HOBBY LOBBY.

Forrest B. ChristenotPatrick Rip RollinsYing MingMarc PiantoneAnaïs Hasan Jusuf

HOBBY LOBBY

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INTRODUCTION

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CONSUMER BEHAVIOURSpring 2010

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THE TRANSITION ZONE

Large but crowded by piece of furnitureNot reflecting what is inside the storeThe first impression is not relevant

CONSUMER BEHAVIOURSpring 2010

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THE TRAFIC FLOW

Seasonal stuff (Easter, valentine’s day, Chrismas) is the main aisle where people naturally go (on the right side of the store when you enter it)But people are able to go where they want (as the store is not really crowded)

CONSUMER BEHAVIOURSpring 2010

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THE LAYOUTS

The layout is pretty confusing (if it’s the first time you get in you do not know where to go)They try to make people go through the all store by placing “popular” items (painting accessories…) at the back of the store.

CONSUMER BEHAVIOURSpring 2010

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CROWDING AND ACCESSIBILITY

The store is never crowdedIt’s really accessible, even for disabled peopleNo butt brushingThe bathroom is functionalThe only bad point is that some products are really high on the shelves, so short people or disabled people can’t reach it.

CONSUMER BEHAVIOURSpring 2010

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SHOPPER’S DEMOGRAPHIC

About 95% of shoppers are womenWe also see punctually men and kids in the store, but women usually accompanied them. So the average buyer is a white female between the ages of 40 and 50.

CONSUMER BEHAVIOURSpring 2010

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SIGNALS

Confusing, hard to find and to understand, too many sale signage (you can see these everywhere) and most of them are sale signage displayed not in the right place (signs for frame sale in the sewing aisle for example)The constant rotation of seasonal products is not helping the signageThe main issue is the difficulty to find which products are on sale and which are not for customers because of the abundance of price cuts signs.

CONSUMER BEHAVIOURSpring 2010

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CHECK OUT

Cash wrap zone is crowded by display of small impulsive buy items (candies, small toys…), not really relevant in this type of store and in too high quantity.The checks out are too small, if you come with numerous or big items it should be problematic.There is only one or two cashiers working at the same time, if 5 or 6 people are waiting for check out the line should be too long.

CONSUMER BEHAVIOURSpring 2010

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OTHER ISSUES

People in the store are not really greeting (8-10 employees working) cashiers do not say hello.

Salesmen not really approaching you and asking if help is needed, even when the store is empty.

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RECOMMENDATIONS

1st recommendation: Signage improvement. The same method used in Wal-mart should be applied in this store (tall and high signs displayed to indicate main sections, smaller signs used to indicate what is in each aisle)

2nd recommendation: Music played in the store. The music is one of the worse point in this store, getting customers in a depressed mood; not good for shopping.

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RECOMMENDATIONS3rd recommendation: Image of the store. Because of the abundance of cheap products and “fake” products and the displaying of too many sale signs, the store has a bad image in the minds of customers. They should reduce the number of sales and sale signs and the range of product they sell, focusing on what is really relevant in a “hobby store”.

4th recommendation: Offering classes (model classes, painting classes…) during weekends should be a way to improve significantly the number of potential customers

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LESSONS LEARNED OF THIS PROJECT

BLABLA

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Thank You For Listening.

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