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DIGITAL MONKEYSfrom OsakaTaichi Ishino

It’s just my opinion.

@tweetaichi

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Table of contents

1.Current status confirmation

2.A few of my based logics

3.A few points of improvement

(1)Defining participants (3C)(2)Who is your customer ? (STP)(3)Marketing mix (4P/4C)(4)Visual merchandising (VMD)

4.Extra

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1.Current status confirmation(1)Location

(2)Floor plan

Street Street Street

cashier

…Presentation Point…Lounge & waiting room

…Magnet Point…Products

【1st floor】 【2nd floor】 【3rd floor】

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2. A few of my based logics(1)Defining participants (3C)

Customer

Company Competitor

Strength

Weakness

Opportunity Threat

How many people in trade area ?

Who is the majority of the people ?

How much is their income ?

What is their strength ?

Who are major customers of them ?

How many stores in trade area ?

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2. A few of my based logics(2)Who is your customer ? (STP)

Inco

me

Singles families

High

Low

①Segmentation

②Targeting

Company

③Positioning

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2. A few of my based logics(3)Marketing mix (4P/4C)

CustomerCompany

Product

Price

Place

Promotion

Customer Value(Solution)

Customer Cost

Convenience

Communication

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2. A few of my based logics(4)Visual merchandising (VMD)

Item presentation (IP)

Point of sales presentation (PP)Visual merchandising (VMD)

Visual presentation (VP)

Purchasing psychology

Attention

Interest

Desire

Memory

Action

Function of VMD

VP

VP, PP

PP, IP

IP

IP

This is the store's proposal situation.

This is the store's proposal situation,and explaining feature of the products.

Setting up sales floor, easy to find them.

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3.A few points of improvement

【Source : Processed Google map by author】

(1)Trade areaMany of the customer stay 1km distance.

Because, case of people walking in 5km per hour, store is a 12-minutewalk away. Case of people walking in 4km per hour, store is a 15-minute walk away. Case of people walking in 3km per hour, store is a 20-minute walk away.

How many minute are your customers able to walk ?

So, a lot of people always select the convenience.

In other words, you should observe well their group, and listen to the voice of them first.

5km/h

4km/h

3km/h

Store is a 12-minute walk away

Store is a 15-minute walk away

Store is a 20-minute walk away

1km

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3.A few points of improvement(2)Planing customer’s moving line

Street Street Street

cashier

… VP … IP… PP …Products

【1st floor】 【2nd floor】 【3rd floor】

①Enter

②Create an ease of getting around

The most important is user experiences.

3.A few points of improvement(3)Detail - ①Good points

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【2nd floor - Trimming area】 【2nd floor - High class area】

“They are good jobs !” I think your customer being surely happiness.Because, I have not seen the open and observable trimming room so far.And, I have felt your passion in the high class area. It’s exactly your soul.

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3.A few points of improvement(3)Detail - ②Points of awareness

Pedestrian traffic is small street in front of the shop.And, There are many similar stores.So, your store must interest a limited people.

- Street-

I’m here !

about 5 seconds

!

I have felt there are a lot of recommend pointsin front of your store. I think, it takes time tounderstand. People have only a few seconds.

For example >>

For example >>

・Visual effects・Auditory effects・Olfactory effects

・Easel

【Source : Excerpt from website of IKEA】

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3.A few points of improvement(3)Detail - ②Points of awareness

Street

cashier

【2nd floor】

Let’s check again.

the season. Spring, Summer, Autumn, Winter,Rainy season, and more. (※1)And, taking advantage of the end points, youshould propose to the customer. (※2)

I think why don’t you take advantageof the open space. For example, producing sense of

【Source : Excerpt from website of author】

※1 Reference ※2 Reference

【Source : Excerpt from website of author】

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3.A few points of improvement(3)Detail - ②Points of awarenessPoint of sales presentation (PP) or itempresentation (IP) is intended for describingto the customer. POP (point of purchase)advertising is the prime example.

For example,・Why do you recommend this dog food ?・Why do you recommend this snack ?・Why do you recommend this shampoo ?and more...

You must prepare them for your customer,to make it easier to understand.

Value

profit ( of the customer )

price ( = Customer’s cost )

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4.ExtraThe pet store that I have been interested, in Shanghai.

This store is locatedin Gu bei (古北).As you know, a lotof higher incomeare living in Gu bei.So, this storetargeting a segmentis them.Attention please,don’t see the surface.The most important isthey understand theircustomers.Japanese saysinteresting thing.“The customer is God”

【Source : Taken by author】