debjyoti bandyopadhyay shoe store assignment
DESCRIPTION
Presentation on a shoe store, basically focused on designing and visual merchandising of the store.TRANSCRIPT
SNEAK BOOTS
Presented by:Debjyoti Bandyopadhyay
Roll : 11Session : 2010-2012
Indian Institute Of Social Welfare And Business Management
About the outlet
• Name of the store – SNEAK BOOTS
• Size- 2000 sq.ft.
• Speciality: Sneakers and boots
• Location- South City Mall, Prince Anwar Shah Road
The Idea
Classic natural materials, such as leather, wood and marble, work well with the pastel colored background. The basic idea was to create a comfortable thematic environment in which the customer can find exactly the product that interests him.
• The store fronts are the first chance you have to make an impression on your customers. They can draw shoppers in or drive them away.
• A store with open window is more customer-friendly than closed. Customers appreciate being able to see the shoes arranged in front of the store.
• As for signage, it should be lighted, simple and easy to read from a distance with no obstructions, and have colors that attract potential customers eyes to it.
Inviting Exterior
• Window displays are like billboards for our store. They are the make-or-break factor in whether a customer enters our store or walks on by.
• Window display, if used effectively, can bring you new clients, can enhance the image/brand of your business, can create customer loyalty, can promote certain lines of products and, above all, can be a major tool in increasing your sales.
Display Window Design
By using creative in store displays, we are making a certain
visual connection with potential buyers of our product, one
that is long lasting. Visual merchandising helps showcase
the product and educate our customers about its features
in a memorable way. In turn, this makes them more apt to
make a purchase.
In-Store Displays
Ample Seating
• If a shopper inside the store cannot find a comfortable
place to sit and try the shoes, she/he may give up and leave
the store in frustration.
• In addition, comfortable seating helps customers feel
welcome and will always be appreciated by the shopper's
disinterested spouse.
Good Lighting
Lighting is an important tool in retail marketing. Good
retail store lighting can be used to target and attract new
customers, build store image and subtly persuade the
customers to purchase your merchandise. Research has
proved that strategically placed retail store lighting can
increase sales and consequently increase profits.
Plenty of Mirrors
• Using a mix of full-length and knee-length mirrors, so
consumers can view both the small and big picture.
• Luxury consumers may want to match the shoe with their
jeans or trousers or any other kind of clothes.
Product
Female Sneakers Knee high boots Flip-flops Sandals Trainers
Male
Sneakers Athletic Shoes Boots Patent Leathers Sandals
Who?
• Who is using the offering?
Urban Male & Female Age 18-55
• How much influence does others have on the customer?
• Who does not use our product but uses competitor’s?
Upper Class Those who are not ready to
experience the different one.
• Who are the other segment may use our product?
Upper class people
• Why do we don’t identify new prospects?
Rural people
What?
• What does the customer experience when he uses the offerings?
High comfort and unique design
• What does the customer expects from me?
Satisfaction, Comfort and Unique design
• What concerns do they have with my offerings?
Long lasting
• What other related problems I can solve for the customer?
Perfect size ,More customize product
• What else do the customer expect while using my product?
More Shine
When & Where?
• When do the customer use my offerings?
Depends on the product categories
• What other times they might use it?
Occasions like marriage, Tour etc
• Where do our customers use the offerings?
Office, Party, Tour etc
• Where else they might use it?
Own Wedding
How?
• How do our customers learn using our offerings?
Website and Through customer service associate (CSA)
• How do they make trade- offs between my solution and deploying some other solution to this problem?
Our brand is quite affordable, much more comfort
• How do the customers know when to use this product and when not to use it?
User guide on every products, CSA advise
Customer Categories
Customer Categories
( By Gender)
Purchase amount per shopping
Present Market size
Future Market size
Women1200/- and
above 44% 48% by 2014
Men800/-and
above56% 58% by 2016
Customer CategoriesMarket
SegmentsPurchase
amount per shopping
Present Market size
2012
Future Market size
2014
Daily wear Sandals
Party Sandals
Daily wear
shoes
Formal Shoes
Casuals
W M W M W M
295/- 245/- 12% 09% 14.5% 11%
595/- 495/- 03% 02% 4% 2.5%
975/- 1295/- 06% 09%
599/- 1899/- 05% 19.5%
695/- 1395- 12% 17% 14% 19%
Consumption Chain
• Desire to buy – How do customers be aware?
Ads &Promotions
• Search -How do customers identify?
Marketing ,Market research
• Selection – Why does a customer pick one solution over other?
better quality better Service
• Order & Purchase – What must a customer do to buy from me?
Store and Website visit
• Payment – How does the customer pay?
Using of cash ,plastic money
• Receipt – What do the customers do after they get it?
They end their shopping & sometimes wear that product instantly
• Service & Repair – What happens when the offering requires service or repair.
Customer call on helpline They come to the store with the
product
Thank You