Local
SAV
CONTEXTUAL RESEARCH
Local Independent Retailers
Spring 2018 | SCAD Savannah
Local
SAV
Table of Contents Local SAV Research Squad
Problem Statement Opportunity Statement Umbrella Question and Sub Questions Research Matrix
2 3 4 5 6
Timeline
10
Research Methodology
11 12 14 15 16 17 18 22 26
Secondary Research Research Ecosystem Map Insights Stakeholder Map Primary Research Interviews Survey Observation
Local Savannah Retail
29 30
Personas Semantic Profile ERAF System Diagram Entities Position Map Design Criteria
33 34 41 42 43 44
Implications/Opportunities
45
Reflection
46
References
47
Appendix
48 49 52 55
Analysis
1
Introduction
BROUGHTON STREET, SAVANNAH, GEORGIA
Affinity Diagramming Key Learnings
Synthesis
Consent Forms Survey Discussion Guide
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Local
SAV
R E S E A R C H
S Q U A D
The Enthusiast
The Class Bully
The Silent Brain
The Cheese Factor
Tanushree Agarwal
Azzar Bubb
Xiaoman Fang
Keith Johnson
MA Design Management Professional Diploma in Product Design
MA Graphic Design/Visual Experience BFA in Industrial Design
MFA Interactive Design and Game Development BFA in Industrial Design
MFA Graphic Design/Visual Experience BFA Visual Communication
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Local Savannah Retail
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Introduction
Local
SAV
is a contextual research project conducted by our team
under the guidance of Professor William Lee, to understand the culture of local independent retail stores in a part of the historic district of Savannah (as shown on map). As students in Savannah, we had noticed a shift on Broughton Street from local stores to large commercial chain stores in the past few years, which intrigued and lead us to choose this subject of study for our research.
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Problem Statement Today independent businesses face struggle to survive as they face competition from large chain competitors, internet merchants and franchises that enjoy the major economies of scale (“American Independent Business Alliance,” n.d.). Due to this trend, the small-scale local businesses who comprise only a small portion of our economy fail to keep up with the market trends (“American Independent Business Alliance,” n.d.). And such is a situation in the city of Savannah, Georgia. With the competition of retail outside of the historic district threatening businesses, the retailers on Broughton Street need to identify a competitive edge to inspire business. “As brick-and-mortar retailers struggle to stay relevant, the key to surviving (and thriving) will lie in providing value-added experiences consumers can’t get online or anywhere else” (Stromberg, 2018). “After all, what is a commodity? It’s anything that is purchased regularly and needs no accompanying personal service. Think about what you buy at the grocery store. Once we reach a certain age, roughly 80% of our purchases are routine. Why should we have to keep going back to acquire the same old stuff in the same non-efficient manner?” (Underhill, 2015, para. 7) Consumers are looking for experiences in the stores. “People will still make their way to physical stores, not because they want to “buy stuff,” but because they want to get experiences that they won’t find anywhere else” (“A roundup of our top 12 forecasts,” 2018, para. 3).
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Local Savannah Retail
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Opportunity Statement To build an innovative small-store user experience for buyers, by developing a strategy for the independent businesses to be able to thrive with the current market trends.
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Question Set How might we use design thinking to improve the user experience in local independent retail stores in downtown/historic district, Savannah, Georgia?
n
How might we describe design thinking and what contextual research methods might be used for this study?
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n
How might we describe a user’s experience in a small town retail environment?
n
How might n How might we describe the we describe local independent downtown, retail stores Savannah, Georgia? in downtown, Savannah, Georgia?
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Umbrella Question: How might we use design thinking to improve the user experience in local independent retail stores in historic district, Savannah, Georgia? 1. How might we describe design thinking and what contextual research methods might be useful for this study?
What does the design manager need to know?
Why is this information needed?
What type of data will answer this question?
To understand the field of study and to provide the context of this study.
Qualitative data about design thinking from subject expert resources like professors. Opinions, History of the discipline.
1b. How might we describe contextual research methods and how might these be applied?
An overview of the different design thinking and research methods and how, why and when they are used, and the appropriate field/areas that can benefit from design management.
To understand how and when design thinking might be applied.
Qualitative data about design thinking and the research methods and their application from subject expert resources like professors. Opinions, History of the discipline.
1c. What are results and impact of using design thinking methods?
The results that the research and design thinking can potentially produce.
To be able to explain the audience/user the benefits of using such methods.
Qualitative data about the impact of using design thinking methods from subject expert resources.
1a. How might we describe ‘design thinking’?
Description of design thinking as a field for academic and professional research.
Where can this data be found?
What type of research and data collection methods are needed?
Who can the design manager contact for collecting this data?
When does this data need to be collected?
What will the design manager learn from this data?
What might be missing? How might it be wrong?
Emerging and New academic studies can be missing from the literature review.
How to articulate design thinking in the context of academic study for the project.
Secondary research of scholarly articles/books written by professionals. Primary research through conversations and professor interviews.
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Literature Review, Information Audit, Professional Workshops, Self Reporting, Observation, Data collectionNote Taking & Audit Visualisation
SCAD and other libraries, Online research, Subject matter experts, Professors.
Local Savannah Retail
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How to apply and determine which methods might be useful for this study.
The complexity of organizational culture and change may prove challenging in determining the best combination of methods to use.
Conceptualisation of possible results from application of design research methods.
The impact could further complicate the change process and cause more chaos.
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Umbrella Question: How might we use design thinking to improve the user experience in local independent retail stores in historic district, Savannah, Georgia?
2. How might we describe a user’s experience in a small town retail environment?
2a. How might we describe a user’s experience?
2b. How might we describe the small town retail environment in Savannah?
2c. What are the customer’s expectations in a small town retail environment?
What does the design manager need to know?
Why is this information needed?
How a user experiences the services in a retail environment. What is this experience? What are the user’s motivations to visit a store.
To understand what a user experiences and how it might change in different contexts. And which experiences might be preferred over other.
An understanding of what counts as a small town retail store and how the characteristics might vary from bigger stores.
The understanding of what a user really wants in a small town retail space and what experience do they expect.
