Shopping Experience/Merchandising
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Today's retailers have gone to extraordinary lengths to create a shopping experience based on more than just the products they sell and the services they offer. Clothing purveyor Abercrombie & Fitch, for instance, adorns its stores with oversized posters of sexy, half-dressed models and sprays its signature scent throughout the store. Visit your own favorite retailer and check out the look and feel of the store. Notice background music, lighting, colors, decorations, signs, layout, and the appearance of the salespeople. Then, develop recommendations for how your store could improve the shopping experience for you and other customers.
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Solution Summary
This solution discusses the extraordinary lengths some retailers have taken to create a shopping experience based on more than just the products they sell and the services they offer. Clothing purveyor Abercrombie & Fitch, for instance, adorns its stores with oversized posters of sexy, half-dressed models and sprays its signature scent throughout the store. This solution describes a favorite retailer and outlines what they have used ( background music, lighting, colors, decorations, signs, layout, and the appearance of the salespeople) to create a shopping experience. It also gives recommendations for how the store could improve the shopping experience.
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I love to shop at J.Crew. I love the idea of classic American style with a bit of flair and color. Their advertisements in the New York Times were the first thing that attracted me to the store because of the simplicity of style. However, entering the store that style is not displayed as well as it could be. In order to improve the atmosphere I would begin with the window displays, making sure that the latest fashions were artfully displayed. For instance, right now the chain is focused on summer styles. I would feature swimsuits in one window, pencil skirts and blouses ...
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- BA, University of Southern California
- MSS, United States Sports Academy
- Ed.D, Boise State University
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