rahel cete stanford
Post on 04-Apr-2018
228 Views
Preview:
TRANSCRIPT
-
7/31/2019 Rahel Cete Stanford
1/61
1
Are You Paying Attention?
Observation Lab
Professor Tina Seelig
By Rahel M. Cete, New York City, November 1
-
7/31/2019 Rahel Cete Stanford
2/61
Diane von FurstenbergLOccitane en ProvenceWhole FoodsLittle Pie CompanyFood EmporiumThe Soup Man (formerly known as the Soup Nazi in
the TV serious Seinfeld)
2
AGENDA
-
7/31/2019 Rahel Cete Stanford
3/61
3
Before entering the store Diane von Furstenberg
Q: Does the store draw you in? If so, how?A: The huge and bright display windows are done very sophisticated
and very appealing.
Q: Is the door open or closed?
A: It is closed with a doorman wearing a black suite opening and greeting shoppers.
Q: How does this make you feel?
A: Very well. Firstly respected, very well and nicely treated and secondly, I appreciateif stores keep their doors closed because of environmental reasons. It wastes a
lot of energy and money to eithe heat the street or cool it down.
Q: How big is the sign letter and in what font?
A: There are several sign letters with a huge and simple logo on it.
Q: What does it tell you about the store?
A: It tells me about the store that they are very bullish about their brand, dont wantwant to be seen as a brand, that is a hidden gem, but rather as a high-profile
mass market brand. Also, the founder is clearly in the center of attention.
-
7/31/2019 Rahel Cete Stanford
4/61
4
Environment Diane von Furstenberg (1/2)
Q: What is the color scheme of the store? How does this affect you?A: The store is completely white with white racks, floors, tables,
cash register, etc. Which leads to a very good overeview for the
different products.
Q: What type of floor does the store have? How does this effect the environment?
A: The floor is a white hard floor, which perfectly fits to the rest of the interior design.
Q: How high is the ceiling? How does this feel?A: The ceiling is at a regular height and without attracting attention.
Q: How brightly lit is the store? How does it affect you?
A: It is very brightly lit, which is amazing because I want to inspire the fabric and the
designs, who are sold at a very high price point thoroughly.
Q: How loud is the environment?
A: Very quiet
Q: What is causing the noise?
A: Only the conversations between customers and sales staff
Q: Is there music playing? If so, does it fit the environment?
A: There is no music playing and if it was, it wouldnt fit the environment
-
7/31/2019 Rahel Cete Stanford
5/61
5
Environment Diane von Furstenberg (2/2)
Q: Is the store warm or cold?A: It is at a very comfortable temperature.
Q: Is the store with merchandise or is it sparse?
A: The store is pretty sparse so that the customer gets a very good overview
Q: Does the store have a distinctive smell?
A: No.
Q: Where is the cash register located?
A: The cash register is stored on the left front corner of the store.
Q: How visible is the store security?
A: Not visible at all.
Q: How long do you want to stay in this store?
A: About 2 hours.
Q: Does the environment influence the perceived value of the merchandise?
A: Yes, the clean, well structured, stylish and fashionable style totally represents
Diane von Furstenbergs collections and her customers feel comfortable while
shopping.
-
7/31/2019 Rahel Cete Stanford
6/61
6
Personnel Diane von Furstenberg
Q: How long does it take before a sales person initiates contact?A: Immediately when a customer enters the shop. It is a very small
clearly arranged shop.
Q: Does the sales person have a script to follow with every customer?
A: Yes. They are briefed very well and know everything about the collections.
Q: Does the sales person treat different customers differently?
A: No, everybody gets treated equally.
Q: What is the ratio of salespeople to customers?
A: About 1 sales person per 2 customers.
Q: What age and gender are the employees?
A: Except for the doorman, all employees are female, aged about 20 40.
Q: Are salespeople using the store products?
A: Yes, they are all wearing Diane von Furstenberg clothes and accessories.
Q: Do salespeople have a uniform?
A: No, they are all wearing different Diane von Furstenberg dresses
Q: Do salespeople match the stores image?
A: Yes, absolutely.
-
7/31/2019 Rahel Cete Stanford
7/61
7
Products Diane von Furstenberg (1/2)
Q: What is the first product that you notice?A: The very well known and popular wrap dress for which the
designer become famous.
Q: Is there a central display table with featured products?
A: Yes, the latest collection is displayed in the middle of the store on a huge table.
Q: Where are items that are for sale located in the store?
A: On racks right next to the cash register.
Q: How are the products arranged? By function? By price? By color?