To understand our targeted space and identify the characteristics of a small town retail space.
To be able to find out about what a user wants and how the retailer can provide that to the user to make the customer keep coming back.
What type of research and data collection methods are needed?
Who can the design manager contact for collecting this data?
Qualitative data: Literature reviews and articles, Online user reviews.
Libraries, Journals, Peer reviewed articles, Specialized books, Magazines, Online, Social media , Websites, On site.
Secondary Research: Literature Review, Information Audit.
Internet, Customers, Anyone who purchases products on Broughton/Mall in Savannah, Store owners, Managers, Store staff.
Qualitative data, Literature reviews, Types of Small town stores.
Libraries, Journals, Magazines, Books, Peer Reviewed articles, Online reviews (like Trip Advisor, Yelp) On site.
Secondary Research: Literature Review, Information Audit.
What type of data will answer this question?
Where can this data be found?
Journals, Magazines, Peer Reviewed articles, Internet reviews, On site.
Qualitative data about the trends and expectations of a user.
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Primary Research: Observation, Interview of stakeholders, surveys.
Primary research: Observation, Interviews.
Secondary Research: Literature Review, Information Audit. Primary research: Observation, Interviews, Surveys.
When does this data need to be collected?
The understanding of what a user experience is inside or outside a store. How it varies in different stores.
Spring 2018 Store owners, Managers, Store staff.
April 17th May 17th
Will be able to identify the space and its characteristics that will be the primary subject for the study.
The needs and wants of a user and what they expect from a small town retail store while it competes with the current trends of online shopping and big box stores/malls.
Store Owners, Store Staff, Customers: Tourists, Students, Local Families.
Local Savannah Retail
What will the design manager learn from this data?
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What might be missing? How might it be wrong?
Every user might interpret the experience differently and it might be subjective. Tourists might have a bias based on their ‘holiday mood’.
There might be a lot of factors affecting a small town retail space such as location, tourism, parking etc. so keeping all that in mind might be difficult.
Identifying the expectations of a user as desires or their absolute needs. Expectations vary from people to people.
SCAD Savannah
Umbrella Question: How might we use design thinking to improve the user experience in local independent retail stores in historic district, Savannah, Georgia? 3. How might we describe the mom and pop retail stores in downtown, Savannah, Georgia?
3a. How might we describe the retailer’s/seller’s perspective?
3b. How might we describe the goods and services in historic district?
3c. How might we describe the process of an exchange?
What does the design manager need to know?
How a retailer runs their business and what problems they might face. Also how they adapt themselves to the changing trends.
An understanding of what goods and services are in a retail store on Broughton Street.
What are the steps that exist in a process of an exchange? How does it occur?
Why is this information needed?
To understand the retailers point of view while selling a product/service. And how they make a better experience for the customer.
To identify the types of products we might find in a store and what customers come to buy.
To understand how an exchange takes place and to identify the gaps.
What type of data will answer this question?
Where can this data be found?
Newspapers, Magazines, Online articles, Online reviews, On site.
Qualitative data about what a retailer provides.
Qualitative data about what types of goods and services might be offered in Savannah retail stores.
Magazines , Newspaper, Online articles, Online reviews, Surveys.
Qualitative data about how process of an exchange can affect a retail store.
Magazines , Newspaper, Journals, Peer reviewed articles, On site.
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What type of research and data collection methods are needed?
Secondary Research: Literature Review Primary Research: Observation, Interview of stakeholders, Surveys.
Secondary Research: Literature Review Primary research: Observation, Interviews, Surveys.
Secondary Research: Literature Review. Primary research: Observation, Interviews, Surveys.
Who can the design manager contact for collecting this data?
When does this data need to be collected?
Store owners, Managers, Store Staff, Customers.
Spring 2018 April 17th May 17th
Will be able to identify what goods and services are in local retail stores and what parts can be improved in Savannah.
To understand which part of the exchange process may face challenges or might be beneficial.
Store owners, Managers, Store Staff, Customers.
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What might be missing? How might it be wrong?
Capturing the various styles of running the business. Store owners and staff might not be honest with their answers.
The services and experiences offered by the seller. Also their needs and wants and methods of sustaining a business.
Store owners, Managers, Store Staff.
Local Savannah Retail
What will the design manager learn from this data?
Might not be able to consider all the competition they might have.
Might not be able to identify issues in point of sale technology.
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Umbrella Question: How might we use design thinking to improve the user experience in local independent retail stores in historic district, Savannah, Georgia? 4. How might we describe 3. How might we historic describedistrict, the exchange of Savannah, goods and services? Georgia?
4a. How might we describe the 3a. How might retailers in and we describe the around retailer’s/seller’s perspective? Broughton Street?
4b. How might we 3b.describe How mightthe we describe the goods change in retail in and services on Broughton Street? Savannah? (Then to Now)
4c. How might we 3c.describe How mightthe we describe the customers in process of an exchange? and around Broughton Street?
What does the design manager need to know?
The types of retail stores: - Local - Regional - National What these stores have to offer? And where they might be sourcing their product from?
Current economic climate. The cycle of retail in Savannah. And how new competition might have appeared on Broughton.
Who are they? Tourists? Locals? Students? And what is their motive.
Why is this information needed?
To understand the resources available to the retailers, and how it affects their sales. Also to identify market competition.
To identify trends. And what small businesses still sustain in Savannah.
To identify the customers in that area, and how they might affect the retail environment.
What type of data will answer this question?
Where can this data be found?
Quantitative data about types of retailers.
Online reviews, Online articles, Store website, On site.
Qualitative data about what the retailers offer.
Qualitative data about the time-line of change and the factors affecting such change.
Online articles, Newspaper, Journals, Blogs, Books.
What type of research and data collection methods are needed?
Secondary Research: Literature Review, Articles. Primary Research: Observation, Interviews, Surveys.
Secondary Research: Literature Review, Information Audit. Primary Research: Interviews.
Quantitative data about types of customers.
Online reviews, On site.
Qualitative data about their needs.
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Primary Research: Observation, Interviews, Surveys.
Who can the design manager contact for collecting this data?
When does this data need to be collected?
Chamber of Commerce, Store owners, Managers, Store staff.
