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This article focuses on how retailers use pop-up shops to gain customers attention that allows retailers to tell the story of a brand to drive customer awareness and brand perception.

I agree with Krista. As a customer, I want to see the product so this is a great idea for brands that don't have that physical store to interact with. I won't buy something if I can't see it. I have to know it is really worth it. That is why I don't ever do online shopping except for school books.

I like the idea of pop-up stores because it helps a store be more versatile and makes the store be more mobile, while still having a brick and mortar store. I even read an article recently on employee relations and there was a company that had a pop-up Tiffany's store at one of their events where the entire employee base had a chance to browse through the pop-up store and got free giveaways complimentary of the company. Doing events like this get people into the store and browsing even if it is only for a company event.

Exciting to know that college students began the company and have stuck to their values ever since. It is interesting to hear that they prefer art students over business students (us). Makes me think that we should become more well-rounded so that we are not stereotyped as only "analytical" which the article mentions at least twice. We can be creative too!

Thank you for this article Kara! Urban Outfitters is one of my favorite places to shop and I had no idea that it was started and run by college students--I think this is one of the great ways that they are attracting their target market. This was my favorite sentence from the article, "If a manager sees an old wooden crate on his way to work and thinks it would look good in the men's section, he can bring it to work and put it on display." This is wonderful, just wonderful! Going back to what a lot of you have already mentioned, their unique layout and atmosphere is what brings people in and creates that overall "experience" for the customers.

Great article Kara! I agree with Lina and find it very interesting that they prefer to hire art students versus business students. Although I am not a very artist person this article makes me wonder if students should take more classes in the arts along with our core curriculum. I have never actually entered or bought anything from urban outfitters so I cant say I truly understand what the stores look like from a layout stand point, but it is very interesting that employees are allowed a sense of freedom when it comes to creating an ascetically pleasing store. I think it will be interesting to see if more businesses learn toward hiring more artistic individual.

This was really interesting to read especially because my friends and I just spent the afternoon roaming around Mass Ave and not one of us made a purchase. We decided to spend the day at the City Market and then walk around downtown. I think that in relation to this article our generation is becoming for concerned with experience as opposed to purchases. While none of my friends made purchases in stores downtown, were were willing to pay the gas and food prices ect. in order to contribute to our overall experience downtown.

This article made me really think about my purchasing habits, and what I value when deciding whether or not to make a purchase. What really stuck out to me in this article was the idea that the millennial generation might be becoming more frugal. With the heavy focus on online shopping, I think it provides customers with more options. You have the ability to go to a store find something,not purchase it, but still have the experience the "shopping" experience. If you saw something while looking that you want, there is the option to go online to seek out better deals with other companies for the same product. So the millennial generation may be more frugal in the sense that there are many ways of obtaining the items they want, but they utilize the internet to seek out better prices.

I agree with Megan, Sarah and Lina. I view shopping more as a social experience than anything else. It is very rare that I ever go shopping by myself because I enjoy having someone there with me when I am trying clothes on and walking around etc. With that being said, after a day of shopping or being in a shopping environment I do not base whether I had a good day or a bad day based on how many items I purchased but whether I had a good experience shopping. Whether that be based on the people I was with, or if my food was good or bad or if there was good or bad customer service at the stores I was at. I also personally think there is a completely different experience shopping for clothes in a store vs. shopping for other retail items (electronics, jewelry, appliances, books etc.) in a store. A lot of people (myself included) like to try on clothes to see how they fit and how they look on so I enjoy shopping for clothes in-store. However, when it comes to other items that do not need to be personally fitted to me, I enjoy online shopping just for the pure convenience.

I like it! I want to be recognized, greeted, and assisted if I need to be. I can see where some people may feel uncomfortable but employees should be trained when to know when a person wants more help or to be left alone.

I find this kind of stuff extremely interesting. I honestly like that stores can track me like this because this means that they are more likely to send coupons and deals my way for the things I want to buy. I also think this is a great way for stores to get the perfect layout of their store by seeing where certain demographics walk around.

This is significant because it has implications beyond just marketing to consumers. The question is, how far should we trespass into citizens (aka customers) rights in order to improve the customers experience? This isnt JUST another marketing ploy, it's an experiment in eroding consumer privacy... and it's working. Marketers realize how little consumers are informed of their own behavior and by association they realize lengths to which they can go. But as privacy erodes, what do we really gain? Sure, it's great they can send us coupons and build our customer profile, but did companies consult the consumer and get consent to do this? Is this data collection all passively done because companies know the taboo behind privacy issues? What does this type of intrusion open up in the future? I think this is seen as simply "the way things are" because we are all desensitized to businesses (and governments) violating the privacy of information. I would like to point out that historically when masses of people in power simply accept things the way they are that's when really really bad things happen (slavery, child labor, exploitation, etc). Passive accumulation of this information seems to me complicit with those who actively accumulate this information- they're both invasions. We must critically think about how allowing such invasions actually works to shape the physical and mental landscapes of our lives, are we actually prepared to deal with the consequences? So, while it may seem like this is just another marketing ploy, we instead should see this as actually another breach of private information which will continue to shape consumer behavior.

