Store Observation: Insights, Surprises & Opportunities

Insights:

An open door is an invitation: And the wider the door/entranceway – the greater invitation.

The traffic flow was greater going into those stores that presented no barrier to entering/open door than those stores that had either closed doors or closed doors with an advertising sandwich board outside promoting the products inside the store.

There is a breadcrumb trail created in some store layouts that take you past some merchandise and leads you directly to the cash register.

In three stores, the store layout was such that as soon as you walked into the store the merchandise was stacked high on both your left and right side that it felt like you were walking straight down a run way – you did not have the option to turn left or right. At the end of the “runway” was an open area where the store owner had their desk, cash register and greeted you and there were displays of products that you could pick up in this location under their watchful eyes. The merchandise located on the runway was behind cases and or was of lower cost value. It felt like come into my palour said the spider to the fly. In this environment I saw several customers walk in, take a few steps and turn around. Those customers who appeared to already know they wanted to buy products from this vendor vs exploring came all the way into the store. It was almost like this was the path to “oz” to the owner of the store, who also happened in these situations to be a highly skilled crafts person that also ran a store front operation that sold their products and some raw materials – very specialized. Those that knew the crafts person stayed a long time and demonstrated a lot of patience waiting for assistance. Browsers were out of the store in 15 seconds or less.

If you make it cozy with colour and texture and soft on my feet I’ll stay longer.

Warm coloured wood cabinets, and display counters with soft wooden floors that were soft on the knees and gave texture to the experience – customers stayed longer. I don’t know if this was because it was fall and this colour palate went with the season but it worked for keeping people in the store a little longer. It would be interesting to see the effect in the summer when it is hot outside.

Greet me and leave me and I’ll stay.

Acknowledging customers with a quick hello but leaving them on their own to browse for 5 minutes then asking if they wanted assistance received more favorable responses for assistance that those where store personnel asked for assistance within the first minute.

Customers must be magpies.

The first items at eye level entering the store were extremely colourful and had texture and they were not expensive items.

If it smells like home/good - I’m in.

My nose leds the way: roasted chicken and baked goods were located in heat lamped stands near the cash entranceway to two large stores. E.g. some roasted chickens and some baked goods on small table as soon as you entered the store welcoming you in as if coming home to a well cooked dinner, and yet the bakery department and the prepared foods sections were significantly further into the store.

Pied Piper is in town

The music is playing and customer waiting in line at cash register stayed longer than if no music playing.

I need space.

Stores with high ceilings and multiple levels – people stayed longer and explored more.

Let there be light!

Bright lights = I can see what’s there and this makes me feel more comfortable and so I’ll stay in the store longer vs dimmed lighting store with merchandise (e.g. who or what’s hiding behind the next corner that might surprise me).

Surprises:

I was surprised at the multitude of senses that the store engaged the customer. It was a subtle orchestration to draw me in and keep me soothed and comfortable and engaged.

Craftsperson’s stores had an upfront non accessible display of their work, followed by a combination of accessible, touchable raw materials that were not expensive followed by accessible work product that was expensive that was close to their desk and cash register. It was along the lines of….this is what is possible, now here are some raw materials that you can use your imagination with and now here is what is really really fabulous that can be made from raw materials.

Cash register was at the back of the store in craftsperson stores close to their work areas vs sales area.

Opportunities

In the small crafts persons store – having a stylish coat hook in a “safe” area away from the door would enable people to engage more with the merchandise in the cold weather – as it was hard to do carrying the bulk of hats, gloves and coat.

Creating an open work table for customers to “play” with raw materials with the craftsperson might create more relationships between the customer and the store owner and more opportunities to explore options and thus potential to increase sales.

More is less. Too much merchandise and you are unable to focus. Editing in displaying products is important.

Change store colours to go with the season and our seasonal needs, comforts. What scents are contextually appropriate for the store that can be used to welcome customers

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