Michaels is a retail store that specializes in arts and crafts supplies. I do not create artistic projects often, so I chose Michael’s because I knew I could perform an unbiased observation. As a result, I observed Michael’s in Chino Hills, California on October 16, 2016. After I observed the store’s exterior, the store’s overall layout and design, and stores’ customers, I concluded that the store is successful in encouraging consumption. Michael’s exterior is designed to attract customers. As I drove towards Michael’s, I was easily able to distinguish where it was located. The store had a simple sign on top of its building. The sign was in big red letters and read “Michael’s Crafts”. The parking lot and the surrounding buildings also attracted …show more content…
Michael’s and Staples have products that complement each other, so having the stores next to each other help attract consumers. Lastly, Michaels had the windows and sidewalk display to attract customers. Both the window and sidewalk displays consisted of colorful products that catch your attention. The displays mainly consisted of decorative items and seasonal products. These displays helped attract customers and helped slow down their walking pace as they entered the store. Michael’s overall layout and design encourage customers to purchase their products. As you walk into the store, the customer is given some space in order to slow down their walking pace. The cash registers are located to the left, while cheap impulse products are located to the right of the entrance. After customers passed those items, they tended to slow down about a quarter of the way into the store. It was apparent that Michael’s was aware of this trend, because they placed their big ticket merchandise products in the middle of the store. These items were visible to customers as they entered the store, and customers often stopped to examine them. After the big ticket merchandise, customers walked in different directions. Customers …show more content…
I wanted to see if there were any customer characteristic trends and if Michael’s was addressing their customers’ trends. I first noticed that customers were primarily female between the ages of seventeen and fifty. These customers were mixed in ethnicity and about twenty-five percent of them shopped in a group or had kids with them. Michael’s was aware of these customer characteristics and appeared to be targeting these specific customers. Their aisles were wide enough to fit groups of people and strollers. The music they had playing overhead was 2000’s modern pop, which is a genre that most of the customers have listened to when they were younger. This music helps bring a happy tone to the store. Lastly, most of the customers liked to touch/handle products. Michael’s met this trend as their products were easily
On July 2, 1962 Sam Walton opened the very first Walmart store in Rogers, Ark. Each week, more than 140 million Americans shop at Walmart. The company has over 11,000 stores in 28 countries. In fact, just recently the company opened a new store in my neighborhood. All summer I watched them build and build and I would say to my mom, “I can’t wait for them to finish so we can stop having to go to that ghetto Walmart.” I know “ghetto Walmart?” but it’s the truth. There was one other Walmart in my neighborhood and it was known as the ghetto Walmart. So when I received the essay assignment I knew immediately where I wanted to go. At ghetto Walmart the norms became abnormal and the abnormal things started to be accepted. The Walmart Company knows how to get costumers to come into their stores, I’ll give them that, but something just went wrong with that one.
When the Tatelman brothers took over the business, they changed their mode of advertising. They realized that by limiting their advertising to newspapers, they were potentially missing out on a whole demographic of people that needed furniture, which would be 18-34 year olds. This demographic was starting to move out on their own, starting families, and needed furniture. By moving from newspapers to funny radio ads and later funny TV ads, Barry and Eliot were able to draw in more customers, especially the demographic they were targeting (Iacobucci, 2013). Before they started to add in the extra shopping experiences, they had customers waiting to get into their third store. Once they added the entertainment portions of the store, they were able to draw in more customers. Even if the customer is only there to take part in the entertainment aspect of the store, which is in the back of every store, they do have to walk through the showroom first. By walking through the showroom a first time customer could see a room design or one piece of furniture that catches their eye. Each customer has a different shopping experience, whether it be at one store or multiple Jordan’s Furniture
For this project, I chose Target’s department store because, one, I am an employee there and most importantly I felt that it showed different types of people in multiple ways through its products. For my first observation my goal was to examine how the store was arranged, the products that
Marshall Field’s designed a personal shopper assistance program called Tip to Toe shop (107). These assistances helped put together an entire outfit, with pieces collected throughout the store (107). Shoppers didn’t even have to be in the store to benefit from this program (107). One customer was so pleased with her shipped ensemble, that she invited her personal shopper to her husband’s inaugural ball (107). The staff would also help customers with a short budget, find good quality attire that was not couture (105). In result, shoppers benefitted largely from the staff at Marshall
The objective of this report is to provide an in depth analysis of the retailer Charming Charlie, in regards to store layout, design, and visual merchandising. Emphasis will be placed on the store’s attraction to the target market, layout organization, and brand image consistency. Charming Charlie is a women’s contemporary jewelry and accessories specialty retailer. The following information is based on the observation of the Charming Charlie’s location in Ashley Park, which is a shopping center in Newnan, Georgia.
