presentation for the creativity course
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WHAT DO WE REALLY KNOW ABOUT STORES?
a сrtical analysis
YVES ROCHER
Goods have test samples!
Big letters and the nice logo;
I felt a nature in every step
ZARA
These mannequins opposite the store entrance
scare me...
White ceiling and floor - a good solution for Zara’s style.
PULL & BEAR
I think it’s good slogan for this shop.
The large entrance for a crowd of customers!
PULL & BEAR
Here is discount clothes.
The most visible and attractive part
of the store.
CHILDRENS’ WORLD
Here is «a corner of discounts»
The glass doors are always opened for children.
FOUR PAWS
But REMEMBER: You shouldn’t feed and touch
this fluffy guys!
Pretty animals and careful salesmen.
SPORTMASTER
Most of visitors are couples.
The big store with a wide range of sport
inventory.
SPORTMASTER
Are You ready for winter? If not - this seasonal products will
help you!
Here is impulse items at the cash desk.
TABLE
Criteria Yves Rocher Zara Pull&Bear
First Attitude Very comfortable atmosphere.
Serious format. The bold store!
Environment Much more aromas, than at other stores.
A little dark and gloomy interior.
Nice unobtrusive music and «a jeans smell» makes a special
mood.
Staff Very affable girls, they pay attention to each visitor.
Salers look friendly, but some of them do this only
on a formal level.
A young and kind staff, wich try help you in every
trifle.
Product Any product has a tester, there is also a impulsive...
Difficult to find «a corner of discounts».
Some prices difficult to find
CustumersAlmost totally are women between
16 and 60.
Most of people go to the store just for kill 10-15 min. of their free time.
Most of people are teenagers.
TABLE
Cretiria Children’s World Four Paws Sportmaster
First Attitude The huge sign, opened door, playful design.
A friendly brand style makes only positive opinion about
the store.
When you near the store you want make some
sport right now.
EnvironmentPlays a infantile music, it’s not
disturb, cash desk near entrance
There is not any music, but animals are too
noisy.
Nothing superfluous; some people can stay here more
than an hour.
StaffSalesmen tried don’t miss any customers, but forbid make
photos at the store.
Most of salesmen are girls aged by 18 to 23, they are very friendly.
Cheerful young people.
ProductThere is a special zone for
discount products; products put on functionality.
Less available are animals cages (they are
on a top of shelf).
Organized by kinds of sport.
Custumers Most of customers are couples, average are 30 y.o.
Can’t touch animals!Almost all people leave
the store with some purchase.
CHART
Also every store was appreciated on a scale from 0 to 10 points in each criterion:
0
2
4
6
8
10
First AttitudeEnvironment
StaffProduct
Customers activity
Yves Rocher Zara Pull & BearChildren’s World Four Paws Sportmaster
RESUME
Most comfortable and friendly to customers is Yves Rocher store
Many details of a store design influence to a potential purchaser, forming a subconcsious opinion
A store can get a good customer’s opinion only through a positive evaluation of all criteria
INVESTIGATE YOUR STORE!BE OBSERVANT -