2. FILA CHART
FACTS IDEAS LEARNING ISSUES ACTION PLAN
Wants to employ a second year
RHD student as an interior
designer in their company.
Selected student will be
designing interior of retail
and hospitality premises that
they will be building/improve.
Designer needs good
understanding of consumer
psychology
Create design of interiors that
would encourage sales of
products/services
Acid test required.
FOCUS ON
Project Data
Project Criteria
Company Data
Marketing Message
Basic Knowledge
- Consumer Psychology
- Market Segmentation
Things to find out
Psychological Process of
Consumer
Internal & External influences
Sensory Stimuli
Variables of target market
segmentation
BOOKS
Consumer Behaviour and
Marketing Strategy, Eighth
edition BY J.Paul Peter and
Jerry C. Olson
Consumer Behaviour 2E
Kardes, Croney, Cline
Consumer Behaviour Buying,
Having and Bieng, Sixth Edition
BY Micheal R. Solomon
Borrow books from TP library
- Market segmentation
- Consumer Behaviour
Gather information
Filter information
- Chart
- Mind map
- Floor plan
- Images
Consult Lecturer
Further discussion
Compilation of work
- Hardcopy
- Soft copy
Submission
3. FILA CHART
FACTS IDEAS LEARNING ISSUES ACTION PLAN
DESIGN JUNIOR:
Current knowledge
Design Elements
Design Marketing
Apply knowledge
Must have good Consumer
Psychology
4. Company Data
Address:
313@Somerset
#04-05/06
313 Orchard Road 238895
Contact : 6634 3725
Background of iRUN
iRUN store is the newest running concept store strategically
located at 313@Somerset.
It produces the biggest range of running footwear, apparel and accessories.
It is a one stop shop for all your running needs.
Running accessories
Compression Gear from Skins, Nike 2 XU, Sports Tape
from Kinesio and KT tape
Top Brands
MORE
5. Target User
Age : Suitable for all ages
Gender : Male and Female
What group of people is the store targeting?
Athletes
Those who are planning to live a healthier lifestyle
Families
Mothers who want to be fit
Teenagers
- who are fit and needs new footwear
- Needs motivation to run
Employed people who can afford a pair of expensive shoes
8. Psychological Process
What does iRunstore sell?
- Running shoes
- Running attire
- Accessories
- Snack bars
Need Recognition Awareness:
- Customers who enter iRUN store want to buy new running shoes.
Search Information:
- Ask friends or family who can recommend good sports brand.
- Happen to come across iRUN store which sells top sports brands.
Product Evaluation:
- Has a budget of $100 to $300
- An active runner/ Intend to start a running routine.
- Looking for good quality shoe
- Look around the store to narrow down customer’s choice.
ENTRANCE 1
1A
9. Evaluate Choices
iPAD
There is an iPAD placed in front of the
huge poster promoting the new Adidas
shoe.
The iPAD has further information of
the design of the product.
OPTIONS
It also has the women and men
category, where you will be asked a
few questions.
1. How often do you run?
2. How far do you usually run per
session?
3. What is your foot type?
After this, the screen will show
customers which models suit them
best.
Quicker way to decide on which model
to look at because iPad help narrow it
down for customers.
browse. discover. buy
Slogan on iPad makes it look like customer
can purchase an item within a touch.
1A
10. When customer enters iRUN he/she sees hundreds of shoes being
displayed.
Which shoe to buy?
The store has 9 sections, Nike being the one with the biggest section.
Customer will first have a general view of store.
If customer has a hard
time deciding, each
brand section has picked out
different types of shoes.
Each with a different design.
ASICS
Introducing the PWRCOOL
Technology
When you run in the new ASICS
shoes, now you know that
1. Your body warms up
2. Moisture activates
3. Cooling reduces body
temperature NIKE
11. How each sports brand have a different way of featuring their footwear and their qualities.
Detailed information on
the
design of the shoe.
Allows customer to read
info and decide which
footwear they like better.
12. Sale Items
Shoes on sale displayed on a separate section.
Original price ranges from $120 onwards. It can cost
as high as $400.
Customers who come in iRUN with a lower budget
will be led into thinking that the shoes are way too
expensive hence purchase a slightly cheaper but still
of good quality model.
