Are You Paying Attention?

M. RoutsonA Crash Course On Creativity

GEORGETOWNCUPCAKE

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Stores StudyObservation TemplateDimensions ExploredDetailed Analysis Per StoreTactical Framework Derived From AnalysisApplication of Framework – Design & Align To Consumer & Brand

overview

Stores Visited

GEORGETOWNCUPCAKE

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STORES STUDIED

OBSERVATIONS TEMPLATE

Just some thoughts on what the different dimensions and how I personally perceive them. Note that High and Low don’t indicate desirable or undesirable performance levels, but merely the spectrum of options. It is more about aligning store elements to brand and customer segment. In some cases, High Levels will be desirable to some segments, and Low levels deliverables to others. So it becomes about design of an experience, and not about a “one size fits all” solution. Display Quality – Fixtures displaying goods.

High (Display Quality) = Precious goods, High Pricing Low (Display Quality) = Commodity goods, Low Pricing

Merchandising Density – Sparse or Packed High – Commodity Goods Low – Valuable Goods

Variety – How many different things of same category. High – One Stop Shop. Can premium price, for convenience. Low – They sell a lot of these single items, so I expect a

discount.

Dimensions Explored

Color – Wall, Floor, Ceilings. Warm Yellows –Comfort. Browns – Rustic Whites – Utilitarian Grey - Industrial, Sophistication …

Flooring Cement – Industrial Designer Tiles – Stylish Linoleum – Utilitarian

Uniform Formality – How consistently does every dress, and convey brand? High – Standardized quality, Operates To Company Policy. Low – Personalization, Dress The Way You Want, Creativity.

Discount Visibility – How easily are discounts found? High – Conveys we want you to save money? Low – You can save money, but it is inconvenient to you and the server.

Pricing – How does pricing convey value? High – Pricing conveys unique high quality items. High $ to perceived COGS. Low – Pricing conveys commodity, sometimes low quality or good deal.

Dimensions Explored (Con’t)

Environment Loudness – How loud is the environment? High – Excitement, Going With The Crowd, Energetic Low – Calm, Classy, Subdued, Refined

Smell – How does the place smell? Savory – Expecting to eat something good tasting. Spice – Exotic Potpourri – Comfort, Fall, …

Seasonal/Opportunity Promotion – Movable displays for “Item of the Moment”, such as seasonal items, water for hurricane prep, rock salt for snow… High – Drives additional revenue. Low – Misses seasonal revenue.

Display Centralization – Displays that centralize and show off a specific item or related items. High – Displays used to promote and high light specific goods. Low – No centralized displays.

Dimensions Explored (Con’t)

Detailed Analysis Per Storeand Supporting Info

• QUICKLY WAITED ON• NON SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME• CASUAL, ONLY TEE SHIRTS MATCH

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• CUSTOMERS ARE COUPLES & GROUPS• THEY STAY ABOUT AN HOUR• 100% PURCHASED• ALL ARE THERE TO EAT OR DRINK

• WARM YELLOW AND BROWN COLORS• MODERATELY LOUD, MAINLY CONVERSATION• ALTERNATIVE ROCK MUSIC, LOW VOLUME• SMELL IS WOOD COOKED PIZZA• HIGH VALUE PERCEPTION, ARTISAN PIZZAS

• PIZZA OVER AND PIZZA NOTICED FIRST

• TWICE WEEKLY HAPPY HOUR 3- 5 PM• OVER FUNCTIONS AS FOCAL POINT• MENU IS SPARSE (20 ITEMS)

ARTISAN PIZZA &CRAFT BREWS

• QUICKLY WAITED ON• NON SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME• CASUAL, DARK CLOTHES, NO UNIFORM

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• CUSTOMERS ARE COUPLES & GROUPS• MORE SUBURBANITE TYPES• THEY STAY ABOUT AN HOUR• 100% PURCHASED• ALL ARE THERE TO EAT OR DRINK

• BRICK, WOOD, WARM CREAM COLORS• MODERATELY LOUD, MAINLY CONVERSATION• ALTERNATIVE ROCK MUSIC, LOW VOLUME• BEER SMELL• MODERATE VALUE PERCEPTION

• SOMEWHAT GOURMET DISHES• MODERATE VALUE PERCEPTION• DISCOUNTS DAILY, DISPLAYED ON

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BREW PUB & RESTAURANTS

• WAITED ON QUICKLY• FAIRLY SCRIPTED CONVERSATION• FOCUSED ON “SPORT TYPES”• BAR STAFF IN BLACK, WAITS IN JERSEYS

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• CUSTOMERS ARE SINGLES, SMALL GROUPS• 21 YEARS AND UP TYPICAL• SPORT OR BEER TYPE• THEY STAY ABOUT AN 1 – 1.5 Hrs• 100% PURCHASED• ALL ARE THERE TO BUY OR PRICE COMPARE

