DSW Servicescapes

Servicescapes Team Assignment #2


The Penny Loafers

Team Assignment #2:

Emily BarrKate BlickenstaffKristen FalenckiDevinne KellyRachel Roman


Focal Roles

Package: what to expect - Isle consistency- Clearance shoes in separate back room

Facilitator: comfortable service consumption- Types of shoes placed together- Sizes directly under model

Socializer: who is who- Pathway leading to blocked off register- Circular couches in isle middles accessible to

staff

Differentiator: type of firm or product- Stylish phrases on walls, rich colors- Discounted prices only by individual shoes

themselves


Physical Environment

Spatial layout/functionalityFurnishingsEquipment

Ambient ConditionsTemperatureNoise/musicOdor

Signs/symbolsSignageStyle of décor


ELEMENTS OF SERVICESCAPE

Emotionally Affected- Drawn to certain shoes and purses

Cognitively Affected- Organized in a very logical way• Shoes displayed with prices out front• Pricing discounts color coded

Psychologically Affected- Warm and inviting colors- Laid-back feel- Fresh smell


Analysis of Service Experience

RELATIONSHIP BETWEEN SERVICE EXPERIENCE & CONSUMER BEHAVIOR

Positive Service Experience

Negative Service Experience Positive Interactions

Easy to see all product offerings • More likely to buy

Signs indicate where categories are located• Easier for

comparison

Extensive product selection• Many rows of shoes• Intimidating• Less likely to buy

Ability to view entire store from any position• Visible to any

employee• Increase in

interactions


Store Atmosphere

Our Visit: Hamburg Pavilion- Around 6:30 pm - Not very many customers- Close to the UK Basketball game

Overall Atmosphere: - Contemporary, female-oriented- Relaxed but “plush” accents and overall

feel- Clean appearance and smell

Layout


Store Atmosphere


Consumer Description

Typical female customer:Dress: Casual

Jeans Sweater or CardiganBoots or Flats

Behavior: Thorough has time to browseLooks more than they try onVisit every isle AND sale roomFrequently shops alone

DemographicAverage to upper-middle, laidback lifestyle, timing of day, occupation, Labels/Brands currently wearing, much less buying.

i.e. Shoes, purses, sunglasses, other shopping bags, etc.


Customer Contact

Spoke with someone wearing a DSW necklace

Associate happy to take our photo for us- She wore trendy shoes- Excited to hear about our project- Extremely personable and helpful


DSW: “The Culture”

Friendly

Organized

Shoes: emphasis and passion


Managerial Implications:

AREAS FOR IMPROVEMENT

Organization of clearance room• Not just size but type of shoe

Accessories/purses in one area

Uniformity in the middle aisle

Improve employee identification• Currently, they blend in with customers• Difficult to locate/identify if help is needed


Thank You

DSW Servicescapes

Documents

Transcript of DSW Servicescapes