Spring 2018
Chamber of Commerce, Store Owners, Managers, Customers.
April 17th May 17th
What might be missing? How might it be wrong?
The types of products available in the stores. And what makes these retailers successful?
Impact of unforeseen events in the local economy of Savannah.
An understanding of the market trends and changing needs with changing times.
Might miss out on some historical facts.
An understanding of how a customer might impact the business by having specific needs and expectations.
Store Managers, Store Staff, Customers.
Local Savannah Retail
What will the design manager learn from this data?
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Customer’s real habits and mood which might bias the information.
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Local
SAV
Timeline
Secondary Research Data anlysis
group meeting
Primary Research Interview questions setting Present
Field research round 1 group meeting
customer questionnaire setting
group meeting Interview on Broughton St. & Starland area Interview on MLK & Bull st
Present
group meeting Affinitizing round 1 2 & 3
group meeting
Present
Synthesis--Personas, Semantic profile ERAF System Diagram ect. Grroup meetinng Processing Book
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Local
Research Methodology
SAV
The research was conducted while using the immersive methods of Design Ethnography. Design Ethnography is a form of ethnographic research that allows designers to study the people in their natural settings encompassing several qualitative methods. It focuses on a comprehensive and empathic understanding of the users, their social life and the context of their artifacts and behaviors. As design ethnographers, we used a set of research methods, data-collection methods and analysis methods to identify the problems, patterns, and themes of the design territory under investigation.
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METHODOLOGY TABLE
Stakeholder Category
RESEARCH METHODS 1 2 3 4
Individual Stakeholder
In-person Interviews
Surveys
Site Visits
Owner
10
5
15-20
Store Employees
In-store Staff Manager
5
-
-
Customers
Locals Tourists
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20-25
-
Literature Review In-person Interviews Surveys Observations
Store Owner
DATA COLLECTION METHODS These methods allowed us to gather the data in a tangible format which we analyzed repeatedly and utilized to help us support our research. 1 2 3
Audio Recording Note-Taking Photographs
ANALYSIS METHODS 1
Affinity Diagramming
SYNTHESIS METHODS 1 2 3 4 5
Personas ERAF System Diagram Entities Position Map Semantic Profile Design Criteria
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Secondary Research Secondary research is a critical component of a research project as it allows researchers to gather existing information about the chosen subject of study, before stepping into the primary research phase. It is usually known as desk research, which includes sources such as books, research papers, journal articles, statistics, case studies and precedent projects. We conducted literature reviews to identify the current trends in the retail industry. As the retail industry is really large we focused our study on topics that were relevant to us as mentioned in the Research Ecosystem Map. This study provided us with a research direction and we were able to establish the boundaries of the design project. Later on, this research was also used during the affinitizing process to find common patterns with the primary research conducted.
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RESEARCH ECOSYSTEM MAP
Martin, B. & Hanington, B. (2012) Kumar, V. (2013) Muratovski, G. (2016) STRATEGY ANALYSIS
METHODS Anderson, D. (2015, February 27) A History of Broughton Street. (2017, May 23) Mobley, C. (2008, November 15) Murtaugh, T. (2017, April 25) Nussbaum, K. (2017, May 7) Ritchey, J. (2014, February 11)
DESIGN THINKING SHOPPING TRENDS
THEN TO NOW
SAVANNAH
CUSTOMERS
DEVELOPMENT
Nussbaum, K. (2016, October 21) Nussbaum, K. (2016, December 24)
SHOPPING BEHAVIOUR
BROUGHTON ST. HISTORY
American Independent Business Alliance. (n.d.) Freedman, E. A. (2016, May 1) Hicks, M. J. (2009) Merchant, Z. (2017, December 14) Sanburn, J. (2017, July 20) Stater, M. (2008, January 1) Suttle, R. (n.d.) Thomas, L. (2018, April 18) Underhill, P. (2015, June 17) Worley, B. (2017, May 12) Wolfinbarger, M. (2001, January 1)
RETAILERS
RETAIL INDUSTRY FORECAST
INDEPENDENT BUSINESS
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BIG-BOX IMPACT
Jones, M. (2016, February 23) Thomas, L. (2018, April 18)
EXPECTATIONS
A round-up of our top 12 forecasts for 2018 and beyond. (2017) Sanicola, L. (2017, December 15) Stromberg, K. (2018, April 16).
MALLS VS LOCAL STORES
ONLINE RETAIL
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INSIGHTS Here are some highlights from our secondary research:
Retail stores have an advantage with physical interaction over online. Big-Box such as Walmart introduces app which scans products while shopping for easy checkout.
Brick and Mortar stores have products in their catalogs that are not available or in stock in the store.
Retailers are providing “personalization” to stand out and gain more loyal customers.
Local retailers provide local employment opportunities. 80% customers are likely to return to retailers where previous quick payment process occurred.
Independent retailers struggle to find new customers and reaching new markets
Independent stores need to specialize in particular product areas and customer service.
Big- Box Stores is a one-stop shopping and provides easy parking and convenience.
Savannah’s urban plan is good which makes it a very walkable city.
Customers like shopping online because they can delay the purchases, they get a good price and don’t have to interact with salespeople.
Broughton Street is known as the commercial hub of Savannah.
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Experience is the key.
After the great recession, people spent more online than going to malls.
Malls were built for patterns of social interaction that increasingly don’t exist.
Local Savannah Retail
Snowball effect on downtown- Restoration occurs because of increase in tourists.
The 2018 plan for Broughton street includes better way-finding, preserve history, celebrate city’s natural beauty and making it a model city for next century.
Amazon reviews help people decide what they want to buy.
62 % millennials prefer to shop in a physical space versus online.
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13.5 million of tourists on Broughton Street each year.
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OTH ER
Economic Development Authorities
STAKEHOLDER MAP Stakeholder maps allow a researcher to identify the key players who have a vested interest in the subject of study. This includes people or organizations that will directly benefit from the project and others who might act as the influencers and drivers to the primary stakeholders.
Marketing Agencies
SECO ND AR Y PRIM AR
We created a consolidated stakeholder map that included the primary, secondary and tertiary constituents of our design project. This helped us set a stage for our user-centered research and recognize our key research participants.