Topshop is a European retailer that has a very unique store layout. Do you think it is important for a unique retailer like Topshop to have a unique store layout? Do you think it was a smart move to have the store layout be different than it is in the U.K. or the same?

I think Topshop will be about the experience just as much or more than just a place for consumers to shop. With the unique store layout and variety of merchandise varying in price from $20 - $600, I think this will be a unique experience for consumers and become a place they want to shop. Also, I love how all the "rooms" are a little bit different--I think it would make a consumer feel like they were going to multiple little boutiques under one roof.

One of the components that set unique retailers apart is the store layout and Topshop has done that well in the UK. I have visited the Topshop in Chicago and love the layout. I think it is fun, trendy, and one of the reasons it is successful -- people enjoy the experience. Topshop in the UK has unique store layout -- so why not transfer that same idea to the US in a little bit of a different way? It was smart of them to change the store layout and has seemed to be successful so far.

After numerous setbacks, JCPenney is coming out with a different strategy with a new partner.

This is an interesting pair because I know that Disney is very particular about who they partner with. JCPenny does not necessarily seem like the strongest brand name to associate with the Disney brand. This may end up harming Disney in the long run or greatly helping JCPenny- however it doesn't not directly reach their target market.

I am also surprised.. I worked at Disney world in Orlando and I do not see what disney expects to gain from this partnership.

This article details the struggle that luxury retail stores are having with providing a "personal customer experience." Because the products are so high end, they are expecting that aspect to talk for itself; however, customers are wanting a more personalized experience than what these stores are giving them. What do you guys think about this? And also how do you feel about the technology aspect they talk about in the end?

I believe that if I am going to spend a lot of money on an item, I should get treated with high end customer service.This is a reason why a lot of top brands have personal shoppers, because they know their target customer is willing to spend a lot of money for high quality goods. It is also important for high end retailers to display the value of their goods through the value of their store, even if it means dishing out a lot of money for renovations. Burberry is on the right track with integrating technology into a store that would not normally have this kind of technology. This technology gets the customer more involved in their shopping experience instead of just browsing around the store.

These luxury brands will not die. They may not be making the revenue they desire but they will not disappear. My mother for example has more of these items them I care to know. It is people like her that will keep this industry from disappearing. However with the economy it will be difficult to find new customers. But yes making the customer experience more personable will continue to bring the already loyal customers coming back. I do believe those five things they are going to change will help. But it will not necessarily bring in new customers.

This article discusses Staples incorporation of interactive kiosks and digital signage into their stores to help be more efficient with their square footage. They are trying to give customers "access to endless aisle shopping and ordering capabilities." Do you think shoppers will be disappointed by the limited amount of options on hand or will the ability to order more items in-store outweigh the limited selection?

The digital kiosk idea can be great, but only if it works effectively. In my experience, I tried using Targets kiosks that they started using to pull up a registry for a wedding. However, the system wouldn't allow me access to the registry, and even after an employee tried helping me, we both just kind of gave up. This is just one example how technology if used improperly can do more to hinder a consumer's experience than help.

I am not sure how I feel about Staples new plan to offer a limited selection in-store. If this is more for small items that there are many types of -- it is helpful and takes away the frustration of searching for a specific item among many alike items -- but why would we go into the store when we can just order it online? Going off Lina -- sometimes the reason people go into stores is to get the item there and then . . . this makes me think will ordering it in store be more of a hassle than a convenience? I think it will be interesting to see how consumers react to this new shopping experience. . I think it is a good way to incorporate online and in-store shopping but I think that this may just drive consumers to shop online and stray away from going into the store.

This article explains ways retailers such as Toys-R-Us and K-Mart are using layaway, return policies, and reward programs to get consumers into their stores to ultimately make transactions. Can you think of other retailers who are implementing these types of incentives? Have any of you ever put something on layaway? Do you think these incentives/programs are beneficial for retailers?

I actually really like this idea of offering deals to get people in the store early, it reduces the revenues lost with huge black friday price cuts by offering a more relaxed approach. It also would help the company make sure they don't run out of stock of a certain item. Having more customers in the store before the heavy Christmas shopping starts gives them a view on what will be popular and will help them forecast better and make sure they don't have missed sales opportunities.

