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7/31/2019 Buying a Sense of Belonging
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BUYING A SENSE OF BELONGING
Retail Therapy
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Retail Therapy
Ever feel likeyou dont
belong?
.
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Retail Therapy
Ever realise that
some shops makeyou feel like you dobelong?
.
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Retail Therapy
Four out of the six shops Iobserved succeeded in
making me feel as if Ibelonged.
By using music, layout,signage, productcategorisation, staff andmore they createdexperiences which reinforcedmy ideas of who I am andwho I want to be
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Retail Therapy
The 4 shops which created
the strongest sense ofpersonal identity were:
Books Upstairs
Sheridans Cheesemongers Designist
Spar (surprised me too)
The 5th shop (PC WORLD)created a successful brandthat others could belongtoo but wasnt nicheenough for me.
The 6th shop (Card Gallery)needed to do more workto create a sense ofbelonging for itscustomers.
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Sheridans CheesemongersAs a discerning foodie, my attention was completely
caught by the continental , artisanal look of the shopfront The hand written chalk board suggested personal
attention to detail and freshness (as it would have tobe re-written every day)
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Sheridans Cheesemongers
There was a rustic country feel there. It felt morelike a cheese makers outhouse or a farmers marketthan a shop in the city-centre
The temperature was cool, the walls were tiled, theshelves were wooden and everywhere was spotlesslyclean.
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Sheridans Cheesemongers
The handsome and well-informed staff discussed art-house movies with one another whilst Amadou etMariam played gently in the background.
Expensive wine, chutneys, mustards and chocolateslined the shelves. I recognised many products frommy time living in Spain and France. Everything herereaffirmed my idea of myself as a person ofdiscerning taste. I wanted to belong to this club!!!
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designist
The colourful window display and minimalistsignage caught my attention. Might this besomewhere Id like and relate to?
Closer inspection of the window displayrevealed a creative layout and interestingproducts. I was tired of the same massmanufactured stuff. Maybe this shop hadsomething new to offer?
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designist
Turned out that it had! Theowners were designers,
schemers and plottersBarbara and Jennie .
Both are mad about designthat adds value to peopleslives rather than clutter. Theirshop layout and product
range reflected thiscommitment to authenticity .
Its a refreshing alternative tothe homogeneity ofglobalisation.
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designist
Every corner of the shop wasan aesthetic joy...
...And yet also clearly demonstrated thefunctionality and originality of the products
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designist
Many of the products were laid out likethose in a museum or art gallery...
... This must reassure customersthat their tastes are high-brow
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designist
Designist know their target market really welland cater for them . Their brand is entirelyconsistent across the shop and on thewebsite.
They understand that good visualpresentation of their products is essential tohelp customers identify with their brand andfeel they could belong here.
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Books Upstairs
What dedicated book lover wouldnot fall for this Charing Cross
Road type shop front?The tall door and windows suggest
the high ceilings of a library . Theslightly neglected appearancereflects the mindset of the booklover who has time to fix up ahouse when there are so manybooks to be read?
I could relate to the people whoowned such a shop. I couldbelong in here.
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Books Upstairs
The shop is filled with silence.Like that of a library or achurch.
Rows of singular light bulbs
glow softly like candles in achapel. Pale primrose yellowwalls, cream shelves andwooden floors soothe thespirit. People who come hereshare a reverence for the
written word. Customers speak quietly and
staff members never intrudebut wait to be approached.
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Books Upstairs
Books, books everywhere food for the literary soul
And room for the worshipper to sit
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Books Upstairs
A book lover can relate to alittle disorder...
...and yet everything is clearlycategorised and easy to find
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Books Upstairs
Many of the books are of specialist interestfor those who took reading seriously...
And that Charing Cross Road feeling is everywhere.Any true book lover would feel at home here.
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Spar General Store
I would never feel attracted to a Spar shop but theperfect symmetry of the entrance caught my eye
The layout was superb. A judicious use of lightinghighlighted only the products and there was asimple, uncluttered feel to the shop.
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Spar General Store
All products were grouped according tofunction and then colour.
This made it super easy to find themand to decide between brands
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Spar General Store
The whole shopping experience said cleanefficiency. It was easy to enter ...
...make a quick decision and leave. Really busy,efficient and decisive people must shop here . Iwant to belong to this club!
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PC World
Even to a technophobe like me, PC World was unintimidating.The floors were flush with those of the mall and so it didntfeel like I was out of my comfort zone.
The font was almost childlike suggesting people herewould be friendly and make things easy.
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PC World
They were friendly! And wellinformed.
All elements of the shopping experience combined to reinforcethe PC World brand . Their trademark purple(suggestive of ahigher power) was everywhere .
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PC World
The modern spacious layout and fast paced musicconfirmed where you were but was neverintimidating for those not quite up to speed.
Lots of people came with their friends or theirboyfriends. I could see how some people would wantto belong here.
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The Halloween display looked cheap and tacky butthere seemed to be a good selection of cards.
There was. And grouping together according tobrand or category made it easy to find what youwanted.
Card Gallery Cards & Gifts
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Card Gallery Cards & Gifts
In fact the shop made verygood use of colour...
...to help you find what youwanted
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Card Gallery Cards & Gifts
The Halloween display didntwork very well however...
...And the carpet was old fashioned and grotty.Neither helped establish their shop as somewherethat made you feel good and generous.
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Card Gallery Cards & Gifts
If theyd made a betterHalloween display
And built on their other strengths,it could increase customer loyalty
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Opportunities
Here are some I identified:
Introducing new products orslow sellers at eyelevel all
store owners said they puttheir best sellers here. Iwondered if it could be usedas a way to introduce slowermovers
More emphasis could have
been placed on impulse itemsat the cash register in most ofthe stores
Bigger and better displayareas for sale items
Sheridans have gift baskets
and recipes available online
but none visible in the store
PC World should have a
discussion forum on their
website and also a more
prominent central displayunit
The Card Gallerys Halloween
display was tacky and
ineffective
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Buying a sense of belonging
Most of these stores were
very successful in creating
strong brands that customerscould identify with.
This would give shoppers a
reason to return as they
were buying a feeling as wellas a product.
I never fully realised how
cleverly stores did this until I
paid attention!