Download - Observation lab
Observation LabObservations and Insights
Walmart● "Deals" just inside the doors put customers
into a "deals" and "buying" frame of mind.● Corridors lead to the back of the store (milk
at the back)● Large displays in the middle of the corridors
control the flow. One side is an express lane to the back; The other is turnaround area for going from one aisle to the next.
● Customers flow to back of store then to front and toward the cash registers
● Impulse items on the endcaps● Hundreds of impulse items near the registers
Promotional Display / Customer Flow Control
GameStop
● New and Popular games and products line the walls.
● Promotional displays and racks of older games control flow through the store
● Games and accessories grouped by game system
● Collectibles located on walls above games● Promotional advertorials play through
speakers.● Always something within reach and within
multiple price ranges.
Standalone displays for High Priced Items
High-Quality Signage with Benefits of Purchasing Certain Items
Rows and Tiers of Bicycles
Bickels Cycling and Fitness
● Prominently displayed prices on more expensive goods act as a demonstration of quality and value.
● Standalone displays tell customers that an item is special or unique.
General Insights
● Group less expensive merchandise ● Use color and sound to encourage impulse
buying● Separate more expensive merchandise ● Use displays and flooring to create pathways
and to control flow through the store● Give customers reasons to stay in the store● Impulse buys always within reach?● Give customers reasons to buy: show value
prices, display benefits of buying
Possible Opportunities
● Take the bike shop idea of standalone displays to an extreme.
● Build displays of bikes and accessories according to prices-- one bike surrounded by accessories of a similar price scale.
● Set up the store in a way that looks more like an art gallery.
● Create some type of draw to bring in and keep cyclists in the store --> Be a place cyclists meet, refuel, and watch the TdF.