A: The clothes arranged by collection with matching accessories
Q: Are there free samples or demonstrations?
A: No.
-
7/31/2019 Rahel Cete Stanford
8/61
8
Products Diane von Furstenberg (2/2)
Q: What products are at eye level?A: All of the clothes and accessoires are on eye level, except for the
shoes, they are on the floor.
Q: What items in the store are in the least accessible locations?
A: The shoes, since they are located on the floor under racks with dresses.
Q: Where are the most and least expensive products located?
A: The most expensive clothes are placed in the middle of the store, especially newcollections, the least expensive products are located next to the cash register.
Q: Are the prices of the products easy to find?
A: No, they are not easy to find. The stores intention is probably not to scare
shoppers away because of the high price points.
Q: Are there impulse items at the cash register?
A: Yes, items such as jewelry and cosmetic products.
-
7/31/2019 Rahel Cete Stanford
9/61
9
Customers Diane von Furstenberg (1/2)
Q: Are most customers alone or with someone else? What is therelationship?
A: From my experience, 40% of the women go shopping with their
female friends, 30% alone and the remaining 30%, mostly very young woman,
are in the store with, mostly much older, man.
Q: What is the average age and gender of the customers?
A: They are aged between 20 60 and are 100% female.
Q: When a customer enters the store, do they tend to walk in the same path or
direction?
A: Yes, almost 100% go directly to the center where the latest collection is
displayed.
Q: How long do customers stay in store, on average?
A: It depends. When a customer is really into a dress, she will spend 30 120
minutes. If she just want to get some inspiration, about 5 minutes .
Q: Do customers touch the products? Is this encouraged?
A: Yes they do. At this price point, they wont buy clothes without having touched
them and get a feeling of the quality of the fabric. It is also strongly encouraged.
-
7/31/2019 Rahel Cete Stanford
10/61
10
Customers Diane von Furstenberg (2/2)
Q: Do most customers appear to be on a mission or are they justbrowsing?
A: Most customers seem to be on a mission. For this clientele it is
also at some extend important to see and have to be seen. However, theres also
a group of customers that just takes a stroll through NYCs Meatpacking District,
checks out all fashion stores and buys at Diane von Furstenberg just because
they randomly found something they loved.
Q: What percentage of purchase products in store?
A: When I was there, it was about 8%. During the summer months, its probably
more, since the summer dresses are highly loved. Also, people might have just
wanted to quickly stop by to check out whats in store while preparing (stocking up
water and groceries, etc.) for hurricane Sandy.
-
7/31/2019 Rahel Cete Stanford
11/61
11
Other Observations Diane von Furstenberg
The stores sophisticated design absolutely fits the brandsclientele The customer feels immediately treated with respect and feels
welcomed when the doorman opens the door and greets customers
The big and bright display windows with selected styles is extremely appealing The staff is very friendly, knowledgeable and not pushy at all To summarize: It is a very felicitous and well fitting store concept
-
7/31/2019 Rahel Cete Stanford
12/61
Diane von FurstenbergLOccitane en ProvenceWhole FoodsLittle Pie CompanyFood EmporiumThe Soup Man (formerly known as the Soup Nazi in
the TV serious Seinfeld)
12
AGENDA
-
7/31/2019 Rahel Cete Stanford
13/61
13
Before entering the store LOccitane
Q: Does the store draw you in? If so, how?A: Beautifully arranged and designed display windows,
the smell of the products, even from outside.
Q: Is the door open or closed?
A: It is closed
Q: How does this make you feel?
A: Very well. Firstly respected, because I dont feel getting dragged into the store andsecondly, I appreciate if stores keep their doors closed because of environmental
reasons. It wastes lot of energy and money to eithe heat the street or cool it down.
Q: How big is the sign letter and in what font?
A: It is medium sized and kept very simple.
Q: What does it tell you about the store?
A: That the product is in the center of attention and that the company is sure, thatcustomers will come into the store and buy their products because they are great
and not because of a fancy or eye-catching brand logo and sign letter.
-
7/31/2019 Rahel Cete Stanford
14/61
14
Environment LOccitane (1/2)
Q: What is the color scheme of the store? How does this affectyou?
A: The wooden dark racks and warm colors create a positive
spa- or wellness-like athmosphere
Q: What type of floor does the store have? How does this effect the environment?
A: The floor is wooden and matches the racks beautifully.
Q: How high is the ceiling? How does this feel?A: The ceilings are relatively low which feels nice because it creates a cozy
athmosphere for a store like this. Moreover, the nice smell stays mor
concentrated.
Q: How brightly lit is the store? How does this affect you?
