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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 F...
Fitness equipment                        is rather stinkySmelly                              Not Smelly• Fitness Depot (ru...
Stores where                                          women work more                                          likely to b...
Stores with the most                    niche products had the             Stores with the m                         more ...
Stores with the most                     niche products had the          Stores with the m                          more e...
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 ...
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 fa...
Other conclusions…•   Cash register location•   Eye level merchandize•   On-sale merchandize•   High cost merchandize•   C...
And, what does afitness equipmentthat sells hot tubs  mean for brand   consistency?
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Why so many sports related stores in 1 area

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Transcript of "Why so many sports related stores in 1 area"

  1. 1. Why so many sports-related storesin 1 area?
  2. 2. The location: KanataOntario
  3. 3. The Suspects
  4. 4. FirstImpressions
  5. 5. Half of the sign lighted Inventory stacked against window
  6. 6. Postersrandomly placed
  7. 7. Later in the day,advertising hot tubs
  8. 8. hmm, mustbe about golf
  9. 9. Probably meanssomething
  10. 10. Bars on the windows
  11. 11. hmm, must be about hockey
  12. 12. Dominantdark colours
  13. 13. Odd tag line
  14. 14. Proud to be 100% Canadian What about the rust?
  15. 15. a rigorous survey was completed
  16. 16. That generated a lot of data
  17. 17. Thanks to modern analyticaltechniques, I can summarize the observations
  18. 18. As if a contest for the most disheveled storeWarehouse Feel Professional Feel• Fitness Depot • Pro Hockey Life• Sport Chek • Clubhouse• Sports Mart• Golf Town
  19. 19. Fitness equipment is rather stinkySmelly Not Smelly• Fitness Depot (rubber, vinyl) • Pro Hockey Life• Sport Chek (polyester, • Clubhouse rubber) • Golf Town• Sports Mart (supper)
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. Most professional display, best floor (wood) - Clubhouse
  24. 24. Most engaging display: Pro hockey life
  25. 25. How did the stores make me feel?
  26. 26. • Didn’t matter if the door was open or what colours were used, shoddy display ands are not welcoming
  27. 27. Most stores were aiming to be about the same
  28. 28. Merchandize was crowded Except for Clubhouse
  29. 29. Radio music was playing loudly Except for Pro Hockey Life who were playing old hockey play-by-play
  30. 30. Diagnosis: Stores that effectively differentiate draw in buyers
  31. 31. 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
  32. 32. 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
  33. 33. And, what does afitness equipmentthat sells hot tubs mean for brand consistency?
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