Download to read offline
Uploaded byCheryl Korkowski
Are You Paying Attention?
This document provides recommendations for improving several retail stores. It analyzes aspects like location, signage, environment, sales associates, product displays, and customer experience. Common suggestions include engaging more of the 5 senses, enhancing curb appeal, improving product marketing, optimizing staffing, and expanding selections for impulse purchases. The goal is to create a more inviting atmosphere that encourages customers and increases sales.
Are You Paying Attention?
- 1. Stanford University, VentureLab Cheryl Korkowski Assignment #2 October, 2012
- 2. • Location • Corner of parking lot next to empty retail space • Signage • Store name on door at eye level in addition to large sign 20’ above ground • Environment • Sterile interior with sparse product displays • Limited information without speaking to associate • Sales Associates • Associate:Customer Ratio 1:1 • Overly chatty – distracted from task • In store rear unless interaction with tethered products is required • Encouraged customer to try products • 3 of 5 senses engaged • Sight (however not exciting or inviting) • Touch (play with products, although not all were live) • Hearing (music with variety to appeal to all ages)
- 3. • Waiting area with: • Reading materials • Refreshments (coffee/snacks) • “Kid friendly” activities • Benefit: • Fewer clients leave due to wait • Engage additional senses • Enhance “curb appeal” • Advertising banners • Balloons or other festive décor • Enhance product displays • Display monitors with product demos or answer FAQs without associate • Product marketing banners • Product comparisons • Online appointment scheduling
- 4. • Automatic Doors • Invite you in as you approach • Greeters welcome customers at entrance • Curb Appear • Sale items displayed outside and in entrance • Large, easy to read “Everyday Low Price” signs • Environment • High ceiling and spacious aisles create shopper space • Products visually attractive • Significant impulse items at checkout • Senses Engaged – 5 of 5 • Sight • Hearing (loud, echoing conversations) • Taste (food samples) • Smell (fried grease from in-store restaurant) • Touch (most products available for inspection) • Product Purchases • Majority of customers make purchase • Sale items at entry with clear signage • Significant impulse purchasing
- 5. • Registers / Checkout • Additional Express Checkouts • Environment • Floor staff to “clean” aisles/merchandise at peak periods (weekends) • Eliminate “frying grease” smell at entry • Redirect vehicle traffic from busy pedestrian entry • Increase “child appeal” of impulse purchases • Small toys & books • Nutritious snacks (child & parent appeal)
- 6. • Entry • Store name very small at street level • Large sign two stories high • Entry greeter welcomes customers • Curb Appear • Large windows allow passing customers full view of merchandise • Colorful , attractive & coordinated displays • Environment • White floors, walls and ceilings allow colorful merchandise to be visual focus • Color grouping allow customers to orient quickly • Appears “popular” colors centrally located (purple, pink, blue and red) • Senses Engaged – 3 of 5 • Sight • Hearing (music loud targeted to ages 15-30) • Touch • Product Purchases • High volume of customers make purchases • Sale items at rear of store • Some impulse purchases available
- 7. • Engage additional senses • Offer perfumes or scented candles (maintain color theme) • Product Offering • Provide section of higher quality costume merchandise for more senior customers • Staffing Efficiency • Scheduling (5-6 staff to 1 customer on weekday evening) • Environment • Number of fitting rooms disproportionate to volume of clothing offered • Provide seating or benches in shoe sections • Increase “curb appeal” • Signage or banners near entrance to attract passing customers
- 8. • Entry • Signage easily visible from passing customers • Curb Appear • Large windows mostly covered with displays or signs – little visibility to store merchandise • Mountain lodge entry • Environment • Wood displays • Muted lighting • Calming music • Senses Engaged – 3 of 5 • Sight • Hearing (quiet music targeted to ages 40+) • Touch • Product Purchases • Appears only 50% of customers make purchases • Sale items near rear • Minimal impulse purchases available
- 9. • Curb Appear • Uncover windows and provide visibility into store • Environment • Banners or signs announcing sales • Engage Additional Senses • Candles or diffusers with natural or wood scents • Product Marketing • Improved product/value marketing
- 10. • Entry • Open door, fragrant exterior • Greeted immediately upon entry • Encouraged to touch/smell products • Curb Appear • Large White “Country Cottage” Entry • Signage easily visible from passing customers • Colorful display easily visible to passing traffic • Environment • White country cottage decor • Bright lighting • Calming music • Senses Engaged – 4 of 5 • Sight • Hearing (quiet music) • Touch • Scent • Product Purchases • Impulse purchases available and offered by associates
- 11. • Environment • Larger store to accommodate vast product choices (slightly crowded & highly fragile merchandise) • Store temperature too hot • Professional Staff • Sr. Associate very knowledgeable – more junior staff less enthusiastic and/or confident in approach
- 12. • Entry • Narrow store front • Curb Appear • Great sale banners and discount signs visible from exterior • Environment • Comfortable, neutral walls & floors • Small store, limited merchandise • Soft music very relaxing • Muted lighting • Senses Engaged – 3 of 5 • Sight • Hearing (quiet music) • Touch • Product Purchases • Some impulse purchases available
- 13. • Environment • Expand store footprint/square footage • Enhance exterior “curb appeal” • Engaged Additional Senses • Smell – candles or diffusers • Product Purchases • Increase merchandise available for impulse purchases