), a retailer organizes and directs his team to offer customers a coherent and pleasant experience. Setting up an attractive and engaging environment in a store or on a website is also a matter of artistic creativity.

Still skeptical about the merchant/artist correlation?

Despite the apparent differences between merchants and artists, it’s clear that these two worlds share many similarities. The workshops, stockrooms, kitchens and backstage areas of shows require meticulous organization, logistics and preparation, where passion, commitment and rigor are essential for success. Merchants and artists both “normally” strive to provide a unique experience for their audience, whether through quality products or captivating performances. They have to reinvent themselves with every tour, every season. Not to tire themselves or their audience/customers.

However, it’s important to recognize that business itself is an art. Being a retailer requires creativity, innovation and persuasion. Just as an artist creates a work of art, a retailer creates a business concept by developing innovative ideas and putting them into practice. In addition, a retailer must master the art of persuasion to attract and retain customers. This means effectively communicating the advantages and added value of your products or services, and convincing potential customers to take the plunge and choose your proposition.

Running a business also requires artistic skills. Like a director coordinating every aspect of a film, a retailer organizes and directs his team to create a coherent and satisfying experience for customers. What’s more, the aesthetics and layout of a store, or the creation of a customer experience, are crucial aspects of retailing where artistry plays a major role. Creating an attractive, harmonious environment is an integral part of the commercial strategy, arousing customers’ interest and inviting them to explore further.

At the end of the day, being a merchant is much more than a simple business transaction. It’s an art that combines creativity, innovation, persuasion and management. Merchants are artists in their field, creating unique experiences, influencing consumer tastes and preferences, and contributing to the cultural richness of our society.

In short, despite the apparent differences, retailers and artists share many similarities in their quest for creation, public satisfaction and excellence. Being a retailer is an art in itself, requiring creative skills, artistic sensibility and a constant concern to meet customers’ expectations and needs. Therefore, it’s time to recognize and celebrate the artistic nature of commerce, understanding that retailers are artists who shape our daily consumer experience.