A: There are several small lamps with warm, dimmed light, whch creates a very
cozy, spa-like and relaxing atmposhere.
Q: How loud is the environment?
A: Very quite.
Q: What is causing the noise?
A: Conversations between customer and sales staff, sometimes the sound of women
in high heels walking on the wooden floor.
-
7/31/2019 Rahel Cete Stanford
15/61
15
Environment LOccitane (2/2)
Q: Is there music playing? If so, does it fit the environment?A: There is no music playing and if so, it wouldnt fit.
Q: Is the store warm or cold?
A: Warm.
Q: Is the store with merchandise or is it sparse?
A: It is with merchandise, very clearly, structured and beautifully arranged.
Q: Does the store have a distinctive smell?
A: Yes, the products smell very strongly which creates an even stronger spa-like
feeling and is probably a very successful buying incentive.
Q: Where is the cash register located?
A: In front of the middle of the left wall.
Q: How visible is the store security?
A: Not at all.
Q: How long do you want to stay in this store?
A: Appoximately 30 45 minutes.
Q: Does the environment influence the perceived value of the merchandise?
A: Absolutely.
-
7/31/2019 Rahel Cete Stanford
16/61
16
Personnel LOccitane
Q: How long does it take before a sales person initiates contact?A: They greet customers immediately and ask if they could
help with anything.
Q: Does the sales person have a script to follow with every customer?
A: Yes.
Q: Does the sales person treat different customers differently?
A: No. They are very helpful and friendly to all of them.
Q: What is the ratio of salespeople to customers?
A: 1 sales person per 3 customers.
Q: What age and gender are the employees?
A: Female sales people, ages 30 40.
Q: Are salespeople using the store products?
A: Probably.
Q: Do the salespeople have a uniform?A: No.
Q: Do salespeople match the stores image?
A: Yes.
-
7/31/2019 Rahel Cete Stanford
17/61
17
Products LOccitane (1/2)
Q: What is the first product that you notice?A: Their latest cosmetic line.
Q: Is there a central display table with featured products?
A: Yes, featuring the latest cosmetic line.
Q: Where are items that are for sale located in the store?
A: On a rack close to the cash register.
Q: How are the products arranged? By function? By price? By color?
A: By product line and therefore also by color, since every product line has a
different color.
Q: Are there free samples or demonstrations?
A: Customers get free samples with every purchase and can also test products in
store.
-
7/31/2019 Rahel Cete Stanford
18/61
18
Products LOccitane (2/2)
Q: What products are at eye level?A: The best selling and most expensive product lines.
Q: What items in the store are in the least accessible locations?
A: Older product lines.
Q: Where are the most and least expensive products located?
A: Most expensive are located in the center and when a customer enters the store
as an immediate eye-catcher, least expensive products are located lose to thecash register and closer to the floor.
Q: Are the prices of the products easy to find?
A: Yes, very easy.
Q: Are there impulse items at the cash register?
A: Yes, small items such as travel-sized cosmetics.
-
7/31/2019 Rahel Cete Stanford
19/61
19
Customers LOccitane (1/2)
Q: Are most customers alone or with someone else? What is therelationship?
A: From my experience, about 70% go alone, 20% friends and
10% with their partners.
Q: What is the average age and gender of the customers?
A: They are aged between 29 60 and are 90% female.
Q: When a customer enters the store, do they tend to walk in the same path ordirection?
A: Yes, almost 100% go directly to the center where the latest product line is
displayed.
Q: How long do customers stay in store, on average?
A: 10 20 minutes.
Q: Do customers touch the products? Is this encouraged?A: No, but they do take advantage of the free testers for e.g. day cream, night cream,
body lotion, etc.
-
7/31/2019 Rahel Cete Stanford
20/61
20
Customers LOccitane (2/2)
Q: Do most customers appear to be on a mission or are theyjust browsing?
A: The majority is just browsing but the nice atmosphere,
combined with the chance to test the products and the great consultation, often
leads to a purchase. Q: What percentage of purchase products in store?
A: When I was there, it was about 90%.
-
7/31/2019 Rahel Cete Stanford
21/61
21
Other Observations LOccitane
The soft, warm and dimmed light is extremely niceand the customer immediately gets comfortable even on
a hectic and stressful day.
Shopping at LOccitane en Provence feels like a true retreat, the products and theshopping eperience are great and the free samples on top are of course also very
attractive.
I come to the conclusion that LOccitane is really genius in converting windows-shopper into real-shopper.