• HEAVY USE OF WOOD• VERY LOUD, PRIMARILY TVs, MUSIC• ROCK MUSIC, HIGH VOLUME• NO SPECIFIC SMELL• MODERATE VALUE (MODERATE PRICE & QUALITY)

• MODERATELY PRICED, HEAVY DISCOUNTS• LOW COST FOUND BURIED IN BACK PAGES• CRAFT BEER PRICE HARD TO FIND BUT

EXPENSIVE ($7.90 a Pint)• MENU DENSELY PACKED

RESTAURANT& BAR

• WAITED ON, WHEN I WANTED• FAIRLY SCRIPTED CONVERSATION• FOCUSED ON AFFLUENT LOOKING• WHITE CHEF/COOK UNIFORMS

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• CUSTOMERS ARE SINGLES, COUPLES• BETTER DRESSED, UPPER INCOME, 30+ YRS• THEY STAY ABOUT AN 15 – 30 MINUTES• 50% PURCHASED • ALL ARE THERE TO BUY OR PRICE COMPARE

• BRICK, WOOD, WARM BROWN COLORS• QUIET, MAINLY LOW CONVERSATION, LOW MUSIC• CLASSIC MUSIC, LOW VOLUME• NO SPECIFIC SMELL• MODERATE VALUE (HIGH QUALITY, BUT HIGH $)

• HIGH END, HARD TO FIND ITEMS• MODERATE VALUE, TOP $, BUT TOP QUALITY• NO DISCOUNTS SHOWN.• LOWER PRICED ITEMS ON LOWER SHELVES• HEAVY USE DISPLAY CASES/AREA• ITEMS DENSELY DISPLAYED

GOURMETMARKET

• FORCED TO WAIT IN LINE, EVEN WHEN STORE IS SPARSE.

• SCRIPTED CONVERSATION• FOCUSED ON WOMEN, GIRLS• BLACK TEE SHIRT

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• CUSTOMERS ARE MAINLY WOMEN, GIRLS• BETTER DRESSED, MID INCOME, 12+ YRS• THEY STAY ABOUT AN 10 - 15 MINUTES• ALL PURCHASED, GENERALLY NO BROWSING

• WHITE/BLACK OUTSIDE, WARM TONES INSIDE• QUIET, MAINLY CONVERSATION, LOW MUSIC• SWEET CAKE SMELL• CONVEY’S HIGH QUALITY, HIGH CLASS

• MEDIUM SIZED CUPCAKES, DECORATED• POOR VALUE (HIGH $, MODERATE QUALITY)• VOLUME DISCOUNT (MODERATELY)• UNIFORM PRICING• HEAVY USE DISPLAY CASES/AREA• ITEMS DENSELY DISPLAYED

GOURMETCUPCAKES

GEORGETOWNCUPCAKE

• STAFF WAS GOOD ABOUT ADDRESSING YOU QUICKLY WHEN YOU SEEMED TO WANT IT.

• SCRIPTED CONVERSATION• EVERY TREATED THE SAME

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• CUSTOMERS ARE YOUNGER (> 45 Years)• MODERATE INCOME, YOUNG PROFESSIONALS• THEY STAY ABOUT 30 MINUTES• ABOUT 1/3 PURCHASED, AFFORDABLE SMALL STUFF.

• INDUSTRIAL CHIC, GREYS AND WHITES• QUIET, MAINLY CONVERSATION, LOW MUSIC• ALTERNATIVE MUSIC• NO SMELL, • CONVEY’S MODERATE QUALITY, HIGH STYLE

• FURNISHING & ACCESSORIES• GOOD VALUE, STYLISH, MODERATE $• DISCOUNTS FOUND IN THE BACK• PRICING FROM HIGH (TABLES) TO LOW

(VASES, DISHES)• HEAVY USAGE OF “MUSUEM” LIKE DISPLAYS• SPARSELY DISPLAYED

CRATE &BARREL 2.0

• STAFF HELPS RAPIDLY• NO SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME• MOSTLY WOMEN• UNIFORM IS BLACK GOLF SHIRT

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• 30+ YEARS WOMEN, GIRLS MAINLY (80%)• LOW TO HIGH INCOME• MORE THAN AN HOUR• 50% PURCHASED

• WHITE, UTILITARIAN DISPLAYS• QUIET, VERY LOW MUSIC• SEASONAL MUSIC• SMELLS LIKE POTPOURI• CONVEYS LOW $, MAKES IT EASY TO SAVE $

