To be or not to be

Smiggle, Chatswood Westfield.  How would you like THIS in your Kris Kringle ?  To be or not be is the question.  

OTT ? The Taj Mahal of Tea Retailing

T2, Chatswood Chase. This is probably one of the biggest loose leaf teashops in Australia, certainly in Sydney.  A very ornate entrance, and dramatic lighting, merchandising and colours inside.  Personally I was impressed but overwhelmed with the choice.  I did overhear a staff member offering a shopper an opportunity to sample some teas.  I came away thinking it might be a bit OTT for me. A bit like the Taj Mahal of tea retailing (!) Definitely worth a visit if you enjoy tea, which I do but in moderation.

Seriously Off The Wall

Platypus Shoes, Market City.  Impactful poster for this solid brand. 

Books for Christmas

Dymocks, George St.  Not a bad effort from this retailer, as books are often tricky products to integrate into interesting imagery.  I did, however, think the background could have been a darker colour to ensure it stood out sufficiently in the very busy visual environment of the CBD.  As it  is, it runs the risk of being a little bland.

Hot and Hidden

Portmans, Pitt St.  Stunning image hidden down side arcade entry, seems a waste.

Be Very Very Scared

Goldmark, Broadway.  Potential winner in the Most Tasteless Promotion of Christmas 2009 category.  Hell, if you spend $40 they would probably throw in all the decorations as well.....

True Monochrome

White by Kikki.K, Strand Arcade.  This is an eye-popping, bold concept store from the owner of Kikki.K.  Essentially all the product (Kikki.K branded) is white, her favourite colour (according to the staff).  I would imagine that white has traditionally been their fastest selling colour.  The eyecatching effect is softened somewhat by the occasional splash of colour, (flowers, graphic), the Scandinavian wood tone to the floor, and the astute choice of lighting (not too bright).  The special heritage context of the Strand (dark woods) also softens the impression.  The store certainly attracted it's fair share of passing traffic.  I was pleasantly surprised by the feeling inside the store - light and airy.  I have previously bought some of their white product and could easily have done so again.  Worth a look - as a concept store there may not be many others. A pleasant alternative to the colourful schmalz that is Christmas retail trade.

To Cheer You Up

Giordano, Darling Harbour.  Hope this brings a smile to your face today in the 'Silly Season'.

Who is your Target Market ?

Dick Smith, Broadway.  I have to admit to now being confused about who Dick Smith's target market is - this is front and central in the entrance of this DS store.  Thoughts anyone ?

What's the Game ?

Game, Broadway.  This seems an odd time to be having such a major sale in this category.  Clearly sales are not good.

Sussan looks off-colour

Sussan, Broadway.  This chain normally sets a high standard with their windows.  So it was a surprise to see this rather undistinguished window.

Should Beer Prices be 'Hammered' ?

Liquorland, Broadway.  (Apologies for poor pic quality).  Here's an interesting question - in this age of responsible drinking, should beer prices be promoted as being 'hammered' ?  What do you think ?

The Boring and the Bland

Freedom, Moore Park SupaCentre.  With a superb brand name, you would expect Freedom to be in the business of inspiring it's customers, right ?  In my view, this store frontage and display simply fails to deliver on that promise.  I understand this is not prime (seasonal) time for furniture, but Freedom has always been about more than that.  This display and entrance looks simply boring.

Toys R Us does it better

Toys R Us, Moore Park SupaCentre.  Refer yesterday's post about JB Hi-Fi, and accessibility/ welcoming store frontage.  This retailer seems to have a better handle on their customers' needs.  There is more space between the (same number of) bollards, as there should be for a family store.  The lighting and colours combine to make the entrance more welcoming.  The staff member on duty at the door (to the left,  off picture)  is less obtrusive and less intimidating than a security guard.  

Give this man an Aspro

QVB.  This display made my head hurt.  Although innovative it was difficult to look at.  I wondered if it was one of those new eco-friendly bulbs....

Happy Un-Christmas from Bing Lee

Bing Lee, Moore Park, SupaCentre.  Bing Lee's brand new store - who would guess it was a) new and b) Christmas ?

Barbie's Threesome

Mimco, QVB.  No Tiger in sight here :)

Barbie's latest romance ?

Mimco, QVB.  Barbie Loves Mimco. Apparently this is true.... a unique approach to their windows.... appealing to  the'big little girls' out there.