-
7/31/2019 Rahel Cete Stanford
22/61
Diane von FurstenbergLOccitane en ProvenceWhole FoodsLittle Pie CompanyFood EmporiumThe Soup Man (formerly known as the Soup Nazi in
the TV serious Seinfeld)
22
AGENDA
-
7/31/2019 Rahel Cete Stanford
23/61
23
Before entering the store Whole Foods
Q: Does the store draw you in? If so, how?A: Even from the outside, Whole Foods is sending a clear brand
message and mission statement to its target group. As an
eco-friendly foodie who loves organic and healthy food, I was immediately
attracted.
Q: Is the door open or closed?
A: It is closed
Q: How does this make you feel?
A: Very well. Firstly respected, because I dont feel getting dragged into the store and
secondly, I appreciate if stores keep their doors closed because of environmental
reasons. It waste lot of energy and money to either heat the street or cool it down.
Q: How big is the sign letter and in what font?
A: It is medium sized and kept very simple. The green color perfectly fits to them.
Q: What does it tell you about the store?
A: The green color of the sign perfectly fits to their mission.
-
7/31/2019 Rahel Cete Stanford
24/61
24
Environment Whole Foods (1/2)
Q: What is the color scheme of the store? How does this affectyou?
A: Very colorful which leads to the impression that Whole Foods
is offering a broad product range.
Q: What type of floor does the store have? How does this effect the environment?
A: Regular bright supermarket floor
Q: How high is the ceiling? How does this feel?A: It is pretty high, so that the space seems to be even larger.
Q: How brightly lit is this store? How does it affect you?A: It is extremely brightly lit, which is great, because I can check the quality of the
products, especially fresh meet, fish and fresh produce and baking items.
Q: How loud is the environment?
A: Average - as in every other supermarket.
Q: What is causing the noise?
A: Shoppers.
Q: Is there music playing? If so, does it fit the environment?
A: Yes. The music was targeting the target group very well.
-
7/31/2019 Rahel Cete Stanford
25/61
25
Environment Whole Foods (2/2)
Q: Is the store warm or cold?A: Depends on the section. It is of course cold in the cooling,
fresh food, fresh fish, fresh food and vegetables departments,
etc. But warm in die deli and restaurant department.
Q: Is the store with merchandise or is it sparse?
A: It is not sparse at all. Everything is very well structured and arranged. Products are
very easy to find.
Q: Does the store have a distinctive smell?
A: Fresh produce.
Q: Where is the cash register located?
A: At the exit.
Q: How visible is the store security?
A: Not at all.Q: How long do you want to stay in this store?
A: About an hour. However, Id like to get my shopping done ASAP.
Q: Does the environment influence the perceived value of the merchandise?
A: Yes, 100%.
-
7/31/2019 Rahel Cete Stanford
26/61
26
Personnel Whole Foods
Q: How long does it take before a sales person initiates contact?A: They dont, but I dont expect this at a supermarket.
Q: Does the sales person have a script to follow with every customer?
A: Yes.
Q: Does the sales person treat different customers differently?
A: No. They are always friendly, treat everybody equally and are very committed.
Q: What is the ratio of salespeople to customers?A: Not sure, since I dont know how many employees they are hiring and I also dont
know the amount of shoppers. But there is always a sales person available for
any questions.
Q: What age and gender are the employees?
A: A mixture of male and female employees with several different ages.
Q: Are salespeople using the store products?A: Yes.
Q: Do salespeople match the stores image?
A: Most of them.
-
7/31/2019 Rahel Cete Stanford
27/61
27
Products Whole Foods (1/2)
Q: What is the first product that you notice?A: Fresh produce.
Q: Is there a central display table with featured products?
A: There are several promotions throughout the store.
Q: Where are items that are for sale located in the store?
A: In every department.
Q: How are the products arranged? By function? By price? By color?A: By product category, e.g. dairy, produce, meet, fish, grocery, etc.
Q: Are there free samples or demonstrations?
A: Yes. Especially in the baking department and the produce department.
-
7/31/2019 Rahel Cete Stanford
28/61
28
Products Whole Foods (2/2)
Q: What products are at eye level?A: Alll of them.
Q: What items in the store are in the least accessible locations?
A: Frozen convenient food.
Q: Where are the most and least expensive products located?
A: Since Whole Foods mainly focuses on organic and healthy food, which are
obviously more expensive, these are located more prominently so the other itemsare located in least accesible areas, e.g. on top of the racks or at the very bottom.
Q: Are the prices of the products easy to find?
A: Yes, absolutely.
Q: Are there impulse items at the cash register?
A: Yes, e.g. organic drinks, organic snacks and power bars.