• ART & CRAFT SUPPLIES, SEASONAL DECOR• GOOD VALUE, MODERATE QUALITY, LOW $• HEAVY DISCOUNTS THROUGHOUT STORE• HEAVY COUPONS• HIGHER PRICES FRONT OF AISLE, DECREASE

TOWARD END OF AISLE.• VERY DENSELY PACKED DISPLAYS

CRAFT STORE

• CASHIERS ONLY ENGAGE• NO SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME

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• CHILDREN+PARENTS, SINGLES• LOW TO MODERATE INCOME• ½ HOUR• 50% PURCHASED

• WHITE & BLUE, INDUSTRIAL • CONVERSATION, MUSIC• R&B, POP MUSIC• NO SPECIFIC SMELL• CONVEYS LOW $, BUT SOME DEALS NOT GREAT

• GIFT ITEMS, DISCOUNT TEES, BALL, GAMES• GOOD VALUE, MODERATE QUALITY, LOW $• NOT DISCOUNTED (No Mark-Downs)• NO PRICING PATTERNS, BUT MOVEABLE

DISPLAYS• DENSELY PACKED DISPLAYS

DISCOUNT GIFTS

• STAFF OFFERS HELP RAPIDLY• NO SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME• MOSTLY MEN• UNIFORM IS RED GOLF SHIRT

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• MOSTLY MEN, 30+, DIY• LOW TO MID INCOME• ½ HOUR• 50% PURCHASED

• WHITE, UTILITARIAN DISPLAYS• QUIET,MODERATELY LOUD MUSIC• POP MUSIC• SMELLS LIKE OIL• CONVEYS EASY SHOPPING FOR PARTS

• AUTO SUPPLY• GOOD VALUE, STANDARD QUALITY, MOD $• SOME DISCOUNTS, COUPONS• HIGHER PRICES FRONT OF AISLE, DECREASE

TOWARD END OF AISLE.• VERY DENSELY PACKED DISPLAYS• FEATURED ITEMS DISPLAYS

AUTO SUPPLY

• STAFF OFFERS HELP RAPIDLY• NO SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME• MOSTLY MEN• UNIFORM IS RED GOLF SHIRT

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• MOSTLY 20+ MEN & WOMEN, SINGLES• ½ HOUR• 50% PURCHASED

• WHITE, UTILITARIAN DISPLAYS• QUIET, LOW MUSIC• POP MUSIC• CONVEYS EASY SHOPPING FOR SUPPLIES

• AUTO SUPPLY• GOOD VALUE, STANDARD QUALITY, MOD $• SOME DISCOUNTS, COUPONS• HIGHER PRICES FRONT OF AISLE, DECREASE

TOWARD END OF AISLE.• VERY DENSELY PACKED DISPLAYS• FEATURED ITEMS DISPLAYS

OFFICE SUPPLY

CLOTHING

• STAFF OFFERS HELP RAPIDLY• SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME• 50/50 MEN / WOMENT• UNIFORM IS WHITE SHIRT, DENIM PANTS

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• 50/50 MEN/WOMEN• ½ HOUR• 33% PURCHASED

• BROWN RUSTIC/RANCH DISPLAYS, WOOD• QUIET, LOW MUSIC• POP MUSIC• SALES AGENTS SEEM TO BE ON THE PROWL FOR SHOPLIFTERS

• CLOTHING• GOOD VALUE, HIGH QUALITY, MOD $• SOME DISCOUNTS, BACK OF STORE• NO PRICING PATTERN• VERY DENSELY PACKED DISPLAYS• FEATURED ITEMS DISPLAYS

TOYS

• STAFF DIFFICULT TO FIND• NO SCRIPTED CONVERSATION• EVERYONE TREATED THE SAME• MOSTLY MEN• UNIFORM IS Toys R Us Shirt

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• 50/50 MEN/WOMEN• ½ HOUR• 33% PURCHASED

• VERY UTILITARIAN LOOKING (WHITE)• QUIET, LOW MUSIC• FAMILY FRIENDLY MUSIC• SECURITY GATES AT CHECK-OUT

• TOYS• MODERATE VALUE, HIGH QUALITY• SOME DISCOUNTS, COUPONS• TOP TO BOTTOM PRICING PATTERNS• VERY DENSELY PACKED DISPLAYS• FEATURED ITEMS DISPLAYS

Align All Aspects of Experience To Target Customer and Brand Image:

High LowDisplay Fixture Quality High – Quality Materials, Custom, Built To Show Off Specific Items Low – Mass produced shelving.