Figure 2 shows an actual product (children’s wear) offered at Kmart. An actual product is the physical good/service (Moore, 2008). Kmart offers a wide range of products, from clothing to homeware (Kmart, n.d). This touchpoint relates to marketing as well as merchandising. Merchandising is an aspect of retail in which products are presented in retail stores (Levy, Weitz, & Grewal, 2014). Retailing is the activities involved in adding value to the selling of products (Levy et al., 2014). The t-shirts are offered in a wide variety of colours and sizes. Moreover, the t-shirts are displayed on mannequins to further display the product, thus adding value to
I noticed the fluorescent green of the leaves of 16th street mall turned to a vomit yellow as my friends and I shopped. Malls have never really been my place to hangout the the obligation that I usually have to speak to people I don’t know very well. Nevertheless, my friends dragged me along for an adventure into the depths of sales at Kohl 's and Macy 's (because who would want to miss out on that, right?). As we sat at the drinking hole known as “the food court”, I saw something I will never
For generations, Americans has been brainwashed by the media to believe that what is displayed on television is the ideal perception of what real beauty have manipulated American citizens of what style looks like. Furthermore, with their many brainwashing strategies, that means more and more consumers spending beyond their budget. Our perspectives have been heavily influenced by what they believe is nice, but can we afford it all? With unrealistic combination of goods in store, plazas, and mall, consuming has become a bad behavior of some. In support of my argument of the “Overspending”, author Gladwell’s article “The Science of Shopping” also argues that stores adjust to fit the needs and wants of the shopper are evidently presented. With that being said, we have no idea when we are being manipulated into unrealistic shopping behavior that is influenced by the way the advertisement is presented in visual sight. Author Gladwell gets a “retail anthropologist” and “urban geographer” named Paco Underhill to give breakdown points of how he helps brand name stores influence consumers into persuasion of buying more. However, most of us fall short of that discipline, while being persuaded to overspend during our store visits.
He divided the area into different Zones. Zone 4 is an area that has more than three-quarters of the way in. Zone 3 is regarded as a long, narrow store that the way in percentage will lower than fifty. What’s more, the author shared a memory of studying for a specific case with Underhill together. They were analyzing about the conversation and the motivation of a family buying things in a clothes store. Underhill is extremely sensitive of every single movement of people. The girl in that video would like to have a belt together in her perchance. Unfortunately, they did not provide a chance for her to buy. This is the issue that customers do not get everything they want in one store. He thinks that stores’ owners should focus more on how to make people buy more in their store, not just struggling with increasing the number of people come in.
A vivid depiction about the mall’s ……………. around it gives the audience the impression of already visiting the mall. The press kit contained a array of details concerning the mall:
Before I report my results, I must explain how I conducted my observation, or my research methods. To say that I only walked a lap around the Walmart store and left would be far from the truth. I dressed like an average shopper even making sure to grab a buggy. I started my observation in the grocery department, making the transition to the electronics,
Whenever I go to Stop & Shop, I tend to take interest in the thousands of products that surround me as I walk down an aisle. The wafting aroma of freshly baked pastries and the sight of cold soft drinks are just some of the things that trigger my appetite for food. Most often, I find myself buying more than what I originally planned on. That’s exactly what the layout of a supermarket tries to make consumers do. Marion Nestle argues in her article, “The Supermarket: Prime Real Estate”, how supermarkets employ clever tactics such as product layout in order to make consumers spend as much money as possible. She covers fundamental rules that stores employ in order to keep customers in aisles for the longest time, a series of cognitive studies that stores perform on customers, and examples of how supermarkets encourage customers to buy more product. Overall, Nestle’s insight into how supermarkets manipulate people into spending extra money has made me a more savvy consumer and I feel if more people were to read her article, then they can avoid some of the supermarket’s marketing tactics as well.
Greenbury made a number of structural changes to the look and feel of his stores during the 1990 's that allowed M&S customers to make purchases in the type of environment and location that suited their changing lifestyles. Through carefully targeted investment, Greenbury invested heavily in already profitable stores, simplifying their product ranges, grouping products in similar categories together and providing a greater feeling of space and better lighting. This move away from drab, dreary and cluttered sales floor came in response to criticism from customers and, in response to the changes that Greenbury implemented, customers voted with their feet and came flocking into the new-look stores.
His voice reverberated off the walls, in the confined, cluttered space, and Michael immediately regretted having not lowered it from it's normal volume. The last thing he desired was to bring attention to himself, however a glance over his shoulder quickly eased that concern. Apart from an odd bob of the head here and there, to see who it was that had broken the silence, the majority of the customers were too immersed in their selection of the variety of goods on sale, to have cared, and when his gaze met those who's curiosity had been aroused, theirs swiftly averted. Michael presumed the boutique to be a place where the clientele mostly kept to themselves, and didn't make waves; possibly in the event that caused their intent for being there to be questioned. Issues with your husband? A Voodoo doll, perhaps?
Store environment could affect shoppers’ behaviors in several ways. Store environment also influences various stages of shoppers’ cognitive process inside a store, including attention, perception, categorization and information processing. For example, it has been shown that perceived waiting time varies with the valence of music and consumers’ categorization of a restaurant as a fast food outlet depends largely on the external appearance of the store .While the foregoing discussion is mainly concerned about the immediate effects of store environment, store environment may also have lagged or carryover effects on