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ARE YOU PAYING
ATTENTION?Paulina Ojeda. Monterrey, Mxico.
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WHERE I WENT
I visited a local mall calledGaleras Valle Oriente that is5 minutes away from my
house.
Its one of the biggest andmost popular malls in all of
Monterrey, the city Im from.
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THE STORES I analized six stores: two that I know well, two Ive never been
to and are not my style (but decided to give them a try), andtwo Id never been to but I was interested in.
Missinglogo I
couldnt
find
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C&Ayoung, modern clothes that older people like to buy, apparently
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Bershkayoung, modern clothes that only young people buy
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COMICkids clothes. It is a new store, people go in morebecause of curiosity than anything else.
There used to be a
Burger King there.I think people miss
the smell of fries
and ketchup.
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ZALMAwomensclothes (young and not-so-young).
Girly, girl clothes.
Not my style. Mybest friend LOVESspending her
paychecks here.
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THE BODY SHOPover expensive body (duh) products which Ireally want to buy.
Kudos to them for
making the wholehallway smell like
delicious apricots!
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EPICLANDevery gamersdream.
They had a plush
Chewbacca thatroared. Note theAngry Birds on the
storefront andSuperman Logo onthe back.
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DISCOVERIES
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EVERYONES WELCOME
The very first thing I realized is that most stores in the mall had
open doors.
Id never really thought about how uncommon a closed door is in
Mexico as a country.
A closed door means yourenot welcome or the person
inside is busy and cannot
recieve you in that moment.
If your boss door is closedrun for the hills.
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FIND THE SALES
?
I was amazed at how
invisible the sale items
where. Youd think
theyd be in the veryfront of the store, or in a
special (a very visible)
table, but they werent.
You had to go on a
scavanger hunt.
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CAUTION: Browsing ahead (and a bunch of text)
Maybe it had something to do that I went there on a Sunday, but
of the six stores I observed for almost 20 minutes, NO ONE
BOUGHT ANYTHING. 0% purchases.
A bunch of people would go in, but no shiny bags filled with
new stuff would come out.
This got me thinking about something else: employees didntapproach the customers. Maybe they already knew they werent
going to buy?
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AREAS OF OPPORTUNITY
Store owners could give employees extra comission on days
they know sales are low.
Give double points on rewards programs.
Make exclusive sales on browsing days.
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PERSONAL DISCOVERY
After this assignment I realized that I only go to the mall when
Im on a mission sorta like 007.
MY NOTES
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