-
7/31/2019 Rahel Cete Stanford
29/61
29
Customers Whole Foods (1/2)
Q: Are most customers alone or with someone else? What is therelationship?
A: From my experience, about 85% go alone (or with their kids),
12% with their partners and 3% with their friends.
Q: What is the average age and gender of the customers?
A: They are aged between 16 80 and are 85% female.
Q: When a customer enters the store, do they tend to walk in the same path ordirection?
A: Yes, almost 100% go directly to the produce department since this is the first
department after entering the store.
Q: How long do customers stay in store, on average?
A: 30 60 minutes.
Q: Do customers touch the products? Is this encouraged?A: They do, and they also smell on some, e.g. the produce and fresh fish. Not sure if
its encouraged though. At least Ive never seen a staff member doing that.
-
7/31/2019 Rahel Cete Stanford
30/61
30
Customers Whole Foods (2/2)
Q: Do most customers appear to be on a mission or are theyjust browsing?
A: Most of them are definitely on a mission, especially in this fast
paced environment. But for several of them it was also tough to not buy additional
products.
Q: What percent of customers purchase products in the store?
A: When I was there, it was about 99%. I just see some kids and some homeless
people from time to time who are taking advantage of the free samples, but thathappens very rarely.
-
7/31/2019 Rahel Cete Stanford
31/61
31
Other Observations Whole Foods
Whole Foods clearly did a phenomenal job by findingits own target group that is not just looking for cheap,
processed food
They also managed to build stores in states, where people are valuating a healthydiet and prefer to eat better, although they have to pay more (New York, California,
amongst others)
Years ago, when the organic movement started, it was hardly affordable to getthese products and stores were also very hard to find.
My conclusion is that Whole Foods managed to offer an extremely broad productrange that (although it is more expensive than regular supermarkets) for almost
eveybody and was very successful to serve the mass market.
-
7/31/2019 Rahel Cete Stanford
32/61
Diane von FurstenbergLOccitane en ProvenceWhole FoodsLittle Pie CompanyFood EmporiumThe Soup Man (formerly known as the Soup Nazi in
the TV serious Seinfeld)
32
AGENDA
-
7/31/2019 Rahel Cete Stanford
33/61
33
Before entering the store Little Pie Company
Q: Does the store draw you in? If so, how?A: When going to the office, it is almost not possible to not go in while
walking by. The smell of freshly baked pies and cakes and freshly
brewed coffee is just too good.
Q: Is the door open or closed?
A: It is closed.
Q: How does this make you feel?A: Very well. Firstly respected, because I dont feel getting dragged into the store and
secondly, I appreciate if stores keep their doors closed because of environmental
reasons. It wastes lot of energy and money to either heat the street or cool it
down.
Q: How big is the sign letter and in what font?
A: It is small sized, very simple and ber cute.
Q: What does it tell you about the store?
A: It is a cute little neighborhood caf, a real hidden gem.
-
7/31/2019 Rahel Cete Stanford
34/61
34
Environment Little Pie Company (1/2)
Q: What is the color scheme of the store? How does this affect you?A: The store is kept in red and white. The color scheme does not
affect me at all. The products are what counts in this store and are
the main drawers.
Q: What type of floor does the store have? How does this effect the environment?
A: A regular white floor, which doesnt affect the environment at all.
Q: How high is the ceiling? How does this feel?A: Its a regular NYC ceiling and would not matter at all if it was higher or lower, since
customers come to this store for the product, no matter how it looks like.
Q: How brightly lit is the store?
A: Medium, just as in every other caf.
Q: How loud is the environment?
A: Medium, but very comfortable.Q: What is causing the noise?
A: Customers chatting.
Q: Is there music playing? If so, does it fit the environment?
A: No music is playing.
-
7/31/2019 Rahel Cete Stanford
35/61
35
Environment Little Pie Company (2/2)
Q: Is the store warm or cold?A: Warm. They probably dont need to heat since the bakery is
in the store and the ovens.
Q: Is the store with merchandise or is it sparse?
A: The caf offers a small selection of delicious and very unique pies, cakes and
coffee.
Q: Does the store have a distinctive smell?A: Yes, since the bakery is also located in the store.
Q: Where is the cash register located?
A: At the pie/cake/coffee sales counter.
Q: How visible is the store security?
A: Not at all.
Q: How long do you want to stay in this store?A: At least one hour.
Q: Does the environment influence the perceived value of the merchandise?
A: No. It could be a horrible environment. The product is what counts here.
-
7/31/2019 Rahel Cete Stanford
36/61
36
Personnel Little Pie Company
Q: How long does it take before a sales person initiates contact?A: Customers walk in and either get seated or order a
pie/cake/coffee for take out at the sales counter.
