Call of the Mall

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Call of the Mall

• Nose and Toes

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• 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 wont read it.
  If there's a display of merchandise, youll
  barely notice it.

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• How do you buy shoes?
• Do something to inform, cross sell or entertain
  while you wait.
• Shallow loop

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• Busy Shoppers
• Heavier users of ATMs
• Meal Replacement

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• 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.

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• 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?)

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• 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.

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Cosmetics

• 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

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• 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