Discount Stores!

For this post, I’ve chosen to comment on my good friend Courtney Kirkpatrick’s blog from March 31 regarding discount stores such as TJ Maxx, Ross, and Marshalls. (Her post can be found at http://courtkirkpatrick.blogspot.com/)



Courtney focused on different aspects of discount stores, including
-how these stores function,
-their intended consumer experience, and
-discount stores and the current economy.
I’ll be giving my input on these different areas and commenting on Courtney’s thoughts.

How these stores function
Courtney discussed that discount stores follow a very minimalistic attitude when it comes to décor and set-up, which I completely agree with. Personally, if I’m going to a discount store, I know I’m going to be saving a significant amount of money so I’m not really concerned with having a beautiful environment around me when shopping. If the décor projects a low-cost vibe, that’s perfect because it’s comforting to know that I’m in the right place while looking for good deals. My goal is to get into these stores, find as many bargains as possible, and get out quickly.

Interior of a Marshalls store

The layout of these stores is also conducive to that type of shopping because all of the items available are organized by type of product, not by company. That means if you’re looking for jeans, you can look up at the signs hanging from the ceiling and go straight to that area. It’s easy and fast. Also, the store clerks in the store are only there to put items back in their correct places and not to assist you, which is understandable. Why would a company waste money paying employees extra when customers don’t even expect a high level of personal attention?

Intended consumer experience
In this aspect, Courtney explained that she believes that customer experience in discount stores is shaped by a consumer’s positive mindset that he or she will find a great deal when going into one of these stores. She also explained that external factors influencing customers, such as the store’s environment, actually affect the customer subconsciously and don’t really play a part in the customer experience upfront, which is an idea that I don’t agree with.

I do agree that in order to have a positive experience in a discount store, a consumer must be optimistic about finding a great deal. I also believe that a consumer must be patient enough to go through this type of shopping experience because you never know what to expect when walking into one of these stores.

On the other hand, I do believe that external factors influence a customer’s experience at a discount store as well—on more than a subconscious level. The two external areas that I feel affect a consumer’s experience is a discount store are 1-availability of items, and 2-other customers in the store.

First, even if a customer has a positive mindset when entering a discount store, if a customer can’t physically find anything that he or she likes, it doesn’t matter that the person wanted to find something. You can’t buy something that isn’t available. This can lead to high levels of frustration for consumers in discount stores.

Next, I think the other customers in discount stores really affect a consumer’s experience when purchasing items. In discount stores, I think the more customers are in a store, the more customers will purchase because they may feel that other consumers are finding great deals and they should do the same. On the other hand, having more customers in a discount store also leads to ridiculously long checkout lines, which are extremely frustrating and discourage customers.

Discount stores and the current economy
Courtney’s thoughts on this topic included that she became interested in discount stores recently due to the current economic issues in the US and because of her love of shopping at discount stores. Americans have recently gravitated towards shopping more at discount stores since everybody is trying to save as much money as possible. Discount stores are really just trying to do their best to create a positive image of themselves in the minds of consumers.

Personally, I enjoy shopping at discount stores; however, I feel that it can be a very hit-and-miss shopping experience because the success of my shopping trip is completely dependent on what is available in the store, which I discussed earlier. I do feel that the larger retail stores, such as Macy’s, really need to revamp their marketing efforts. These types of stores need to focus on their points of differentiation including customer service and environment because when it comes to pricing, discount stores win that contest hands down.

Looking into the future, I think there are certain groups of people who will always shop at discount stores more than others, such as students or families with lower incomes. However, I do believe that as the economy improves, individuals were return to more expensive retailers since they value more than low prices during shopping experiences.

Outline: Disney Theme Parks

I. Introduction
a. Thesis- Since its inception, The Walt Disney Company has used its unique culture to provide a favorable and rewarding experience for its guests at the Disney theme parks.
i. Origins
ii. Environment
iii. Culture
iv. Comparison to other theme parks

II. Body

a. Origins
i. Walt Disney
1. Link to customer insights: Creating the ultimate customer experience is rooted in the creator of the Disney theme parks: Walt Disney.
a. He did not come up with the theme park idea and try to force it on potential customers. Instead, he observed people around him and realized there was an untapped segment that he could really satisfy: families.
b. He used his insights to create a place where families could leave reality together, but where each family member would have a unique experience based on their fantasies.
c. Walt Disney wanted to build a theme park with “technically advanced attractions and a commitment to excellence.”
2. There are many different myths about how Walt Disney came up with the Disney theme park idea.
3. The actual story involves Walt Disney striking a deal to create both a theme park and a TV show based on Mickey Mouse.
4. Even though it’s been 40 years since Walt Disney’s death, the company’s focus on providing the parks’ guests with the most mystical and entertaining experiences.

