Impressive for Easter

Chatswood Chase. Ferrero Rocher - impressive, but do they have a brand identity challenge, as Lindt use gold extensively at Easter ?

Atmospheric Windows

Crabtree & Evelyn, Chatswood Chase.  This retailer sets a great standard when it comes to window displays.  I especially like the creativity in the sale window display, and the atmospheric effect of the lighting in the other.

Apple's Refund Policy

Apple, Chatswood.  Here is an interesting story from the 'frontlines' of customer service.  Kudos to the Apple staff involved.  Names and places have been changed to protect the innocent people involved :)  

Letter received today:

Dear Stephen,

As per our brief chat here is my experience which you are welcome to add to your website if you think it will help anyone.

I purchased a MacbookPro 2 weeks ago and was very happy and excited ever since.  Apple have just introduced a range of new and improved products and also have dropped the price of my particular MacbookPro by $299. I thought "great I just bought something that has devalued in front of my eyes" and left it at that.

So I went along on Thursday to #nscm and got talking to K[] about how great Mac's were and she has just bought a very similar model for the reduced price. When I mentioned that I had to payr a lot more that she did. K[] then told me that Apple would refund the difference if the computer was purchased within the last 2 weeks.

She gave me the number for the Chatswood Apple Store (02) 8064 6303 which is a great number in itself as you get someone from the actual store rather than a general Apple sales number, that you get when trying to talk to the city store.

So I called and asked about a refund and they were more than happy to do it. So I printed my electronic receipt out went in and within 15 minutes had a $299 refund in my account.  So the Apple policy that I was unaware of is that if an item was purchased within 2 weeks of a new discounted price range a refund is given on the difference.

Now I feel great that I didn't buy at the wrong time and have the latest Macbook Pro at a fantastic price and want to keep promoting how good Apple is. Smart policy in my book.

Regards

T

The Corporate Look

Vodafone kiosk, Chatswood Chase. This new kiosk opened a few weeks back. It is one of the 'second-tier' Vodafone dealership kiosks. A couple of observations:

1. I like the rounded edges - flowing through from some of the Vodafone concept stores - they are friendlier than the square edges normally associated with kiosks.

2. I also like the backlighting for the plan 'products', and the way in which they are angled. The exception is the 'back' wall (topmost in the pic) which I believe is angled the wrong way for 'incoming' traffic.

3. The signage is in my view in the wrong place - most foot traffic comes from the top of the screen - the current location obscures a 'welcoming' entrance to the kiosk.

4. There should be backlighting for the products behind the counter - all but invisible at the moment.

5. There are no seats for customers. Most transactions can take quite sometime in my experience.

6. There are very limited work surface areas for staff - despite having to do everything on the computer. The Voda collateral takes up a fair amount of the desk top areas.

7. It is not totally evident, but the outside walls are relatively high - I understand there are always landlord requirements, but these tend to obscure the operation from passing view, and are also not that welcoming.

8. The corporate red has been overdone - perhaps more white could have been applied.

In summary, a neat and tidy kiosk from a corporate perspective, but not that welcoming for the customer and perhaps not that functional from an operational perspective.

When Good Design Fails

Aero Plus, Chatswood Chase.  I love their innovative and quirky product range, and the range of pricing alternatives.  However, they have, IMHO, broken a fundamental rule of retail with the design of the front of the shop.  Notice how there is a vertical fixture in the 'transition zone' just as you enter the store.  This obstructs the view into the store, and does not feel 'welcoming'. I almost bumped into it, not expecting it to be there -  I felt like turning around and walking out.  I hope they remedy it - worth a visit for the products, but watch out for that fixture :)

A Cool Ear-ful

Bay Audiology, Chatswood Chase. Cool, perhaps a little too cool, looking store. Light blue does signify 'clinical' and 'professional', which is good, but can be a bit cold. However, I like the conch seashell icon. A New Zealand business, they have mainly located in Queensland to date, so this is perhaps an early foray into NSW. Long term prospects should be good, given ageing population, and the 'i-pod' generation. And the technology available these days is incredibly high-tech and miniaturised.

BLING BLING BOING

Hardy Bros Jewellery, Chatswood Chase, Something doesn't quite work with how this upmarket jeweller is advertising its sale. I like the effect of the changing colour windows, though, they get attention in busy mall and foot traffic environments.

A FRESHER COLES

Coles, Chatswood Chase - recently refurbished store, operating in a very competitive fresh market environment - a good first impression. Can't wait for the Surry Hills one to be given the same treatment - (sigh).

GEEKS DAY OUT

Apple store, Chatswood Chase. Launch activity for new iPhone (presumably). I liked the colourful T-shirts worn by staff, making it easy for customers to recognise them.

COOL LIGHTING

Camper store, Chatswood Chase. Cool lighting increases visual interest in this footwear store. The simplicity of display focuses the eye on the product.

AEROPLUS HAS LANDED

Design store now has a presence in Chatswood Chase - value for money, funky designs - worth a visit.  see previous post: http://shoppologist.blogspot.com/2009/03/aero-dynamic.html  which shows the Melbourne store.  They still have a few things to learn about the retail format and how to build a retail brand, but the product is pretty engaging, and surprisingly affordable. With a bit of tweaking this could be a winning formula.

STROLLERMANIA !

There I was, sitting in Chatswood Chase mall (undergoing final stages of refurbishment) on a Thursday at lunch-time, minding my own business over a cappuccino - when I was overwhelmed by the audiovisual sensory onslaught of kiddies in strollers (see video clip).  A couple of retailers have picked up on the opportunity (upmarket boutique kiddie stores - an upmarket mall, Kikki.K but no Smiggle in sight ?), but I have never before seen so many strollers per square metre of retail space, insuch a short space of time, 80%+ of shoppers on the top level had strollers.  Unsuspecting visitors to the mall have been warned ...... (running time approx 2 mins). PG - Parental Guidance clearly required.

APPLE NOW CORE

New Apple shop in Chatswood Chase mall - clearly very popular, especially amongst males.  Their work on improving their distribution appears to be paying dividends in broadening their appeal. Theirs was the busiest specialty shop in the mall by a country mile.

OUT OF FOCUS ?

1001 optical store, Chatswood Chase mall, part of a broader chain.  They seem to have used black as the dominant colour in their design, as opposed to their usual red.  Personally, I think it detracts from their stylish offering, and is simply too dark (even allowing for low light in the mall).

DASHING DESIGN

store, Hartman (sp ?) in Chatswood Chase mall, still under renovation.  The use of lighting is top-notch in creating a sense of drama and theatre.