The SHOPPOLOGIST

Jul 16, 2009

SMIGGLE ENERGISES AND ORGANISES

Smiggle, East Gardens. Interesting concept - energise (through colour and simple design) and organise your life. More mass market than KikkiK, but effective through use of limited colours and colour blocking in merchandising.

DON'T WORRY BE HAPPY

Lorna Jane, womenswear, East Gardens. An unusually upbeat 'sale' sign - great for these times. And the staff member was smiling as well :) Even better .....

MIXED SIGNALS

Katies, womenswear, East Gardens. This is a very interesting example of mixed signals. On the one hand, announcing 'new arrivals' is very important in retail (new-ness sells), and especially in fashion with the new season. Also to their credit, Katies has enlarged the size of the prices, which should appeal to their older, budget-conscious shoppers. This something which a surprising number of retailers have failed to do in the recession. The black on yellow is visible from some distance away, which is obviously positive.

However, the questionable aspect of this is that yellow and black (taken together) signify 'sale'. So while they are signalling 'value' they are also communicating that the merchandise is 'distressed' which detracts substantially from the 'freshness' of the merchandise. In my view this undermines their ability to secure a good margin on the product.

On balance, crude, not pretty, but probably effective. However it certainly doesn't take the brand anywhere positive.

HOW LOW CAN YOU GO ?

EB Games Moore Park. Not the most welcoming entrance. Also,this
category in a lot of pain.

4. WHY WE BUY - IMPULSE #retail #consumer

Anyone with kids understands how supermarketers have long been savvy at exploiting our willingness to buy on impulse. But a closer look shows this is a deep need amongst many shoppers - the 'urge to splurge' or treat ourselves in a spontaneous way. Fashion stores, especially in womenswear, are adept at having the hottest goods on the front rack or table, to catch the eye of the passer-by. The 'add-on' sale, source of much incremental profit for retailers, is typically presented or proposed at point of sale - in the case of fashion, accessories or co-ordinated offers. I have a theory that impulse works in ALL categories and channels - I love to discuss this with you - have you thought about how the need to satisfy impulse can generate incremental sales for you ? It should be simple. Insight pays.

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.

Jul 15, 2009

3. WHY WE BUY - EXPRESSION

Most of this audience lives in an affluent society where the commoditization of shopping has become like the 'botox' of retail. Every week (or more frequently) we go out seeking our 'fix' to satisfy our wants. For years marketers have sought to define their brands in terms of self-expression, and many consumers do identify with that. As markets have fragmented, diversity has blossomed, and the range of individual expression has increased exponentially. Establishing the 'sign value' of their brands, has become an increasingly tough job for marketers. Relevance and cut-through have become a necessary but not sufficient condition for success. What 'sign value' is important to your customers ? How do you present that in your retail (including online) offering ? Because opportunities for self-expression do prompt changes in shopping behaviour. Increased sign value increased involvement. It should be simple. Insight pays.

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.

Jul 14, 2009

2. WHY WE BUY - BELONGING

I live near one of the most individualistic suburbs in the world - Surry Hills, Sydney. We all love to believe we are individual and unique. And while that may be the case it is a scientific fact that we are all more alike than we are different. Peer pressure and conformity is not only an adolescent phenomenon. The need to Belong to a group, and fit in, is a very powerful driver of human behaviour, and this affects how we buy as well. Whether it's the tribe, the sub-culture or it's latter day manifestation, the Community, there are rich rewards awaiting marketers who understand this. Social media especially Twitter and Facebook tap into this rich vein. What tribes or communities do your customers belong to ? Do they have a unique language and set of norms ? How does it influence their purchase decisions ? It should be simple. Insight pays.

Jul 13, 2009

RED SALES IN THE SUNSET

KikkiK, East Gardens with a humorous take on their sale (sail). Quirky but effective.

RED INK FLOWING ?

EB Games, East Gardens, STILL in sale mode - while the numbers can't be pretty the store looks pretty claustrophobic.

UGLY DUCKLING

Adairs, homewares and soft furnishings, East Gardens. Not the best look, and not up to their usual high standards of visual merchandising.

RIOT OF COLOUR

Riot! Art and Craft, East Gardens mall. Striking and appealing treatment for the front of the store - speaks to the brand and what it stands for.

#1. WHY WE BUY - NEEDS

Ok, all of those who did psych papers at college remember Maslow's hierarchy of needs. They form the bedrock of our motivations - physical security, warmth, food, shelter and so on. Yet they are almost taken for granted in developed societies. However, the GFC is just the scenario to re-focus consumers on these fundamentals of life. Surprising, then, that marketers don't have quite the same focus. Who will be the first to deliver to these needs in a compelling way ? It should be simple. Insight pays.