I think extending the return policy is good because it allows for someone to use the products as gift for Christmas. I don't know what I think about having sales earlier. If they keep doing this, soon sales for Christmas are going to be six months out of the year then it's going to be all year; I mean how long is too long?

This article discusses not only the importance of having proper store layout within the retail industry, but also effective ways in which to employ displays and signage for optimum performance. Can you think of any retailers that have an effective use of store layouts or displays? Can you think of any examples that poorly utilize these attributes?

It's so interesting to think about how all these things in the article play into the store experience. We as customers do not really think about it when we are in the store, but seeing some of the aspects the authors talk about as being important, it is apparent we subconsciously notice. While working at Express, we used point of purchase displays and also a ton of promotion and sales signs. It's cool to see how much impact these little things have on how much customers will buy, etc.

For example, Fossil has a SALE sign outside of the store that generates customers to come into the store. It is an effective way for people to be drawn, and once they are in, the sale is located in the back. That way the customer has to walk through the entire store before seeing markdown items. The layout will describe the ease of walking through the store for customers and how organized they are which I believe are important to focus on.

This article completely parallels what you have been stressing in class about making omnichannel shopping as cohesive as possible. Not only does the store have an expected image to fulfill, but if the store is utilizing a virtual app in addition to an online website, the channels need to work in harmony to achieve the same desired outcome. It is evident that different consumers have different buying preferences and habits, so it is important that no matter where the consumer is deciding to buy that the channel has a cohesive image that represents the overall brand as whole.

It will be interesting to see how stores respond to the changes in consumer needs. We talked in class about how our generation is very focused on the store experience. I think that we really enjoy stores that differentiate themselves from others in terms of service- that is why Apple and Nordstrom so frequently in class because they stand out in our minds and have made a prominent impression on us. However, I do think its important to recognize that not all in store cell phone usage is bad. Brands can really benefit from consumers being on their phones by encouraging them to check in, tweet at their friends, or engage online with the brand- for the potential in store benefit.

This was so interesting! I completely agree with the online-to-store relationships and why customers want to touch and feel the product. I experienced this when completing my e-commerce audit when shopping for my product (a CD). There were perks associated with purchasing online (an exclusive product not available in the store) but there were additional savings options when purchasing in the store. Mobile presence is huge and I foresee this aspect continuing to dominate the market for both brick-and-mortar and online retailers.

Be sure you check out the two videos as well -

Technology never ceases to amaze me - how convenient for people who hate waiting in line. I agree that there is a HUGE security concern for retailers and consumers. I think there are a lot of issues that need to be addressed on all ends. It will be very interesting to see if this idea catches on or if retailers and consumers will continue shopping as they always have.

PayPal was a huge success online and I believe it will be a success in the stores too. I hate to wait in lines and if this shortens lines then I am all in. I agree with Sarah the security issue does worry me and needs to be tested and addressed before actual use. Once the security problems are fixed I firmly believe this with great enhance the customer experience and drive revenues in the retail industry.

Green Mountain Coffee is opening a Keurig Store to hopefully get to know more about their customers and offer on site demos, special promotions, new product offerings, and unique accessories for the Keurig to customers

This is an interesting strategy for Keurig. Like Lindsey mentioned, it'll be interesting to see how this effects the companies over all sales. Although the venture will provide fantastic PR, the question is whether he gains will outweigh the costs. I agree with Lindsey again though, it is likely that a majority if the visitors will be non-existing customers, of whom will leave with a positive experience and thus opt to buy a Keurig machine of their own. It will also be interesting to see the "accessories" that will be available for sale. These products would appeal to the existing customers, but would also highlight their need to "update" their Keurig models and thus consume more of the brands products. It would be great to see Keurig develop their "eco-friendly" line a bit further. It consists of k-cups that are recycle friendly. Ufortunately these products are quite a bit more expensive, a problem Keurig is already facing; making products more available to a larger demographic.

This article was fascinating to me! This is another example of how companies who used to be primarily product only or even online only want customer feedback and input. I think the idea is great - to let people use the machine to see how it works and how it can work in their everyday lives. But the location 14 miles outside Boston is a little far away I feel. I hope it is successful - already the outside looks sleek, classy, and expensive and I think the design alone with get people into the door to explore the concept. Since their goal isn't to sell, sell, sell but rather to experience and learn from consumers, I think it will work. But I do agree in this still tight economy, going to your local Walmart or Bed, Bath, and Beyond to buy the same coffee pods is realistic.

