crash course on creativity, are you paying attention, assignment #2, 10 30-12
TRANSCRIPT
“Are You Paying Attention,” Crash Course on Creativity
Stanford University
October 30, 2012
R. Blocki
Assignment
Purpose: visit 6 stores, record observations and communicate key insights.
Stores: Nordstrom, Bloomingdale’s Home Store, Apple, Sears, Tabula Tua, Lake Forest Book Store
Nordstrom (Chicago)
|3|
• Grand glass exterior facing Michigan Avenue and 4-
stories of wide open entrances entice shoppers to
Nordstrom department store.
• Espresso Bar on the main entrance allows shoppers to
take a pre or post shopping break.
• Wide spacious floor entrances makes easy entry and exit
for families, strollers and shoppers loaded with bags or
holiday gifts. The sounds of smooth jazz fill the entire
space, establishing an upbeat mood and mindset.
• Roomy floors and open retail spaces, along with ample
lighting allows easy movement for navigating, browsing
and selecting merchandising throughout.
• The 4th floor restaurant is a popular destination among
business men and women, also providing a wonderful
aroma that filters down throughout the open escalator
corridor.
• Overall retail environment makes me want to stay.
• Hovering sales clerks frequently asking if assistance
needed can be annoying. In addition, very tidy display of
clothes makes it easy to browse, but sales clerks follow
any shopper’s movement of merchandise back to proper
place. Both behaviors make me want to move on.
• Flat screen TV in men’s department broadcasting ESPN
sports a positive, however, store should place same in
women’s 3rd floor sitting area for men while
wives/girlfriends shop.
• Active and athletic section on 4th floor lacks energy and
excitement. Needs visual enticement to compliment top
brand name gear.
Observations Observations & Ideas
Bloomingdale’s Home Store (Chicago)
|4|
• Color, shapes, sizes and the aroma of the in-store
cooking greets shoppers as they enter the street level
swing doors.
• Bloomingdale’s converted a Chicago historic landmark
(Medinah Temple) into a fabulous retail space,
maintaining historic elements such as stained-glass
windows (found mostly in bathrooms).
• Large, airy floors, with plenty of roaming space.
Sometimes merchandise (kitchen appliances, utensils)
are stacked close together, making it difficult for crowds
and strollers.
• Displays are creative, colorful and enticing with huge
inventory of brand name items.
• Coffee bar and cooking classes located on main floor fill
the space with wonderful aromas.
• Glass elevator and easy access to escalators with store
views makes moving through each floor a feast for the
eyes and easy on tired shoppers.
• Exterior façade remains as original per landmark status
restrictions, with Bloomingdale’s shopping signage.
However, business and leisure travelers may miss
signage and not recognize structure as a large retail
store. Bloomingdale’s needs greater “retail” presence
either on street, in high-traffic tourist outlets (form
partnerships) or online where visitors most often plan
trips.
• Parking difficult with expensive garages the best bet.
• Check-out lines can be long, with minimal stations and/or
sales help.
Observations Observations & Ideas
Apple (Chicago)
|5|
• Exterior white, gray, silver modern glass architecture
located on Michigan Avenue corner makes Apple easy to
find on crowded corridor.
• Entire retail environment – bright, airy, sunlight, modern
support and elevate brand identity. Further, handsome
displays and neatly organized space by product
categories allows very easy to find.
• Eclectic trendy music and natural sun light, along with
product interaction on non-busy days, makes me want to
spend lots of time in store.
• Hi-tech devices and tools allows easy check-out.
• Classroom theater on top floor a great place to relax and
learn.
• While store welcomes shoppers to interact and test
merchandise, large crowds create cluster of people
waiting on turn.
• Introduction and hype of new product introduction
generates huge crowds, reducing desire to shop.
• Parking difficult with expensive garages the best bet.
• Needs seating areas to handle waiting crowds, waiting
shopping “partners” (i.e. kids).
• Add a floor on top featuring café (Starbucks).
Observations Observations & Ideas
Sears (State Street, Chicago)
|6|
• Somewhat cold exterior with difficult to see store name.
Windows filled with Sears name, but not extraordinary
eye-catching treatments.
• Majority of store filled with stainless-steel racks of
hanging merchandise and tables with scattered
merchandise. Minimal room within displayed “aisles.”
• No music, no energy, no shoppers.
• Condescend lighting in several areas causing a “buzzing”
sound. I think someone needs to change the bulbs.
• Lands End -- Best retail environment in entire department
store with smartly displayed items, comfortable seating
area and greater attempt to create quality brand.
• Street smell of buses, cabs, etc., infiltrating store.
• Disney kids section cluttered and over-crowded.
• Elevate in-store promotions, create excitement and more
enjoyable retail experience with existing partners (Disney)
and new partners.
• Overhaul merchandise displays to elevate brand and
induce customers.
• Generate more volume and excitement through
compelling in-store demonstrations and more
trendy/relevant merchandise.
• Target female shopper within the immediate geographic
proximity (i.e. business woman) with more relevant
merchandise and in-store café featuring simple, tasty
menu (salads, soups).
• Incorporate hi-tech to tools and devices to assist
shoppers in finding merchandise and at check-out.
(Talk to Apple.)
Observations Observations & Ideas
Tabula Tua (Lincoln Park, Chicago)
|7|
• Located in trendy Lincoln Park neighborhood, just 5 miles
north of downtown Chicago, Tabula Tua is a popular
home furnishings and dinnerware.
• Bright, cozy, eclectic, warm, cozy, friendly.
• Attractive, handsome window display of unique home
furnishings and bright window display lighting.
• Merchandise veers far from department store home
furnishings and gifts, making the store a popular
destination.
• Soft instrumental music and aromatic scents ideal for
home create an alluring environment to browse.
• Excited, happy group of young women registering with
future bride says it all.
• Although window displays stand out, store’s name in
auburn signage blends with background auburn awning
making name difficult to read.
• Tabula Tua is a huge hit among locals. With over 40
million visitors to Chicago, and because of the easy
shopping environment of Lincoln Park, store owners
should target tourists to make the 10 minute cab drive
from downtown hotels.
Observations Observations & Ideas
Lake Forest Book Store (Lake Forest, IL)
|8|
• Located in a small town on Chicago’s north shore
suburbs, Lake Forest Book Store is survivor as major
book retailers succumb to online sales sources.
• The small store sits on the corner of the town’s market
square area with window displays facing both north and
east luring traffic from two vantage points.
• The store’s small size creates a warm, cozy atmosphere,
with quaint sitting area in front and back (kids section).
• Free gift wrapping is a huge asset for time-strapped
customers.
• Books displayed mostly through shelves vs. tables.
• Limited store size creates congestion on busy time
periods and on special occasions.
• Professionally managed and run store, however, buckled
flooring and other minor repairs remind shopper that this
is a “Ma and Pa” independent book store.
• Enhance ambiance and sales by conducting cross-
promotion with nearby Williams-Sonoma, one of the
town’s most popular retail destinations. LF Book Store
could offer Williams-Sonoma treats, creating wonderful
aroma, and sell its cookbooks, clearing valuable WS
space. (Williams-Sonoma conducts daily cooking classes
and/or cooking demonstrations.)
Observations Observations & Ideas