The Best they could come up with ?

General Pants Co., QVB.  You have to wonder - is this the best concept they could come up with for summer/ Christmas ?  Perhaps some goofball marketing and merchandising at work ?

Putting The Squeeze on Shoppers at JB

JB Hi Fi, Moore Park Supacentre.  I am a big admirer of the success that JB Hi Fi has achieved.  However, as much as I enjoy visiting their stores, I never quite understand why they go out of their way to make their stores so difficult to get into (and out of).

Have a look at this store.  Despite having a wide entrance,  they have FOUR security bollards, when clearly three or even two might suffice.  Throw in the security guard and the visual clutter that seems to be their signature, and you have a lot of uninviting signals to the shopper.  (the mum with the stroller only just managed to negotiate the entrance).

To top it all, having  made a purchase, you are required without exception to open your bag to the guard on the way out.  So, your last memory of the experience is a negative one. I might add the security guard here was an exception - very friendly and outgoing, unlike those at other JB stores, where they are often morose and non-communicative.

Ian McLeod the 'new' CEO of Coles was quoted in The Australian on the weekend as saying that Coles had essentially started penalising the 98% of customers who were honest through their security policies, and had now made a conscious decision to minimize negative security impacts.

Retail stores should be welcoming of shoppers. Period. Perhaps JB Hi Fi's success has blinded them to this issue ?  

Goodness that doesn't Cost the Earth

The Body Shop, QVB.  This campaign illustrates a very clever alignment between brand values (eco-consciousness/ activism) and social relevance (be frugal).   Clever marketing.

Easy on the Eye and the Smile

JB Hi Fi, Moore Park, Supacentre.  This shop assistant stood out - her  quirky good looks, a sense of 'attitude' (in a positive way) - and she was helping customers with a smile while re-stocking the shelves.  Smiles are so easy - and cheap.

Retail Landscape

Message to my MP

The Body Shop, QVB.  True to the brand, a topical social message on this staff member's t-shirt.  Great marketing.

Cool brand alignment

Adidas, QVB.  Adidas appealing to the Baby Boomers - we're outta here ! :)  very clever use of seasonal imagery.

The Season for Decoration Discounts

Bed Bath n Table, Moore Park SupaCentre.  Still a few weeks to go to Christmas, and already the discounts are out for decorations.  15% off here, even 30% off at Freedom in the same mall.  We'll be using last years' ones this year :)

Wishing You A Quirky Christmas

Adidas, QVB.  Really interesting integration of the brand into this retro pop Christmas poster with a local Aussie feel ('prawns on the barbie').

  

The Magic of Christmas

QVB mall.  Make a wish.

Spellbound decals

Mecca Cosmetics, TGV.  Highly impressive Christmas decals - certainly left me spellbound.

Clever tactics

Sportsgirl, QVB.  The busiest shop by far in a very busy mall yesterday.  They were having a 20% off everything one day only sale.  I have noticed this at other Sportsgirl stores, but am unsure whether they are store-specific and manager-driven, or are co-ordinated across the chain.  Either way, they got more than their usual share of shoppers' purses.

The Baby Boom

Baby Bunting store, Moore Park SupaCentre.  If you haven't been run over by parents with a stroller lately, here is further evidence of the baby boom in Australia.  This superstore sells only baby products and equipment.

Can you have too much colour blocking ?

My House, Moore Park.  Full credit to this retailer for using colour blocking.  It is especially effective with towels.  However I did wonder whether they had perhaps overdone it by having the colourful bedspreads displayed at the same time.  Perhaps too much colour becomes sensory overload, not giving the eye something to focus on ?

Those Spots in Front of your Eyes

Moore Park Supacentre.  Stressed shoppers in the busiest shopping period of the year now have something else to watch out for: Christmas decorations.  This looks it was designed by a hypnotist.  Speaking to a few people around, almost all of them found it distracting and annoying.  I noticed it drew shoppers' eyes to look up to the decorations, instead of the shop windows.  Cheap decoration, looks stylish, but ineffective.

Bed display all at sea

Bed, Bath and Table, Moore Park Supacenta.  Tidy enough execution, except that the merchandise does not match the marine theme in the poster.  I noticed other maritime themed merchandise in the window, perhaps they had run out of the necessary product ?