I think the article is right to a certain extent, but the example of Abercrombie is a bit extreme. Obviously, every company tries to target a specific group of consumers but does that necessarily always have to imply that its marketing strategies are discriminatory? Shouldn't a company have the right to target a certain consumer base in order to ensure a profit? Or does the seeking for profit not justify any type of discrimination no matter how small?

This article focuses on three brands who have shunned specific consumer segments. Abercrombie and Fitch, Cristal and Burberry all have experienced issues in their process of market segmentation with offending specific consumers. Is offending specific consumers an inevitable consequence that all companies/brands will have to face? Not all brands can succeed with a one size fits all type of mentality, so how and when is it alright to completely exclude consumer segments? The types of people hired at these stores go through a specific process that is also discriminatory. For example, at A&F it is commonplace for only thin and attractive individuals to be hired on. Do we have a problem with this? How would we feel if we had the opposite type of individuals assisting us?

I agree with a lot of the previous comments. While I do not think it is right for brands such we Abercrombie to expressively shun people from their stores because they are not the right size or shape or do not have the right look, I think it's acceptable for stores to segment in terms of their "target customer." Whether or not to factor in different body types or "pretty people" is a controversial question. When I worked at Hollister in high school, it was apparent that they searched for attractive people by the way they sifted through customers that came into the store, or the way they approached people in the mall. While I understand the need to segment a market and have a target customer, I do not think the people that work at these stores or the customers that shop there should all be the same.

This is another fantastic article discussing the different types of store layouts and examples of how they are used. Try and think of an example of a store that uses each different type of layout - you might need it for our discussion!

This article was really interesting. I have never really considered how stores are set up to make sure I am viewing the post product. Stores use the layout and really consider product placement and register placement in order to make sure that customers are having the optimal experience when in store. It would be interesting to see how smaller retailers consider their stores.

This article discuses the future of retailing for AT&T specifically for brick-and-mortar locations. Their new store design will offer highly personalized services, solutions - not transactions, and emotionally engaging experiences.

I like the idea of the reps having tablets and their not being a counter between the customer and the rep. It would feel so much more friendly. I kind of want to go to the store next time I'm up that way. I think it is a good idea.

Great article! My article is also discussing omni-channel retailing and I really do think this is where retail is heading and think it is going to greatly improve overall customer experience!

Finish Line is has jumped on the trend that I think will ultimately be a benefit them, mobile check out. It takes the hassle of lines out of shopping, and like I commented on a different post, the less time you spend in line the more time you spend looking around the store. More time shopping will equal more products purchased.

I agree with Brock. Nike has their own customization, I think now its time for the store to start doing that. I think this would improve sales because when I got my shoes I went to Nike's site so I could customize the shoes to how I wanted since it was only like $10 more to have them exactly how I wanted them.

This is really cool what they are doing! I'm curious as to if they had a issue with lines in their stores or if they are working on simply improving customer service.

The articles summarizes the most recent trends in e-commerce by giving advice to online retailers about what they should be aware of in 2013.

The page layout definitely has strong influence.. A company's website is becoming most important.. For most this is how a person gets their first impression on the business. The more tech savvy the business becomes the better likelihood for success in my opinion.

The number one must have is definitely mobile optimization. I actually tried buying something off my phone today while I was in the car. This creates for convenience for consumers because smart phones and tablets and other mobile devices are so popular right now. Free shipping is also extremely important especially for goods that weigh a lot or that would normally be a lot of money to ship.

I think it is a good step of Macy's to increase the size of their men's department. Most propably there is no way an expansion of the women's department would increase sales by a proportional amount. Furthermore, having a bigger variety might invite more men to shop at Macy's and who knows, they might bring their wife or the other way round...

This article talks about Macy's increasing the size of the store, specifically the men's department. They are looking to categorize each floor to have a particular experience. Do you think this expansion is excessive or a good step forward? Do you feel that stores that have specific categorized sections succeed and what have been your experiences in similar situations?

I agree. I like Macy's and I shop there for Christmas especially but I don't ever go to the men's department because I don't think they have a good spread or variety. I would shop there if they did expand this section. It would be so much more convenient to shop all in one place than go store to store.

This article discusses why consumers typically jump on impulse buys. Being knowledgeable of these triggers will make the buyer more aware in the future.

I think this article perfectly describes a lot of purchases made on black Friday. I have made a lot of purchasing decisions on this list. This is exactly how stores draw people into their stores by offering a huge sale but only for a limited time. Or for online shopping stores sometimes offer free shipping for a limited time in order to create impulse purchases.

I totally agree with Emily. After working the last three Black Fridays at Express, it's amazing to see how impulsive customers are when buying items. I am definitely one of those people as well, especially in a huge sale environment. You ask yourself "will it ever be this price again?" And if the answer is no, I will probably buy it.