5. Dutch Bros
Coffee
Dutch Bros Coffee is the
largest privately held
drive-through coffee
chain in the U.S. with over
325 locations, and
reported $494 million in
revenue for 2018.
6. Simple, Big,
Plain Signage
I think the sign is a
indication of the product
sold; elegant, refined, but
not complex coffee.
7. Extremely Friendly
Staff
One element of the staff I have not
noticed during prior visits is how
the employees match the stores
image, you might even say the
store matches the employees
image. I think the staff at Dutch
Bros’ location is one the strongest
elements to their business. Their
own website states ”they are in the
relationship business”.
8. Coffee Prices
Another element to
Dutch Bros that simplifies
the experience is that
taxes are already
included in the price. I
believe this is done in
order for customers to
have the best experience
possible.
9. Possible Missed Sale
Opportunities
The only shortfall I experienced
during my visit was the wait.
Although I honestly do not know
how Dutch Bros could address this.
They are popular, and their
business model does not involve
rushing customers through their
experience.
11. Clean, Reflective
Floor
The floor in target shown
in this slide, as well as
Kohl’s and Costco in the
previous slide, is super
clean for the amount of
traffic these floors see.
12. Floors
I think the floors are
clean to give the
impression to customers
that the store is also
clean. As shown in this
photo, it may be used to
enhance light through
reflection.
14. Costco Shoppers Browse
More
I observed Costco shoppers
browsing more than any other store
I visited during this assignment. This
important because there have been
studies done that show longer
times spent in the store correlate to
more money spent.
15. Kohl’s
Shoppers
While the Costco
shoppers moved slowly
from one area of the
store to the next, the
shoppers at Kohl’s
seemed to be going in to
get an item then walking
quickly to the check out.
This seems like the
opposite of what you
would expect at a
department store.
17. Costco’sCustomer
Flow
The Costco located
Nampa, Idaho seemed to
have an unwritten rule
that you must travel a
certain way through the
store, and I have seen this
at the Mesa, Az location
as well. Why is this
important? The path
forces the customer to
see as much as the store
as possible.
19. No Impulse Items
Near Register
Possible Reasons for this
To reduce clutter
Keep lines moving faster
For the most part, Costco
sells in bulk, so small,
cheap impulse items
goes against the business
model.