Fumigation required ?

Goldmark, Broadway.  eew, really tacky green and pink jewellery thingies for Xmas decorations.  Call the fumigator ?  

The Shorts on Shorts

Just Jeans, Broadway (apologies for low-light pic quality).  A well-executed concept, that goes to thee core of the brand, and is seasonally appropriate.  Country Road should learn from them - THIS is what you do with hangers.  As an aside, it is very difficult to merchandise effectively with a lot of dark navy denim as the dark colour absorbs light.

Exotica

Tree of Life, Broadway.  Wonderfully colourful and exotic, highly differentiated.

Life's a Beach on Broadway

Freedom, Broadway. A fresh looking, relevant display - despite the confined space at the front of their store.  The dramatic lighting helps, although this is mainly because the mall lighting is quite dull.

A Bright Idea ?

Marcs, Broadway. So how many mannequins does it take to screw in a lightbulb ? Perhaps 2, but who cares ? Not sure this is a hugely relevant or engaging window concept.

In the Swing of Summer

Kikki.K, Broadway. A beautiful window, with dream-like qualities from this specialist social stationery provider.

Boys ToysPerts?

Dick Smith, Broadway.   This retailer has been positioning itself as the Techxperts - so it was surprising to see this large window display of toys Christmas - in my view this dilutes the 'seriousness' of their positioning, and is a return to some of the practices which caused them to take quite a lot of markdowns. They would have been better placed to have a 'tech Christmas gift' display or something similar.  It will be interesting to see what happens.

A Missed Opportunity

Harrison's Pharmacy, Broadway.  I think this pharmacy generally does a good job, but they have missed a trick by not using the security bollards for messaging.  They have one of the highest foot counts in Sydney past their store.  It can be done tastefully to fit in with their store.  Hey, you heard it here first... :)

The dark side of Christmas

Jeans West, Broadway.  This 'noir' look is very dark for summer and Christmas - what do you think ?

Bad Timing, No ?

Portmans, Broadway.  One helluva time to refurbish your store, isn't it ?  less than 4 weeks to Christmas ...Mr Lew cannot be happy ...

Needle Tracks

Tattoo shop, Elizabeth St, Surry Hills.  With the prevalence of tattoos these days, it is a wonder that tattoo shops are not more mainstream, although one could argue the element of mystery and rebellion is part of their appeal.  Either way, they could be promoting their business a lot better.  I thought these two graphics are more than eye-catching, imagine what they would look like (especially at night) if they were backlit ?

Industrial Strength Sunscreen

Target, Bondi Junction.  I know sun protection is an important social issue, but that doesn't mean the associated marketing should be boring.  Have a look at this packaging - maybe the design agency was also working on some industrial or automotive cleaners ?    Packaging is very important in sending consumer cues - perhaps way too important to be left to some.

Head- Scratching Marketing

Pharmacy, East Gardens.  Undoubtedly a serious issue if your child has it, but this left me literally scratching my head.  I think it shows the danger of using vendor-funded advertising.  Not the most positive message for either entering or leaving a store.  What were they thinking ?  Did they think parents would need to be reminded ?

Fresh Competition Hots Up

Danks St markets, Waterloo.  As mentioned in the previous post, our local area has seen the opening of a farmers-style market this past weekend.  Saturday was pretty quiet, but Sunday was very busy, drawing as it did on the 'ready-made' market from the large and very busy Hillsong church across the road (see pic), which has multiple services on a Sunday. The range of produce was reasonable, but disappointing for not having the promised wine.  The interior is very basic, and some operators were pleasant and outgoing, encouraging you to taste the food.  Another positive is the parking, which is a rarity in the area.

On the downside, the warehouse structure has very poor ventilation, and will suffer on the warm summer days.  The range is currently somewhat limited, and quality looked ok, but not as consistent as the more upmarket Fratelli Fresh around the corner. Some operators seemed more like producers than retailers - more smiles and service required, I think :))

Apart  from this market, which will be open Saturdays and Sundays, the area also has the aforementioned, and long-established Fratelli Fresh, a Macro Whole Foods organic store, and the brand new Coles supermarket (see below), in addition to the nearby competition in Surry Hills, including a wide variety of fresh food stores in the village shopping centre.  The competition is hotting up.

How local is 'local' ?