Owner’s Family
Y
Store Owners
Tourist Guides
Store Managers Local Customers
Property Owners
Manufacturers Online Retailers
Tourists Store Employees
Social Media Chamber of Commerce
Suppliers Mall Retailers
Big-Box Retailers
Banks
City Council
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Primary Research Primary research is field research in which new data is gathered using several methods such as surveys, questionnaires, observations and in-person interviews with individuals or groups of people that are the focus of the study. This helps us gather data and information that was not covered in the secondary research. For our design project, we conducted in-person interviews and surveys with our primary stakeholders and performed observation in the store space.
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INTERVIEWS Interviews is a fundamental research method that allows a researcher to gather first-hand information from the stakeholders involved in the subject of study. It helps analyze not only the personal experiences, opinions, and attitudes of the participants but also helps one recognize the nuances of personal expression and body language. In-person interviews were our preferred method for interviewing owners of businesses, managers, store employees, and customers. We created a set of research questions in a semi-structured format which allowed us to be flexible with the flow of the interview. We also had different discussion guides for store owners, employees, and customers.
Conducting interviews with customers proved to be a challenge for us for three main reasons: 1. Interacting with a customer while they are in the store shopping was intrusive as most customers had a purpose to fulfill while inside the store for a limited time period.
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2. A large part of the customer segment for the local stores included tourists, who were difficult to find and interview in the limited time we had.
Local Savannah Retail
3. Because of the limited time of the project, we realized we did not have enough time to conduct customer interviews and instead used surveys to gather information quickly.
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INTERVIEWS : IN THE FIELD
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INTERVIEWS : TOPIC Motivations to start the business
Largely, the topics we covered during our interviews* with the store owners/managers included:
Competition
Other Influencers Location, Foot-Traffic, Season
Methods of Selling and Selling Trends
Customer
Advertising and Marketing Techniques
In-Store Experience
Struggles and Threats
Future of the Business
*The detailed discussion guide can be found in the Appendix.
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INTERVIEWS : STORE NAMES We interviewed the following retail store owners and employees:
ZIA COUTURE JEWELRY W Broughton Street • JEWELRY STORE
FOLKLORICO Bull Street • GIFT SHOP
MIDGE CLOTHING & GOODS W Broughton Street WOMEN’S • CLOTHING STORE
SARA JANE CHILDREN’S BOUTIQUE Starland District • CHILDREN’S CLOTHING
ON TIME FASHIONS W Broughton Street • MEN’S CLOTHING STORE
STARLANDIA CREATIVE SUPPLY Starland District • ART SUPPLY STORE
JOSEPH’S CLOTHIERS W Broughton Street • MEN’S CLOTHING STORE
GRAVEFACE RECORDS & CURIOSITIES Starland District • RECORD STORE
GO FISH CLOTHING & JEWELRY CO. W Broughton Street • WOMEN’S CLOTHING STORE
FOREST AND FIN SHOP Starland District • GIFT SHOP
PLANET FUN E Broughton Street • TOY STORE
SAVANNAH SQUARE POPS Martin Luther King Jr. Blvd • DESSERT SHOP
CAPITAL BEE COMPANY E Broughton Street • HONEY & GIFT SHOP
POLKA DOTS Whitemarsh Islands & E Broughton Street GIFT SHOP
PERRY RUBBER BIKE SHOP Bull STREET • BICYCLE STORE
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SURVEY Surveys are another method of primary research which allows a researcher to collect first-hand information from the participants in a short time frame. However, it might not be an accurate reflection of thoughts and behaviors of a person and needs to be complemented with other research methods. We conducted a digital survey for store owners/managers who were not available for in-person interviews and for customers. This helped us gather information quickly about customer needs and expectations. This survey was also curated for a wider audience to gain some understanding of retail when comparing local retail to online retail/e-commerce purchasing.
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SURVEY : TOPICS Largely, the topics we covered for our survey* curated for the customers included: Methods of Shopping
Local Store Experience
Influencers and Drivers
In-store Interactions
Concerns and Problems
Expectations
*The detailed survey can be found in the Appendix.
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SURVEY : RESULTS
Which method do you most likely use to search for a product to purchase?
Which one best describes you.... (31 responses)
(31 responses)
3.2% AMAZON
6.5%
MALL BROWSE NATIONAL STORE WEBSITE
51.6%
3.2%
BROWSE LOCAL STORE WEBSITE
3.2%
VISIT A BIG-BOX STORE
3.2%
VISIT A LOCAL STORE
6.5% 16.1%
35.4%
6.5%
LOYALIST- I buy everything from the same store.
LOCATED IN OTHER LOCATIONS
9.7%
PRACTICAL SHOPPER- I buy what I need and what I scoped out for. BARGAIN SHOPPER- I have with me coupons, deals, online codes, I search for discounts and sales. BROWSER- I like to wander around and see it all, and maybe buy something.
IMPULSE BUYER- I make a decision right at that minute and justify the purchase. EDUCATED SHOPPER- I do extensive investigations before I commit to a purchase.
41.9%
SOCIAL MEDIA
6.5%
6.5%
Where do you usually shop?
Choose the best that applies to you.
(31 responses)
(31 responses)
41.9% ONLINE PLATFORM (AMAZON, STORE WEBSITE)
3.2% 12.9% 22.6% 19.4%
74.2%
“If I have questions, I will engage with a salesperson.”
MALLS
“I don’t have time to listen to a salesperson.”
BIG-BOX STORES (E.G. TARGET, WALMART)
“I hate interacting with salespeople.”
16.1%
LOCAL INDEPENDENT STORES
“I love interacting with salespeople!”
DEPENDS ON WHAT I AM BUYING.
3.2% 24
6.5%
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SURVEY : RESULTS
In the last month have you purchaesed something from a local independent store in Savannah, GA?
Which type of a product did you purchase? (21 responses)
If yes, why?
33.3%
(22 responses)
14.3% 4.8% 18.2%
9.5%
14.3%
Natural Products
28.6%
I researched online and then went to the store.
