Observation – Insights & Hidden Opportunities

By: Flor González

Catchy Shapes

Enchanting ThemesBelieve = Opportunity for Dream Realization

Red Carpet = VIP Welcome

Enchantment Continuity

Color Scheme Continuity

Enchantment Continuity

Color Scheme Continuity

Age Equality

Unexpected Bold Color Use = Trendy

Attempt to appeal to a new, younger audience?

Confusing tags/prices

Problems & Solutions

Solution = Simple & Effective

Red Color Use = Most Catchy Entrances

Anchor location or close proximity = Most Catchy Entrances

Increased Use of Electronics

Increased Use of Natural Resources (e.g. sunlight)

Balance

Multi-Color = Youthful Target Audience

Youthful Trend = Voice

Multi-Color Use

Health/Fitness Trend

Overwhelming Quantity = Confusion

Combos/All-in-One = “Cost Effective”

Matching Product to Personnel Product Preference/Personality

Multi-Color Use

Red/Pink/Animal Print & Lace = Feminine & Romance?

Cost Effective Use of Space = Division

Health/Fitness, ‘Pop Star Shimmer’ and Global Themes Repeated Over & Over Everywhere

Appeal to Emotions = Past, Present and Future “Memories”

Differentiation = Value Added

Appeal to Customization = Personalization

Store/Customer Type = By Sport/Activity

-Most stores had single customers (vs. accompanied customers), despite that Frisco, TX is very family-oriented. Day of the week/time was probably very influential (I made observations Monday early afternoon).

-Most stores had very friendly, warm employees, particularly Macy’s (I was asked to be helped very frequently). My bias in favor of Macy’s probably influenced in my perspective.

-Out of Season items are what are mostly on sale.

-Sale items are either out of sight in a corner in the back of the store or in plain sight/middle of the hall.

-And…of course chocolate impulsivity can readily be found near registers.