American Retail PresentationA presentation by Charlotte Barahona, Kirsty

Bourn, Rebecca Catlow, Katherine Chen & Chloe Tate

What unique experiences are on offer to shoppers in the US?

What can the UK retail market adopt from its US counterparts?

From our investigation of the US Retail Market, we will offer three key

recommendations to the UK Retail Market.

Introduction

Visual Merchandising

Saks 5th Ave

Prada

Free People

Forever 21

Toys ‘R’ Us

Juicy Couture

Anthropologie

Shabby Chic

“With windows, you have a few seconds to get someone’s attention...”

Paul Smith, Windows: The Art of Retail Display (Mary Portas), 1999

“Anthropologie’s store is so magical…it’s like being part of a fairytale.”

We found that the two Anthropologie stores we visited in New York were strongest in terms of visual merchandising and shop window displays.

“…just like a scene out of Alice in Wonderland.”

Of Anthropologie’s window displays and visual merchandising, one shopper said...

“What is the need for good customer service when you can pile it high and sell it cheap?”Chris George, Managing

Director of Pilot, UK, aired 19th Jan 2011

“You should only be prepared to part with your hard-earned cash if you get treated properly and, if you don’t, you should spend your money elsewhere.” Mary Portas, “Secret Shopper”, aired 19th Jan

2011

An example of retailers’ attitudes towards customer service in the UK.

What we believe retailers should feel when considering customer service.

Bloomingdale’s

Chanel

Miu Miu

Dior

MAC

Tiffany & Co.

Cu

stom

er S

erv

ice

We found that the MAC Cosmetics and Tiffany’s stores were strongest interms of customer service.

“He made me feel likeI was going to

!”

“The people here were genuinely enjoying their job...you could see

that they were having a good time as they danced around to

the loud music that played throughout the store.

They made you feel happy to be there...the experience that the staff created gave me something to watch, even while I was waiting around for my friend.”

Technological Innovation

Louis Vuitton

Hollister

Apple

Forever 21

Toys ‘R’ Us

H&M

Broadcasting from Bondi Beach, Australia

Seasonal shop window displays at their best

We found that the Hollister flagship store and the Dior store we visited in New York were strongest in terms of technological innovation.

In-store entertainment

could be viewed around

a spiral staircase,

where images of scenery and catwalk shows

where being shown on

digital screens within French

windows.

Key recommendations

...Visual Merchandising

...Customer Service

...Shop Window Displays

...Technological Innovation

Thank YouPlease feel free to ask any questions

More money and time should be invested in shop window displays and visual

merchandising

Stores should offer the customer an experience synonymous with their

brand

Employees need to be friendly and approachable,

and enjoy their work

Brands need to be more innovative with modern

technology