When creating Ike’s Deep Discount Drug Store, the company sought to give the customer a unique place to shop. The customer needed to be enchanted to the point that they would come back spontaneously to shop the store.
It wasn’t just pricing to make a difference. Presentation, from theme to inside the store, needed to give a WOW! The store had to make the shopping experience far better than the competitions’. We wanted to keep the store clean, well stocked and with plenty of clerks to help the customer find what they wanted.
The store needed to be a fun place to shop. The merchandise there was not the normal drug store items. If Ike thought it would sale, he would buy it. When Ike found a great deal, he would buy a great deal. It would be stacked high and sold cheap. So displays would have to be bigger than most stores…jumbo, like an elephant.
So, Ike became an elephant and everyone liked Ike’s. I liked Ike’s, but that became political. So what goes with elephants?...the circus. The store was the Big Top, the sales floor was that stage and the employees were performers. The promotional material was to tell the story in fun whimsical ways.The stage was set…It’s show time!