Placing sale items in front of the shoes that are NOT
on sale helps in making the process of buying a shoe
faster and easier.
. Shoes on display can cost as low as
$90.
Price Ranges from $90 to $200
All shoe brands mixed together. No
hierarchy of the different brands.
Making use of a part of the Sale
display to advertise the newly
arrival shoe.
1A
13. Kids Section
iRUN covers everything they could possibly think of. Including a section
just for kids.
This is good for buyers with children.
They enter the store with the intention of buying a new shoe for themselves
but because there is also a section for kids, they can buy matching pairs for
their child too.
Thinking process before buying : Can plan a day out to the park in their new
running shoes, This is a great way to bond with family. All the more
customer should buy.
Shoe price range from $59 onwards.
1A
14. After walking around the store and scrolling
through the iPAD, customer has to make a
decision.
There is a sitting area in front of the glass
screen.
Customers can choose to sit down while
trying on shoes
Or decide carefully which model they want to
purchase.
Can proceed straight to cashier which s just
in front.
Screen plays a video of a guy running.
Customer can sit down while watching this video.
Intention behind this?
1. Glass screen reflects track design on the floor.
2. Watching a fit person run becomes a source of
inspiration
3. More determined to go on a running mission.
1A
15. CASHIER AREA
After customer have made their
choice, they proceed to the
cashier area.
What else is there at the cashier area?
- Questbar by Maxifuel
- Elastic Adhesive tape ( KT Tape)
- Nike Water Bottles
- Digital watches
- TIFOSI Brand Lens
What is found near the cashier?
- Nike Pro Combat ($33.90)
- Nike Pro Combat Calf Sleeve
- Nike Socks
- Boxer Jock by Under Armour
INTENTION
When customer wants to
make payment, they see
these extra running gears to
go with their running shoes
or outfit.
Since it is near or at the
cashier they might as well
purchase it.
1A
16. Internal Influences
SELF-CONCEPTS/LIFESTYLE:
1. Ideal self
- Customer wants to be fit.
- Start a healthier lifestyle
- Become a more active runner.
- Interested to shop for running
shoes to start his/her running mission.
2. Actual self
- If customer is already an athlete or an active
runner, they would need to buy a new pair of
running shoes
1.To replace their old ones
2. Better design/model of shoe
3. Interest in buying one in the future
MOTIVATION/EMOTION:
The way iRUN designs the store evokes the
consumer’s emotions which motivates them
to want to RUN.
Purchasing a running shoe is beneficial to
buyers because it enhances a consumer’s
life.
Gives energy,
ATTITUDE:
WHAT is customer’s attitude towards
life?
Depends on the lifestyle of customers.
Most people think that running regularly
helps keep us fit and healthy.
Some people always plan to run more
often but they have no source of
motivation or inspiration to start with.
When they are motivated or inspired,
they will be in the mood to purchase
running shoes since they are already in
a Sports Shoe store.
1B
17. External Influences
SOCIAL GROUPS:
Why do they need to buy this product?
- Pressure from friends or family who always say that
consumer needs to lose weight.
- The need to fit in with friends who are the type who
always stay fit.
- Friends who recommend iRUN to consumer.
How do consumer respond to the group influence?
1. Conforming to the way the group thinks, believes, and behaves.
Consumer changes behavior to fit in with the group because
he believes it’s the right thing to do.
2. Internalizing the attitudes and behaviors of the group as his own.
This is reflected in the way decisions are made.
1B
18. Sensory Stimuli
Near to entrance
New Balance section.
Facing the first poster.
Asics section.
Placed behind the second poster.
(Has wall partition)
At Adidas section.
Facing the third poster.
At the Nike section.
Sound - MUSIC:
Very fast and energetic.
Playlist in store is something you can use to listen to while running to
pace yourself as a runner.
Sight - VIDEOS:
iPAD is effective.
Engages customer. Makes shopping for shoes easier for potential
buyers.
Video screening near second entrance is a good way of inspiring the
beginners or aspiring runners.
Short video of Adidas Ultraboost shoe helps in letting customer know
how the shoe is designed.
Internal Influence – MOTIVATION to start running.
1C
19. Lighting
The setting of the store is
dark.
iRUN makes use of good
design and lighting to
attract customers.
