2. This is my personal observation of three stores – TJ
Maxx/Home Goods, hhgregg, and Whole Foods – and their
respective web presences. “Real or Virtual Shopping –
Observations from Not-a-Fan of Either” represents my
interpretation of the inadequate adaptation of the shopping
experience in the virtual market. Whether done poorly or
well (of course, my opinion), it seems that the companies I
observed for this assignment managed to duplicate the real
experience – versus adapt and create a new and separate
experience that would appeal to the real or virtual shopper. In
my opinion, this approach not only lacks creativity, but does
not grow their shopper-base. As an admitted non-shopaholic,
I’ve yet to experience a company that makes me want to shop
or browse unless I have a specific intent in mind. And, even
then, I find it painful most of the time…
3. TJMaxx/HomeGoods
Merchandised Chaos
Real – First Impressions Virtual – Home Page
Lantana, Florida www.tjmaxx.com
Non- Pop-up, BS Sweepstakes that nobody
descript, uninviting, discount ever wins…
retail (looks it, too!)
4. Merchandised Chaos Continued
Real – The Products Virtual – The Products
Disorganized, yet organized, feels Really? Easy to Shop? I don’t think so…
like a yard-sale-but-more-
expensive.
5. Merchandised Chaos Continued
Real – People Virtual – Make it Personal
Get in the cattle line and Everyone is into connecting on social media –
continue to be bombarded by but do you really want to connect with other TJ
impulse items… Maxx shoppers? I don’t!
6. hhgregg
The End is Near
Real – First Impressions Virtual – Home Page
The parking lot was empty, the store Interestingly enough, the store I visited had
was empty; I thought it was closed. the appliances on the left and the
tv/entertainment on the right…
7. The End is Near Continued
Real – The Products Virtual – The Products
The store was open, bright, and As with most retail websites, the
big – but it only emphasized the presentation is overwhelming and difficult
emptiness. to navigate…
8. The End is Near Continued
Real – People Virtual – Make it Personal
I was in the store (most obviously Their website makes a vain attempt to
looking at laptops) for over 10 connect with people – but it’s
minutes before a real person came useless… Again, is this a real personal
over to me. There was a huge connection? I don’t think so…
customer service kiosk in the middle
of the store with NOT ONE person
within 100 feet of it…
9. Whole Foods
Walking the Talk
Real – First Impressions Virtual – Home Page
Inviting and authentic – fresh Specific to the ‘season’, yet the
plants, natural building webpage intuitively knew my location
materials, and relaxing and presented an ‘invitation’ to click
environment. through for information congruent
with their mission statement –health.
10. Walking the Talk Continued
Real – The Products Virtual – The Products
The store touches all the senses – and Even online, the store conveys
portrays a sense of wellness and information and resources that
wholeness. promote wellness.
11. Walk the Talk Continued
Real – People Virtual – Make it Personal
Providing information and Informational links, blogs, and other
connecting with the customer is demonstrations of care for the ‘greater
more important than the advertising good’ are prevalent.
found in the typical supermarket via
plastic displays.
12. I’D
RATHER
BE AT THE
BEACH!!
Real or virtual, this
assignment has
served to remind me
that, shopping is a
bore! At its worst, it
is a
chaotic, confounded,
digging through the
rubble, necessary
task of modern
living. At its best, it
serves its purpose – to
fulfill our need to get
STUFF.
