This presentation is all about the detail. Therefore, you will be required to pay attention to its details in order to follow it.
Remember… Look closely!
1. “The truth of the story lies in the details.”
Paul Auster, The Brooklyn Follies
2.
This presentation is all about the detail. Therefore, you
will be required to pay attention to its details in order
to follow it.
Remember… Look closely!
3. THE SHOPPING EXPERIENCE
We’ll go out on a
shopping spree to the
biggest mall in the
city. The word
“shopping” in our
neighborhood is
usually associated
with Unicenter.
The best-known
brands have a store
in this exclusive
mall, located in the
suburbs of the city of
Buenos Aires.
4.
Even after a long, boring day at the office, shopping can make your mood
change instantly, right girls?
Things are looking up!
5. c e l l
phone s -
t h e
d i s t r a c
t i o n
Want to take your time? Better go alone.
Husbands and boyfriends can be helpful sometimes, they can look at you while
you try things on and advice you. Most of the times, they’re just pretending to be!
If you need your time, going alone is the best choice.
6.
Once inside the mall, you walk the halls with the objective of getting
to your favorite stores.
You go inside quickly, trying to demonstrate your lack of interest,
but, invariably, the saleswoman approaches you, to which you
respond: “Just looking”.
Yet the store is full of colors, and you are instantly more eager to try
everything on.
7. From outside to inside the stores
You go inside quickly, trying to demonstrate your
lack of interest, but, invariably, the saleswoman
approaches you, to which you respond: “Just looking”.
Once in the mall, you walk the halls with the Yet the store is full of colors, and you are instantly
objective of getting to your favorite stores. more eager to try everything on.
8. In every word with a different f o n t , color or size,
you’ll find the key to one of the insights of the whole
experience.
Just in case your attention is not that trained, here’s the
stuff I found most interesting …
9. INSIGHTS and OPPORTUNITIES
The arrangement of
products in some stores is
made by associations of
them with other types of
things, for instance fruits,
food, or activities. What if
we carry this concept to
clothing stores, for instance?
Less is more: when you see
a nice selection of products,
they seem more exclusive.
Bored husbands,
boyfriends and kids: what if
women stores could
provide entertainment for
their shopping partners (a
game room, reading room,
or something of the sort).
10. INSIGHTS and OPPORTUNITIES
The importance of mood:
lighting, music and people can
help set the mood as a party
mood, a relaxing mood, a
friend-fun mood, etc. I noticed a
DJ at the back of a clothing
store.
Looking up: people never do
this! So that should guide the
decisions as to where to place
the products or anything that
should be noticed.
C e l l p h o n e s : how can
they enhance the experience?
11. INSIGHTS and OPPORTUNITIES
People who shop alone may need
some help, a second opinion from
someone they know or trust. I noticed a
man calling his wife and sending her
picture, asking her what to do. What kind
of service could we provide to these
shoppers?
Husbands and boyfriends usually sit
down while they wait for the whole
process in the fitting room. The places to
sit are actually sofas or benches to try
shoes on. Again, what if they are
provided the necessary comfort near the
fitting rooms?
Most people whose mission is buying a
gift for someone need help, how can we
make gift buying easier?
12. INSIGHTS and OPPORTUNITIES
When salespeople are not busy, they
are looking at customers. When they
are being looked at, customers
tend to touch less or to make it clear
they’re “just looking around”.
What you see (or don’t see) from
outside the shop is very important.
If you don’t see, it may awaken your
curiosity.
There are no demonstrations in
clothing stores. This could be
interesting.
Keeping doors open invites people
to go in and “Just look”.
Colors are what called my attention.
