Are You Paying Attention?
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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, Venture Lab 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