22.7% 18.2% 4.5%
Books/Comics
I was looking for something specific.
Someone told me about the store.
I rely on salesperson/staff expertise.
18.2%
23.8%
I wanted a product sooner then an online shop could offer and found it at this store.
OTHER
4.5%
Clothes/Apparel
Jewelry/Accessories
I always go there.
68.2%
Walked by.
4.8%
Vinyl/VHS
4.8%
Toys
4.8%
Used Furniture
Fresh Produce
Gifts
If not, why?
How did you find out about the local independent store you visited in Savannah, GA?
(9 responses)
(21 responses)
44.4% 22.2% 0%
19%
I get everything I need online.
Salespeople/staff in store are unhelpful. Parking is always an issue.
22.2%
The stores hours conflict with my schedule.
22.2%
I usually browse in-store and then purchase online.
55.6%
Store Website
14.3% Online reviews
I can never find what I am looking for in local stores.
44.4%
Locally Exclusive Goods
0%
Social Media
0%
Online Advertisements
71.5% Word of Mouth 0%
Its cheaper buying somewhere else.
Tour Guide
9.5% Local Advertising (Billboards, Newspaper, Flyers, Radio, Television Advertisements) 66.7%
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Walk By
SCAD Savannah
OBSERVATION Observation allows researchers to gather information without direct interference with the people being observed. This approach was necessary for us to understand the behaviors of the in-store staff and the customers, the store environment and the space experience that is curated inside the stores. As our focus of the study was local independent stores, it was a challenge for us to conduct observation discretely as the store space was very small and intimate. To overcome that we conducted observation using two methods: one was to visit a store as a customer, and not as a researcher and the other was to conduct observation along with the in-person interviews, where two of us interviewed some store staff, while the others looked around and observed the space and customers inside the store. A few aspects we observed included: Provisions for customers and their accompaniments
Informative Signage inside store
Store Entrance
Fitting Rooms Testing Booths
Price tag display
Overall Environment
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Lighting, Music
Window Display
Product Display
Fragrances
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OBSERVATION : IN THE FIELD
Mirror along with product display for customers to try on accessories while shopping.
Clear display of store policies and after-sale services provided.
Gaming consoles for customers to keep them entertained or just attract them into the store to play retro games.
Provides comfortable seating to people who accompany the customers.
In-store entertainment provided to people who accompany the customers such as family member, child, friend etc.
Informs customer about the camera inside the store to avoid shoplifting.
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OBSERVATION : IN THE FIELD
A story about the store’s mission and values
Entrance inside a small store made inviting through open doors.
Window displays are well thought of to inform the customer about the products inside the store.
Chalkboard marketing used outside the store entrance.
Tasting booth for edible products to help the customer make right choices.
Easy access to mirror for trying the products while shopping.
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Analysis
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SAV
Affinity Diagramming Affinity Diagramming is a process that helps capture research-based insights and observations and cluster them into meaningful themes. It is an inductive exercise in which the work is done bottom up, by first clustering the small details to then forming general and overarching themes. We used the process to understand and interpret the data we collected through our secondary and primary research. The process included four steps: The first step required us to take down all our data points such as observations, insights, concerns onto yellow sticky notes. Next, we clustered these into small groups and titled them with blue sticky notes which described the basic theme appearing from the yellow notes. Then these blue sticky notes with common themes were clustered to form pink notes which formed the key issues of the data collected. Eventually, pink notes are grouped under green notes which are more abstract and categorical.
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KEY LEARNINGS
1
2
3
IN-STORE EXPERIENCE FOR CUSTOMER
LOCAL FOOT TRAFFIC
PERSONALIZED SERVICES
In-store shopping provides customers with an experience they believe they won’t always get online.
Popular locations and other popular stores nearby, drive more customer traffic to local stores.
The local store owners want their customers to be fully satisfied with the purchases they make.
n
n
n
Customers don’t want to rely on a salesperson and would like it if the stores are more informative.
Local stores rely on tourism as their main source of income in Savannah.
The local store owners try to build a relationship with their customer to keep them happy.
n
Customers want to feel welcomed when they go inside a store.
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n n
Local stores have more foot traffic during the holiday season but sometimes bad weather reduces it.
Local Savannah Retail
The local store owners are very flexible with their customer needs and provide them with personalized services for their convenience.
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KEY LEARNINGS
4
5
6
ONLINE PRESENCE
PRODUCT OFFERING
CUSTOMER NEEDS
Customers refer to online presence and reviews before they shop at any physical or online store.
Having a product story is important to most local store owners.
Customers don’t end up going to local stores because of issues such as parking and store hours.
n n
Most local stores don’t have a website because maintaining it is time consuming and the owners don’t think it is necessary.
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n
Most local stores provide unique products in order to attract more customers.
Price is very important to the customers when making a purchase and discounts make them happy.
n
Customers want a variety of products which they don’t always find at local independent stores.
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KEY LEARNINGS
7
8
9
ONLINE COMPETITION
LONGEVITY OF LOCAL BUSINESS
DIVERSIFY BUSINESS
Customers compare prices to online products so the local store owners match their prices to stay relevant.
The local store owners seek alternative means of selling their products.
The local stores struggle to make profits as a small business and have a lot of overhead expenses.
n
n
Customers believe it is quick and convenient for them to shop online.
The local store owners network with the local platforms to gain popularity and community presence.
n
Rent and dealing with new developers is always a concern for the local stores. n
The local stores pursue cheap and efficient advertising as an alternative to conventional advertising methods.
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Local
The data we collected through our research was analyzed and then synthesized using
various visual maps and diagrams for an easy understanding of the key insights collected through our research. This would help a designer understand the research and take it forward into the concept generation and design phase.
T he data we collected th s analy z ed and then s maps and dia gr ams
SCAD Savannah | Spring 2018 | Contextual Research | Local Savannah Retail
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vis ual m aps and diagr ams f or an
erat ion and des ign phase .
t he res earch and take it for war d into the c once pt gen
our res earch. This would help a de signe r under stand
of t he k ey ins ights c olle cted thr ough
vis ual m aps and diagr ams f or an easy unde rsta nding
l yzed and t hen s ynthe size d using various
The dat a we col l ected through our resea rc h was ana�
SAV
Synthesis
Personas Personas help consolidate common behavior patterns into meaningful representative profiles which facilitates easy empathy and communication while creating a useful target for responsible design. We created a set of three personas for the local store owners and three for the customers. It was important to look at both these stakeholders as they both would be the users of the design solution and would benefit from the same.