Q: Does the sales person have a script to follow with every customer?
A: No.
Q: Does the sales person treat different customers differently?
A: No.Q: What is the ratio of salespeople to customers?
A: There are no sales people. There are bakers, one cashier and one waiter.
Q: What age and gender are the employees?
A: 25 45, male and female.
Q: Are salespeople using the store products?
A: Yes, they love them.
Q: Do salespeople have a uniform?
A: There are no salespeople.
Q: Do salespeople match the stores image?
A: Absolutely.
-
7/31/2019 Rahel Cete Stanford
37/61
37
Products Little Pie Company (1/2)
Q: What is the first product that you notice?A: Their signature homemade sour cream apple walnut pie.
Q: Is there a central display table with featured products?
A: No.
Q: Where are items that are for sale located in the store?
A: There is no special location for sales items but after 5pm, pies and cakes are up
to 70% off. The items are usually located right next to the register.Q: How are the products arranged? By function? By price? By color?
A: All products are displayed. Since the portfolio is not very extensive, its easy to
just put a sample of every pie/cake/etc. under a huge lid.
Q: Are there free samples or demonstrations?
No.
-
7/31/2019 Rahel Cete Stanford
38/61
38
Products Little Pie Compay (2/2)
Q: What products are at eye level?A: All of them.
Q: What items in the store are in the least accessible locations?
A: None of them.
Q: Where are the most and least expensive products located?
A: All of them are displayed.
Q: Are the prices of the products easy to find?A: Yes, they are all displayed.
Q: Are there impulse items at the cash register?
A: No.
-
7/31/2019 Rahel Cete Stanford
39/61
39
Customers Little Pie Company (1/2)
Q: Are most customers alone or with someone else?What is the relationship?
A: Take-out customers are usually alone. Caf guests come with
friends, family, or their partner.
Q: What is the average age and gender of the customers?
A: Every age and gender is represented there.
Q: When a customer enters the store, do they tend to walk in the same path ordirection?
A: No. Take-out customers are going straight to the counter and caf guests are
taking a seat at a free table.
Q: How long do customers stay in store, on average?
A: For take-out up to 5 minutes, in the caf up to 2 hours.
Q: Do customers touch the products? Is this encouraged?
A: No.
-
7/31/2019 Rahel Cete Stanford
40/61
40
Customers Little Pie Company (2/2)
Q: Do most customers appear to be on a mission or are theyjust browsing?
A: Since Little Pie Company is kind of a hidden gem, customers
appear on mission.
At this store its the product what draws customers in.
Q: What percent of customers purchase products in the store?
A: 100%.
-
7/31/2019 Rahel Cete Stanford
41/61
41
Other Observations Little Pie Company
I found it really amazing and fascinating that a store in NYC,that doesnt do a lot of marketing is that successful.
I also find it very remarkable that this place in Midtown Manhattan is a realneighborhood gem. I live in a 40 story highrise and met 6 of my neighbors at this
tiny caf.
Having the chance to see the bakery and kitchen is a great feature because itbuilds trust for the guests when they see how their food is being made.
I come to the conclusion that Little PieCompanys USP is (although its just two
blocks away from Times Square) to still be a
neighborhood gem for NY citizens instead of
becoming a tourist trap, which is obviously
very common in the Times Square andTheatre Districts.
-
7/31/2019 Rahel Cete Stanford
42/61
Diane von FurstenbergLOccitane en ProvenceWhole FoodsLittle Pie CompanyFood EmporiumThe Soup Man (formerly known as the Soup Nazi in
the TV serious Seinfeld)
42
AGENDA
-
7/31/2019 Rahel Cete Stanford
43/61
43
Before entering the store The Food Emporium
Q: Does the store draw you in? If so, how?A: It does not draw me in.
Q: Is the door open or closed?
A: It is closed.
Q: How does this make you feel?
A: Very well. Firstly respected, because I dont feel getting dragged into the store and
secondly, I appreciate if stores keep their doors closed because of environmentalreasons. It wastes lot of energy and money to either heat the street or cool it
down.
Q: How big is the sign letter and in what font?
A: It is medium sized and very old fashioned.
Q: What does it tell you about the store?
A: Honestly, nothing.
-
7/31/2019 Rahel Cete Stanford
44/61
44
Environment The Food Emporium (1/2)
Q: What is the color scheme of the store? How does this affect you?A: There is no color scheme.
Q: What type of floor does the store have? How does this effect the
environment?
A: A regular white floor, which doesnt affect the environment.
