This document discusses customer complaints about large retail stores and proposes an "organic store" concept that focuses on harmoniously meeting customer and employee needs. It advocates designing stores based on organic architecture principles that consider human-space relationships and functionality over marketing manipulation. An organic store would structure space and equipment around real life processes and movement patterns. Integrating IT with an organic backbone could improve space utilization, work efficiency, reduce excess/losses, and increase customer loyalty by at least 35%, creating a more profitable store that customers enjoy visiting.

1. Retail,
Cannibalism
and Harmony
self destroying retail concept

2. Symptoms that retailers complain
decreasing number of
customers for separate
categories of goods -
slowly or faster moving
to the Internet
Even appearing groups
fighting with retail
networks

3. Symptoms that retailers complain
loyalty to a particular
retail chain is strongly
dropping

4. Customers complaints
a lot of time takes to go
for daily shopping in a
large store

5. Customers complaints
in a large store it is very
difficult to navigate and
difficult to understand
what products are
located where, it looks
like you have fallen into
the maze

6. Customers complaints
buyer often cannot find
their favorite (from retail
perspective - a niche
item) product, the same
place where it was last
time

7. Customers complaints on strollers
Strollers often get stuck in the
traffic jam
Customer has to always keep
a watch on the cart, because it
has personal items but then it
is not very comfortable to do
shopping
One of the stroller wheals
quite often goes the other
way

8. Customers complaints
the intense gamma that
plays in the eyes very
frequently leads to
headaches

9. Customers complaints
quite often racks are
uncomfortable in
choosing the desired
goods or are badly
arranged

10. Customers complaints
to navigate in a large
store feels like walking
in the woods looking for
mushrooms

11. Customers complaints
distances between the
shop shelves with the
necessary goods are very
large

12. Customers complaints
recreation areas and
even toilets are difficult
to find
* The toilet is in the “Spartacus”
stadium
(translation from Russian)

13. Customers complaints
I cannot take a child
with me, because every
time, my kid gets
hysterical because
everything he sees he
wants

14. Customers complaints
If a customer has an idea,
task or plan associated
with any product group -
he cannot get an advice -
shop worker knows
nothing

15. Faith of (in)
Marketing
Professionals

16. The longer the buyer will wander, the more
impulsive he will be in his shopping
BreadMilk
Meat

17. The customer must walk the longest track possible and
therefore its required to create as many obstacles as
possible

18. To fight the will of the parents the shops have to set up
items for kids in such places that they would definitely
see them

19. A problem for a
customer is also a
problem for the
store employee

20. If the goods are often rearranged accordingly to the marketing specialist’s
desires, it is difficult for the store worker to create new skills (create the
routes, remember where is what and so on) as it happens even the store level
employees often do not know what is where and thus cannot help the
customer…

21. A problem for a
customer is also a
problem for the
store employee
few examples for your reflection:
а) to notice the need and quickly
replenish the goods will be difficult
b) the rapid assembly of goods for
online order will not be so fast

22. Customer segmentation in a new
way
1.Likes shopping process (to stroll and to search)
2.Dislikes searching and shopping, goes with a list that wife gave
3.No time even though customer loves to go shopping
4.No time and dislikes shopping
5.Wants attention and interaction
6.Children are like an additional "burden"
7."Professional - amateur”
8.??

23. A Shop without
soul – a graveyard
of products
*Lost Love Store
(translation from Russian)

24. A MODERN HOUSE IS CONSTRUCTED BASED ON THE
SEWAGE FLOW, BUT VERY RARELY IT IS BASED ON
PERSONAL FLOW OF LIFE
WHICH IS MORE IMPORTANT - THE
CONSTRUCTION OR LIVING COMFORT?

25. MODERN SHOPS ALWAYS TAKE INTO ACCOUNT THE
MERCHANDISING, BUT RARELY DO THEY CONSIDER
HUMAN NEEDS
WHAT IS MORE IMPORTANT – CUSTOMER CONVENIENCE
OR MARKETING IDEAS ON BUYER MANIPULATION?
Legerdemain on
Merchandising
for suppliers and
sellers

26. It has always focused on the main purpose - functionality!
This is a cornerstone of the development for communication.
Architecture of Nature is very effective!