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TITLE: Store Owner & Full-time Floor Manager ATTITUDE: Engaging, Motivated, Enthusiastic, Positive, Risk-Taking, Entrepreneurial
STORE LOCATION: Low foot-traffic area Parking Available Area has future development plans
Average customer base:
60% Tourists
New Independent Retailer
RISK-TAKING RUTH
“We will do anything to make our customer happy”
GOALS
EFFORTS
STRUGGLES
Participates in many local events.
Not profitable or at a position she would like to be yet.
Become more prominent & recognized.
Partnerships with other local businesses.
Grow & sustain business. Make a strong effort to connect with the community. Expand business to other locations.
Overworked- dedicates many hours.
Tries to create a connection with customers & provides a personalized experience.
Location- high rent prices. Dealing with the impact of negative online reviews.
Curation of in-store environment is a considered a priority.
Hopes to create more foot-traffic with evolving location due to surrounding development.
40% Locals
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TITLE: Store Owner & Full-time Floor Manager
Getting-by Independent Retailer
COMPLACENT CATHY
GOALS
EFFORTS
Stay relevant and in business. ATTITUDE: Easy-going, Play-it-safe, Outgoing, Friendly, Calm, Practical
“We are happy with where we are currently however, we could be doing better” STRUGGLES
Relies on in-store customer engagement.
Competition from other businesses and online platforms.
Informs customers about the store values and product stories.
Too comfortable and complacent.
Maintain finances of business. Attract more customers.
To change customers perception about price versus quality.
STORE LOCATION: Mid foot-traffic area Parking Available
Dealing with the impact of negative online reviews.
Average customer base:
30% Tourists
70% Locals
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TITLE: Store Owner & Part-time Floor Manager ATTITUDE: Know-it-all, Confident, Established, Experienced
Established Independent Retailer
EGO EDDIE
GOALS
EFFORTS
“We have been in business long enough to know our customers well!” STRUGGLES
Expand business, create new branches/franchisees.
Loyalty benefits for returning customers.
Property value and taxes may affect location in future.
Maintain loyal customers.
It’s the relationships we create with our customers that set us apart.
Parking accessibility for local customers.
STORE LOCATION: High foot-traffic area Parking not easy
*Gentrification may affect the current location.
Flexible with customer needs. Employees are motivated and mimic owner’s passion translate to better customer service.
Average customer base:
Dealing with the impact of negative online reviews.
Provide after sale service. 30% Tourists
70% Locals
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TITLE: Loyalist Shopper 28 - 35yrs
Loyal Local Customer
LOYAL LUCIA
WANTS
VIEWPOINTS ABOUT SMALL STORES
Attentive staff. ATTITUDE: Friendly, Involved, Social, Outgoing
METHODS TO FIND STORES: Word-of Mouth Walked By Social Media Online Search
“I buy everything at the same local stores”
STRUGGLES
Fair prices and good quality product.
Quiet in-store settings make me feel awkward.
Quick to find products needed.
I am less likely to walk into an empty store.
Salespeople aren't pushy. Good experience in the store, or story behind the product. I rely on the expertise of the staff to help me find the right products.
Familiarizes with new products. Finding a variety of goods more frequently.
Good customer service. Clean store space.
REACTION TO SALESPEOPLE:
Good values and ethical products.
“The salespeople remember me and know my name”
Expects discounts to maintain loyalty.
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TITLE: Browser Shopper Mid 40’s
Tourist Customer
BROWSING BETSY
WANTS
VIEWPOINTS ABOUT SMALL STORES
Pleasant and friendly staff. ATTITUDE: Excited, Curious, Motivated, Time-limited
METHODS TO FIND STORES: Word-of Mouth Walked By Local Pamphlets/Maps Online Reviews
“I like to wander around and see it all, and buy something if I like!” STRUGGLES
Good quality products and merchandise/services.
Stores climate control.
Quick and fast service.
Stores ambiance can be awkward.
Comfortable environment where I don't feel awkward about not buying something.
When shopping without specific intent, I enjoy the aspect of discovery.
Finding a variety of products as I often can't buy what I want and at times stores stock similar products.
Easy to browse the stores. Helpful but discreet staff.
I am limited to my carry-on luggage and restrict my purchases.
Exclusive items with a good story.
REACTION TO SALESPEOPLE: “If I have questions I will engage with a salesperson.”
I do not enjoy walking store-to-store with so many bags.
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TITLE: Practical Shopper 23 - 25yrs ATTITUDE: Sensible, Go-Getter
METHODS TO FIND STORES: Store Website Online Search Online Reviews Word-of-Mouth
REACTION TO SALESPEOPLE: “I don’t have time to listen to their pitch but if I have questions I will ask them.”
Infrequent Local Customer
PRACTICAL PARKER
WANTS
VIEWPOINTS ABOUT SMALL STORES
Purchases need to be convenient and quick.
“I buy what I need and what I scoped out for”
STRUGGLES
Local stores close too early.
Products or price labels are not always clear.
Parking is always a hassle. Easy to find what I want in the store.
Cheaper buying online or somewhere else.
Ease of access and parking is key when I decide where to shop.
Poorly display of products at times, which leads to difficulty while finding what you need.
Finding what I need fast, and with help from an employee if necessary.
Staff are overbearing or too opinionated.
Checkout experience shouldn’t encounter any technical issues.
Local stores often do not have a variety of product range.
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I can never find what I am looking for. Most times I need something immediately but then I can’t find it locally. Variety of products and prices are limited.
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Semantic Profile not important
Semantic Profile is a method that measures peoples’ attitudes about products, services, experiences, and concepts. This helps compare how the different user groups think and feel about entities.
important
CUSTOMER INTERACTION
UNIQUENESS
We took a different approach at Semantic profiles and tried to analyze the attitudes of the local store owner personas we created. This helped define their core values and get a better understanding of their characteristics as service providers.