b. Environment
i. The layout of the Disney theme parks plays an important role in a guest’s experience.
1. The scale of both Disney World and Disneyland are immense.
2. Both parks are organized into distinct areas, some of which include Fantasyland, Frontierland, and Adventureland.
a. Each area follows a specific theme, which is presented restaurants, employee clothing, decorations, etc.
b. This allows for easier navigation and travel for guests.

ii. Each theme park follows a “mini-city” concept.
1. Each area within the park must adhere to specific guidelines when it comes to cleanliness, safety, and order.
a. Employees are hired specifically to ensure that the park is in excellent condition at all times.
2. No detail is overlooked when it comes to the Disney theme parks.
a. Every single prop and person is there for a specific purpose and adds to the overall experience for guests.
b. Guests may not realize the extent to which everything is detailed, but even the most overlooked props, such as flowers and plants, are placed in a specific area to enhance the theme.
3. Disney theme parks are also completely self-sufficient.
a. Anything that a normal person would need can be found within the park grounds, which is extremely convenient.
4. Although each theme park is a “mini-city,” the parks are seen as utopian.
a. Nowhere else can you experience fireworks every night or take a magical ride through time.

iii. Link to customer insights: The environment of the Disney theme parks helps enhance the experience for guests of the park. Due to the simple layout of the park, guests are able to easily navigate through the different areas, which leaves them more time to enjoy attractions. Additionally, the “mini-city” model reinforces the utopian aspect of the parks by maintaining strict guidelines that would be followed in any regular city. The self-sufficiency of the parks is also convenient for guests, who once again can focus on attractions instead of worrying about leaving the park for anything.

c. Culture
i. One of the theme park’s best attributes is its global appeal.
1. Every individual who walks through the entrance gates at one of the parks is in store for a unique experience.
a. Since there are many different areas to visit, guests can determine which order to go through the parks, which rides to select, etc.
b. The selection of what to do is different based on each person since so much is available to choose from.
2. The parks also stimulate into the 5 senses of a guest.
a. Sight- colorful, massive attractions/constructions, parades
b. Sound- live music, sounds from attractions, other guests
c. Taste- food (organized by theme based on the area)
d. Touch- interactive exhibits that involve guests, souvenir shops, meeting “cast members”
e. Smell- food, nature
3. Link to customer insights: One of the most important aspects of the parks is the ability of guests to take their experience with them when leaving
a. Pictures/souvenirs usually do not suffice.
b. Since a guest’s experience at a Disney theme park is so individualistic, that person can leave the park with memories of the trip from their perspective, even if they went with other people. The park really taps into people’s emotions and brings back childhood memories.

ii. The Disney theme park employees also make sure that guests are having the ultimate experience.
1. Imagineers are the creators of the various attractions in the parks.
a. These employees must maintain certain levels of creativity when creating products.
b. Products must not only be engaging but must be executable. It does not help if a product is impressive but cannot be ridden.
2. A Disney “cast member” includes anyone who comes in contact with a park guest.
a. In order to become a “cast member,” potential employees are required to audition for roles by wearing costumes and interacting with people.
b. “Cast members” are also required to wear their costumes for a significant portion of time outside of the park in order to become comfortable with their role.
3. Link to customer insights: Disney employees are expected to say in character at all times when they are on park grounds. Essentially, they are told to be actors who are on stage. They have been trained to recognize certain signals from customers and respond to these signals in specific ways. This shows that the Disney theme park employees are constantly working to enhance the customer experience.

d. Comparison to other theme parks
i. There are other parks that can learn a few lessons from Disney
1. Currently, Sea World has some rides and shows available for guests
a. To make the Sea World more complete, the company could use Disney’s “mini-city” model.
i. Sea World could make more use of an “under water” theme, which could be applied to all of its rides. Currently the park looks like many different rides who happen to be placed near each other with no connection.
ii. Additionally, although Sea World is based on a water-themed world and is likely to be less clean than an average theme park, it is important that employees are more diligent when it comes to cleaning because it will make more guests visit the park.

ii. Although Disney is at the front of the pack when it comes to theme parks, there is another park chain that Disney can learn from.
1. Universal Studios provides many more adult-centric rides.
a. It is understandable that Disney does not have any adults-only rides in the main park since the park is focused on providing the utopian experience for families.
b. However, Disney could have one area based on an adults-only theme for couples who visit who do not have children or for groups of young adults.

III. Conclusion
a. Thesis- The Disney theme parks’ focus on customers’ individual needs help it provide an unforgettable experience for guests.

b. What I have learned from this study
i. Revisit key research findings
ii. The origins, environment, and culture of the Disney theme parks help make the Disney experience an unforgettable one for guests.

c. Application to customer insights
i. Learning what customers want, both in the long term and short term, and satisfying their needs will create a more positive experience for them and enhance your brand


**I want to be sure I'm not writing a love letter to Disney and that I've appropriately addressed how my topic is connected to customer insights. Thanks!