Introduction
Urban Outfitters is among the most well-known brands that resonate with the values and interests of the younger generations. To enhance the experiences of its target audience, the business focuses on several elements, ranging from background music to pricing strategies. Overall, after analyzing the store, positive mood and experience have been observed, but several recommendations connected to personalization and store flow optimization can enhance the outcomes.
Urban Outfitters Store Elements
The first element that can be noticed when entering Urban Outfitters is in-store music, which is subtle yet noticeable enough to have a pleasant customer experience. In general, background music is a crucial tool for advertising in businesses, using tempo, lyrics, dynamics shifts, and a variety of other musical elements to captivate customers (Wang et al., 2023). In Urban Outfitters, a curated playlist of trendy and upbeat music is evident. As a result, such a playlist resonates with the targeted demographic, contributing to a positive mood.
Another element that can be observed in the store is the layout. As a rule, a store’s layout greatly influences customers’ behavior during purchases and the retailer’s perception (Tlapana, 2021). The store layout is spacious and open, with distinct areas designated for each merchandise category. Moreover, the store has eye-catching displays and arranged specific items to encourage customers to make impulsive purchases or browse through the products.
Lighting is an additional element that contributes to the engaging environment. Usually, the lighting quality determines the consumer’s behavior and mood (Mayhoub & Rabboh, 2022). In Urban Outfitters, a mix of lighting, such as artificial and natural lighting, is used. In the store, brighter lighting accentuates specific areas with merchandise. Meanwhile, dimmed lights are preferred in the fitting rooms to create an intimate and focused atmosphere.
The overall atmosphere in the store is vibrant and focused on creating trendy vibes. According to Roggeveen and colleagues (2021), “creative merchandise offerings and innovative merchandising strategies contribute to the creation of a unique retail brand identity” (p.81). In Urban Outfitters, wall art, modern fixtures, and displays are present, which helps connect to the target audience. One can also see how friendly the staff members are to the customers, creating a sense of belonging.
The last element, pricing, shows how Urban Outfitters offers products at various price ranges. For example, when shopping for home decor and furniture in the area, floor lamps range between $200 and $300 (Urban Outfitters, n.d.a). At the same time, table lamps have more options, with prices between $30 and $100 (Urban Outfitters, n.d.a). Although certain products cost more, sales and promotions frequently offset this, making the more expensive items more affordable.
Recommendations for Improvement
The first recommendation concerns enhancing personalization and focusing on customers’ individual needs and preferences. Urban Outfitters already uses loyalty programs that allow the organization to collect information from consumers and use it to enhance their future experiences (Urban Outfitters, n.d.b). By offering more suggestions, discounts, and promotions to customers, the company can contribute to consumer loyalty.
Another recommendation concerns optimizing store flow to ensure seamless consumer shopping. For example, the company can consider interactive elements or visual search software, encouraging improved exploration of the store. Implementing such an initiative will allow customers to find preferred items faster and reduce congestion in the store. Thus, the involvement of technologies as well as signs is required.
Conclusion
In summary, positive attitudes and experiences have been noted following the store’s analysis; however, a few suggestions related to customization and optimizing store flow could improve the results. The stores’ music, layout, lighting, ambiance, and price were all examined. The first suggestion concerns improving personalization. A further suggestion concerns streamlining store operations to guarantee easy shopping for customers.
References
Mayhoub, M. S., & Rabboh, E. H. (2022). Daylighting in shopping malls: Customer’s perception, preference, and satisfaction. Energy and Buildings, 255. Web.
Roggeveen, A. L., Grewal, D., Karsberg, J., Noble, S. M., Nordfält, J., Patrick, V. M.,… & Olson, R. (2021). Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies. Journal of Retailing, 97(1), 81-98. Web.
Tlapana, T. (2021). The Impact of store layout on consumer buying behaviour: A case of convenience stores from a selected township in Kwazulu Natal. International Review of Management and Marketing, 11(5), 1-6. Web.
Wang, S., Mirny, D., & Moulton, T. (2023). Music in consumer behavior: The effect of background music on time perception for online consumers. Journal of Student Research, 12(1), 1-9. Web.
Urban Outfitters. (n.d.a). New art decor. Web.
Urban Outfitters. (n.d.b). UO rewards. Web.