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Are you payingattention?November 1, 2012By Abhishek Shirali
Archies – An Indian Greeting Card Shop Observations Store structure and messaging ▪ Highly cluttered store with no clear messages on branding ▪ No directional understanding of store structure Sales support ▪ Limited support from staff to shoppers ▪ No understanding of shopper preferences Opportunities Store structure ▪ Create permeable divisions within the store (e.g. one for cards, one for soft toys) to ensure clear messaging ▪ Reduce number of goods, increase margins Sales support ▪ Train salesmen to be helpful and provide inputs to reduce shopping time
L’Occitane – The Fresh Cosmetic Store Observations Store structure and messaging ▪ Fresh and rustic vibe with significant percentage of natural elements (e.g. flowers) used for store decoration Sales Support ▪ Knowledgeable sales team with inputs that drive purchasing behaviour Opportunities Store structure and messaging ▪ Advertise combination of International appeal and Indian ingredients ▪ Increase ability to sample products (e.g. give take-away samples) to increase customer stickiness Sales support ▪ Increase knowledge on purchasing power of consumers
Steve Madden – Internationally yours Observations Store structure and messaging ▪ Modern store structure combined with natural elements (e.g. wood) ▪ Compartmentalization of style types allows easy purchasing Sales Support ▪ Personal stylists that provide inputs on styles you should adopt given your fashion sensibilities Opportunities Store structure and messaging ▪ Increase visual appeal of shoes – show models wearing shoes
Forest Essential – Naturally Yours Observations Store structure and messaging ▪ Store with natural elements strewn around the store – relaxes the consumer ▪ Aromas of different products elicit curiosity and drive purchase decisions Sales Support ▪ Knowledgeable staff that can answer any question on products and inherent ingredients Opportunities Store structure and messaging ▪ Introduce yoga and meditation that can relax the customer (which seems like a logical combination) Sales support ▪ Train sales staff to be able to combine the above with knowledge
Mango – Clothing You Forever Observations Store structure and messaging ▪ Store with multiple clothing types and limited segregation ▪ High degree of confusion in the store Sales Support ▪ No support on clothes (e.g. size, style) Opportunities Store structure and messaging ▪ Create departments within the store to allow for segregation of fashion types Sales support ▪ Increase sales support to reduce time spent on looking for the right size and style
Cinnabon – The Delicious Little Devils Observations Store structure and messaging ▪ Open store in the center of the mall allowing a quick bite for all consumers Sales Support ▪ Extremely helpful and ensures quick turnaround Opportunities Store structure and messaging ▪ Introduce multiple cashiers (there are 2 sides to the central square) to increase sales