Stanford assignment 2


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K. Moriarty-Creativity Course-Stanford-Assignment 2

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Stanford assignment 2

  1. 1. Before you enter the store:Does the store draw you in? If so, how?Neiman Marcus-noBanana Republic-yes-familiarity with brandLe Creuset-yes-color and warmthEspira-noBridal World-noKay Jewelers-yes-bright lighting of shiny objectsIs the door open or closed? Closed to outdoors coldHow does this make you feel?How big is the sign lettering and in what font?Neiman Marcus-cursive-fancy maybe pretentiousBanana Republic-Silver font-crisp clothesLe Creuset-european font-reminding that it is a superior productEspira-Yellow and sporty-selling sports clothesBridal World-Thin and cursive-not getting anythingKay Jewelers-bright white-affordableWhat does it tell you about the store?Environment:What is the color scheme of the store? How does this affect you?Neiman Marcus-black and white-accelerateBanana Republic-white, neutrals-slow downLe Creuset-natural-mostly wood-slowEspira-no discernable color scheme-uninvitingBridal World-yellow-uninvitingKay Jewelers-black and white-accelerate
  2. 2. What type of floor does the store have? How does this effect theenvironment?Neiman Marcus-carpet & linoleum-coldBanana Republic-wood-calmLe Creuset-wood-calmEspira-dark carpet-dirtyBridal World-wood floorsKay Jewelers-carpet-dirtyHow high is the ceiling? How does this feel?All stores have similar standard height-it is a mallHow brightly lit is the store? How does this affect you?Neiman Marcus-bright-goodBanana Republic-bright-goodLe Creuset-medium light-invitingEspira-dark-didn’t stay longBridal World-too bright-uninvitingKay Jewelers-bright-good How loud is the environment?None of the stores is loud; most have ambient music; too genericfor any particular environment; all stores warm except kay-bydoors and open air storeWhat is causing the noise?Is there music playing? If so, does it fit the environment?Is the store warm or cold?Is the store crowed with merchandise or is it sparse?Neiman Marcus-too crowdedBanana Republic-some shelves are empty; sale area packedLe Creuset-perfect balanceEspira-dark-medium amountBridal World-too crowded
  3. 3. Kay Jewelers-cases too crowdedDoes the store have a distinctive smell?Where is the cash register located?How visible is the store security?Neiman Marcus-very-chains around jacketBanana Republic-sensors visible as are exit sensorsLe Creuset-not visibleEspira-not visibleBridal World-not visibleKay Jewelers-all products in case; staff must showHow long do you want to stay in this store?Neiman Marcus-shortBanana Republic-mediumLe Creuset-longEspira-shortBridal World-shortKay Jewelers-mediumDoes the environment influence the perceived value of themerchandise? Yes, placement, crowding, and ease of walkingaround influence this.Personnel:How long does it take before a sales person initiates contact?Neiman Marcus-1/2 through the storeBanana Republic-not at allLe Creuset-not at all (only one salesperson with othercustomers)
  4. 4. Espira-noneBridal World-noneKay Jewelers-right awayDoes the salesperson have a script to follow with eachcustomer? Too few people at shops the time of day I visited.Does the salesperson treat different customers differently?Neiman Marcus-few workers versus # people; older women; didnot match imageBanana Republic-30’s enough staff; look like they wear what issold; no uniformLe Creuset-only one sales person-older femaleEspira-back of store, wearing sporty looking clothes; youngerBridal World-two older women back of store; not sufficient tohandle customers; do not match store imageKay Jewelers-young, on phone; enough staff for customers; nouniform; do not look like type to sell or use store productsProducts:What is the first product that you notice?Neiman Marcus-coatsBanana Republic-bare shelfLe Creuset-pots and pans the color of fallEspira-bright running clothesBridal World-ugly pale pink dressKay Jewelers-diamondsIs there a central display table with featured products?Neiman Marcus-noBanana Republic-yesLe Creuset-yesEspira-yesBridal World-noKay Jewelers-no
  5. 5. Where are items that are “for sale” located in the store?Neiman Marcus-on entryBanana Republic-in backLe Creuset-no saleEspira-backBridal World-no saleKay Jewelers-no saleHow are the products arranged? By function? By price?Bycolor?Neiman Marcus-by functionBanana Republic-by functionLe Creuset-by functionEspira-by functionBridal World-a messKay Jewelers-not organizedAre there free samples or demonstrations?noWhat products are at eye level?What items in the store are in the least accessiblelocations?shoesWhere are the most and least expensive products located?Expensive-towards front; less expensive towards rearAre the prices of the products easy to find?yesAre there impulse items near the cash register? Yes-Neimanchocolate; banana-accesoriesCustomers:
  6. 6. Are most customers alone or with someone else? What is therelationship? Most are with someone else-appear to be familyWhat is the average age and gender of the customers? 50ishwomenWhen a customer enters the store, do they tend to walk in thesame path or direction? - yesHow long do customers stay in the store, on average? Longerthan meDo customer touch the products? Is this encouraged? Yes, notsureDo most customers appear to be on a mission or are theybrowsing?browsingWhat percent of customers purchase products in the store? Veryfew