Check out these ideas for improving the shopping experience at several well-known stores!

1. Let’s Go to the Mall!

2. Let’s Go to the Mall!
Case 1: New York & Company

9. Report Card:
Ambience A
Desire to Stay A
Fun Factor A-
Courteous Staff B
Shiny Things A
Sale Prices B-
____________________
Total Score: LOVE!

10. OPPORTUNITY: Measurement Match
• Design an APP that shows which items in
the store fit a customer’s specific
measurements
• Save shopping time; guarantee fit!

11. Case 2: Best Buy Mobile

18. Report Card:
Ambience F
Desire to Stay F
Fun Factor F
Courteous Staff C
Shiny Things B
Sale Prices C
____________________
Total Score: BARF!

19. OPPORTUNITY: The Chat Chair
• Create a welcoming, home-like environment . . . ( to emulate
where people spend time talking on the phone).
• Avoid the visual barriers that separate customers from
friendly staff.
• Allow each phone series or brand to have its own
comfortable chair that a person can use to experience the
phone’s features.
Think cozy nook
meets
High-tech interaction

20. Case 3: Francesca’s

27. Report Card:
Ambience A
Desire to Stay A
Fun Factor A
Courteous Staff C
Shiny Things A
Sale Prices B
____________________
Total Score: ADORE!

28. OPPORTUNITY: Sensory Test Drive Card:
Report
Ambience A
• Create a more engaging sensory experience
Desire to Stay A
Fun Factor A
• Staff members should welcome guests Staff C
Courteous
• Mirrors should be around to try on jewelry and
Shiny Things A
Sale Prices B
accessories ____________________
• There should be “test” models of kooky items
Total Score: ADORE!
that are otherwise confined to their packaging
• There were few, if any, examples of outfits
pulled together from the clothing and
accessories available – build desire in your
customers through demonstrations

29. Case 4: Learning Express

36. Report Card:
Ambience C
Desire to Stay C
Fun Factor A
Courteous Staff B
Shiny Things C
Sale Prices A
____________________
Total Score: OVERLOAD

37. OPPORTUNITY: Clear the ClutterReport Card:
Ambience C
Desire to Stay C
• Customers are blocked by the entryway, and
Fun Factor A
Courteous Staff B
there’s no way you’ll fit a stroller in there!
Shiny Things C
• Visual overload with floor-to-ceiling toys
Sale Prices A
____________________
means no displays for hands-on shopping.
Total Score: OVERLOAD
• TWO CHOICES: Reduce inventory or expand
the store

38. Case 5: JCPenney

45. Report Card:
Ambience C
Desire to Stay D
Fun Factor D
Courteous Staff C
Shiny Things C
Sale Prices B
____________________
Total Score: NAUSEA

46. OPPORTUNITY: Style ID Kiosks Report Card:
Ambience C
Desire to Stay D
• In the entryway, provide kiosks where customers
Fun Factor D
can create a “Style ID”: a profile of theirThings
clothing
Courteous Staff C
Shiny C
attitudes, likes, dislikes, color choices, Prices
Sale fabric B
____________________
preferences, etc.
• The Style ID kiosk then points to collections,
Total Score: NAUSEA
brands, or specific clothing items that cater to their
preferences.

47. Case 6: Gymboree

54. Report Card:
Ambience C
Desire to Stay C
Fun Factor B
Courteous Staff A
Shiny Things C
Sale Prices D
____________________
Total Score: SANTA

55. OPPORTUNITY: Santa’s Lap
Report Card:
Ambience C
• Since the store is set on a Christmas theme,
Desire to Stay C
let’s take advantage of it! Fun Factor B
Courteous Staff A
• Immediately outside the store is the mall’s
Shiny Things C
Sale Prices D
Santa display and photo station. ____________________
• If parents buy a Christmas outfit atScore: SANTA
Total
Gymboree, their child goes to the front of
the line for a picture on Santa’s lap!

56. And the Winner is . . .

57. And the Winner is . . .

58. And the Winner is . . .
The End