Why so many sports related stores in 1 area
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Why so many sports-related stores in 1 area?
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The location: Kanata Ontario
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The Suspects
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First Impressions
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Half of the sign
lighted
Inventory stacked against window
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Posters randomly
placed
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Later in the day, advertising hot
tubs
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hmm, must be about golf
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Probably means
something
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Bars on the windows
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hmm, must be about hockey
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Dominant dark colours
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Odd tag line
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Proud to be 100%
Canadian
What about the rust?
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a rigorous survey was completed
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That generated a lot of data
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Thanks to modern analytical techniques, I can summarize the
observations
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Warehouse Feel
• Fitness Depot
• Sport Chek
• Sports Mart
• Golf Town
Professional Feel
• Pro Hockey Life
• Clubhouse
As if a contest for the most
disheveled store
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Smelly
• Fitness Depot (rubber, vinyl)
• Sport Chek (polyester, rubber)
• Sports Mart (supper)
Not Smelly
• Pro Hockey Life
• Clubhouse
• Golf Town
Fitness equipment is rather stinky
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Staff Ignored Customers
• Fitness Depot
• Clubhouse
• Sports Mart
Staff Greeted Customers
• Pro Hockey Life
• Sport Chek
• Golf Town
Stores where women work more likely to be greeted
Greeted fast in all 3 stores
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Shopping Alone, Mainly Men
• Fitness Depot
• Clubhouse
• Sports Mart
• Golf Town
Family Shopping
• Pro Hockey Life
• Sports Chek
Stores with the most diverse inventory tended
to have the most shoppers (Sports Chek)
Stores with the most niche products had the
more engaged customers (Golf, Hockey
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Can Touch and Try
• Fitness Depot (no one was)
• Sports Chek (Golf)
• Golf Town
• Pro Hockey Life
Mainly Clothes
• Clubhouse
• Sports Mart
Stores with the most diverse inventory tended
to have the most shoppers (Sports Chek)
Stores with the most niche products had the
more engaged customers (Golf, Hockey
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Most professional display, best floor (wood) - Clubhouse
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Most engaging display: Pro hockey life
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How did the stores make me feel?
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• Didn’t matter if the door was open or what colours were used, shoddy display ands are
not welcoming
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Most stores were aiming to be about the same
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Merchandize was crowded
Except for Clubhouse
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Radio music was playing loudly
Except for Pro Hockey Life who were playing old hockey play-by-play
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Diagnosis: Stores that effectively differentiate draw in buyers
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Stores that differentiate seem to benefit from proximity to stores
with similar merchandize
When those other stores fail to keep up appearances and fail to
provide compelling differentiation
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Other conclusions…
• Cash register location
• Eye level merchandize
• On-sale merchandize
• High cost merchandize
• Colouring schemes
Were not materially
different among
all the stores visited
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And, what does a fitness equipment that sells hot tubs
mean for brand consistency?