Insight and Opportunities

Insight and Hidden Opportunities

A Crash Course on CreativityNovember 1, 2012Wonravee Chavalit

Thursday, November 1, 12

Goal

Explore hidden opportunity from the !ndings after visit the stores.


Tasks

Visited 6 different stores ( same area )

Observed each store about 15-20 minutes

Used !ndings and compared them in observation lab worksheet

Presented the !ndings and opportunities


True Religion

Business: Sales premium denim apparel

Insights: Store furnitures and !oor presented with natural wood, display and lifestyle images are everywhere, prices are easy to "nd, lights in store are on medium level, sale representatives are wearing casual clothes, loud music, some items are hard to reach by not asking for assistance, most denims are behind the counter, no seatings, store does not clearly label for male or female section.


True Religion

Opportunities: Bring products forward from behind the counter would give an opportunity for customers to engage with the products, story and products information would educate customers about the brand and company, allow tailor "t or styling would give customers sense of personalize, big sofa or seating area would give customers time to browse the products and spend more time in store, offer discount via check in the social network, provide more accessories and style guide to help customers on current trending, provide clearer warranty and refund policy will give customers more insured about their purchases.


LensCrafters

Business: Sales and service prescription eyewear and prescription sunglasses

Insights: Clean store, bright light makes it easily to see products, music background is playing in moderate level, people are friendly and greet customers immediately, products are nicely label and easily to "nd prices, expensive items showcase behind display panels, few lifestyle images, examination stations are divided into two sections, some products are displayed too low, products are categorized by brands.


LensCrafters

Opportunities: Nicer presentation for eyewear and sunglasses can be a huge impact to the customers, better organized and clearly label workstations would improve the work!ow in the store, add colors and lifestyle photos would give the store a fresher look, light up the !oor by using different materials or colors would give the premium feel when customers enter the store, better lighting on the products will enhance the overall environment, signs or communication material for free maintenance and services would bring more customers in the store, sale representative wear same uniform would represent the global brand of LensCrafters, provide clearer labels for male/female eye wears help customers search for their need.


Desigual

Business: Sales casual clothing that feature splash of colors and graf"ti

Insights: Low light, high energy music background, loud atmosphere, prices are easily labeled and displayed, customer representatives wear edgy clothing, customers walked in very frequent, !oor and decor feel industrial, Lifestyle images showed off the products, changing rooms are comfortable and big enough for few people.


Desigual

Opportunities: Offer more frequent live events or live models to engage with customers, provide runway video footage to give an excitement atmosphere, provide membership discount, provide style guide via interactive screen or style images, promote designers and stories on the making of the clothes, allow customers to personalize their clothing, live DJ would give the store more engaging to their customers, offer edgy shopping bags when customers enter the store, show off local artists artwork in store, allow customers to leave their comments on the graf"ti wall.


Shoe Palace

Business: Sales multiple brand name shoes and clothing

Insights: Bright light, no background music, product are well shelved and displayed, prices are not easily to "nd, !oor and decoration are clean, product photo and lifestyle images are displayed above eye-level, sale representatives are quickly greeted - mostly men, sale representatives are wearing the same company shirt, there are no place to sit down, store carries many brand name shoes, every displays look the same.


Shoe Palace

Opportunities: Provide more courtesy offer by sale representatives, divide more seatings for customers, design sections with its own story dedicate to its brand, highlight the feature products with engaging photos and information, provide touch screen kiosk to explore different products, give customers opportunity to order online and pickup at store, play music in the background provide better experience, videos and photos of athletes, clearer price labels, offer membership and discounts, provide customers recommendations via product descriptions and communications in store.


Banana Republic

Business: Sales luxury clothing

Insights: Bright light, soft background music, offer personal stylist in store, store divided to male/female section, products are organized and well shelved, sale representative are friendly and helpful, wood !ooring which give more premium feel to the store, sale representatives are nicely dressed and clean which represent the brand.


Banana Republic

Opportunities: Provide light sense aroma its perfume product line to engage customers with the brand, give customers ability to have easier access in sales section, provide more styling images in store, offer discount via social network and check-in, offer the ability to share experience with friends and family via webcam or store’s kiosk, virtual styling on the interactive touch screen, provide snacks and drinks for all visitors, seatings and lounge area to provide greater comfort.


Teavana

Business: Sales and service prescription eyewear and prescription sunglasses

Insights: Store well light, tea’s aroma brings guests in the store, products are well organized and displayed, price labels are not easy to "nd, sale representative are always there to help, few free tea tastings using products in store, product information educate new and return customers, furniture and !oor feel earthy, products are not always labels, sales representative are wearing company’s uniform.


Teavana

Opportunities: Create more fun atmosphere to the store will engage more customers, tell stories about the origin of their teas and company give customers connection, engage people to drink more teas than coffees, provide personalize tea selections, give customer a journey when they want to buy teas, get customers involve in membership and discounts, offer online and mobile social network so people that like teas can share their experiences, give a seating or rest section for customers to enjoy teas and learn more about the products, sale cookbook and paring teas to provide customers another enjoyable way of experience teas, provide social initiative projects to help connect with community.


Puma

Business: Sales shoes and sport apparel

Insights: Bright light, soft background music, offer personal stylist in store, store divided to male/female section, products are organized and well shelved, sale representative are friendly and helpful, the !oor is wood !oor which give more premium feel to the store, sale representatives are dressed with nicely clothing which represent the brand, feature products are well de"ned in the store, check out counter provide monitors for customers to review their purchases, clear and easy to "nd return and refund policy.


Puma

Opportunities: Provide more fun and engaging environment, show off endorsed athletes and sport videos, give the customers opportunity to learn more about the product materials and technology, provide Puma’s story and its designers, display information about eco-friendly initiative projects, sales "tness equipments produced and designed by Puma, provide information about local "tness centers, provide game and customers information on their health and offer customers an active lifestyle choice, give free product as souvenir for all visitors


Thank you


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Insight and Opportunities

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