Are you paying attention
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Transcript of Are you paying attention
Are You Paying Attention
Assignment 2- Prepared for the classA Crash Course in Creativity by
Neeraj Kulkarni
2
Goal: Paying Attention
Six Stores
Experiences – Insights & Opportunities
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World MarketBackground
Offers wide variety of goods from across the world such as rugs, furniture, candles, dishes, plates and alcohol
Offers artistic and cultural accessories
Also famous for handmade and environmentally stable merchandise
Generally known as a cheaper option to “Pier One”
Generally found in a big shopping center in your city
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World Market – What I Saw Open Door Policy
Outside Sale sign shows that furniture items are running currently at 25% discount
“Look and touch” aspect with clear labeling helps customers to access variety of products
“Global Bazaar” feel with bright colors and colorful displays and lighting through out the store
Point of sales clearly displays the new arrivals, current items on sales, popular products for the season, highly purchased products etc.
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World Market – Insights/Opportunities From a task driven sales force to a
customer driven sales force- Sales reps were more busy
managing merchandise, putting things in place, carrying things than helping customers out
Theme centric rather than product centric” approach to sales
- Since most customers who shop here are “global curious”, an idea would to convert the shopping experience to themes like “Design your own Japanese Kitchen” or “African living room” with featured items together. Such creative selling approach can create unique cross/up-selling opportunities
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Harris TeeterBackground
Supermarket chain with presence in Southern States
Started as a family run business
Though it started as a “working class” family store. Now it is generally perceived as a store appealing to higher income families
Famous for its VIC loyalty card and other loyalty card programs
“ Your Neighborhood food Market” is a prominent brand slogan along with the “My Harris Teeter” jingle
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Harris Teeter– What I Saw Open Door Policy
Brightly colored sleek floors with bright lighting, open spaces for walking/browsing and clear department signage
Branded departments like Fisherman’s market, Farmers market, Fresh Bread etc. which creates an experience of multiple store shopping within one store
Point of sales clearly displays the customer policies for returns, complaints, refunds etc. which improves brand trust and loyalty
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Harris Teeter – Insights/Opportunities Harris Teeter needs to reinforce the
belief that it is truly a neighborhood food market
- It offers 10% discount to UVA students and employees in Charlottesville. However that sign is displayed on a small billboard on the side and needs to be creatively advertised at key places inside the store
Higher emphasis on organic and local produce support
Not sure if the Starbucks cafe adds any value to their “neighborhood” store image. They would be better served with local affiliations like “Shenandoah Joe” in Charlottesville and other places
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Bed Bath & Beyond (BBB)Background
National retail chain focusing on merchandise related to bed, bathroom, dining and kitchen
Nothing more to add… it is a boring store
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BBB – What I Saw Strangely the entrance door is
placed on the side rather than at the center
Store floors and carpeting change randomly
The products are labeled and sales/discounts are clearly displayed.
- However the product arrangement and accessibility leaves a lot to be desired and often you need to turn sharp corners, bend or look way up to search for items
Customer representatives are somewhat helpful
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BBB – Insights/Opportunities More aggressive online/e-commerce
focus- Integrating the offline and online shopping experience to provide convenience and variety
Inside the store, they should have more in-store TV ads which help customers see the value of the product and make the shopping decision easier.
Currently the BBB shopping experience and their brand image can be described as “BORING”. They need to bring some fun and exciting things associated with the brand like the “Space Shuttle Endeavor” stopping by near its LA store
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Barnes & Noble(B&N)Background
Largest chain of book stores in the country
Widest selection of books, magazines and other publishing material under one roof
Traditionally a brick and mortar store model, it is now shifting to a strong digital network providing vast selection of books, magazines and DVD’s online
Recently also came out with Nook – its digital ebook reader
Biggest competitor - Amazon
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Barnes & Noble– What I Saw Dark brown wooden door
entrance symbolize the traditional look and feel
Was delighted to be greeted with “Welcome to Barnes & Noble” greeting by the customer representative at the door
Aisles of books again provide the experience similar to a college library – especially when you see people squatting on the floor reading books
Well organized sections, knowledgeable staff and a coffee complete a great “Back in College” experience
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Barnes & Noble– Insights/Opportunities Aggressive online, social and mobile
experience especially to the online, tech savvy millennials
Unlike the shopping process in Amazon, people can actually read(sample) a few pages/chapters in the store. This is a big advantage which enables the customers to be happy(loyal) and cuts down the returns. Needs to be highlighted in ads.
The café, collegial reading/learning atmosphere provides the intangible value of people re-living their college experience. Emphasize it!!
B&N does not advertise extensively its book clubs and in-store readings. But that is something Amazon cant really compete on and can create enormous social currency for B&N
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Plow & HearthBackground
Major Retailer focusing on furniture, home furnishings, lawn and garden accessories
Famous for its hearth and fire place accessories
Traditionally a big player in catalogue and mail order sales, it is also getting more aggressive online
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Plow & Hearth – What I Saw White doors, American flags on
certain products and traditional décor inside and outside the store
- warm colors emphasize the feeling of comfort and good living
Friendly customer service representatives
Cluttered floor space. You really need to be in a “Search and Discover” shopping mood here
People often sit outside in their rocker chairs, lounges and benches to relax which is a great promotional talking point
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Plow & Hearth – Insights/Opportunities Randomly kept furniture items makes a
difficult shopping experience especially when people are looking for convenience and orderly shopping experience (e.g. competitors like Crate and Barrel, IKEA, Pottery Barn)
Great collection for higher end comfort shoes – a big selling point and not commonly known or advertised much!!
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Blue Ridge Mountain Sports (BRMS)Background
High end Outdoor equipment retailer with regional foot print
Opened its first store in the city that I currently reside – Charlottesville, VA
11 select locations in VA, TN and NJ
Serves the performance needs for the local outdoor enthusiasts and adventurers
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BRMS – What I Saw Bright prominent signage, nice
floors and fancy displays definitely draw your attention from the outside
Big high performance brands like Patagonia, North face, Mountain Hardware, ArcTeryx etc. are available
Well lit, well laid-out, clear labeling associated with assurances of high performance, high quality products
Highly knowledgeable staff who will help you in product selection and share personal experiences
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BRMS – Insights/Opportunities Actively manage the loyal community of
hikers, bikers, runners and music lovers which are great brand ambassadors of the store
- No loyalty card or a comprehensive email/social/mobile program to tap into the their loyal store customers and also attend their various music shows and events
Point of Sales leaves a lot to be desired with no reference to their new arrivals, featured products, discounted items or any brand communication related material