Coles, Waterloo.  We had a good shopping experience at our brand new local supermarket the other day.  I will be posting some of the pics and observations over the next week.  However, it was interesting to see this 'claim' - I wondered what the % sourced locally and regionally would be ..... It did also occur to me that NSW is rather a large state....  At the same time we have had a local 'farmer's style' market open in the Danks St precinct, and a few speciality fresh produce grovers opening in Crown St Surry Hills not very far away - Thomas Dux (owned by Woolworths), Crown St Grocer, Maloney's.  Watch this space.

Retail Landscape

Boring - must be for Blokes

Myer, East Gardens.  They surely don't expect to sell anything from this display for Christmas ?

Not something you see everyday

East Gardens. His and hers foot spa treatments ?

The Boost Juice lighting saga: conclusion

Boost Juice, East Gardens.  Regular readers will recall my ongoing comments about Boost Juice here: http://shoppologist.blogspot.com/2009/11/saga-of-blown-light-bulb.html

which prompted their response here: http://shoppologist.blogspot.com/2009/11/boost-juice-reply-here.html

Suffice to say, on my Friday visit to East Gardens I noticed they have now refurbished the store - although in a relatively minor way - and the offending light fitting has been removed.  It will be interesting to see how the store is maintained going forward.  As previously mentioned, retail is detail.

Smiggle takes on Kris Kringle

Smiggle, East Gardens. Clever marketing for a recession-affected gift giving season.

Who is Copying Whom ?

Sportsgirl, East Gardens.  This palm tree looks suspiciously similar to the Havianas one spotted the other day - link here http://shoppologist.blogspot.com/2009/11/tropical-christmas-tree.html  imitation, flattery and all that ?

Mac The Knife

Surry Hills, Friday afternoon.  I was impressed with this guy's service - generator and blade-sharpener on the back of his motorcycle, services food establishments.  I thought many retailers could learn from this principle in dealing with time-poor customers: get closer to customers, be timely, solve their problems, make it easy to deal with you, minimize overheads.

Abundantly Guilt-ridden

Darrell Lea, Bondi Junction.  A very impressive store that is clearly in the festive 'zone'.  My only minor gripe - they only stock coconut rough as a 'winter' line :( I am not sure I understand the logic of that ?? Not that there was any shortage of other sweet stuff to buy.  Not that I should have, but I did.  Guilt reigns supreme .... so I shared my sweets and halved my guilt :)

The Un-Riot

Riot! Art & Craft, Bondi Junction. Often, if not always, the 'un-glamourous' parts of retail are the most important.  Call it a hygiene factor if you will, but being in stock 4-5 weeks out from Christmas is pretty important.  This display was not good.  It was for goods you would normally use to decorate party outfits - go figure.

Who is on your List ?

Rebel Sport, Bondi Junction.  I thought this was an innovative approach from this sports retailer.  They have certainly lifted their game for Christmas.

Gifts that Come Alive

Australian Geographic, Bondi Junction.  I was quite impressed with the idea behind this execution - it shows imagination, a key value for this brand, and one which should appeal to their customers.

Post Shop sales no picnic

Australia Post, World Square.  Amazing that an inner city post shop would think it would be able to profitably sell picnic basket sets (see end of gondola), outdoor equipment and hydration packs.  Someone is not thinking.

Impressive and impactful

Dior, Myer, Bondi Junction.  Impressive presentation at the front of the store sets the tone for the cosmetics department.

A tropical Christmas tree ?

World Square.  Is this Havaianas' quirky take on a Christmas tree ? I liked how it stood out, was colourful and cheerful, and said something about the brand's attitude. An innovative approach to window display.

The Chocolate Pharmacy ?

Priceline,  World Square.  Hugely crowded entrance to this Priceline store makes it look more like chocolate shop than pharmacy.  A cynic might say, sell them chocolate now and weight loss products later :()

Small Steps for Telstra

Telstra store, World Square. This store has some potential.  I like the wide open feel, in contrast to the narrow format of many other T-stores.  The use of back-lit graphics and the dramatic lighting creates a soft, cool mood.  One of their challenges is in the use of the  corporate blue - a very difficult colour to have dominating a retail store. It absorbs light, and too much can look overly heavy and corporate. In this particular location, in a dark narrow end of the mall, it is problematic.  The grey carpet is functional, but also absorbs light - however the in floor graphic looks interesting, if a little dated in terms of retail design trends. Best practice these days is for security bollards to be 'merchandised' with display material.  Overall, though a small step forward on the somewhat sterile T-shops which have tended to  copy the Apple format.

