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Stanford University, Venture Lab
              Cheryl Korkowski
                  Assignment #2
                  October, 2012
   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)
   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 d辿cor
   Enhance product displays
     Display monitors with product demos or answer
      FAQs without associate
     Product marketing banners
     Product comparisons
   Online appointment scheduling
   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
   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)
   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
   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
   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
   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
   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
   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
   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
   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

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  • 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 d辿cor 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