Merchandise Density High – Highly packed shelves Low – Sparse, Items Showcased Like a Museum Piece.

Variety High – Case showing many items of same category. Low – Shelve Stacked with Same Things

Color Scheme

TACTICAL FRAMEWORK EXAMPLES

Cream/Warm WhiteBrown Grey

Align All Aspects of Experience To Target Customer and Brand Image:

High LowUniform Formality High - Strict Policy (Suit, Ties, ..) Low - Dress The Way You Want

Discount Visibility High - Displayed On Entry Low - Buried (In Menu) Product Quality High – Craftmanship Low - “Slap It Together”

Pricing High – High Price, Low COGS Low - Low Price, Low COGS

GENERAL INSIGHTS: TACTICS

Align All Aspects of Experience To Target Customer and Brand Image:

High LowEnvironment Loudness High – Need to yell to be heard. Low – Low music, low conversation

Smell

Opportunity/Seasonal Promotion High – Movable Displays or Sections Dedicated To Seaonal Items Low - Static Display, Same Items independent of seasonality.

GENERAL INSIGHTS: TACTICS

Savory IndustrialSweet Spice

. . .

High

Moveable Displays

Low

Fixed Displays

Align All Aspects of Experience To Target Customer and Brand Image:

High LowDisplay Centralization

High – Central Display of well arranged items. Low – Cram it on a shelp somewhere (It looks like my garage : (

GENERAL INSIGHTS: TACTICS

Align All Aspects of Experience To Target Customer and Brand Image:Revenue Optimization Tactics

Horizontal Pricing ProgressionItems Functionally Grouped By Aisle, With Higher Priced Items At Nearest End of Aisle, Progressing To Lower Prices At End of Aisle.

Example: Paint Pricing At Michael’s CraftsHigh paint price ($17.00/Tube At Beginning of Aisle,

$3.00 At End of Aisle)

Vertical Pricing ProgressionItems functionally grouped, with higher priced items at eye level and above, and lower priced items well below eye level. Cases where variety is lower, not capable of filling up several linear feet of shelf space.

Example: Photo quality paper at Home Depot, High Priced Paper Eye Level, Store Brand Below.

GENERAL INSIGHTS: TACTICS

Align All Aspects of Experience To Target Customer and Brand Image:Revenue Optimization Tactics

Hidden PricingCases where pricing is difficult to find, but purchase of the item is likely. Such as drinks at bars. Patrons go to the bar to socially drink, and often drink prices are unpublished, recognizing most people don’t want to look cheap, and won’t ask.

Example: Miller’s Ale House. Food items are reasonably priced, at $15 and below. There are drink specials, such as Pabst Blue Ribbon for $2.00 a can. If you want one of the 20+ craft brews on display, the price is not written in any menu, but comes in at about $7.90 a pint. A very high price, for items like Allagash White, Rogue Dead Guy.

GENERAL INSIGHTS: TACTICS

Align All Aspects of Experience To Target Customer and Brand Image:

Music Genre There are 200+ Genre’s. Align Music to Brand Image,

convey place, attitude, energy, culture, …Place Attitude Culture

TimeCeltic Folk Ireland Traditions Irish AncientRaggae JamaicaPositive/Happy Caribbean RecentAlternative Rock US Creativity Counter Culture

Recent

Some examples of possible matches to retail store types:Celtic Pubs, Irish Merchandise, Brewery RestaurantsRaggae Caribbean Restaurants, Head Shops, …Alternative Rock Bars Targeting Younger Middle Class

Entry WaysOpen Door – Everyone WelcomeClosed Door – Exclusivity

GENERAL INSIGHTS: TACTICS

Sample Store: High End Custom Jewelry StoreTarget Customer: Highly Affluent, Middle AgedBrand Image To Be Pursued: Exclusive, Exceptional Quality,

CreativeApplication of Framework:

Fixture Quality: Very High = Valuable Merchandise Merchandise Density: Sparse = Precious Color Scheme: Grey = Sophisticated Variety: High = Meet Any Client Need Uniform Formality: High = Service Orientation Discount Visibility: Low = Don’t discount, no sales brochures/coupons Product Quality: Very High = Flawless Pricing: High = Exclusive Opportunity Promotion: Moderate = Seasonal Themed Jewelry Music Loudness: Soft = Subtle & Conversational Music Genre: Jazz = Refined Creativity Smell: None Entry Way: Closed = Exclusive Security Well Dressed Greeter Revenue Optimization: Horizontal Progression

Hidden Pricing – Services Unpublished

Application of FrameworkDesigning and Aligning