QUALITY
LOCATION
ADDED SERVICE
MARKETING
ALTERNATIVE SALES METHODS
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COMPLACENT CATHY
RISK-TAKING RUTH
EGO EDDIE
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ERAF System Diagram
Local Customer Y JO
Customer Loyalty Benefits
EN
FO & EA N
O
TO D
&
SH
CH ON
SE W RO
AT TR AC TE
AT
R RESEA
P
O
AT
DE
GE
T
INFLUE
NCE
B
& T SI VI
ERS
IND
Social Media
ADVERT
H
/H TES MO
Surrounding Developments
WT GRO
ISE
Local Independent Business
PRO
C O
M
IPS
PE
SH
TE
W
ION
IT
LAT
H
PR
IC
ES
BU ILD
RE
Apartments/ Hotels
SHOP A T
Other Stores
H
C
R
OP
OV I
Seasonal Sales/ Promotions
Tourists
SH
SHOP AT
ES
R
OR
PR
SE OW
Spontaneous Discounts
We created an ERAF diagram with all the significant entities of a local retail space and drew relations between them using the insights we gathered during our research.
Repetitive
W O LL
BR
The ERAF system diagram allows researchers to get a high-level understanding of all the elements of a system and their interactions with one another. It helps synthesize information gathered through the research in the form of entities, relations, attributes, and flows.
One-time
Cafés/ Restaurants
Parking Lots
Online Retailers
Local Community
Amazon
RETAILERS CUSTOMERS MARKETING SERVICES
Vendor Websites
BUY LOCAL* Friends Family Neighbours
Local Events
RELATIONS MONETARY FLOW
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*BUY LOCAL- It is an organisation that supports local independent businesses in greater Savannah area.
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TOURISTS
Entities Position Map This map is a method for analyzing the space in which the researched entities fall and their relative position to one another.
GO FISH POLKA DOTS #1 FOLKLORICO
SPECIALISED PRODUCTS FOR TOURISTS
SPECIALISED PRODUCT
By conducting a gap analysis we realized a gap in retail stores which serve the tourists with specialized local products and retail stores which serve local customers with a diverse range of products. When compared this with our primary research we learned that most local customers do not end up visiting a lot of the local retail stores as they are very specialized and the local customer prefers going to a place which would provide them with a variety of products.
ON TIME FASHION SAVANNAH MIDGE
FOREST & FIN ZIA
DIVERSE PRODUCTS
We created an Entities position map with the axes defined as the type of a customer in the local retail stores (tourists versus local customers) and the type of product these stores offer (specialized versus diverse products). This allowed us to analyze the potential gaps and opportunities in the local retail space.
CAPITAL BEE CO.
JOSEPH’S CLOTHIERS
SQUARE POPS PLANET FUN
DIVERSE RANGE TO MAINTAIN LOYAL LOCAL CUSTOMERS
GRAVEFACE RECORDS
PERRY RUBBER
SARA JANE BOUTIQUE
STARLANDIA SUPPLY
POLKA DOTS #2 LOCATED ON BROUGHTON STREET LOCATED AROUND BROUGHTON STREET LOCATED IN STARLAND DISTRICT LOCATED IN OTHER LOCATIONS
LOCAL CONSUMERS
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DESIGN CRITERIA DESIGN CRITERIA A design criteria map helps define the possible touchstones that a designer might need to consider while framing a concept and a solution for the identified opportunities. These touchstones are separated into three categories: must have, should have and nice to have.
NICE TO HAVE
We created a set of criteria that the designer would need to keep in mind while coming with a product/service solution for the local retail space. The must-haves we defined are the most crucial for the possible design concepts.
Engaging, Social Appeal, Profitable
SHOULD HAVE User-Testing to encourage sales, Convenience, Community Presence
Personalised Experience, Quick, Efficient & Easy, Pleasing Atmosphere, Comfortable & Inviting, Informative & Intuitive
MUST HAVE
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Implications/Opportunities
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SAV
» Retail stores need an efficient check out system to attract more customers today. It needs to be quick and easy. (For example, integrating apple pay) » The stores need to have a comfortable and inviting atmosphere (pay attention to music, temperature, provisions for seating, fragrances) » In-store signage needs to be made more informative and intuitive so the customer understands what they are looking at. This includes: • • • •
Price validations Better Storytelling of the product The retailers’ story and their values Information about services such as shipping provided for tourists
» The experience of testing a product allows customers to take better decision and all retailers should focus on providing this. For example, mirrors, lighting, testing booths (like in make-up stores), tasting edibles. » Easy parking initiative to attract more locals to the independent stores (discounts for validating parking, QR code scanning, easy way finding) » Unobtrusive engagement with customers to make them feel at ease and not pressured into buying something. » Better way-finding inside the store with proper signage and window displays. 45
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Reflection
Local
SAV
What did we not do? • • •
In-person interviews with customers Contacting stakeholders, other than the retailers and customers to get wider understanding. Site visits to malls, big-box stores.
What could we have done differently? Conducting the customer interviews before jumping into retailer interviews. With the customer in-person interviews we could have gotten a better understanding of their needs and expectations and could have accordingly curated the retailer interviews. This would have also enabled us to design a better survey and send them out to a large audience sooner than what we did. Another realization was to start debriefing the interviews sooner in the process. It would have been a better idea to note down the insights from the interviews on the same day as it was conducted, rather than going back to the recordings and taking down the notes later in the process.
