Real or Virtual ShoppingObservations from Not-a-Fan of Either

This is my personal observation of three stores – TJ Maxx/Home Goods, hhgregg, and Whole Foods – and their respective web presences. “Real or Virtual Shopping – Observations from Not-a-Fan of Either” represents my interpretation of the inadequate adaptation of the shopping experience in the virtual market. Whether done poorly or well (of course, my opinion), it seems that the companies I observed for this assignment managed to duplicate the real experience – versus adapt and create a new and separate experience that would appeal to the real or virtual shopper. In my opinion, this approach not only lacks creativity, but does not grow their shopper-base. As an admitted non-shopaholic, I’ve yet to experience a company that makes me want to shop or browse unless I have a specific intent in mind. And, even then, I find it painful most of the time…

TJMaxx/HomeGoods Merchandised ChaosReal – First Impressions

Virtual – Home PageLantana, FloridaNon-descript, uninviting, discount retail (looks it, too!)

www.tjmaxx.comPop-up, BS Sweepstakes that nobody ever wins…

Merchandised Chaos Continued

Real – The Products Virtual – The ProductsDisorganized, yet organized,

feels like a yard-sale-but-more-expensive.

Really? Easy to Shop? I don’t think so…

Merchandised Chaos Continued

Real – People Virtual – Make it PersonalGet in the cattle line and

continue to be bombarded by impulse items…

Everyone is into connecting on social media – but do you really want to connect with other TJ Maxx shoppers? I don’t!

hhgreggThe End is NearReal – First

ImpressionsVirtual – Home Page

The parking lot was empty, the store was empty; I thought it was closed.

Interestingly enough, the store I visited had the appliances on the left and the tv/entertainment on the right…

The End is Near ContinuedReal – The Products Virtual – The ProductsThe store was open, bright, and big – but it only emphasized the emptiness.

As with most retail websites, the presentation is overwhelming and difficult to navigate…

The End is Near Continued

Real – People Virtual – Make it Personal

I was in the store (most obviously looking at laptops) for over 10 minutes before a real person came over to me. There was a huge customer service kiosk in the middle of the store with NOT ONE person within 100 feet of it…

Their website makes a vain attempt to connect with people – but it’s useless… Again, is this a real personal connection? I don’t think so…

Whole Foods Walking the TalkReal – First

ImpressionsVirtual – Home Page

Inviting and authentic – fresh plants, natural building materials, and relaxing environment.

Specific to the ‘season’, yet the webpage intuitively knew my location and presented an ‘invitation’ to click through for information congruent with their mission statement –health.

Walking the Talk Continued

Real – The Products Virtual – The ProductsThe store touches all the senses

– and portrays a sense of wellness and wholeness.

Even online, the store conveys information and resources that promote wellness.

Walk the Talk Continued

Real – People Virtual – Make it PersonalProviding information and

connecting with the customer is more important than the advertising found in the typical supermarket via plastic displays.

Informational links, blogs, and other demonstrations of care for the ‘greater good’ are prevalent.

I’D RATHER BE AT THE BEACH!!

Real or virtual, this assignment

has served to remind me that,

shopping is a bore! At its worst, it is a

chaotic, confounded,

digging through the rubble,

necessary task of modern living. At its best, it serves its purpose – to

fulfill our need to get STUFF.