Case Study #3- Precedents and the Like

Ritz Camera

Ritz Camera is the biggest camera supply store that I know of in Greensboro. They carry both film and digital cameras, along with loads of accessories. They also have a Print Bar where photos are developed and sell frames and photo albums. The store is very organized, but seems cluttered. My biggest qualm with Ritz is that it’s a camera store in which the cameras are behind locked, glass containers! In order to see a camera, you have to wait on a sales associate to fetch the camera you’re interested in, instead of seeing a variety of cameras all at once to compare. Im also pretty certain that the cameras on display are not charged, therefore the customer cannot try the camera out. Instead, they have to decide whether or not they like the camera based on its appearance and whatever features the sales associate decides to tell them about it. I also feel that Ritz has too many accessories, and not enough cameras on display. In my store, I would want the opposite…many camera options, and select accessories.

Ghanna Photo Plus

I chose to focus on this photo accessory store mainly because of its interior choices. I disagree with the wall shelves being cluttered with accessories, and I feel like there was a better way to display items than this. I also think that the color choices were…everything BUT right. If there is one thing about this store that bothers me more than anything else, it’s the hideous flooring they chose…in a retro 50’s diner, ok…but in a camera store? *shudder* (photo: P/INN)

Radio Shack

Although Radio Shack does not specialize in camera sales, I felt it was necessary to include them in this analysis. Most electronics stores display their cameras in the same way that Radio Shack does (seen above). I believe that this is a somewhat effective way to sell cameras, however not effective enough. The way that the display is set up makes it difficult for the customer to demo a product because the cord that it is attached to is not long enough to allow the camera to be moved freely. Also, once again, the cameras never seem to be charged enough to try out all the features, therefore the customer has to rely on what the salesman tells them. I, for one, feel that when you’re buying a product that is as high-dollar as a camera, you should be able to see what it can do.

Brookstone

I chose this store, not because of its products, but rather because of the way they are displayed. I love the idea of trying something before you buy it, especially when it’s a high-dollar item. The way that Brookstone has their store set up, you can try just about anything they sell. This way you don’t have to take Salesguy’s word for it’s quality, then end up hating it. I want to make this kind of atmosphere in my camera store. I want the cameras to be displayed in a way that they are fully functional to the customer. I would like to create a space that makes people want to come in and try out a camera, even if they cant afford one or had never previously thought of buying one. Brookstone does this…just with massage chairs and mattresses.

Hollister

*cringe* I am not a fan of Hollister. BUT…I decided it would be neat to showcase the cameras in a way that makes them stand out. I like the idea of small spotlights surrounding the camera display to draw your attention to them. Hollister does this with lip gloss and cologne, I can do it with cameras.

Elie Tahari

Photo booths? Alright, I know these are changing rooms, but they reminded me of photo booths. Im toying with this idea of individual stations for each camera on display, and this sparked my attention. I also like the idea of mirrors...but I don’t want the store to resemble a fun house. The pop of color against a neutral background stands out, like my store will amongst the others, hopefully. I also hope to integrate bright color into a mostly dark space, but Ill explain that more in the next section…(photo: RGLA)

Regent Street

A store that sells shoes in a very bold way. I love the idea of using a mainly black store with a floor (or ceiling) of red. I got the idea of creating a darkroom effect, but I couldn’t think of how to pull it off. As I was flipping through a book, I ran across this. I think this much red is way too much, but it gets my idea across. Im actually envisioning the fiber optic panel that was designed into BioMech being changed to red above my store, having black walls, and mostly black fixtures, with pops of white and red accent lights. My worry now is that it will be too dark…but Ill work on that part. (photo: Visual Merchandising by Tony Morgan. pg. 39)

Trade Secret
I also thought about using a dark wood instead of black. I like the way that Trade Secret using the dark wood and contrasts it with light wood fixtures and a stark-white floor and ceiling. I also think the spotlights overhead are very effective in keeping the store from seeming heavy and dark.

...I still like the darkroom idea