Showing posts with label Stores. Show all posts
Showing posts with label Stores. Show all posts

August 27, 2019

Selling By Customer Stereotypes

Saw this displayed on the wall inside a Free People clothing store...

It categorizes their female shoppers into 4 types:

1. Candy (hearts): Sweet, girly, flirty, whimsy, and femme  

2. Ginger (cherries): Sexy, confident, edgy, attitude, and mysterious

3. Lou (baseball): Cool, tomboy, laid back, tough, minimal

4. Meadow (sunshine): Flowy, bohemian, embellished, pattern, worldly

So this is how they stereotype their customers "to be helpful"?

Interesting also that they don't see that people can be complex with: multiple traits that cross categories or even in no category at all.

Moreover, people can have different sides to themselves and reflect these in different situations. 

Perhaps in an effort to market and sell more, what they've done is reduce people to these lowest common denominator of idiot categories.

And what makes this worse yet is that it seems to be based just on snap judgment of how someone looks coming into the store and all the biases that entails. 

How about we look at people a little more sophisticated than this and treat them as individuals, with real personalities, and not just as another empty label?  ;-)

(Credit Photo: Andy Blumenthal)
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May 31, 2019

Tie Dye Hammock

Loved this tie dye hammock by Enonation (Eno) from Australia that I saw at REI. 

It's called "DoubleNest," so I guess that means it fits 2 people. 

So open, colorful, and inviting to rest and relax in. 

Sillily, the store only carries the hammock and not the stand...so good luck with that. 

Also REI clumsily filled this gorgeous hammock with Nalgene bottles--on sale 30% off!

Uh, if you make even the nicest stuff look like junk for storage, you're not gonna get the brand image you want. 

Anyway, the hammock was awesome!  ;-)

(Source Photo: Andy Blumenthal)
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November 22, 2018

Black Thursday For Shopaholics


So Black Friday Shopping extravaganza that used to happen the day after Thanksgiving has now turned into Black Thursday mega-shopping on Thanksgiving Thursday.

The huge Sawgrass Mills Mall in Sunrise, Florida is open 10 AM to 1 AM!

The mall was packed with people and the deals were pretty fantastic.  

Under Armour was 50% off!

True Religion was buy 1 get 1 free!

Almost every store seemed to be 1/2 price off already reduced prices.

What I liked in this video I took here was the WOW! display around the entire entrance to this Century 21 apparel store.

Watch the whole thing...it is really cool what they did with this frontage real estate for this store. 

Great job on the marketing and very inviting!

So lots of compulsive shopping, but not so much turkey today. ;-)

(Source video: Andy Blumenthal)
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November 30, 2017

@Sawgrass Mills Mall










Thought these alligators were pretty cute at Sawgrass Mills in Sunrise, Florida. 

Sawgrass with over 300 stores and outlets is the 10th largest mall in America. 

And much of it is very upscale--apparently, the economy is very good for some people.

By the time, we got out of there, my head was spinning with sampling the stores and merchandise.

It was a delightful retreat to pass some nice outdoor eateries by the Colonnade with these creative and colorful alligators. 

Remember most of this place was built on Everglades swamp, so there are plenty of real alligators to go around. 

My favorites from these:

#4 - Forever Glades

#7 - The colorful blue, pink, and orange gator.

#9 - Relax and Rejoice

What are yours?

Not sure, why I took #1--the watermelon alligator--in the other direction, but it adds effect and I hope you enjoyed these. ;-)

(Source Photos: Andy Blumenthal)
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June 15, 2011

Apple Store "Heaven"

The Apple Store is always packed with people--it's like they are just camped out there, permanently.

According to the Wall Street Journal (15 June 2011), the Apple stores are an unbelievable success story:

1) The 326 stores sold about $11.7 billion worth of merchandise in 2010, and have an estimated 26.9% profit margin--compared with about 1% margin for Best Buy before taxes.

2) They led with sales per square foot of over $4,406--higher than Tiffany at $3,070,, Coach at $1,776, and Best Buy at $880

3) More people now visit Apple's stores in a single quarter than the 60 million who visited Disney's 4 biggest theme parks last year.
And people are not just "window shopping," but people are actively engaged trying out, testing, experimenting with the latest Apple products sitting out on the display desks.

Of course, there are also lots of sales people in their bright red Apple shirts ready to help, answer questions, and even sell you something.

Apple's stated "sales" philosophy--"not to sell, but rather to help customer solve problems."

Thus, employees receive no sales commissions and have no sales quotas--that's definitely pretty novel! (The exception is that "employees must sell services packages with devices"--I've always been a little leery of those, thinking why do I need the service package if the product is supposedly such high quality to begin with?)

Apple focuses their team on customer service, and their 20007 training manual uses the APPLE acronym as follows:

A--"Approach customers with a personalized warm welcome"
P--"Probe politely to understand all the customer needs"
P--"Present a solution for the customer to take home today"
L--"Listen for and resolve any issues or concerns"
E--"End with a fond farewell and an invitation to return"

I sort of like it--no where does it say to sell, up-sell, cross-sell the customer, but rather it's much more about services and solutions.
At checkout, the salespeople can ring you up from where ever you happen to be in the store on iPod touches with credit card readers.

And trouble shooting Apple products is done at the "Genius Bar"--something like the Geek Squad on steroids. This is where things start to get a little weird, since Apple only pays their geniuses something like $30 an hour, so but for the love of Apple, what are they doing there?

Overall though, I think the whole store experience is pretty ingenious: from "the clutter free look using natural materials like wood, glass, stone, and stainless steel" to the large image color displays of the products dotting the walls, the stores are inviting, hip, and you know when you walk out with a product, it'll be plug and play, immediately functional, and extremely sleek to match.

J.C. Penny made a brilliant move announcing the hiring of Ron Johnson as their new CEO, effective November--Ron is the brains behind the Apple store design. If Ron can Apple-fy the Penny stores, wow wow wow, but that this is not a sure thing, since Apple products are cool and sort of sell themselves anyway--they just needed the right ambience.

(Source Photo: Andy Blumenthal)

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