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References
Local
SAV
American Independent Business Alliance. (n.d.) Retrieved from https://www.amiba.net/ Anderson, D. (2015, February 27). Savannah Historic District in Decay: 1920’s-1970’s. Georgia Globe Design News. Retrieved from https:// wdanielanderson.wordpress. com/2015/02/27/savannah-historic-district-indecay- 1920s-1970s/
Nussbaum, K. (2016, December 24). Savannah Stalwart: Globe Shoe Company. Retrieved from http://www.savannahnow.com/news/2016-12-24/savannah-stalwartglobe shoe-company Ritchey, J. (2014, February 11). Developer reveals details on Broughton Street plan. Retrieved from http://www.savannahnow.com/article/20140211/NEWS/ 302119771
A History of Broughton Street. (2017, May 23). The Wilbert Group. Retrieved from https://www.slideshare.net/thewilbertgroup/a-history-of-broughton-street-76260438
Sanburn, J. (2017, July 20). Why the Death of Malls Is About More Than Shopping. Time U.S. Retrieved from http://time.com/4865957/ death-and-life-shopping-mall/
A round-up of our top 12 forecasts for 2018 and beyond. (2017). Retrieved from https:// www.vendhq.com/us/2018-retail-trends-predictions
Sanicola, L. (2017, December 15). Stores may be in trouble, but people are spending like mad. CNN Money, New York. Retrieved from http://money.cnn.com/2017/12/15/ news/economy/ retail-sector-economy/index.html
Freedman, E. A. (2016, May 1). An Analysis of the Economic Impacts of Big-Box Stores on a Community’s Retail Sector: Evidence from Maine. The journal of regional analysis & policy, 46(2), 138. Hicks, M. J. (2009). Wal-Mart and Small Business: Boon or Bane?. The Review of regional studies, 39(1), 73-83. Jones, M. (2016, February 23). The hot new things that consumers are buying Retrieved from https://www.forbes.com/sites/michaeljones/2016/02/23/consumerswantexperiences/#64b76c272157 Merchant, Z. (2017, December 14). Local retailers compete with big box stores and online outlets. Retrieved from http://www.13wmaz.com/article/news/local/localretailers- compete-withbig-box-stores-and-online-outlets/93-499558979 Mobley, C. (2008, November 15). Broughton Street House: Full of History, but empty for years. Retrieved from http://www.savannahnow.com/article/20081115/NEWS/ 311159876 Murtaugh, T. (2017, April 25). One of the South’s Most Historic Cities Is Getting an Upgrade in 2018. Retrieved from https://www.countryliving.com/life/travel/news/ a42783/savannah-georgia-redesign/ Nussbaum, K. (2016, October 21). New Stores Headed for Savannah’s Broughton Street. Retrieved from http://www.savannahnow.com/business/bis/2016-10-21/newstores headed-savannahs-broughton-street NussBaum, K. (2017, May 7). Preservation and promise- Broughton Street projects bring awards for renovation efforts. Retrieved from http://digital.olivesoftware.com/ Olive/ODN/ savannahmorningnews/shared/ShowArticle.aspx? doc=SMN%2F2017%2F05%2F07&enti ty=Ar01710&sk=65C662DF
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Stater, M. (2008, January 1). Implications of Big Box Retail Location on Regional Profits, Consumer Utility, and Land Rents. The Review of regional studies, 38(1), 9. Stromberg, K. (2018, April 16). Retail as Entertainment: How leading brands are captivating audiences. Retrieved from https://www.forbes.com/sites/ forbescommunicationscouncil/2018/04/16/retail-as-entertainment-how-leadingbrands- are-captivating-audiences/#1d1384d86867 Suttle, R. (n.d.) “What Types of Businesses Are Considered Retail?” Retrieved from http://smallbusiness.chron.com/types-businesses-considered-retail-340.html. Accessed 22 April 2018. Thomas, L. (2018, April 18). The Amount of Retail Space Closing in 2018 is on pace to break record. Retrieved from https://www.cnbc.com/2018/04/18/the-amount-of-retailspace- closing-in2018-is-on-pace-to-break-record.html Tuttle, B. (2015, July 31). 10 thing millennials buy far more often than everyone else. Retrieved from http://time.com/money/3979425/millennials-consumers-boomers-genx/ Underhill, P. (2015, June 17). Birth, Life and Death: A Retail Cycle. Retrieved from http://www.therobinreport.com/birth-life-and-death-a-retail-cycle/ Wolfinbarger, M. (2001, January 1). Shopping online for freedom, control, and fun. California management review, 43(2), 34. Worley, B. (2017, May 12). Thinking out of the big box: How big box stores are competing with Amazon. ABC News. Retrieved from http://abcnews.go.com/ Business/thinking-big-boxbig-box-stores-competing-amazon/story?id=47357702
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Appendix
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SAV
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Consent Forms
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Consent Forms
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Consent Forms
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Survey
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Survey
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Survey
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Discussion Guide 01. Name of Business and Role – Sign Consent Please
39. On average what is your most unsuccessful season every year?
14. Does location influence the success of the business?
40. Why is this season so unsuccessful?
15. What would be the ideal location in Savannah, GA and why?
41. What advertising methods do you use?
20. Why do you choose to sell these products and/or services?
42. Which advertising methods are MOST affective for your business?
21. What methods do you use to SELL your products in your business?
43. Which advertising methods are LEAST affective for your business?
22. Which methods are responsible for MOST of your sales?
44. Do you ship your products directly to your customers?
23. Which methods are responsible for the LEAST of your sales?
45. I f you have an online store, do you offer a Buy-Online-Pick-Up-InStore purchase option?
24. Do you use any online platforms to SELL your products? 25. If Yes, which platform is MOST profitable for your business? 26. I f No, why do you not choose to use online platforms to sell your products? 27. Do you adjust your prices to be more comparable/compete with online platforms?
46. If Yes, how often is this purchase method used? 47. What is your return policy? And does it affect your sales? 48. What makes your store unique? 49. Describe the in-store experience you provide? 50. Do you provide any after sale services?
28. I f Yes, which online platforms do you compare your products prices too?
51. If Yes, What are these services?
29. If No, how do you determine your products prices?
52. If No, Why not?
30. Who is your competition and why?
53. Would you say your business is successful? (profitable)
31. Describe your customer?
54. Describe some of the struggles you may have in your business.
32. Do you provide customer loyalty benefits?
55. What do you view as possible THREATS to your store?
33. If Yes, What are these customer loyalty benefits?
56. Where do you see your business in the NEXT 5 YEARS?
34. If Not, Why do you not provide customer loyalty benefits?
57. Do you have any ideas on how to drive more customers into local stores?
37. On average what is your most successful season every year?
58. Do you have any comments?
38. Why is this season so successful?
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