Crash Course on Creativity
Submitted by Hari Krishnan
PAYING ATTENTIONAssignment 2
Stores Visited:
• Dinsko – Footwear store• JC – Clothing store• Bokia – Book store• H&M – Departmental/clothing
retailer• ICA Supermarket• Stadium – Sports store
Place: Stockholm, Sweden
Store 1: Dinsko
Observations: As a male the store did not draw me in as
the theme from outside looked as a female shore store, male section was hidden behind!
Open doors – good signage, appealing for female customers
Color scheme was dull but was good as my attention was drawn towards merchandise rather than store itself.
Brightly lit, popular music, warm, sparsely crowded – mostly young female customers
The environment of the store was that of a discount shoe retailer.
No sales person visible except for behind counter
Prominent “Sale” displays attracting customers
No prominent central display with featured items.
Merchandise displayed according to brands rather than by prices
Store 1: Dinsko
Opportunities:
Products for male customers could also be displayed at the entrance to attract male customers.
Sales personnel could be proactive and attend to customers
Central display displaying featured or sale products could lead customers in.
Store 2: JC
Observations:• Video display at the entrance
attracts customers in.• Store split into women’s section
on the right and men’s on the left attracting both customers.
• Trendy music, ample lighting and prominent sale signs attract customers to spend more time in store
• Hardly any customers – maybe due to proximity to H&M next door
• No sales personnel visible – no uniforms.
• Accessories lined on central walkaway scope for impulse purchase.
Store 2: JC
Opportunities:
Space utilization can be optimized to make the store look less cluttered (see pic in previous slide)
Sales personnel could be more attentive with uniform to distinguish them
Store needs to send a statement – a discount retailer or high end retailer. Currently this is unknown – could be the reason for lack of customers.
Store 3: Bokia
Observations: Clear and prominent entrance with central
display featuring sale/popular item attracting customers
Display board displaying seasonal special – especially for kids as seen
Top 10 bestsellers list and book display helps customers access them easily
Prominent signage showing book genre by which they are arranged
Lots of accessories and impulse purchase items close to the cash register
Smiling staff – but no uniforms!
Store 3: Bokia
Opportunities:
Stalls for book search would help customers search for specific books and would encourage customers to spend more time in store
Staff could wear uniforms to distinguish themselves
Reading chairs or stools at the corner of the isle would encourage buyers to read and hence spend more time in the store prompting them to buy books.
Store 4: H&M
Observations: Large entrance with prominent central
display showing top sellers in various sections of merchandise
Left side of the landing zone dedicated to selling cosmetics and personal products – reminding customers H&M is not only about clothes
Dedicated staff behind counters and around store with uniform to help shoppers
Hip-hop music playing in the background Brightly lit store Customers flocking around sale areas
which are marked with huge “sale” signs Merchandise arranged according to price Sale items in the entrance attracts
customers to the more expensive full price items in the back
Lots of impulse purchase items kept at the cash counter
Store crowded with customers predominantly female and in their 20s
Store 4: H&M
Opportunities:
Male items in the entrance could also entice male customers since male merchandise is at the end of the store.
Front section of the store could be less cluttered by moving some racks to the back of the store which seemed to be empty and with less people. This would take away the cheap feel to the store from outside!
Store 5: ICA Supermarket
Observations:
Entrance well marked by an unmistakable “red carpet” welcomes customers in.
Shopping carts appropriately placed on the right side of the landing zone
Seasonal impulse buys – pumpkin cookies and confectionaries during Halloween – placed at the entry
Bread - the most sold item – placed right in front of entrance
Milk – the second most sold item – placed at the end of the store to make customers go through all the other isles prompting them to shop more!
Store 5: ICA Supermarket
Tobacco stall and impulse purchase items near the cash register
Movie DVDs and books right by the cash register. People waiting in the queue might be tempted to browse and buy.
Sign boards for isle items easily visible from one any place on the walkway
Opportunity:Price checker hidden
behind the pillar. One solution is to place the
red arrow on all 4 sides of pillar.
Store 6: Stadium
Observations:
A race track patter on the floor leads customers to the store. This track is marked all over the store making customers unconsciously follow this track.
The entrance is marked by sports figures and sets the sporty mood of the customer
Ambience of the store is sporty, and the music is fast paced matching the sporty style of the store
Price (and sale price) displayed prominently on all racks and shelves.
Many impulse purchase items placed close to the billing counters where customers queue-up
Store 6: Stadium
OpportunityTrack on one section ends in a dead end. This could be avoided to establish continuity
OpportunityOnly mirror in the
women’s section is hidden behind pillar and
racks. Mirrors tend to increase the time
customers spend in the store trying on merchandise.
Lots of friendly and smiling store staff found in brightly colored uniforms
Opportunity:Larger shopping carts hidden behind smaller shopping bags. Larger carts might induced more purchases. Hence Carts must be visible to the customers entering the store.
Thanks!
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