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Wood Gives TRU Look at The Perfect Store
03/27/09
As vice president and director of syndicated research at Teenage Research Unlimited (TRU), part of Michael Wood's responsibility is to give advice about what young people think and how they go about doing business.
Research from Wood's team led to a TRU look at "The Perfect Store" through the eyes of teens and 20-somethings. He used his Catalyst Session Tracking Teens and Twentysomethings at CAMEX 2009 in Anaheim, CA, to give attendees a peek at what young people expect to find.
"In the perfect store, young people want salespeople who are the same age or just a little older," he said. "They also want those store people to be helpful and around, but certainly not hanging over their shoulders.
"We've also learned young people want someone who actively helps them out. It's the whole idea of the clerk has 'my best interest at heart.'"
TRU's study shows young people like to shop and have the money to do it. Teenagers spend $127 billion a year and 20-somethings dole out $606 billion annually, according to the survey. It also showed 64% of all teens and 84% of 20-somethings are going online to buy, so the job for stores is finding a way to get their attention.
"A very important concept with young people is mystery," Wood continued. "How many times are you walking in the mall and all of a sudden you can hear and feel that loud bass and you can smell it? You look around and don't see it. Then all of a sudden there is an Abercrombie & Fitch or Hollister store.
"It's all about the mystery. Young people want to know what's going on in there."
That first impression, which can be experienced over and over again, is important. According to Wood, young people respond to a storefront that changes frequently with something new and exciting to offer.
"That first glance is all about novelty," he said.
Young shoppers also want to be able to navigate a store with ease, and prefer fitting rooms that are easy to use with mirrors and lighting that flatter them.
"They want open aisles. Let's not forget they are on a mission," Wood said. "They need to get in and they need to get out, and if there are ways we can help them navigate the store better, they are open to that.
"They also need to look the best they are ever going to look the minute they try on those clothes. So if there is anything we can do to improve those conditions, do it."
Young shoppers also appreciate local details in stores. That fact is driven home with the popularity of Starbucks.
"When it comes to the details, young people love that local feel," Wood said. "If there is any way to make that signage look and feel local or feel like it's handmade, it goes over very well with young people. Part of the reason they love Starbucks is because they allow the personalities of their employees come through."
What teens and 20-somethings are not interested in are rules and limits. That point may cause alarm, but it's one Wood stressed.
"Forget about limiting what they take into the dressing room. Their attitude is: 'You think I'm going to steal this?' They are not interested in that at all. Successful retailers can't be threatened by the thought they might lose a sale. They might lose a sale this time, but if they do right by the customer this time, they might make that sale the next time."
—Dan Angelo
Sound Off!
Dave Dickherber (drd@lindenwood.edu) 3/27/2009 10:00:37 AM
How does he see shop-lifting issues.
Sound Off!
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