27. Inner relationships architecture -
Organic Architecture
relationship can be developed by mutual agreement or by one-
sided violence. Compulsion consequence - we lose people…
Will this landscape
attract many people?

28. Which trunk will you choose to take a nap in the afternoon?
The Quality depends on mutual
relations and their forethought!

29. "past" stores characteristics are that that there is
no organic connection between man and space!
A man does not feel comfortable;
High-wall shelves adversely affects mental
health;
Space - disorientates!

30. Example of Japanese bionic

31. In This shopping center exist not
only shops and shelves!

32. The main thing - to find is the correlation
BETWEEN HUMAN features and SPACE!
MATERIALS and décor
are not so important
the most important - FUNCTIONALITY!

33. It is important - find INTERRELATION between
future life and the shape of space - and in that lies
ORGANIC principles!

34. ARCHITECTURE of INTERRELATIONS
and Organic architecture
What kind of an award will receive
the guy who will first design the
ORGANIC store?

35. Example
Organic and mechanical

36. Example
Organic and mechanical
Hats level
sales
sales
sales
sales
Eye level
Hand level
Foot level

37. • Buyer received service PROCESS
• Buyer and shop staff NEEDS and
ergonomics
• SURROUNDINGS (surrounding
nature, architecture, traditions)
Organic shop - a space designed after
taking in to account interrelationship: :

38. EQUIPMENT - evaluates ergonomics, human
psychology, helps to focus, creates Store
QUALITY
Shelves form must connect
the human body with the
goods and store shelves
Shelves ends can serve as
"shopping motorways”
Important for the
human visual
features. If the buyer
stands on the rack
over one meter in
front of him and
looks, it sees only the
shelf sector 2.5 m
width at eye level
and slightly above.

39. STRUCTURE is developed from real life processes - coupled
with the movement friendliness (customer and employee).
Must take in to account process intensity in time
Person’s movement
very rarely happens in
a straight line, it is not
common for a man.
Modern shops
structure can speed up
the metabolic process
(commodity - money)
Expected result:
1. Product turnover growth;
2. More effective
utilization of shop areas,
a minimum of 35%;
3. Create a comfortable
QUALITY Area which
customers want to visit.

40. Juice reaches every leaf cell, bringing water and minerals, and takes
photosynthetic material.
Money - the blood of society in which one of the fundamental laws
of EVOLUTION.

41. Harmonious solutions are based on
five whales
1.People needs - Blood
2.Product flow - feeding
material
3.Organic architecture
principles - the Backbone
4.Marketing - Nerves
5.IT - Brain

42. If one center prevails over the other
- appears disharmony
One of the rowers can row
with double force, but not
synchronically with others,
then such efforts will only
upset the boat to swim right
instead towards the finish
T. Ohno Toyota

43. The cost-benefit calculation - Space
after installing an organic
structure (backbone) 35%
better utilization of space
and shelves are achieved,
which means that it is
possible to provide a more
diversified and easier
viewing range for the
customer

44. The cost-benefit calculation - Work
after installing organic structure
and combined with IT can
facilitate the addition of goods
replenishment timeliness and
speed, because every place has
its address. The same
employee's work may become
about 35% more effective
it can help the buyer to facilitate
product search and shopping
speed

45. The cost-benefit calculation -
excess and losses
the introduction of organic
structure combined with IT
can facilitate easier trade
flows. You can know exactly
what time expired particular
product and to collect and
analyze the reasons
this may reduce about 35%
missed sales, as well as
reduce surplus of the goods

46. The cost-benefit calculation -
Loyalty
introducing organic
structure and those of fast
slow shelves/tracks and so
on that fulfill the needs of
the people, can increase
customer loyalty by at least
35%

47. The harmonized solution can only exist
when synchronizing all 5 energetic centers
1.People needs - Blood +
2.Product flow - feeding
material +
3.Organic architecture
principles - the Backbone +
4.Marketing - Nerves +
5.IT - Brain = $$$$$

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