Are you paying attention?

November 1, 2012

By Abhishek Shirali

Archies – An Indian Greeting Card Shop

Observations

Opportunities

Store structure and messaging

▪ Highly cluttered store with no clear messages on branding

▪ No directional understanding of store structure

Sales support

▪ Limited support from staff to shoppers

▪ No understanding of shopper preferences

Store structure

▪ Create permeable divisions within the store (e.g. one for cards, one for soft toys) to ensure clear messaging

▪ Reduce number of goods, increase margins

Sales support

▪ Train salesmen to be helpful and provide inputs to reduce shopping time

L’Occitane – The Fresh Cosmetic Store

Observations

Opportunities

Store structure and messaging

▪ Fresh and rustic vibe with significant percentage of natural elements (e.g. flowers) used for store decoration

Sales Support

▪ Knowledgeable sales team with inputs that drive purchasing behaviour

Store structure and messaging

▪ Advertise combination of International appeal and Indian ingredients

▪ Increase ability to sample products (e.g. give take-away samples) to increase customer stickiness

Sales support

▪ Increase knowledge on purchasing power of consumers

Steve Madden – Internationally yours

Observations

Opportunities

Store structure and messaging

▪ Modern store structure combined with natural elements (e.g. wood)

▪ Compartmentalization of style types allows easy purchasing

Sales Support

▪ Personal stylists that provide inputs on styles you should adopt given your fashion sensibilities

Store structure and messaging

▪ Increase visual appeal of shoes – show models wearing shoes

Forest Essential – Naturally Yours

Observations

Opportunities

Store structure and messaging

▪ Store with natural elements strewn around the store – relaxes the consumer

▪ Aromas of different products elicit curiosity and drive purchase decisions

Sales Support

▪ Knowledgeable staff that can answer any question on products and inherent ingredients

Store structure and messaging

▪ Introduce yoga and meditation that can relax the customer (which seems like a logical combination)

Sales support

▪ Train sales staff to be able to combine the above with knowledge

Mango – Clothing You Forever

Observations

Opportunities

Store structure and messaging

▪ Store with multiple clothing types and limited segregation

▪ High degree of confusion in the store

Sales Support

▪ No support on clothes (e.g. size, style)

Store structure and messaging

▪ Create departments within the store to allow for segregation of fashion types

Sales support

▪ Increase sales support to reduce time spent on looking for the right size and style

Cinnabon – The Delicious Little Devils

Observations

Opportunities

Store structure and messaging

▪ Open store in the center of the mall allowing a quick bite for all consumers

Sales Support

▪ Extremely helpful and ensures quick turnaround

Store structure and messaging

▪ Introduce multiple cashiers (there are 2 sides to the central square) to increase sales