In a world ran by money, Paco Underhill has discovered a way for stores to generate a larger profit. In “The Science of Shopping”, Malcolm Gladwell reports on retail anthropologists to examine their theories they use. Gladwell does this to inform store managers on how to set up their stores to maximize their profits. Paco Underhill has shopping down to a science. Inside American Eagle, Meijer and Hollister his theories of the decompression zone, invariant right, and zoning can be found. Many stores utilize the Decompression Zone by placing products ten feet within the threshold of the doorway (Gladwell). I found the Decompression Zone in all of the stores I researched. In American Eagle, shirts and pants are set on tables within the store …show more content…
This generates profit due to the relation of time spent in stores to money made (Underhill). All of the stores I researched used some kind of zoning technique. At American Eagle, zoning is used to make customers visit the back of the store because it is where the clearance racks are located and also the dressing rooms. Meijer utilizes the zoning technique by placing the most used goods towards the back of the store, pulling customers farther inside. Inside Meijer, milk and bread products that are used everyday are placed in the rear of the store, this creates a need to stroll through multiple isles to get them. By then, customers have picked up many different products that appealed to them along the way. Hollister stores are arranged to have the registers in the rear of the store, which makes customers have to look throughout the entire store. By using this method, customers feel as if they have to browse the store until they find the checkout, which conveniently has clothing leading right up to the registers. The zoning technique works in stores because it makes goods easily accessible, and without the customer knowing it drags them into the depths of the store. Paco Underhill has created a way for stores to draw more customers in and spend more money by getting in the mind of the customers. I found some of Underhill’s theories to be true. Underhill’s theories have helped provide research of the actions of consumers inside of American Eagle, Meijer and Hollister, these theories include, the need for shoppers to acclimate to their surroundings, the way customers turn into stores, and by placing most used products in the farthest places away from the
Macy’s intended to deliver enhanced shopping experiences to its consumers through dynamic department stores and online sites. In this regard, the company developed a North Star strategy that allows it to improve its sales growth and to develop its existing core activities. The company’s consumer research monitors, analyze and anticipate their needs and wants based on the changing market trends. This allows it to strengthen its customer base and also helps it in identifying new markets and customers. Macy’s also identifies different styles and designs based on various occasions and events that allow it to capture the changing preferences of its customers. The company also celebrates various iconic events to interact with its customers which
Nordstrom is one of the top retailers in the United States. With a solid brand image and a sound financial situation, Nordstrom is relentless in their expansion in the US, and are beginning to expand into international markets. Nordstrom takes pleasure in providing state of the art client support and having experienced sales people. In order to hold their position as the most successful high-end retailer in the United States, Nordstrom must continue to figure out ways to improve their brand image and customer satisfaction. Nordstrom’s current business working strategy is successful but I believe there are a few ideal solutions that the organization could apply to further enhance the organization. Due to the aggressive characteristics of the fashion retail store market, it is crucial that Nordstrom preserves an aggressive advantage providing the highest level of customer support as possible.
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”. When people go shopping there are limitless choices of one product made by different companies, all choices of this product basically do the same thing, but what makes them different is the brand’s name. Companies with brands are trying to get their consumers by presenting their commodities in ways which let people feel impressed, and that are some things they need to buy. This is what Anne Norton discussed in her article “The Signs of Shopping”. People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive.