Glue that Holds the Brand Portfolio together

Glue, Rebel Sport, World Square.  A new Glue store - best described as urban street and sportswear apparel  and footwear - has opened in World Square.  It is notable that the Rebel Sport store has also undergone a brand identity update - check out the logo, which has a welcome softening of the black colours in the Rebel logo, with the addition of orange.  Not a coincidence, I am sure, that both businesses are owned by Ascendia who also own Amart (mainly in QLD).  They or their designer -  clearly like orange and black, and the white accent.

Dead Parrots and Lawyers

JB Hi-Fi, World Square.  If you are looking for a quirky gift or a dead parrot, look no further. (Monty Python).

Not Wishing you a Trashy Christmas

Hot Dollar, World Square.  What can I say ?  Perhaps the best thing that can be said is it is likely have awesome markdowns just before Christmas if you want to leave your decorations that late or buy them early for next year.  I heard an unconfirmed rumour that two staff members went missing there last week...

Deadly Sin at Christmas

Target, Bondi Junction.  Without overstating it, it is NOT a good look when you are out of stock at any time, yet alone Christmas (last Sunday afternoon).  You cannot make sales without stock, and it really annoys time-poor shoppers.  #FAIL

A Rebels' Christmas

Rebel Sport, Bondi Junction.Impressive thinking and creativity behind their Christmas decorations.  The imagery on the bollards neatly integrates Christmas and summer sports (Southern Hemisphere).

Mrs Claus gets Marked Down

Target, Bondi.  I was amused to see how many people stopped to have a look at this product, placed cleverly at the entrance to the fitting rooms.  Perhaps it was the 'hotspot' lighting, or perhaps it was blokes trying to persuade their partners .. .there weren't many takers.... either way, it looks like Mrs Claus has been marked down this season :)

Dandelion Dreaming

Bed Bath 'n Table, Bondi Junction.  This surprising combination of stripes and dandelions works because of the ephemeral and soft nature of the image.  

Christmas Meringue for tea ?

Wheel and Barrow, Bondi Junction.  Effective use of a graphic and colour to create an attractive product-based seasonal window.

Splash the Colours of Summer

Bondi.  A simple colourful example of using an on-street window to store stock in a way that also makes a brand statement.  Summer is here !

A Retail Nightmare

Target, Bondi Junction.   The footwear department last Sunday afternoon - looks like a bomb has hit it.  I thought they must be re-merchandising but couldn't see a staff member anywhere. Perhaps messy kids or messy parents or both ?   Looks a bit like my office desk :P  

The Not-So Fine Print

Target, Bondi Junction.  Not a good look, running out of toner/ink - or is it a limited time only offer ? ;)

Looking after Rudolph

Plenty, Bondi Junction.  Cute looking quirky product this Christmas. For the reindeer in your life :)

Be careful of what you wish for ?

Myer, Bondi Junction.  One the challenges for retailers at this time of the year is how to execute their Christmas campaigns in-store.  I think the basic idea behind this Myer campaign is sound, with a great graphic.  However, the translation of the idea into the other elements and the in-store execution has, in my view, let them down.  They are only likely to look more tacky as the weeks go by.

Dreams

Pandora, Bondi Junction.  The dreamy quality of the lighting and the behind counter graphic have added another dimension to this otherwise functional, but stylish store.  

Wood for Christmas ?

Country Road, Bondi Junction.  Ok, so I took it perhaps too literally, but seriously, what does wood have to do with Christmas ?  If they want to say 'natural' are there not other better ways of doing it ?   Maybe they recycled some of the wooden hangers they had in their windows recently.....

Gauche ?

Louis Vuitton, Bondi Junction.  Gauche or stylish ?  Personally I think LV are 'off-brand' with this - it looks too crude to be associated with a premium luxury brand.  What do you think ? Comments below please ..

Shockingly boring

Newsagents, Bondi Junction.  This is 'jaw-droppingly' poor.  Not only is the display totally boring at a time when other stores are putting their best Christmas foot forward, but this is on one of the busiest walkways in one of the busiest malls in the country.  They appear to have suffered from an imagination failure.  Diaries - even black ones- don't have to be boring !

