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Similar to Stanford assignment 2
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Stanford assignment 2
- 1. Before you enter the store: Does the store draw you in? If so, how? Neiman Marcus-no Banana Republic-yes-familiarity with brand Le Creuset-yes-color and warmth Espira-no Bridal World-no Kay Jewelers-yes-bright lighting of shiny objects Is the door open or closed? Closed to outdoors cold How does this make you feel? How big is the sign lettering and in what font? Neiman Marcus-cursive-fancy maybe pretentious Banana Republic-Silver font-crisp clothes Le Creuset-european font-reminding that it is a superior product Espira-Yellow and sporty-selling sports clothes Bridal World-Thin and cursive-not getting anything Kay Jewelers-bright white-affordable What 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-accelerate Banana Republic-white, neutrals-slow down Le Creuset-natural-mostly wood-slow Espira-no discernable color scheme-uninviting Bridal World-yellow-uninviting Kay Jewelers-black and white-accelerate
- 2. What type of floor does the store have? How does this effect the environment? Neiman Marcus-carpet & linoleum-cold Banana Republic-wood-calm Le Creuset-wood-calm Espira-dark carpet-dirty Bridal World-wood floors Kay Jewelers-carpet-dirty How high is the ceiling? How does this feel? All stores have similar standard height-it is a mall How brightly lit is the store? How does this affect you? Neiman Marcus-bright-good Banana Republic-bright-good Le Creuset-medium light-inviting Espira-dark-didn’t stay long Bridal World-too bright-uninviting Kay Jewelers-bright-good How loud is the environment? None of the stores is loud; most have ambient music; too generic for any particular environment; all stores warm except kay-by doors and open air store What 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 crowded Banana Republic-some shelves are empty; sale area packed Le Creuset-perfect balance Espira-dark-medium amount Bridal World-too crowded
- 3. Kay Jewelers-cases too crowded Does the store have a distinctive smell? Where is the cash register located? How visible is the store security? Neiman Marcus-very-chains around jacket Banana Republic-sensors visible as are exit sensors Le Creuset-not visible Espira-not visible Bridal World-not visible Kay Jewelers-all products in case; staff must show How long do you want to stay in this store? Neiman Marcus-short Banana Republic-medium Le Creuset-long Espira-short Bridal World-short Kay Jewelers-medium Does the environment influence the perceived value of the merchandise? Yes, placement, crowding, and ease of walking around influence this. Personnel: How long does it take before a sales person initiates contact? Neiman Marcus-1/2 through the store Banana Republic-not at all Le Creuset-not at all (only one salesperson with other customers)
- 4. Espira-none Bridal World-none Kay Jewelers-right away Does the salesperson have a script to follow with each customer? 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; did not match image Banana Republic-30’s enough staff; look like they wear what is sold; no uniform Le Creuset-only one sales person-older female Espira-back of store, wearing sporty looking clothes; younger Bridal World-two older women back of store; not sufficient to handle customers; do not match store image Kay Jewelers-young, on phone; enough staff for customers; no uniform; do not look like type to sell or use store products Products: What is the first product that you notice? Neiman Marcus-coats Banana Republic-bare shelf Le Creuset-pots and pans the color of fall Espira-bright running clothes Bridal World-ugly pale pink dress Kay Jewelers-diamonds Is there a central display table with featured products? Neiman Marcus-no Banana Republic-yes Le Creuset-yes Espira-yes Bridal World-no Kay Jewelers-no
- 5. Where are items that are “for sale” located in the store? Neiman Marcus-on entry Banana Republic-in back Le Creuset-no sale Espira-back Bridal World-no sale Kay Jewelers-no sale How are the products arranged? By function? By price?By color? Neiman Marcus-by function Banana Republic-by function Le Creuset-by function Espira-by function Bridal World-a mess Kay Jewelers-not organized Are there free samples or demonstrations?no What products are at eye level? What items in the store are in the least accessible locations?shoes Where are the most and least expensive products located? Expensive-towards front; less expensive towards rear Are the prices of the products easy to find?yes Are there impulse items near the cash register? Yes-Neiman chocolate; banana-accesories Customers:
- 6. Are most customers alone or with someone else? What is the relationship? Most are with someone else-appear to be family What is the average age and gender of the customers? 50ish women When a customer enters the store, do they tend to walk in the same path or direction? - yes How long do customers stay in the store, on average? Longer than me Do customer touch the products? Is this encouraged? Yes, not sure Do most customers appear to be on a mission or are they browsing?browsing What percent of customers purchase products in the store? Very few