Retail Analysis

Retail Analysis

1. I chose to observe the World Market. This store offers a large variety of international products ranging from food to furniture to clothing. They market to people of all ages and backgrounds because basically anybody with an interest in other cultures can find something to buy at the store.

2. Observations –

a. The store looks very simple on the outside. “World Market” is written in massive, red letters on the front of the store and the wall is white. There are automatic sliding doors at the entranced placed in the middle of the front.

b. The store had the radio on a very low volume setting. From what I could grasp, it was a local station. There were also the voices of the customers and workers.

c. The presentation of the merchandise depended on the type of merchandise. Clothes were all hung on hangers placed on racks. Little trinkets such as small baskets, hand instruments such as tambourines, and other such miniature objects were placed in baskets. Food is organized by type of food and placed on shelves. There are many wines from around the world for sale too. These wines are organized by type and country and placed in large wooden crates.

d. The floor was made of tile except for the few places where furniture was placed on a rug. These rugs were being advertised too though.

e. There are no big signs hanging from the ceiling like the ones at Meijers. Unfortunately, customers might have to look around for a bit until they can find what they want. The countries from which the products originate are clearly labeled too.

f. The cashier area is found at the front of the store where one would expect it to be. There are two registers, but the line never grew very long. As in most stores, candies and other little snacks are placed at the counter.

3. The World Market seems to try to project an image of independence. It is a very interesting store in that most of the products being sold are more expensive than their counterparts at other stores like Meijers. People are drawn to the store because of its cultural appeal. Thus, the store is designed in a way that leads people to want to walk around and look at everything. It makes sense that no large signs are hanging from the ceiling because the designers want customers to amble through aisles looking at everything. There are so many products that can interest anybody simply because they are from another country. There are some parts of the store, particularly the food area, that may seem a bit cramped but this gives a feeling of being surrounded by the countries. In the clothing area, a customer can pick up a scarf made in France and then turn around and look at traditional African clothing. Most people find this to be a very nice feeling, and the World Market really is designed to address this.

4. Customers seem to be a bit quieter because most of them are just intrigued by all the different products for sale. They never show any frustration of not being able to find something because of lack of signs. People enjoy getting lost in the store and happening across interesting products.

5. I found it interesting that the store really does bring out an international feel. A good variety of products from different countries are well displayed to attract customers. Large African animal woodcarvings can be seen next to the Persian rugs that just happen to be near the wines of the world. The store is crowded, but for once this doesn’t seem to matter in a store.