“Are You Paying Attention,” Crash Course on Creativity

Stanford University

October 30, 2012

R. Blocki

Assignment

Purpose: visit 6 stores, record observations and communicate key insights.

Stores: Nordstrom, Bloomingdale’s Home Store, Apple, Sears, Tabula Tua, Lake Forest Book Store

Nordstrom (Chicago)

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• Grand glass exterior facing Michigan Avenue and 4-

stories of wide open entrances entice shoppers to

Nordstrom department store.

• Espresso Bar on the main entrance allows shoppers to

take a pre or post shopping break.

• Wide spacious floor entrances makes easy entry and exit

for families, strollers and shoppers loaded with bags or

holiday gifts. The sounds of smooth jazz fill the entire

space, establishing an upbeat mood and mindset.

• Roomy floors and open retail spaces, along with ample

lighting allows easy movement for navigating, browsing

and selecting merchandising throughout.

• The 4th floor restaurant is a popular destination among

business men and women, also providing a wonderful

aroma that filters down throughout the open escalator

corridor.

• Overall retail environment makes me want to stay.

• Hovering sales clerks frequently asking if assistance

needed can be annoying. In addition, very tidy display of

clothes makes it easy to browse, but sales clerks follow

any shopper’s movement of merchandise back to proper

place. Both behaviors make me want to move on.

• Flat screen TV in men’s department broadcasting ESPN

sports a positive, however, store should place same in

women’s 3rd floor sitting area for men while

wives/girlfriends shop.

• Active and athletic section on 4th floor lacks energy and

excitement. Needs visual enticement to compliment top

brand name gear.

Observations Observations & Ideas

Bloomingdale’s Home Store (Chicago)

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• Color, shapes, sizes and the aroma of the in-store

cooking greets shoppers as they enter the street level

swing doors.

• Bloomingdale’s converted a Chicago historic landmark

(Medinah Temple) into a fabulous retail space,

maintaining historic elements such as stained-glass

windows (found mostly in bathrooms).

• Large, airy floors, with plenty of roaming space.

Sometimes merchandise (kitchen appliances, utensils)

are stacked close together, making it difficult for crowds

and strollers.

• Displays are creative, colorful and enticing with huge

inventory of brand name items.

• Coffee bar and cooking classes located on main floor fill

the space with wonderful aromas.

• Glass elevator and easy access to escalators with store

views makes moving through each floor a feast for the

eyes and easy on tired shoppers.

• Exterior façade remains as original per landmark status

restrictions, with Bloomingdale’s shopping signage.

However, business and leisure travelers may miss

signage and not recognize structure as a large retail

store. Bloomingdale’s needs greater “retail” presence

either on street, in high-traffic tourist outlets (form

partnerships) or online where visitors most often plan

trips.

• Parking difficult with expensive garages the best bet.

• Check-out lines can be long, with minimal stations and/or

sales help.

Observations Observations & Ideas

Apple (Chicago)

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• Exterior white, gray, silver modern glass architecture

located on Michigan Avenue corner makes Apple easy to

find on crowded corridor.

• Entire retail environment – bright, airy, sunlight, modern

support and elevate brand identity. Further, handsome

displays and neatly organized space by product

categories allows very easy to find.

• Eclectic trendy music and natural sun light, along with

product interaction on non-busy days, makes me want to

spend lots of time in store.

• Hi-tech devices and tools allows easy check-out.

• Classroom theater on top floor a great place to relax and

learn.

• While store welcomes shoppers to interact and test

merchandise, large crowds create cluster of people

waiting on turn.

• Introduction and hype of new product introduction

generates huge crowds, reducing desire to shop.

• Parking difficult with expensive garages the best bet.

• Needs seating areas to handle waiting crowds, waiting

shopping “partners” (i.e. kids).

• Add a floor on top featuring café (Starbucks).

Observations Observations & Ideas

Sears (State Street, Chicago)

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• Somewhat cold exterior with difficult to see store name.

Windows filled with Sears name, but not extraordinary

eye-catching treatments.

• Majority of store filled with stainless-steel racks of

hanging merchandise and tables with scattered

merchandise. Minimal room within displayed “aisles.”

• No music, no energy, no shoppers.

• Condescend lighting in several areas causing a “buzzing”

sound. I think someone needs to change the bulbs.

• Lands End -- Best retail environment in entire department

store with smartly displayed items, comfortable seating

area and greater attempt to create quality brand.

• Street smell of buses, cabs, etc., infiltrating store.

• Disney kids section cluttered and over-crowded.

• Elevate in-store promotions, create excitement and more

enjoyable retail experience with existing partners (Disney)

and new partners.

• Overhaul merchandise displays to elevate brand and

induce customers.

• Generate more volume and excitement through

compelling in-store demonstrations and more

trendy/relevant merchandise.

• Target female shopper within the immediate geographic

proximity (i.e. business woman) with more relevant

merchandise and in-store café featuring simple, tasty

menu (salads, soups).

• Incorporate hi-tech to tools and devices to assist

shoppers in finding merchandise and at check-out.

(Talk to Apple.)

Observations Observations & Ideas

Tabula Tua (Lincoln Park, Chicago)

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• Located in trendy Lincoln Park neighborhood, just 5 miles

north of downtown Chicago, Tabula Tua is a popular

home furnishings and dinnerware.

• Bright, cozy, eclectic, warm, cozy, friendly.

• Attractive, handsome window display of unique home

furnishings and bright window display lighting.

• Merchandise veers far from department store home

furnishings and gifts, making the store a popular

destination.

• Soft instrumental music and aromatic scents ideal for

home create an alluring environment to browse.

• Excited, happy group of young women registering with

future bride says it all.

• Although window displays stand out, store’s name in

auburn signage blends with background auburn awning

making name difficult to read.

• Tabula Tua is a huge hit among locals. With over 40

million visitors to Chicago, and because of the easy

shopping environment of Lincoln Park, store owners

should target tourists to make the 10 minute cab drive

from downtown hotels.

Observations Observations & Ideas

Lake Forest Book Store (Lake Forest, IL)

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• Located in a small town on Chicago’s north shore

suburbs, Lake Forest Book Store is survivor as major

book retailers succumb to online sales sources.

• The small store sits on the corner of the town’s market

square area with window displays facing both north and

east luring traffic from two vantage points.

• The store’s small size creates a warm, cozy atmosphere,

with quaint sitting area in front and back (kids section).

• Free gift wrapping is a huge asset for time-strapped

customers.

• Books displayed mostly through shelves vs. tables.

• Limited store size creates congestion on busy time

periods and on special occasions.

• Professionally managed and run store, however, buckled

flooring and other minor repairs remind shopper that this

is a “Ma and Pa” independent book store.

• Enhance ambiance and sales by conducting cross-

promotion with nearby Williams-Sonoma, one of the

town’s most popular retail destinations. LF Book Store

could offer Williams-Sonoma treats, creating wonderful

aroma, and sell its cookbooks, clearing valuable WS

space. (Williams-Sonoma conducts daily cooking classes

and/or cooking demonstrations.)

Observations Observations & Ideas