Q: How high is the ceiling? How does this feel?
A: Its a regular NYC ceiling and would not matter at all if it was higher or lower, sincecustomers come to this store for the product, no matter how it looks like.
Q: How brightly lit is the store?
A: Very bright, almost uncomfortable.
Q: How loud is the environment?
A: Medium.
Q: What is causing the noise?A: Customers chatting and employees fighting.
Q: Is there music playing? If so, does it fit the environment?
A: No music is playing.
-
7/31/2019 Rahel Cete Stanford
45/61
45
Environment The Food Emporium (2/2)
Q: Is the store warm or cold?A: Temperature-wise very warm, regarding customer friendliness extremely
cold.
Q: Is the store with merchandise or is it sparse?
A: It is pure chaos. There are several different locations where shoppers
can find e.g. cheese or bread. There is absolutely no structure.
Q: Does the store have a distinctive smell?
A: No.
Q: Where is the cash register located?
A: At the exit as in every other supermarket.
Q: How visible is the store security?
A: Extremely visible.
Q: How long do you want to stay in this store?A: As short as possible.
Q: Does the environment influence the perceived value of the merchandise?
A: No. It could be a horrible environment. The product is what counts here.
-
7/31/2019 Rahel Cete Stanford
46/61
46
Personnel The Food Emporium
Q: How long does it take before a sales person initiates contact?A: There is no contact with any store member other than the cashier.
Q: Does the sales person have a script to follow with every customer?
A: No.
Q: Does the sales person treat different customers differently?
A: There are no sales people but the cashiers do treat different customers differently.
Q: What is the ratio of salespeople to customers?A: There are no sales people.
Q: What age and gender are the employees?
A: 50+, male and female.
Q: Are salespeople using the store products?
A: N/A.
Q: Do salespeople have a uniform?
A: There are no salespeople.
Q: Do salespeople match the stores image?
A: There are no salespeople.
-
7/31/2019 Rahel Cete Stanford
47/61
47
Products The Food Emporium (1/2)
Q: What is the first product that you notice?A: None. Its just pure chaos.
Q: Is there a central display table with featured products?
A: No.
Q: Where are items that are for sale located in the store?
A: The items are located right next to the register.
Q: How are the products arranged? By function? By price? By color?A: Just randomly.
Q: Are there free samples or demonstrations?
No.
-
7/31/2019 Rahel Cete Stanford
48/61
48
Products The Food Emporium (2/2)
Q: What products are at eye level?A: All of them.
Q: What items in the store are in the least accessible locations?
A: Everything is located randomly.
Q: Where are the most and least expensive products located?
A: Sometimes here, sometimes there.
Q: Are the prices of the products easy to find?A: Yes, they are all displayed, but not always correct.
Q: Are there impulse items at the cash register?
A: Yes, tons of it
-
7/31/2019 Rahel Cete Stanford
49/61
49
Customers The Food Emporium (1/2)
Q: Are most customers alone or with someone else?What is the relationship?
A: Almost 100% alone. People, who live in midtown Manhattan and just
want to get some food/grocery shopping after work.
Q: What is the average age and gender of the customers?
A: Every age and gender is represented there.
Q: When a customer enters the store, do they tend to walk in the same path ordirection?
A: No. Customers know what they need and want to quickly buy e.g. bread or milk
and get home asap.
Q: How long do customers stay in store, on average?
A: 5 minutes for shopping and 20 minutes to queue.
Q: Do customers touch the products? Is this encouraged?A: No.
-
7/31/2019 Rahel Cete Stanford
50/61
50
Customers The Food Emporium (2/2)
Q: Do most customers appear to be on a mission or are theyjust browsing?
A: They are all on a mission.
Q: What percent of customers purchase products in the store?
A: 100%.
-
7/31/2019 Rahel Cete Stanford
51/61
51
Other Observations The Food Emporium
The employees are extremely lazy The store is ubsolutely understaffed There is no structure and just pure chaos I come to the conclusion that people are shopping there because they are
having not a lot of time
-
7/31/2019 Rahel Cete Stanford
52/61
Diane von FurstenbergLOccitane en ProvenceWhole FoodsLittle Pie CompanyFood EmporiumThe Soup Man (formerly known as the Soup Nazi in
the TV serious Seinfeld)
52
AGENDA
-
7/31/2019 Rahel Cete Stanford
53/61
53
Before entering the store The Soup Man
Q: Does the store draw you in? If so, how?
A: It is close to the office, the soup is delicious and it alwas cracks my
friends, family and co-workers up to make jokes about old Seinfeld
episodes, especially this one:
https://www.youtube.com/watch?v=uVqBzP0xdKk.
