Creative Crash Course Assignment 2

1. N M Schwab – Oct 29, 2012

2.  ACE HARDWARE  Excellent
 APPLE  Outstanding
 AT&T  Mediocre
Note:
 COSTCO  Excellent The rating is
a summary of
my overall
 FOOT LOCKER  Mediocre experience
and assumed
success of
 HOLLISTER  Excellent the stores
strategy

3. • Warm welcoming exterior
• Immediate service and welcome

4. • Cluttered Cash Register
• Efficient store layout
• Well marked pricing
• Very clean with low cost ceiling
and concrete flooring.

5.  The store has automated doors and no money is
wasted on cosmetics – creates an economical feel
 In-store radios are used to announce arrival of
customers – enables immediate customer care
 The products are grouped into specific functions
with alternatives handy for you to evaluate
 The personnel are uniformed and yet it feels like
you are sharing your problem with a friend
 A trolley of “old stock” is a “discount” attraction
 All seasonal products are displayed near the
entrance and the impulse items are a “hit” due to
the stark contrast with hardware items.

6. • Inviting atmosphere
• Spacious layout
• Great product demos
• Hands-on displays
Also see: http://youtu.be/gjB8gp6PwKo

7. Super lounge
Well grouped unutilized
and
presented
products

8.  High ratio of salespeople to customers however
customer needs create service bottleneck –
particularly when an entire family required phones
 A salesman was completing a survey on the number
of customers instead of serving long-waiting
customers
 The comfortable lounge could not be used as
customers feared they would lose their place in
line – an opportunity presents itself here
 Service was outstanding and customers were even
escorted to the door
 Great product displays sell the products

11.  Excitement oozes out the entrance and customers
flow inside to sample the thrill
 High ratio of salespeople to customers that are
applied perfectly to the customers needs
 Great use of their own products to effect point of
sale transactions – no tills!
 Children's play area innovative and well utilized
 Products are well displayed and the comfort of
chairs and tables are welcoming and make the
customer want to stay longer
 Wall displays enable shy customers to browse
 “Genius bar” repairs - innovative appointments
system – no waiting!

12. • Exclusive access only
• Warehouse atmosphere
• Lack of signage creates
“treasure hunt” experience
• “Buy in Bulk” implies bargains
• Cost/unit displayed honestly

13. Palletized Shopping
efficiency through
cardboard
tokens
Tills and impulse Food
purchases samples

14.  Innovative displays that make you feel like the
more you spend, the more you are saving
 Free food is a big hit that appears to add no
direct value but it will get customers to return
 Innovative sale of fresh food via mini cardboard
btokens – a reversal of internet purchasing
 Customers seem to buy more than they really
require and items they never intended buying
 Limited salespeople due to mechanized stocking
via pallets and cleaning of wide corridors
 Clothing sold from stacked table – no hangers
 Costso sells all types of products - implies depth

16. Innovative shoe
displays without
prices
Limited sports
clothing based on
brand name sales

17.  Trademark referee uniforms create authoritarian
unwelcome atmosphere
 Modern shoe displays spin off an expensive/
exclusive taste that implies brand above
practicality
 Very loud “gangster” music is very intimidating
and feels like a “tattoo” parlor
 Customers were mainly young children drawing
their parents inside
 The shop has many padded seats for trying on
shoes – inviting
 A salesman prevented me from photographing

18. No signage outside the store – relies on customers coming to explore
the dark jungle for clothes. Appeals to young Bettys and Dudes.

19. Exclusive clothing highlighted
in dark interior with spot
lights and clear pricing.
Novel till design with intriguing
surfboard backdrop

20.  Entrance lacks any sign of the brand name and
therefore draws in customers that wish to explore
 The wooden deck, décor and strategic simplicity
creates a dockside atmosphere
 Loud music suits the dark exciting atmosphere
perfectly
 Young salespeople dressed in clothing being sold is
a great sales initiative
 Clothing appears to be exclusive, high quality
clothing
 The mysterious but exciting feel to the store makes
you want to return for more