10 feet

3 feet

1 foot pt 1

1 foot pt 2

Observed Sales FunnelSteps Strategy

Buy!

01WHEREITEM TYPEATTRACTIVE STYLE

02WHat/whybest use/activityenvironment/climate

03WHOsize/fitprice

04WHichpros/consfor comparison

attractive colorsno unpacking/set up

clear, conciserecognizable key wordsscannable

in stock/sample availablegood value

uniquefeatures + benefits

*

*

* for items that are emphasize fit, 2 & 3 are flipped around.

Seattle Flagship Shop-Along Observations

Apparel Sample size: 34

Camp (pack, tent) Sample size: 85Camp (Furniture) Sample size: 44

Touched Product

ReadHangtags/packaging

Readsignage

61%

Talked to GV

Searched on phone

Tried on Product

21% 0%

0%16% 11%

Touched Product

ReadHangtags/packaging

Readsignage

Talked to GV

Searched on phone

Tried on Product

40%

9%Not

collectedNot

collected

Not collected

Not collected

Travel Sample size: 29

Touched Product

ReadHangtags/packaging

Readsignage

Talked to GV

Searched on phone

Tried on Product

59% 35% 0%

10% 3% 7%

Touched Product

ReadHangtags/packaging

Tried on Product

Talked to GV

Searched on phone

Took photos

47% 0%24%

18% 3% 32%

Cycle Apparel Sample size: 24

Touched Product

ReadHangtags/packaging

Tried on Product

Talked to GV

Searched on phone

Took photos

13% 13%

14%7% 7%

0%

Cycle Sample size: 24

Touched Product

ReadHangtags/packaging

Tried on Product

Talked to GV

Searched on phone

Took photos

50% 17%

17%13% 0%

7%