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Are You Paying Attention Assignment Gary Hahn A Crash Course in Creativity
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6 Stores were Reviewed:
• Best Buy, Washington DC • The Container Store, Washington DC • Ace Hardware Store, Washington DC • Apple Store, Bethesda, MD • Barnes & Noble, Bethesda, MD • HH Gregg, Rockville, MD
Best Buy
• For a retailer that sells entertainment soQware and consumer electronics, the store is surprisingly sterile. There is a lack of excitement and fun.
• Mixed messages – is it a low-‐cost, big box retailer (with discounted consumer electronics in the aisles), or is it a high-‐end retailer/installer (Geek Squad service and Magnolia Audio and Video area).
Best Buy
• There’s an opportunity to put more fun and interac,vity into this store. -‐ Play music throughout the store.
-‐ Expand gaming area to encourage in-‐store par,cipa,on. -‐ Bring Computer/Geek Squad area closer to the front of the store – this is where the most ac,vity seems to be.
Best Buy
• Consider hos,ng video game contests and Geek Squad training sessions to provide reasons to visit the store and stay for an extended period.
• Use video displays throughout the store to explain products and encourage purchase. Surprising lack of video for a consumer electronics retailer.
Best Buy
Best Buy Need Be*er Use of Video Displays
Best Buy Consider Bringing Geek Squad Sta,on Up Front
Best Buy Add More Interac,ve Gaming Sta,ons
The Container Store
• Well-‐designed, organized store – warm and friendly, with great music playing.
• Currently features colorful holiday wrapping and boxing displays for Christmas season.
• Easy to find what you want. • Helpful staff. • The store lives and breathes the organiza,onal message at the heart of its brand – and makes organizing fun.
The Container Store
• Recommend improving the entrance area (which is also the check-‐out area) could use more color and warmth – this is the only sterile part of the store.
• Recommend adding a “Green” sec,on to the store – there may be a missed opportunity here to target conserva,on/green audience with storage products that reduce waste.
The Container Store
The Container Store Well Organized, Warm and Friendly
The Container Store Great Seasonal Wrapping Display Area
The Container Store Great Presenta,on Idea
Ace Hardware
• This is a “Mom & Pop” neighborhood Ace hardware store.
• Has a bit of a “junk store” feel to it – messy and disorganized.
• Small space and underground “cave-‐like” loca,on contributes to the unpleasant feel.
• Recommend be*er signage and ligh,ng on the exterior to add warmth. It would also help to have a greeter at the entrance. Carpets or ,le should replace the cracked concrete floors.
Ace Hardware Feels like a Dark Cave – Not Warm or Welcoming, with Limited Signage
Ace Hardware
Ace Hardware Messy and Disorganized
Ace Hardware
The Apple Store
• As expected, Apple does things right – great displays, great customer service, great design. Strong sense of energy and excitement coming from the products, employees and customers.
• The stores are as cool as the products – sleek and well-‐designed.
• Opportuni,es for enhancement do exist. Too many people are sieng and wai,ng for the Genius bar – need ways to engage these people with Apple products while they wait.
The Apple Store • Also, there is an opportunity to customize the Apple Store experience for each customer. For example – what if each customer checked-‐in via iPhone when they walked into the store (or the store automa,cally detected the customer upon entrance via iPhone) – so that the store sales associates were fully aware of their profile – what Apple products they own, etc. Perhaps this iPhone app could make automa,c recommenda,ons on what new products or enhancements he/she should consider and direct them to these products via text message.
The Apple Store
The Apple Store Great Energy and Design
The Apple Store Lots of People Wai,ng to be Serviced
Barnes & Noble
• The store feels too quiet – basically a library. Even the CD/Video sec,on has no excitement or energy.
• Tremendous focus on their Nook tablet on the main floor – this is both good and bad. If the customer is a Kindle or iPad person, you have no interest in this part of the store – in fact, it feels like a club that you don’t belong to (nor do you want to belong to, if you have another tablet).
Barnes & Noble
• There is a great kids sec,on – with areas for play, live presenta,ons and group par,cipa,on.
• My recommenda,on is to enhance the store to leverage the things that online book purchases cannot provide – community, interac,vity, group presenta,ons, book club mee,ng areas, etc. It should do throughout the store, what it already does so well in the kids sec,on.
Barnes & Noble
• The store should expand its café area, provide small space group mee,ng areas, foster book club discussions, author presenta,ons, play full-‐length videos in the CD/Video areaetc. Instead of a library, the store should feel like a coffee shop with books and videos.
Barnes & Noble
Barnes & Noble Nook has too much Prominence
Barnes & Noble
Barnes & Noble Expand the Café/Community Area
H.H. Gregg
• Clean, well-‐organized consumer electronics and appliance store chain.
• Feels like a discount store, but with good service and compe,,ve prices.
• Products are well displayed, with outstanding sight lines throughout the store.
• Store design matches the brand extremely well.
H.H. Gregg
H.H. Gregg Great Center Ring Sevice Area
H.H. Gregg Well Organized, Bright and Clean
