case2

							A CASE STUDY OF THE OLYMPIC MUSEUM SHOP

Question 1 The directors of the Olympic Museum would like to know how to increase the shop performance since the shop should be an important source of income. What do you suggest? In particular, consider the product assortment, space allocation and point of sale information. This question asks the students to put themselves in the role of the product manager for this company; to carry out an analysis of the current situation and then make appropriate recommendations for improving performance. For the product assortment, the student needs to consider both the quantitative data given in the tables and the qualitative customer feedback information to establish which products/categories are performing well, which ones should be eliminated from the range, which categories could benefit from increased options for the customer and whether any new products should be added to the range. Students need to consider the customer profile, expenditure levels, the price levels of the merchandise and the kind of product features that will be important. For the space allocation, students might like to use the matrix in chapter 8 (figure 8.5) as a basis for their analysis and recommendations. Which products deserve more space, which require good quality space and so on? This leads into the next question…. For the point of sale information, students need to consider all the different types of information that a customer might need during the shopping process

Question 2 Given the floor plan of the new shop, what might be an appropriate layout of departments and categories? Using the information given about the size and shape of the new extended shop plan, students should draw up a new store layout. This gives the students the opportunity to use the theory outlined in chapter 8 (space allocation) and chapter 10 (layout, visual merchandising) to optimise the productivity and the shopability of the store. There is no ‘right answer’ for the layout. The quality of the student’s recommendations will depend on their ability to take into account as much information as they can from the case and combine it with their expert knowledge to make appropriate suggestions.

Question 3 In order to address the issue of giving the shop more personality, collect some ideas for a new shop design. Consider the type of materials to be used, architectural features, lighting, fixturing and graphics. Present your ideas in a format that you feel is suitable; for example, you might like to put together a collage or a story board, or you might choose to use a report format, or a combination of these. This question is an opportunity for creative work. Using the theory and areas of discussion from chapter 9 (store design) students will need to consider what elements of the store design will be appropriate for this retailer and then, using visual, verbal, and/or written formats, present ideas for consideration. Students need to keep at the top of their mind what this retail outlet represents and the opportunity for a themed design that this offers.