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Transcript

  • 1. Erin Fillingim Anthropologie Analyzing Navigations “Customer Journey Documentation”Summer Semester 2011 - Adjunct Professor Alisan Atvur
  • 2. How Would I find a Brown Handbag at Anthropologie?
  • 3. Differences in Navigation Experience• IN-STORE• When you are shopping in-store, you are greeted by a kind employee. They usually ask if they can help you find anything. At that point you could say, “Why yes, I am looking for a brown handbag.” The employers are trained and required to know the store’s inventory, as well as where every product is located on the floor. The employee could then easily direct you around the store to all the brown handbags currently available. If none were to suit your fancy, they could help you locate one at either another store location or in the inventory catalogue.• But say you are not interested in an employee’s assistance and want to browse the store on your own time. Anthropologie typically has their handbags scattered around the entire store, so the customer would have to navigate the entire floor to see every bag. This allows for her to see other products, increasing the likelihood that she will buy more than what she came in for.• Physically navigating Anthropologie can be exhausting. There is a lot going on, and many products to look at. People who are not familiar with the style of the store could easily become overwhelmed.
  • 4. Differences in Navigation Experience• ONLINE• Navigating Anthropologie online is quite a different experience. There are clearly defined labels and categories, so a person doesn’t have to waste time browsing among the many products the store offers.• There is also a greater selection of products considering it varies with each physical location in keeping up with the desired inventory.• However, online does not allow for the friendly customer service that shopping in-store does. Plus when a customer enters an Anthrpologie location, they are completely immersed in the whimsical environment the store creates.
  • 5. In-store Navigation Difficulties• When navigating in-store there is a lot of information to take in. Dresses, shirts, sweaters, sofas, books, tea cups, aprons, bedding, shower curtains etc. The store winds and turns and takes you all over the place. It is difficult to follow one path when you are browsing the store. I found myself taking several tangents and then having to double-back to start browsing a new section. One minute I was looking at denim pants, then before I knew it, I was in the kitchen ware section.• I will say the store does a fairly decent job in trying to separate the apparel from the home decor. And the “Sale” section almost always has its own department.
  • 6. Online Navigation Difficulties• The most difficult in navigating the online store is the amount of products to look through. Page after page of handbags, shoes, earrings etc., it can get overwhelming and cause an impatient customer with a short attention span to either give up or search somewhere else.
  • 7. Would customers use both In-Store AND Online?• I think a customer would use both in a situation where she went to the physical store location looking for a certain style/color/genre of a product and didn’t find exactly what she was looking for. She could then search the larger inventory online to find the perfect item.• The reason I say a customer would be less likely to use the easy method of shopping online is because shopping at Anthropologie is not just about purchasing an item - its about experiencing the ambiance of the unique and creative world that the company creates inside each and every store.