Q: Is the door open or closed?
A: There are no doors. People just stop by and get their soup.
Q: How does this make you feel?
A: In our fast paced environment its great to get a quick and delicious
lunch to go.
Q: How big is the sign letter and in what font?
A: It is medium sized.
Q: What does it tell you about the store?
A: That it was founded by a Seinfeld actor.
-
7/31/2019 Rahel Cete Stanford
54/61
54
Environment The Soup Man (1/2)
Q: What is the color scheme of the store? How does this affect you?
A: Since this is not a real store but just a kiosk, the color scheme is not
really important to customers and doesnt affect customers.
Q: What type of floor does the store have? How does this effect the
environment?
A: Since The Soup Man is a kiosk, the floor is the sidewalk on West
55th Street in Manhattan.
Q: How high is the ceiling? How does this feel?
A: N/A.
Q: How brightly lit is the store?
A: N/A.
Q: How loud is the environment?
A: Very loud since it is midtown Manhattan.
Q: What is causing the noise?
A: Traffic, tourists and New Yorkers.
Q: Is there music playing? If so, does it fit the environment?
A: No music is playing.
-
7/31/2019 Rahel Cete Stanford
55/61
55
Environment The Soup Man (2/2)
Q: Is the store warm or cold?
A: N/A.
Q: Is the store with merchandise or is it sparse?
A: N/A.
Q: Does the store have a distinctive smell?
A: Yes, the smell of soup.
Q: Where is the cash register located?
A: At the kiosk.
Q: How visible is the store security?
A: There is no store security.
Q: How long do you want to stay in this store?
A: Until I get my soup, which takes about 5 10 minutes, depending on the queue.
Q: Does the environment influence the perceived value of the merchandise?
A: No. It could be a horrible environment. The product is what counts here.
-
7/31/2019 Rahel Cete Stanford
56/61
56
Personnel The Soup Man
Q: How long does it take before a sales person initiates contact?
A: There is no contact with any employee other than the cashier.
Q: Does the sales person have a script to follow with every customer?
A: No.
Q: Does the sales person treat different customers differently
A:As of my experience, every customer gets the same treatment.
Q: What is the ratio of salespeople to customers?A: N/A.
Q: What age and gender are the employees?
A: All ages but more men than women since there are more business-men working
the area than women.
Q: Are salespeople using the store products?
A: N/A.
Q: Do salespeople have a uniform?
A: There are no salespeople.
Q: Do salespeople match the stores image?
A: There are no salespeople.
-
7/31/2019 Rahel Cete Stanford
57/61
57
Products The Soup Man (1/2)
Q: What is the first product that you notice?
A: No specific. Just checking out the selection of daily soups.
Q: Is there a central display table with featured products?
A: No.
Q: Where are items that are for sale located in the store?
A: N/A.
Q: How are the products arranged? By function? By price? By color?A: N/A.
Q: Are there free samples or demonstrations?
No.
-
7/31/2019 Rahel Cete Stanford
58/61
58
Products The Soup Man (2/2)
Q: What products are at eye level?
A: All of them.
Q: What items in the store are in the least accessible locations?
A: N/A.
Q: Where are the most and least expensive products located?
A: N/A.
Q: Are the prices of the products easy to find?A: Yes, they are all displayed.
Q: Are there impulse items at the cash register?
A: No.
-
7/31/2019 Rahel Cete Stanford
59/61
59
Customers The Soup Man (1/2)
Q: Are most customers alone or with someone else?
What is the relationship?
A: Almost 100% are grabbing their soups with business partners or
co-workers.
Q: What is the average age and gender of the customers?
A: Every age and gender is represented there.
Q: When a customer enters the store, do they tend to walk in the samepath or direction?
A: N/A. Everybody stands in line until he or she gets a soup.
Q: How long do customers stay in store, on average?
A: N/A.
Q: Do customers touch the products? Is this encouraged?
A: No.
-
7/31/2019 Rahel Cete Stanford
60/61
60
Customers The Soup Man (2/2)
Q: Do most customers appear to be on a mission or are they
just browsing?
A: They are all on a mission.
Q: What percent of customers purchase products in the store?
A: 100%.
-
7/31/2019 Rahel Cete Stanford
61/61
61
Other Observations The Soup Man
Some customers, especially tourists, come to The Soup Manbecause they are star struck
Most customers are business people who just want to grab a quicklunch to go
I come to the conclusion that The Soup Man is extremely welllocated in midtown Manhattan where many tourists and business
people are stopping by
top related