Transcript Call of the Mall

Call of the Mall
Nose and Toes
• Low profile tenants by the doors
• All stores need a decompression zone
– “Nothing too close to the door really registers. If
there's a sign, you probably won’t read it. If there's a
display of merchandise, you’ll barely notice it.”
• How do you buy
shoes?
• Do something to
inform, cross sell or
entertain while you
wait.
• Shallow loop
• Busy Shoppers
• Heavier users of
ATMs
• Meal Replacement
• “There are many labels,
each with its own niche
and devotees, but for the
most part the firms all buy
their products from the
same small group of
factories. The cost of a
lipstick and its packaging
is around a dollar or so.
The rest is marketing,
distribution and a whole
lot of profit.”
• Low end make-up (Mass)
– Revlon, Cover Girl, Maybelline
• High end make-up (Class)
– Lancôme, Estee Lauder
• Boutique brands
– Bobbi Brown, MAC, Aveda
• From Fun to way of life (Trade up?)
• Sephora open to sale
• “The purchase of cosmetics is as pubic as
a private art form gets.” (massage)
• Fishing
– “In fact, we learned that if the clerk
approaches the shopper within the first thirty
seconds, it scares her away. The trick is to let
he customer browse unaided, then watch her
carefully for the first time she raises her head,
even for a second.”
Cosmetics
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They are every where
Bought on impulse
Never on sale
Gift with purchase
Nose and Toes matter
most
• Always shop both
shoe and cosmetic
counters
• No space to sell
• Not enough mirrors
• Not properly
illuminated
• Testers look ugly
• “Everybody has a
problem with pencils.”
• Who is the star?
– Halle
– Sales Person
– You