Uses neon blue as
signature store colour.
It is not too overwhelming.
It gives off an energetic
yet cool vibe.
Ceiling design follows the direction of track on the
floor. Ceiling does not look plain. In enhances the
store.
20. Structural Stimuli
iRUN is a small store so the design of the store plays a really important part in getting customers to purchase their
items.
For example, a customer who is an active runner enters iRUN because she is interested in looking at the new arrivals.
She decides that maybe she needs a new shoe after all.
Before she makes her decision, she asks herself if she needsit or she wantsit.
If she needs it, it is because the better quality shoe can last for a long period of time because it does not wear and tear
very easily.
If she wants it, despite already having a pair at home, it is because the newly arrivals are of better quality material and
Has a cool design to it. When you look good running, you feel good running.
How the store displays or advertise the shoes in the store manages to convince customer why she should buy it despite
already having running shoes at home.
More selection of shoes, better design, better quality,
1C
21. ENTRANCE 2
Running track concept at the
entrance of iRUN is like being on the
actual track itself. It gets you to be in
the mood for a run.
The track leads to a women’s section.
What is the intention?
Most customers who are men are
either already athletes or are active
in running. They enter iRUN with the
intention of knowing what they are
going to purchase.
Female customers normally
have more choices hence a
longer time to make
decisions.
This section is a full set a lady
needs from shoes, to shorts,
to sports bra, tank tops and
shirts,
If she buys a pair of shoe, she
might as well get a matching
top or shorts.
Purchase made.
Makes it easy for the female customer to decide where to
look at first.
1C
22. How are the shoes
being placed
according?
Design intention
All the shoes are placed
according to their type of
design.
Lightweight
Neutral
Guidance
Bestselling shoes
Older designs, not much liked by
customers compared to first
row.
1D Variables that determine target market segmentation of project
23. 1D Women’s section
There is a woman’s section placed
behind every window display.
iRUN store have placed a wall
partition behind the window
display.
It makes use of the wall so that
there is more space to dedicate
the space for women apparel.
24. REEBOK
Placed in the center surrounded by shoes that
are on sale.
It is a small section but it also plays a part
during a consumer’s decision making process.
For consumers who prefer to do work outs at
home, can choose to purchase the REEBOK
treadmill.
While consumers have made their choice of
shoe, they might as well consider buying a
treadmill.
It is more convincing when they start thinking of
how convenient it is if they purchase a treadmill
because consumers don’t have to go out in the
sun to run but instead stay home and use the
treadmill.
1D
25. Shoe Display 1 : NEW BALANCE Shoe Display 2 : ASICS
COLOUR: Green
COLOUR: Green on White Background
When a customer visits iRUN store, they will see 4 displays of shoes outside.
These displays promote shoes from 4 different Sports brand such as New Balance
(NB), Asics, Adidas and Nike.
It is a way of advertising each brand which are promoting new arrivals. This attracts
customer to want to enter the store to know more.
Huge image of the footwear Asics is trying to promote.
Slogan : “ It’s a big world, GO RUN IT “ plays a part in
convincing potential customers to buy.
Slogan : SMOOTH JUST GOT FAST
Contribution Parts2A
26. Shoe Display 3 : ADIDAS
COLOUR: Yellow
Yellow stimulates mental activity and generates muscle energy.
The black and yellow pattern on the inside of the display gives like a
sense of direction.
It also is like a sign of warning to tell customers that the shoe will
give you the Ultra boost that you will run so fast, you cant stop.
This is linked to the sticker sign “ ULTRABOOST” and “YOUR GREATEST
RUN EVER”
27. What customers see on the Adidas display outside, the
footwear can be found inside.
It is a new arrival that currently is the best new design Adidas
has.
There is also a video on how the shoe is being made.
It demonstrates the layers that makes up the shoe.
28. Shoe Display 4: NIKE
COLOUR: RED
The model in the poster is Katarina Johnson Thompson.
2014 World Number One Ranking Heptathlon.
Website given for more information : Nike.com/women
Using a Woman Athlete to inspire more women to be runners.
29. Making use of EXIT sign
EVERY JOURNEY BEGINS WITH A SINGLE STEP
Convincing customers that stepping into iRUN
store is possibly life changing.
