Shopper Angst

I just started reading Inside the Mind of the Shopper (by Herb Sorensen). So far, it's great. Lot's a concepts that I have already started pulling through to my day job. One in particular has me thinking a lot about retail experiences I have had (or analyzed).

Early in his book, Herb introduces a concept that he calls 'shopper angst'. It definitely resonated with me. Basically, 'shopper angst' is the frustration caused by some action taken by the retailer. Maybe it is poor store layout, or potentially not enough staff to address questions. Regardless, it's a taxing feeling experienced by the shopper. I would argue that it is even more central to the profitability of retailers than Herb suggests (keep in mind I'm only about a third of the way through the book, so maybe he elaborates more).

Think about when you enter Target to pick up a mundane household item. Your spirit is lifted by the bright red colors accenting your shopping experience. The wide aisles make you comfortable in your environment. The clear signage makes is simple for you to find what you need. I'd be willing to bet a vast majority of you actually look forward to these trips.

Now think about going to the local Walmart to make the same purchase. The aisles are narrow. Product is stacked to the ceiling, so you can't tell where you need to head to find the item you are looking for. There are way too many customers blocking your way. And there are too many options to choose from.

Target has definitely won on the shopper angst front. If this were the only factor in retail strategy, they'd be winning by a landslide.

Westin Announces New Retail Storefront

In big retail news today, Westin announced plans to launch a first of its kind storefront in partnership with Amazon. This project will allow the hotelier to further entrench itself among the minds of travelers as a supplier of "wellness".

A concept that started as a differentiator for the in-room experience has made the full transition to retail presence. Starting on March 1st, Starwood enthusiasts and healthy people across the board will be able to purchase a curated product selection slated to include Westin proprietary items like calming candles and bedding products in addition to items from brands that Westin has identified as being like minded. At this point, it seems that Westin is selecting brands that may well known in niche markets but certainly don't have the broad consumer recognition that they enjoy.

While the move to a creating a broad based online storefront is new and unique, this isn't the first time a hotelier has enhanced its offering and overall customer experience by selling an edited group of products that aligns with the brand sentiment. Westin's sister brand, W, normally has a small retail outlet in the lobby that sells trend forward clothing and knickknacks. Most resorts sell 'resort ware'. And Vegas giants have entire malls that distribute products they have deemed on-brand.

To drive awareness and trial for the new store, Westin will be targeting their core customer (mid-week business travelers) with a promotion that awards a $100 Amazon gift card. A nice touch to ensure this experiment gets off on the right foot.

This new take on a proven strategy is definitely something to watch.

Unique 'in context' product merchandising - Soiree Wine Aerator

This weekend, my husband and I went to a wine festival here in DC. Lots of good wine and cheese, but what really stands out is the product merchandising one company did.

Soiree wine aerators were very inventive about getting their product noticed by two different customer groups - the distributors & wineries pouring wines and the event attendees. The folks from Soiree walked around handing out their aerators (for free, I assume), asking those pouring wine to place them on a couple of their bottles. There was a ton of conversation about this interesting use of 'in context' product display. It's pretty rare that a potential b2b customer get to try your product and provide real time recommendations to a b2c customer.

They made one mistake though. They were not actually selling the aerator anywhere at the show. Lots of lost potential sales.

Ann Taylor's New Website - Product Categories

I am a sucker for unique web design. And I get even more excited when it is useful and unique. Ann Taylor has made a shift on their site that accomplishes both. For the most part, online retailers follow a template when laying out their category pages. Look at Gap, JCrew, Nordstrom, and until recently, Ann Taylor, and it is very hard to decipher any difference. This isn't necessarily a bad thing. The standard grid has been proven to work and customers have learned to use it to efficiently scan products.

Enter the new Ann Taylor page design. It is just slightly different, but the small variations make a world of difference. A quick run down of the features that make this new site shine:

1) The customer can change the size of the product grid, allowing them to choose how large the product photo is. This is the first time I have seen this, and I think it is an elegant solution to a problem online retailers have been struggling with for some time.

2) There is no white space between the products, allowing for larger product images regardless of the grid the customer has chosen. Accomplishing this without creating an overwhelming, cluttered experience is very challenging.

3) They have brought forward the important product attributes for their product set. Simply scroll over a product, and the price, in a nice size font, and the additional colors appear. It's important information presented in a manner that does not distract from the most important attribute, the photo.

The rest of the site has is executed well too. Later this month I'll discuss other highlights.

Simplicity for the win

When you are selling basics, should you have a complex strategy? Something doesn't sound quite right about that, but lots of retailers have taken that path. Not Uniqlo, a Japanese private label apparel company. Simplicity is the main theme of their strategy, starting with product design, continuing all the way through to the in-store experience.

Let's start with their product categorization. If you visit their website today, you will find a total of 7. Things like "shirt" and "bottom". And items for both genders (their only departments) are grouped together. The display, both in store and online, reflects the minimalist strategy as well. You can view all of their products at one time, and can see all of the available colors exposed, making the shopping process extremely easy. You can even control the size of the images in their online display, leaving the amount of clicks and scrolling necessary completely in the customer's hands.

This strategy certainly isn't for everyone. Many product lines do not lend themselves to this methodology, but it is working for Uniqlo. Their Manhattan US flagship (also their only US store) is a destination. And the best part - simplicity throughout allows this retailer to keep their prices low, a win for everyone in this economy.

Avoca - an Irish example of product categorization by sensibility

One of my favorite examples of unique product selection and categorization has always been Anthropologie. I thought there was no where else to buy clothes, gifts and housewares that all fit in to one sensibility (except for other stores owned by this company like Urban Outfitters). Imagine my surprise when I found another place that has done this even better - meandering though the shopping district in Dublin!

Enter Avoca. Around since the 1700s, this company specializes in hand-made wool products. But wow have they expanded. In their Dublin store, found just off Grafton Street, sells clothing for women, men and children, housewares, jewelry, gifts, even food, all centered around the same sensibility evoked by their original product - wool scarves. The store is welcoming, in a way that brings to mind a cozy cottage and the layout that at first seems a bit haphazard, but really encourages the customer to make their way all the way through all fives floors of product. You can buy cookbooks, pots and a lot of ingredients for the recipes, while finding sweaters that you'd imagine wearing while enjoying the stew recipe you just read about. Or you can buy a bracelet as gift for a new mom, and a baby blanket that matches her style. It's even possible to purchase a pea coat for yourself and enjoy a lunch that seems perfectly suited for you.

If you can't make it all the way to Ireland for merchandising inspiration, make a stop at their Annapolis, MD location. It sure looks like the Anthrologies folks have!

Find a way to make men enjoy shopping for clothes

This has always been a challenge for apparel retailers. The fact remains that a majority of this audience prefers the go in, get what they need and leave within minutes. It's rare to find a group of guys who want to hang out at a store.

The J. Crew in Tribeca has found a unique way to tackle this problem. By choosing to display their product in a setting that is comfortable and enjoyable for their customers, they have created an environment where their male customer base might actually consider staying for a while. And, of course, spend more money. The Liquor Store concept is enviable. With sweaters laid artfully across the top of a a decades old wooder bar, ties wrapped in to low ball glasses and comfortable, high-backed leather chairs, this place feels more like a cigar bar than a t-shirt store.

And I'm not certain, but I'm pretty sure you can order a drink while you shop. Perfect.