shop evaluations
TRANSCRIPT
N M Schwab – Oct 29, 2012
ACE HARDWARE
APPLE
AT&T
COSTCO
FOOT LOCKER
HOLLISTER
Excellent
Outstanding
Mediocre
Excellent
Mediocre
Excellent
Note:
The rating is
a summary of
my overall
experience
and assumed
success of
the stores
strategy
• Warm welcoming exterior
• Immediate service and welcome
• Cluttered Cash Register
• Efficient store layout
• Well marked pricing
• Very clean with low cost ceiling
and concrete flooring.
The store has automated doors and no money is
wasted on cosmetics – creates an economical feel
In-store radios are used to announce arrival of
customers – enables immediate customer care
The products are grouped into specific functions
with alternatives handy for you to evaluate
The personnel are uniformed and yet it feels like
you are sharing your problem with a friend
A trolley of “old stock” is a “discount” attraction
All seasonal products are displayed near the
entrance and the impulse items are a “hit” due to
the stark contrast with hardware items.
• Inviting atmosphere
• Spacious layout
• Great product demos
• Hands-on displays
Also see: http://youtu.be/gjB8gp6PwKo
Well grouped
and
presented
products
Super lounge
unutilized
High ratio of salespeople to customers however
customer needs create service bottleneck –
particularly when an entire family required phones
A salesman was completing a survey on the number
of customers instead of serving long-waiting
customers
The comfortable lounge could not be used as
customers feared they would lose their place in
line – an opportunity presents itself here
Service was outstanding and customers were even
escorted to the door
Great product displays sell the products
Excitement oozes out the entrance and customers flow inside to sample the thrill
High ratio of salespeople to customers that are applied perfectly to the customers needs
Great use of their own products to effect point of sale transactions – no tills!
Children's play area innovative and well utilized
Products are well displayed and the comfort of chairs and tables are welcoming and make the customer want to stay longer
Wall displays enable shy customers to browse
“Genius bar” repairs - innovative appointments system – no waiting!
• Exclusive access only
• Warehouse atmosphere
• Lack of signage creates
“treasure hunt” experience
• “Buy in Bulk” implies bargains
• Cost/unit displayed honestly
Shopping
through
cardboard
tokens
Palletized
efficiency
Food
samples
Tills and impulse
purchases
Innovative displays that make you feel like the
more you spend, the more you are saving
Free food is a big hit that appears to add no
direct value but it will get customers to return
Innovative sale of fresh food via mini cardboard
btokens – a reversal of internet purchasing
Customers seem to buy more than they really
require and items they never intended buying
Limited salespeople due to mechanized stocking
via pallets and cleaning of wide corridors
Clothing sold from stacked table – no hangers
Costso sells all types of products - implies depth
Innovative shoe
displays without
prices
Limited sports
clothing based on
brand name sales
Trademark referee uniforms create authoritarian
unwelcome atmosphere
Modern shoe displays spin off an expensive/
exclusive taste that implies brand above
practicality
Very loud “gangster” music is very intimidating
and feels like a “tattoo” parlor
Customers were mainly young children drawing
their parents inside
The shop has many padded seats for trying on
shoes – inviting
A salesman prevented me from photographing
No signage outside the store – relies on customers coming to explore
the dark jungle for clothes. Appeals to young Bettys and Dudes.
Exclusive clothing highlighted
in dark interior with spot
lights and clear pricing.
Novel till design with intriguing
surfboard backdrop
Entrance lacks any sign of the brand name and
therefore draws in customers that wish to explore
The wooden deck, décor and strategic simplicity
creates a dockside atmosphere
Loud music suits the dark exciting atmosphere
perfectly
Young salespeople dressed in clothing being sold is
a great sales initiative
Clothing appears to be exclusive, high quality
clothing
The mysterious but exciting feel to the store makes
you want to return for more