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Are you paying attention?
November 1, 2012
By Abhishek Shirali
Archies – An Indian Greeting Card Shop
Observations
Opportunities
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
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
Opportunities
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
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
Opportunities
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
Store structure and messaging
▪ Increase visual appeal of shoes – show models wearing shoes
Forest Essential – Naturally Yours
Observations
Opportunities
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
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
Opportunities
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)
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
Opportunities
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
Store structure and messaging
▪ Introduce multiple cashiers (there are 2 sides to the central square) to increase sales