Assignment 2 - Are you paying attention?
- 1. …are you payingattention? insights & observations from six stores in London
- 2. types of storesvisited general goods brand name stores stores beauty products clothing mobile phones
- 3. key observations & insights
- 4. store environment... cluttered withmany products products displayed on continuous shelves not conducive for browsing no music & tiling is not attractive ˋ brand name stores general goods open space & fewer products stores products displayed on islands conducive for browsing/spending time often with music & tiles that fit the store theme
- 5. exterior reflects interior..... general goods stores uncluttered window displays consistent color themes ˋ cluttered kitschy store fronts no consistent color themes brand name stores
- 6. ………………...lighting general goods stores brand name stores fluorescent lighting specialized lighting
- 7. ………security general goods ˋ stores brand name store hidden highly visible
- 8. price tags……… general goods stores brand name stores different price tag designs not always visible visible generic stickers not always on individual items
- 9. sales person….….….…. older /middleage men & women no contact except at checkout no uniforms brand name stores general goods stores younger women & men personalized service uniforms/dress code
- 10. .….…. product placement unstrategicplacements brand name stores general goods stores displays Often most pricey on top shelf, ~£1 at eye level samples &most pricey goods at eye-level
- 11.
- 12. General goods stores… •Tend to sell a range of products from 1£ onwards • Limited investment in the store experience (no music, overly cluttered, fluorescent lighting, no central displays, no samples)
- 13. • Limited investmentin customer service (no uniforms, no interaction, middle age or older sales persons) • Product placement is not strategic, with the most expensive products sometimes on the highest shelf and cheapest products at eye-level • Customers tend to be either parents with kids or middle age and older
- 14. Brand name stores… •Products of a specific type (beauty/clothing/ phone), costing at least in the double digits • Significant investment in the store experience (music, spacious, specialized lighting, hidden security cameras, displays, samples)
- 15. • Significant investmentin customer service (uniforms, personalized service, younger sales persons) • Strategic product placement, with most expensive products typically at eye-level • Customers tend to be women in their 20/30s for women clothing/beauty store and couples/younger individuals for phone stores
- 16. final thoughts It wasnot until I took the time to pay attention did I recognize the various details that when combined affects our overall shopping experience and behavior. The ‘appropriate’ combination of these aspects will depend on the type of products we sell and shopping experience we want our customers to have, including whether we are trying to build customer/brand loyalty.