retail marketing strategy, consulting assignments, executive workshops, conferences and research services, merchandising ideas, advertising ideas, consumer behavior, shopper behavior, shopper marketing, shopper insight, retail e-commerce

Oct 26, 2009

Dick Smith's Bad Habits

Dick Smith, Broadway.  I know the consumer electronics business has always had an element of 'pile it high and watch it fly'.  But I was disappointed to see that, having refurbished their Broadway store, Dick Smith have fallen back on bad habits.  The clean lines of this new store design are diluted by the TV in the prime promotional spot at the front of the store being display on a cardboard box - it just degrades the quality of the product and the offering. It draws one's eye away from the back of the store - which is an important aspect of attracting a shopper further into the store.  And it's not even level.  The Techxperts are obviously just 'tech xperts' not 'retailing xperts'.

No comments:

Post a Comment