Running Room – Retail Wayfinding
BACKGROUND:
The Running Room is a great store for new runners to buy their gear. Unfortunately, some stores in plazas do not receive much traffic due to their location, and poor online marketing.
PROBLEMS:
Upon the site analysis, problems were discovered in the touch points (things that customers interact with, like a product's packaging). The main problems were poor online marketing, lack of engaging packaging, and an unnoticeable storefront.
Solutions must be kept at a low cost because retail is about maximizing profit.
1. SOLUTION TO POOR ONLINE MARKETING:
To improve search engine results, Running Room articles with useful tips for running are added. A link at the end of the article redirects the user to Running Room's training program. This brings new customers into stores.
Problem
Solution
2. SOLUTION TO LACK OF ENGAGING PRODUCT PACKAGING:
A product tag with a fancy product term "Accentuated Performance Gear" is added to certain products. The customer will question the fancy term "Accentuated", therefore allowing the staff to engage in a conversation, with possibility of selling more products.
Solution
Cost
3. SOLUTION TO UNNOTICEABLE STOREFRONT:
Covering the entire storefront's windows would be make the store seem unwelcoming. Therefore, colourful vinyl graphics were added to the top three windows to attract more attention.
Problem
Solution
Cost