Good afternoon!
Had today afternoon good couple of hours good discussion with Timo, Hanna and in Victor in Lemminkäisenkatu. I promised to put some results, thoughts, points, views and ideas to our blog.
Here major points (90-100 % says) from 20+ (30-70 year old, 75 % women and 25 % men) from deeper interviews-relaxed discussions during last and this week. Quite a lot of information. I'll get more results and more refined ideas hopefully still before next Thursday.
- Location is good to excellent, easy access especially by walk and bus, especially all agree that main corner entrance is stylish and attractive. All women think that coffee-wine bar is great place to meet.
- All who live in the city center, come by walk.
- Would come more often, if either more positive feeling during shopping, better bargains or clearer and less confusing interiors.
- Cosmetics dept is good to excellent and half of the time the main reason to go to shopping.
- Safe, clean and secure environment.
- Good to excellent customer service in general. This is the biggest most attractive point in the shop. This is good and valuable base for all.
- Sales and discount area in ground floor is not good idea at all. It either lowers the image and make shopping experience less attractive, too near market, other shops and cheap style. Now it does not attract customers at all. Half think that discount area should be put to more far away from entrance and walking routes, half think that it does not need to exist. 1/4 think that 2nd and 1/4 think that 3rd floor is ok.
- Dept store profile and image is good to very high level. Kind of mixture of traditional, appreciated BUT for all little or very much confusing. Changing and confusing areas in shop make shopping less attractive.
- All older people (age 40+) have memories and even stories to tell, brings storytelling ideas..
- Women come alone or with a (lady) friend, occasionally with husband, when men need some clothes.
- Ground floor is the best
- Everybody knows where the dept store is
Clear but minor points (ab. 50 % says)
- Many want to come by car and during some weekends there might sometimes be minor parking problems.
- Enough parking behind and under, also parking nearby is easily accessible
- Clothing store areas are confusing, don't often go shopping to 2nd or 3rd floor
- Good to excellent womens trousers, will find the trousers and get help in finding if needed
- Too much grey to black colours clothes makes selections look less attractive
- Some prices are just too high
- Help and assistance is available if and when needed.
- Best possible location in Turku city center
- Opening hours are good to excellent
- Wants to meet sometimes a friend before, during or after shopping
- Older women enjoy relaxing and eat in the 2nd floor restaurant, young people prefer ground floor
- Don't want to adventure and use time in vain to find suitable products.
- Need to do something to attract younger clientele
- Good and stable owner makes shopping reliable
- Attractiveness is strongly linked to city center attractiveness in general
- Car shopping centers and markets are ok now, but won't last time, people start to come back to center
- Fabric store in the 2nd floor is good and makes a visiting more regular
- Does targeted shopping, does not just go shopping without a purpose
- When questioned about ecology, half think that it's good to have organic separately, half think that here and there together with normal products, so that it's easier and more quick to compare products and prices.
- When questioned about changing photo exhibitions, half think that good idea, half were neutral about it.
- Normal and usual dept store feeling, like the competitor, but 1/4 though that this is better than another, half thought that the level is the same. 1/4 said that fashion and more yuppie stylish people go to another.
- Separate shoe store in ground floor is not attractive, it should be in another floor, separately in corner.
- Pharmacy near cosmetics is good
- Nowadays the sales theme is not very visible and special, it does not increase attractiveness much.
- Bookstore and 3rd floor lifestyle and home area need to be more attractive
- A lot of international brands
- Regular happenings would be welcome, regular special offers and regular happy hours also needed
- Women winter coats and also all underwear should be in ground floor, underwear near cosmetics, winter jackets visible near elevators or entrances, exactly location varies, but ground floor seems best.
- Enough light and good white interiors makes shopping easy, but it's not very fascinating to do shopping
- Selection does not differ much from other shops, but there is a lot of everything available
- Area where to leave men to wait could be an idea. Coffee, some salty things and beer while waiting..
- Half think that market squire underground parking is good to excellent idea, other half were neutral about it. No negative thoughts about it, except wondering how come such an issues take so much time to decide here :)
I wrote bold style those issues that seem to be quite clear and make myself think more and focus on those. What do You think? What kind of results and needs have you found out? What important things is lacking and not seen yet?
I have not spoken with young people yet. Maybe someone could ask and find out more from men under 30's? As shopping habits seem to be quite different between different age groups and attitudes towards internet shopping especially..
Ideas:
What connects dept store core values and their story to that clientele that does not shop yet in the store?
What really is the unknown potential customer group? Is it a tribal, sex, professional or lifestyle group?
Seasonal international travelling shoppers are important, but they are not the one who bring the bread and come regularly, every day. Are the needs of Russian, Chinese and Cruise ship customers enough met? I think that there is still targeting to be done.
What could be a special, any size but not yet a customer group that would bring good turnover with small changes? What group could fit to dept store values and who can bring continuity and long term success to the store?
What are needs of the younger generation men that shop should satisfy? How to make shop sexier?
How the put all visitors to positive, relaxed and/or flow mood? Maybe in all but in different areas and step by step during shopping? I believe that there is a common need in all shopping. That's getting customers out from negligent, boring and non-relaxing mood. Is it just peace? I think not just that as customers need energy also, but positive definetively the target feeling during (and before and after) shopping should be.
Slow shopping suits the older people and retired also, but how to better up efficiency and make shopping easier and more effortless? How to combine coffee culture with sales efficient dept store shopping?
There is already good customer service in clothing dept's, but what would increase attraction and distinct that service even more from the competitors? What gives that extra feeling of caring, effort and bring some luxury to shopping? In some shops there are these Nestresso automatic machines next to cashiers, tactically well located, next to sofas or fitting rooms and people can even some shops make a good and quick, higher quality and lifestyle oriented coffee by themselves, it's price wise easy sales increase. Would it fit to the dept store, to 2nd and 3rd floor?
Saki
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