The number of stores has almost doubled over the past five years. Nordstrom has internal strength by having almost 120 stores that offer the full-line of the company’s merchandise. Being a major contributor to online sales shows the strength of the company’s revenue performance. Nordstrom has a strong value-added presence by offering excellent customer service. A happy customer is a loyal customer. Nordstrom’s sales associates go above and beyond to make sure the needs of each individual customer are met on a consistent basis. Nordstrom has a popular reputation, and this is evident in the reaction of not only the customers but also the employees and shareholders. Nordstrom also has gained a competitive advantage based on the variety of merchandise offered that goes beyond apparel but also features bedding, furniture, and beauty products. Customers also enjoy the bonus of free shipment options. While Nordstrom has a strong presence in the number of stores domestically, it has a lower presence internationally. More stores domestically signify stagnant market growth. These are some of the store’s notable
For this project, I have chosen Nordstrom to perform my retail anthropology. Nordstrom is a high-end fashion retailer with over 300 stores in the U.S. and Canada. It was originally opened in 1901 in Seattle, Washington as a shoe store and a shoe repair shop. The Nordstrom I chose to study was located at Somerset Mall in Troy, Michigan. I focused my research on trying to discover just who the Nordstrom customer is. To do this, I decided to go with three different methods. I began with direct observing in which I spent hours in the store over the span of several days silently examining the behaviors of the Nordstrom customers. Next, I myself posed as a mystery shopper to get a feel for the Nordstrom experience. Lastly, I conducted interviews
Nordstrom has become known for their outstanding customer service. The focus of Nordstrom is withstanding their reputation as number one. While price is usually the number one concern for consumers, taking care of the customer and making them feel special goes a much longer way. “Since 1995, Nordstrom continually ranks highly in customer service surveys. In virtually every year of the American Consumer Satisfaction Survey, Nordstrom ranked as the consumer fashion retail industry leader in service quality” (Investopedia, 2017). Nordstrom has spent decades upon decades perfecting its company to teach their associates to cater to the customers needs. Nordstrom has many competitors such as Macy’s, Dillards, Neiman Marcus and Saks. Nordstrom’s competitors have tried to adapt and achieve Nordstrom’s high quality service but have not succeeded. As Nordstrom’s competitors start to slowly shut their doors because they can no longer compete, Nordstrom is continuing to introduce new ideas to entice their shoppers. “We have learned that a firm's distinctive resources and capabilities
Each floor I stopped at had a variety of stores. From eery-looking stores selling Halloween and magic merchandise to a magazine shop selling vintage Playboys and Time magazines from the 40s, to a saloon that invited customers, every corner filled up with something worth staring at or dropping my jaw on. Tibetan artefacts, leather bags, indie artist studios, thrift shops, liquor stores, stationary, carpentry shops, jewellery stores, clothing like t-shirts, hats, ties, and belts, pet care, human care, hair styles, Seattle mementoes, and thousands of other little and large shops lit up as customers
Nordstrom’s retail positioning strategy provides it with the competitive edge it needs to differentiate it from competitors who also serve similar markets.
Often, people come back because they like the place, and it is the convenience for them. Finally, the data from anthropologists’ study are helping the retailers improve their business performance. The product will catch customers’ attention because they know exactly where to put it. That leads to more product sales and more money being generated.
Ron Johnson spent a great deal of time and money to promote his ideas of “stores-within-stores” by turning floor space into an area to house several branded boutiques. He did this in order to attract a target market of a wider demographic which includes age, gender, and generation. One of the m...
Samantha Ureno Professor Zia English 99 22 January 2016 The Science Behind Sports Authority “Nothing in a grocery store is where it is by accident. Every item on a shelf has been planned” (Paco Underhill). In the articles, “The Science of Shopping” by Malcolm Gladwell and “How Target Knows What You Want Before You Do” by Charles Duhigg, these authors exemplify effective marketing strategies which were composed by Paco Underhill and Andrew Pole. Underhill is an environmental psychologist; additionally he employs the basic idea that one’s surroundings influences ones behavior and invented structuring man-made environments to make them conducive to retail purposes.
stores are smaller because the products are mainly grocery items. They have wide aisles and
Storefronts vary from region to region with Jackson Hole, WY being full of tourist merchandise and high prices. Gatlinburg, TN is also a tourist town with tons of attractions and high priced souvenir stores full of junk. Cody, WY had tons of rust old western looking stores and merchandise. Storefronts in larger cities were more modern and industrial looking with nicer clothing and jewelry shops.
When you walk into a discount store such as Ross, you will notice rows and rows of clothing racks. If you look down you will see tile floors. Ross has several different sections. They have a men’s, sports ware, women’s, juniors, children’s, under garments, electronics, luggage, kitchen accessories, shoes, accessories, bed and bath, and seasonal. These sections are all scattered through out the store. When you walk into a section, you will notice the aisles are very close not allowing carts east access between them. If you are looking for a specific item be prepared to search for it. Since all their clothing is on rows of racks all the different types of brands and styles are all together, not allows a quick walk in grab what you want and leave type of deal. All of Ross’s registers are in the front of the store. So if you in the back of the store and ready to check out you must first walk to the front of the store. If you want to try something on before you purchase it you must walk to the back of the store where the fitting room and bathrooms are.
Everyone likes shopping, but everyone has their own way of spending when they go shopping. I love shopping, but I hate being at the mall, if I don’t need to be there then I won’t be there. I’ve noticed that when I have money, I do not buy anything, and when I do not have money I want everything I see. From my experience I’ve observed that there are people who shop smart, people who are just plain addicted to shopping, people who join another person while shopping, basically called window watchers.