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 Teenager's Bedroom Merchandising approach

Paul Dane, QVB.  I fail to see how this store can operate effectively with stock lying everywhere in no apparent structure - it's almost as though it's been merchandised to look like a teenager's bedroom :(

Shoes in Threes

Nine West, The Met Centre, George St.  A great example of merchandising using the 'three-style' principle.  The eye is attracted more to threes than either twos or fours.  I liked the way the stock is presented as though something special, with the lighting and the wall fixture.  I think the use of the yellow shoe in the front is very clever.  

Stack and Rack

Rubi, East Gardens.  A very cluttered store from a perceptual perspective, with no obvious definition of categories and displays.  I think they sell cheap shoes, but who would know ?

Are you dressed - for Cup Day ?

Zu, Pitt St Mall.  Are you properly kitted out for the Race That Stops the Nation ? (Melbourne cup for overseas readers).  I hope you horse comes in - just behind mine :)

Shoes come in Threes

Nine West, Broadway.  Here's an odd fact.  Have you ever noticed how many shoe styles are displayed in threes ?  It seems counter-intuitive, but the human eye seeks out symmetry.  Three styles look better than two styles and better than four styles.   If you observe carefully, you will see the leading footwear retailers, especially in ladies footwear merchandise like this for key lines, although not for every line - that would be too monotonous for the eye.  Interesting isn't it, and there we thought shoes always came in pairs :)

When shoe retailers stumble

Wittners, Broadway.  This retailer generally runs a very tidy operation with high visual merchandising standards.  So, it was a bit surprising to see this promotional rack display.  My issue is not that there is a promotional display - that is fine, but that it is not in keeping with the rest of the store. It looks like an afterthought, whereas a promotional unit is used so often in retail and occupies such a strategic spot at the front of the store, it should be carefully considered and designed. It should be smaller and carrying less stock.   Sometimes even the best retailers chase sales at all costs.

Forest Nymph Footwear

Novo, TGV. Eyecatching displays. I am not sure it communicates the full benefit of the 'ipanema' footwear brand - but nonetheless attractive.

A Rush of One-Legged Visitors ?

Paul Dane, QVB.  This store (which sells dresses, shoes and accessories) is either seriously over-stocked or seriously under-sized.  Mall retail space is very expensive and many retailers try to maximize the amount of stock they display - they also often have very little storage space on-site preferring to utilise floor space as selling space. 

However, this is often self-defeating - the store becomes so cluttered that it puts shoppers off and detracts from presenting a quality image.  This, and other Paul Dane stores, seem to be examples of this.  While the chain's young target market may not mind, I question whether they are making the sales they should from the space.  

In New Zealand and in some Scandinavian countries there is a custom that you remove your shoes when entering someone's home.  Maybe this store had a rush of one-legged visitors ? Or is the shoe on the other foot ?

 

Fresh-ness Sells

Oxfam, Nine West, Broadway mall. What do Oxfam and a shoe retailer have in common ? Well, they have both grasped the important point that shoppers look for 'new-ness' or 'fresh-ness', and that windows are the best way to sell new product. It is amazing how few retailers recognise this. Well done to them.

A Few Steps Ahead

Wittmer shoes, East Gardens. One of the most impressive all round shoes stores I have seen. The merchandising is sharp, and the store laid out for easy shopping. I like the colour in the brand identity, which pick sup colour in the merchandise. The lighting is nicely differentiated to highlight hotspots. Worth a visit.

FRESHNESS SELLS

even for footwear and bags :)  Nine West store, Broadway. (apologies for poor lighting in pic) A good example (one of the few around) of a retailer using the window to focus on the announcement of  'new arrivals'.  'Freshness' of product offer is especially important to the Frequent shoppers - typically the 20% who make up 80% of the sales.  Why wouldn't you use the window to announce 'new-ness' and make it a central focus for these important customers ?  It should be simple.

SHADOW DANCING

Zu Shoes, Myer Centre, Pitt St

IMAGINATION WALKS

Camper footwear store, Bondi Junction.  Looks very tidy and contemporary.  I especially like the brand's strapline 'Imagination Walks' (top left), although I think it is not very noticeable - and perhaps could be more strongly articulated at eye level and through the store.

THE RETAIL FRONTLINE

Betts footwear store, Bondi Junction, mid-week, lunchtime. This short video (2 min 24 secs) illustrates how valuable the front of the store is in real estate terms. Despite it being a pretty quiet day, this store was able to attract 20% of its passing traffic (this figure including some males) into the store, all of whom inspected product at the front of the store. Note this wasn't just the promotional product on the units, but also included the wall space product. It shows the importance of fully utilising this space with new arrival and best selling product, in addition to having 'value' items upfront.

Shoppers look at the front of stores for cues - what interests them. Specialty retailers, take note. It should be simple. Insight pays.

BEST FOOT FORWARD

Steve Madden, Bondi Junction. Differentiated footwear store window. Good to see them still trying after business placed into administration.

NOVO

Novo footwear, TGV, Sydney.  Relatively unusual window display for a shoe store, but attractive.

FOOT FETISH ?

Hype Shoes, Market St Sydney. Innovative, quirky attempt to drive customers online and great use of 'dead' frontage where the complex is being refurbished.

ALDO COMING

Aldo Shoes, coming to Bondi Junction, August.

THE FINAL MARKDOWN

Nine West, footwear store, Pitt St Mall. Is there a danger of customers reading this as "we are going out business" ? It has some urgency though.