Jul 12, 2009

COLES GOES 3 FOR 2

Coles, Surry Hills. The new merchandising and in-store marketing approach being adopted by Coles has a focus on 'savings'. It includes a quite effective 3 for 2 offer, and good use of a scissors price cut device throughout the store. This has no doubt mostly been financed by suppliers. Also of note is the more effective merchandising of the rear corners of gondolas to break straight lines and capture attention. There is a good use of reminder signage throughout the store. The colours are true to the Coles brand and signify value. This is a good illustration of how the in-store experience can be significantly lifted without spending capex. Long overdue, it suggests a change of management thinking, upping the competition stakes. It will be interesting to see if it can be sustained.

JB HI FI REPLACES DICK SMITH

Moore Park, JB Hi-Fi to take place of Dick Smith store, recently vacated. Perhaps a metaphor for the change in the market ? Dick Smith has never been strong on content, while JB has. JB's deals have been recession-relevant, Dick Smith's never quite compelling enough. It will be interesting to see how JB goes in this location. I think they will do way better than Dick Smith.

Jul 11, 2009

DIOR'S MOOD

Dior counter, Myer Sydney city. Lighting creates mood which sells product.

ADIDAS FOR THE JUMP

Adidas, Pitt St mall.

CLEVER CODRAL

East Gardens mall, apart from being seasonally relevant, a simple iconic image.

JB RUNS HOT

JB Hi Fi, East Gardens recently opened, store was buzzing (Friday afternoon), value for money recession-proof formula.

Jul 8, 2009

STA-YING THE DISTANCE

STA Travel shop, Broadway - new store format looks funky and understated. Great location for student market from nearby universities.

SPORTSGIRL SPEAKS OUT

Sportsgirl, Broadway. In-store signage encouraging customers to go online and Speak Out. A fresh approach compared to others in this segment. I also like the 'Route66' feel of the signage.

PIGLET MISSES OUT

KMart, Broadway - happy staff member on security duty with Winnie the Pooh. Great to see some smiles :)

STALE SALE PUTS CUSTOMERS TO SLEEP

Adairs, Broadway, Same sale has been on for the last 6 weeks or so.

SMIGGLE'S MONEY TREE

Smiggle, Broadway. Fresh content on plasma screen catches attention.

TARGET GETS CLEVER

Target, Broadway, Toy Sale starts 24 Jul. Tear-off sheets with opportunities to pre-order specified toy packages obviously gets the sale asap, rewards the most dedicated customers, and manages inventory, avoiding stock-outs.

ELECTRIC BLUE SUMMER ?

Dotti Broadway - very early summer feel to this merchandise.

Jul 7, 2009

McDONALDS MEETS HARRY POTTER

(Source: AdsOftheWorld) (click on the link)

http://adsoftheworld.com/media/tv/mcdonald_s_are_we_there_yet

VIRTUALLY COOL MALL

Queen St Mall, Brisbane. Source: DigitalBuzzBlog. CumminsNitro Brisbane has just launched a new government campaign called “Follow The Fashion” where they hope to position Brisbane’s “Queen Street Mall” as the top fashion shopping destination in Queensland. It has a twist & viral element that encourages designers to upload their best designs into a virtual shop front that becomes part of the mall and the shop with the most votes will win their own boutique in Queen Street Mall.

http://www.digitalbuzzblog.com/follow-the-fashion-virtual-mall-in-brisbanes-queen-street-mall/

Jul 6, 2009

CLIMB THE NORTH FACE

North Face shop, Pitt Street. Good looking store.

PANTS OFF AT GENERAL

General Pants, Pitt St, video of eyecatching plasmas.

THE GOODS

Bally leather goods, King St, Sydney city, stunning window, aspirational image

TIRED AND DOWDY

Dymocks, Pitt St - format looking very tired.

Jul 5, 2009

ESPRIT

EQ, very tidy store, untouched by customers' hands ? Not a lot of business here.

ON THE SKIDS ?

Skater HQ, EQ. Impressive display on the wall for off-the-wall types.

ALDO COMING

Aldo Shoes, coming to Bondi Junction, August.

DIY BEAUTY DIARY

Mecca Cosmetics, Bondi Junction. Innovative use of the window to inspire and position.

MODEL T

T-shop (Telstra), Bondi Junction. I am not a huge fan of Telstra, but this store looks good and is busy. It lacks the clutter of many of the competitor shops, but does feel a little 'corporate'.