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Why so many sports related stores in 1 area
 

Why so many sports related stores in 1 area

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VentureLab, a Crash Course in Creativity, assignment

VentureLab, a Crash Course in Creativity, assignment

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    Why so many sports related stores in 1 area Why so many sports related stores in 1 area Presentation Transcript

    • Why so many sports-related storesin 1 area?
    • The location: KanataOntario
    • The Suspects
    • FirstImpressions
    • Half of the sign lighted Inventory stacked against window
    • Postersrandomly placed
    • Later in the day,advertising hot tubs
    • hmm, mustbe about golf
    • Probably meanssomething
    • Bars on the windows
    • hmm, must be about hockey
    • Dominantdark colours
    • Odd tag line
    • Proud to be 100% Canadian What about the rust?
    • a rigorous survey was completed
    • That generated a lot of data
    • Thanks to modern analyticaltechniques, I can summarize the observations
    • As if a contest for the most disheveled storeWarehouse Feel Professional Feel• Fitness Depot • Pro Hockey Life• Sport Chek • Clubhouse• Sports Mart• Golf Town
    • Fitness equipment is rather stinkySmelly Not Smelly• Fitness Depot (rubber, vinyl) • Pro Hockey Life• Sport Chek (polyester, • Clubhouse rubber) • Golf Town• Sports Mart (supper)
    • Stores where women work more likely to be greetedStaff Ignored Customers Staff Greeted Customers• Fitness Depot • Pro Hockey Life• Clubhouse • Sport Chek• Sports Mart • Golf Town Greeted fast in a stores
    • Stores with the most niche products had the Stores with the m more engaged diverse inventory te customers (Golf, Hockey to have the mos shoppers (Sports CShopping Alone, Mainly Men Family Shopping• Fitness Depot • Pro Hockey Life• Clubhouse • Sports Chek• Sports Mart• Golf Town
    • Stores with the most niche products had the Stores with the m more engaged diverse inventory te customers (Golf, Hockey to have the mos shoppers (Sports CCan Touch and Try Mainly Clothes• Fitness Depot (no one was) • Clubhouse• Sports Chek (Golf) • Sports Mart• Golf Town• Pro Hockey Life
    • Most professional display, best floor (wood) - Clubhouse
    • Most engaging display: Pro hockey life
    • How did the stores make me feel?
    • • Didn’t matter if the door was open or what colours were used, shoddy display ands are not welcoming
    • Most stores were aiming to be about the same
    • Merchandize was crowded Except for Clubhouse
    • Radio music was playing loudly Except for Pro Hockey Life who were playing old hockey play-by-play
    • Diagnosis: Stores that effectively differentiate draw in buyers
    • Stores that differentiate seem tobenefit from proximity to stores with similar merchandize When those other stores fail to keep up appearances and fail to provide compelling differentiation
    • Other conclusions…• Cash register location• Eye level merchandize• On-sale merchandize• High cost merchandize• Colouring schemes Were not materially different among all the stores visited
    • And, what does afitness equipmentthat sells hot tubs mean for brand consistency?