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    BUYING A SENSE OF BELONGING

    Retail Therapy

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    Retail Therapy

    Ever feel likeyou dont

    belong?

    .

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    Retail Therapy

    Ever realise that

    some shops makeyou feel like you dobelong?

    .

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    Retail Therapy

    Four out of the six shops Iobserved succeeded in

    making me feel as if Ibelonged.

    By using music, layout,signage, productcategorisation, staff andmore they createdexperiences which reinforcedmy ideas of who I am andwho I want to be

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    Retail Therapy

    The 4 shops which created

    the strongest sense ofpersonal identity were:

    Books Upstairs

    Sheridans Cheesemongers Designist

    Spar (surprised me too)

    The 5th shop (PC WORLD)created a successful brandthat others could belongtoo but wasnt nicheenough for me.

    The 6th shop (Card Gallery)needed to do more workto create a sense ofbelonging for itscustomers.

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    Sheridans CheesemongersAs a discerning foodie, my attention was completely

    caught by the continental , artisanal look of the shopfront The hand written chalk board suggested personal

    attention to detail and freshness (as it would have tobe re-written every day)

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    Sheridans Cheesemongers

    There was a rustic country feel there. It felt morelike a cheese makers outhouse or a farmers marketthan a shop in the city-centre

    The temperature was cool, the walls were tiled, theshelves were wooden and everywhere was spotlesslyclean.

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    Sheridans Cheesemongers

    The handsome and well-informed staff discussed art-house movies with one another whilst Amadou etMariam played gently in the background.

    Expensive wine, chutneys, mustards and chocolateslined the shelves. I recognised many products frommy time living in Spain and France. Everything herereaffirmed my idea of myself as a person ofdiscerning taste. I wanted to belong to this club!!!

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    designist

    The colourful window display and minimalistsignage caught my attention. Might this besomewhere Id like and relate to?

    Closer inspection of the window displayrevealed a creative layout and interestingproducts. I was tired of the same massmanufactured stuff. Maybe this shop hadsomething new to offer?

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    designist

    Turned out that it had! Theowners were designers,

    schemers and plottersBarbara and Jennie .

    Both are mad about designthat adds value to peopleslives rather than clutter. Theirshop layout and product

    range reflected thiscommitment to authenticity .

    Its a refreshing alternative tothe homogeneity ofglobalisation.

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    designist

    Every corner of the shop wasan aesthetic joy...

    ...And yet also clearly demonstrated thefunctionality and originality of the products

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    designist

    Many of the products were laid out likethose in a museum or art gallery...

    ... This must reassure customersthat their tastes are high-brow

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    designist

    Designist know their target market really welland cater for them . Their brand is entirelyconsistent across the shop and on thewebsite.

    They understand that good visualpresentation of their products is essential tohelp customers identify with their brand andfeel they could belong here.

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    Books Upstairs

    What dedicated book lover wouldnot fall for this Charing Cross

    Road type shop front?The tall door and windows suggest

    the high ceilings of a library . Theslightly neglected appearancereflects the mindset of the booklover who has time to fix up ahouse when there are so manybooks to be read?

    I could relate to the people whoowned such a shop. I couldbelong in here.

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    Books Upstairs

    The shop is filled with silence.Like that of a library or achurch.

    Rows of singular light bulbs

    glow softly like candles in achapel. Pale primrose yellowwalls, cream shelves andwooden floors soothe thespirit. People who come hereshare a reverence for the

    written word. Customers speak quietly and

    staff members never intrudebut wait to be approached.

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    Books Upstairs

    Books, books everywhere food for the literary soul

    And room for the worshipper to sit

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    Books Upstairs

    A book lover can relate to alittle disorder...

    ...and yet everything is clearlycategorised and easy to find

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    Books Upstairs

    Many of the books are of specialist interestfor those who took reading seriously...

    And that Charing Cross Road feeling is everywhere.Any true book lover would feel at home here.

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    Spar General Store

    I would never feel attracted to a Spar shop but theperfect symmetry of the entrance caught my eye

    The layout was superb. A judicious use of lightinghighlighted only the products and there was asimple, uncluttered feel to the shop.

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    Spar General Store

    All products were grouped according tofunction and then colour.

    This made it super easy to find themand to decide between brands

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    Spar General Store

    The whole shopping experience said cleanefficiency. It was easy to enter ...

    ...make a quick decision and leave. Really busy,efficient and decisive people must shop here . Iwant to belong to this club!

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    PC World

    Even to a technophobe like me, PC World was unintimidating.The floors were flush with those of the mall and so it didntfeel like I was out of my comfort zone.

    The font was almost childlike suggesting people herewould be friendly and make things easy.

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    PC World

    They were friendly! And wellinformed.

    All elements of the shopping experience combined to reinforcethe PC World brand . Their trademark purple(suggestive of ahigher power) was everywhere .

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    PC World

    The modern spacious layout and fast paced musicconfirmed where you were but was neverintimidating for those not quite up to speed.

    Lots of people came with their friends or theirboyfriends. I could see how some people would wantto belong here.

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    The Halloween display looked cheap and tacky butthere seemed to be a good selection of cards.

    There was. And grouping together according tobrand or category made it easy to find what youwanted.

    Card Gallery Cards & Gifts

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    Card Gallery Cards & Gifts

    In fact the shop made verygood use of colour...

    ...to help you find what youwanted

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    Card Gallery Cards & Gifts

    The Halloween display didntwork very well however...

    ...And the carpet was old fashioned and grotty.Neither helped establish their shop as somewherethat made you feel good and generous.

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    Card Gallery Cards & Gifts

    If theyd made a betterHalloween display

    And built on their other strengths,it could increase customer loyalty

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    Opportunities

    Here are some I identified:

    Introducing new products orslow sellers at eyelevel all

    store owners said they puttheir best sellers here. Iwondered if it could be usedas a way to introduce slowermovers

    More emphasis could have

    been placed on impulse itemsat the cash register in most ofthe stores

    Bigger and better displayareas for sale items

    Sheridans have gift baskets

    and recipes available online

    but none visible in the store

    PC World should have a

    discussion forum on their

    website and also a more

    prominent central displayunit

    The Card Gallerys Halloween

    display was tacky and

    ineffective

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    Buying a sense of belonging

    Most of these stores were

    very successful in creating

    strong brands that customerscould identify with.

    This would give shoppers a

    reason to return as they

    were buying a feeling as wellas a product.

    I never fully realised how

    cleverly stores did this until I

    paid attention!


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