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Creative Crash Course Assignment 2

Creative Crash Course Assignment 2

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  • 1. N M Schwab – Oct 29, 2012
  • 2.  ACE HARDWARE  Excellent APPLE  Outstanding AT&T  Mediocre Note: COSTCO  Excellent The rating is a summary of my overall FOOT LOCKER  Mediocre experience and assumed success of HOLLISTER  Excellent the stores strategy
  • 3. • Warm welcoming exterior• Immediate service and welcome
  • 4. • Cluttered Cash Register• Efficient store layout• Well marked pricing• Very clean with low cost ceilingand concrete flooring.
  • 5.  The store has automated doors and no money is wasted on cosmetics – creates an economical feel In-store radios are used to announce arrival of customers – enables immediate customer care The products are grouped into specific functions with alternatives handy for you to evaluate The personnel are uniformed and yet it feels like you are sharing your problem with a friend A trolley of “old stock” is a “discount” attraction All seasonal products are displayed near the entrance and the impulse items are a “hit” due to the stark contrast with hardware items.
  • 6. • Inviting atmosphere • Spacious layout • Great product demos • Hands-on displaysAlso see: http://youtu.be/gjB8gp6PwKo
  • 7. Super loungeWell grouped unutilized and presented products
  • 8.  High ratio of salespeople to customers however customer needs create service bottleneck – particularly when an entire family required phones A salesman was completing a survey on the number of customers instead of serving long-waiting customers The comfortable lounge could not be used as customers feared they would lose their place in line – an opportunity presents itself here Service was outstanding and customers were even escorted to the door Great product displays sell the products
  • 9.  Excitement oozes out the entrance and customers flow inside to sample the thrill High ratio of salespeople to customers that are applied perfectly to the customers needs Great use of their own products to effect point of sale transactions – no tills! Childrens play area innovative and well utilized Products are well displayed and the comfort of chairs and tables are welcoming and make the customer want to stay longer Wall displays enable shy customers to browse “Genius bar” repairs - innovative appointments system – no waiting!
  • 10. • Exclusive access only• Warehouse atmosphere• Lack of signage creates“treasure hunt” experience• “Buy in Bulk” implies bargains• Cost/unit displayed honestly
  • 11. Palletized Shoppingefficiency through cardboard tokens Tills and impulse Food purchases samples
  • 12.  Innovative displays that make you feel like the more you spend, the more you are saving Free food is a big hit that appears to add no direct value but it will get customers to return Innovative sale of fresh food via mini cardboard btokens – a reversal of internet purchasing Customers seem to buy more than they really require and items they never intended buying Limited salespeople due to mechanized stocking via pallets and cleaning of wide corridors Clothing sold from stacked table – no hangers Costso sells all types of products - implies depth
  • 13. Innovative shoe displays without prices Limited sportsclothing based onbrand name sales
  • 14.  Trademark referee uniforms create authoritarian unwelcome atmosphere Modern shoe displays spin off an expensive/ exclusive taste that implies brand above practicality Very loud “gangster” music is very intimidating and feels like a “tattoo” parlor Customers were mainly young children drawing their parents inside The shop has many padded seats for trying on shoes – inviting A salesman prevented me from photographing
  • 15. No signage outside the store – relies on customers coming to explorethe dark jungle for clothes. Appeals to young Bettys and Dudes.
  • 16. Exclusive clothing highlighted in dark interior with spot lights and clear pricing.Novel till design with intriguingsurfboard backdrop
  • 17.  Entrance lacks any sign of the brand name and therefore draws in customers that wish to explore The wooden deck, décor and strategic simplicity creates a dockside atmosphere Loud music suits the dark exciting atmosphere perfectly Young salespeople dressed in clothing being sold is a great sales initiative Clothing appears to be exclusive, high quality clothing The mysterious but exciting feel to the store makes you want to return for more