17. Thanks to modern analytical
techniques, I can summarize the
observations
18. As if a contest for
the most
disheveled store
Warehouse Feel Professional Feel
⢠Fitness Depot ⢠Pro Hockey Life
⢠Sport Chek ⢠Clubhouse
⢠Sports Mart
⢠Golf Town
19. Fitness equipment
is rather stinky
Smelly Not Smelly
⢠Fitness Depot (rubber, vinyl) ⢠Pro Hockey Life
⢠Sport Chek (polyester, ⢠Clubhouse
rubber) ⢠Golf Town
⢠Sports Mart (supper)
20. Stores where
women work more
likely to be greeted
Staff Ignored Customers Staff Greeted Customers
⢠Fitness Depot ⢠Pro Hockey Life
⢠Clubhouse ⢠Sport Chek
⢠Sports Mart ⢠Golf Town
Greeted fast in a
stores
21. Stores with the most
niche products had the Stores with the m
more engaged diverse inventory te
customers (Golf, Hockey to have the mos
shoppers (Sports C
Shopping Alone, Mainly Men Family Shopping
⢠Fitness Depot ⢠Pro Hockey Life
⢠Clubhouse ⢠Sports Chek
⢠Sports Mart
⢠Golf Town
22. Stores with the most
niche products had the Stores with the m
more engaged diverse inventory te
customers (Golf, Hockey to have the mos
shoppers (Sports C
Can Touch and Try Mainly Clothes
⢠Fitness Depot (no one was) ⢠Clubhouse
⢠Sports Chek (Golf) ⢠Sports Mart
⢠Golf Town
⢠Pro Hockey Life
31. Stores that differentiate seem to
benefit from proximity to stores
with similar merchandize
When those other stores fail to
keep up appearances and fail to
provide compelling differentiation
32. Other conclusionsâŚ
⢠Cash register location
⢠Eye level merchandize
⢠On-sale merchandize
⢠High cost merchandize
⢠Colouring schemes
Were not materially
different among
all the stores visited
33. And, what does a
fitness equipment
that sells hot tubs
mean for brand
consistency?