Some Observations on CommerceBetsy Bayha, October 31, 2012

Why Do We go Shopping?

My Neighborhood in San Francisco couldn’t be more different than a market in Africa but in some ways it’s just the same.

I can get anything I want or need online, so why even go shopping on my street?

Because it’s warm and inviting…

And it smells like cookies!

Because you never know what you’ll see in the windows –especially at Halloween.

Whether it’s the Wine Shop…

Or the Hardware Store with its gruesome knife display…

Everyone’s door is open welcoming you in.

Or the Fancy ShmancyShoe Store…

And once you’re in, there are interesting things to look at…

And really nice people to help you if you have a question.

Not every store is like this. It’s mostly the ones that are locally owned where the personality of the neighborhood comes through.

Some of the stores are big chains like this one. This is the largest store on the entire street. It used to be a bank.

They don’t decorate their windows for Halloween.

And though it is a grand building, it seems more designed to keep you out than to invite you in.

This Observation exercise was my excuse to walk in and take a look around. It’s elegant and beautiful, but also cavernous and lacking the neighborhood pulse. Nobody seems to come here.

For a long time I was the only shopper in there until a few tourists wandered in.

I was happy when it was time to leave.

How could this store work better in this neighborhood?

Open the windows to street level.

Change the door so it looks less imposing and more welcoming.

Have more fun with the window displays and get into the spirit of Halloween!

So… what did I observe?

Shopping is a social and emotional experience.

Shopping is more than just the stuff you buy. It’s where you go and who you interact with.

A feeling of warmth and openness makes it more enjoyable and successful.

Opening your wallet is a little bit like taking off your clothes – you are exposing a vulnerable part of yourself.

The fancy upscale clothing store made me nervous – I’d spend too much money there and look ridiculous in that fur vest.

Stores, like people and neighborhoods have a personality.