To make you smile

Bondi Junction.  Full marks to Westfield for creating this spectacular Christmas experience.  The kids were beside themselves with excitement.

Shopping on a diet

Industrie, Bondi Junction.  A fundamental premise of retailing is the store should be welcoming, at the very least to customers in your target market.  This brand new Industrie store breaks that principle with a tiny entrance.  I am not sure whose bright idea it was - perhaps a hamhanded attempt at 'exclusivity'.  Perhaps they are targeting really thin people only ? Which seems odd when your garments are in every David Jones and Myer store.....  I give the store frontage six months max.

Simply fabulous

Papaya, Bondi Junction. A stunning window from this homewares and furnishings retailer.  They deserve to do well.

Model Seating

Myer, Bondi Junction.  No seating (mainly for blokes) in the womenswear fashion area.  I think this could result in lost sales apart from the obvious shopper frustration.  A smart retailer would give their male customers seating in the menswear area with a 'buzzer' system so she can call him when she is done with fitting  garments.  That way, he might even buy something for himself ...

Caring about Customers

Australia Post, Bondi Junction.  I have to question whether Australia Post really cares about its customers.  The Bondi Junction mall was jampacked yesterday - a Sunday afternoon, 3pm,  5 weeks to go to Christmas, and 40 degrees C outside.  Yet, the PostShop on some of the most prime real estate in the country (and hence with expensive rentals) was shut. In the few minutes I stood there, I saw at least half a dozen shoppers walk up to the store and express frustration it was closed.   Do they think this will encourage shoppers to come back ?

Retail Landscape

Be Naughty (kids) this Christmas ?

Cotton On, Broadway.  Fairly predictable that this retailer would be pushing the envelope on 'kids with attitude' - 'be naughty this Christmas' (bottom right).  I wonder how they are travelling in terms of sales ?  I guess it could have been worse - based on  past performance they might have had a Christmas t-shirt that said 'Be my Christmas Bitch' or something ....

The Ultimate Gift Box

QVB. Peace, relaxation and cinnamon facial scrub all in one gift box :)  Nicely presented.

A Recipe for Success

Kikki.k QVB.  Great presentation and cross-selling makes this a standout display.  The simplicity of the colours works well too.

A Melting Snow Queen ?

Lush, QVB. A tough sell when it is 35 degrees Celsius outside in an early Southern Hemisphere summer.  Still, their windows are entertaining.

Tied Up for Christmas ?

Jurlique, Strand Arcade.  An unusual Christmas display.  On the one hand, the tangled metaphor is a bit strange, but also minimalistic.  A bit odd, really.

What Colour is your Tea ?

T2, Pitt St mall.  Impressive display - is there too much choice in this loose leaf tea shop  ?

Whoa Santa!

Broadway mall.  A bit more than the usual Santa display, although I thought the gold tinsel looked a bit tacky and lacked imagination.

Pyjama Party at Peter Alexander

Peter Alexander, Pitt St mall.  This retailer always has interesting windows.  However, even I battle to see the relationship between pyjamas and trapeze artists :)  Probably makes for unusual dreams ?

Good old fashioned catalogue

The train, North Shore.  Interesting to see this Gen Y passenger work her way through a few retail catalogues on her train journey- Target, KMart.  It is worth remembering that, despite the focus on newer 'sexier'  digital technologies,  many retailers and shoppers still find catalogues useful.

Minority Report

QVB.  Interesting to see this guy typing on the 'keyboard' projected onto the table.  Does anyone know what the technology is ?

Mirror Mirror on the Wall

Sportsgirl, QVB.  No shortage of mirrors in this good-looking display, positioned right at the front of the store in this high foot traffic mall.  Great merchandising, and customer-friendly despite the obvious risk of stock loss.

For the Little Girls in Grown Up Shoppers

Mimco, Pitt St mall.  This whimsical display is designed to appeal to the grown-up little girl in their shoppers.  Very creative, sets them apart, and a nice bit of attitude.

Create Your Own

Adidas, Pitt Street.  Some interesting ideas here - I wonder how many people look to use the 'personalise' service ?  If you were a semi serious sports participant, the idea would probably appeal.  I thought that while the idea behind this is good, the execution doesn't capture the excitement of the idea.