Critical Analysis of Consumer Experience: Myers Outlet Visit Report

This report provides a critical analysis of a student's consumer experience at a Myers department store. The report begins with an introduction to consumer behavior and its significance in retail operations. It then delves into a detailed examination of the Myers store, including its layout, atmosphere, and the various activities offered to customers. The analysis highlights the strengths and weaknesses of the store's design and customer engagement strategies. The report further examines the product range and target market of Myers, comparing it to competitors like David Jones. It applies marketing theories, particularly the AIDA model and Maslow's hierarchy of needs, to explain consumer behavior within the store. The report concludes with recommendations for improving the consumer experience and a summary of key findings, supported by relevant references.

Running head: CONSUMER EXPERIENCE
Consumer Experience
Name of the Student
Name of the University
Author notes:

1CONSUMER EXPERIENCE
Table of Contents
Introduction................................................................................................................................2
Critical analysis of Experience...................................................................................................2
Layout of the store.................................................................................................................2
Atmosphere............................................................................................................................3
Activities................................................................................................................................4
Product Range and Target......................................................................................................4
Application of Theory................................................................................................................5
Recommendations and conclusion.............................................................................................8
REFERENCES.........................................................................................................................10

2CONSUMER EXPERIENCE
Introduction
Consumer Behaviour is the assimilation of attitudes and behaviours of the consumer
community. The behaviour of the consumers determines the effectiveness of operations of the
company in attracting the consumers (Nguyen, Leeuw and Dullaert 2018). This is an aspect
that must be extensively analysed when it comes to the operations of retail outlets. The
behaviour of the consumers helps in justification of the strategies that helps companies in
carrying out activities with the help of which the companies can satiate the needs of the
consumers (Sevilla, Lu and Kahn 2019). Furthermore, it helps in mitigating the possible
issues that might hinder the issues that can lead to negative word of mouth of any
unfavourable incidences. The aim of the paper is to critically identify and justify the
experiences that I had while I went to a Myers outlet which would be supported by a
consumer journey map. This will help in justification of the experience that had in
accordance with the visit.
Critical analysis of Experience
Ever since I visited the store, I was able to instantly get notified about eth deals that
were Infront of me. I was able to located the layout of the who supermarket with the help of
the super market- layout Infront of the entrance. I was able to identify the main components
of the supermarket. The utility stores were completely visible and I was able to gain
understanding the management of the outlet were constantly upgrading. I was able to develop
an idea regarding the same as a result of the changes that I was able to identify which were
not present in the place from when I last visited the outlet.

3CONSUMER EXPERIENCE
Layout of the store
The layout of the store was developed in a manner that every part of the supermarket
was visible form the entrance. I believe that it is a strength that the management of the
supermarket were paying heed to the experience of the customers. Hence, this is an advantage
in my opinion and this alone helps in engaging the people visiting the stores from the very
beginning. However, the various companies that one might be interested in might be located
far from one isle to another in which case the visitor would need to get back to the view point
in order to be able to locate the store that they were actually interested in. Hence, this can be
termed as a minimal weakness. It also had a solution in the form of direction from one part of
the place to another with the help of markers.
On the other hand, David Jones loses focus as the company has been appearing
without the clear direction and they are unsure in providing the customers with the utmost
satisfaction in visiting the stores. Moreover, the brand mainly focused on the premium
segment of customers which has affected the growth of the company negatively and it created
high level of negative impact on performance of the company. Myer has been performing in a
highly efficient manner which provides them with the effectiveness in delivering the best in
generating high sales.

4CONSUMER EXPERIENCE
Figure: Myers Wonderland Entrance
Atmosphere
The atmosphere inside the place was according to my liking for most of the part of my
stay. There was gentle music playing throughout the place. The elevator was dimly lit and
was one of the better elevator experiences that I had. The temperature inside was
comfortable. The latter and many more strengths were identified and experienced throughout
the time I was present in the supermarket. However, a promotional campaign organized by
some fast food out let played music that did not really enjoy. Overall it was an experience
that I would remember.

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Figure: Interactive activities
On the other hand, the experience of the atmosphere which was seen by me was the
fact that DJs has the bare minimum while it comes to the showcasing the digital experience to
the customers. Due to the same, it is always losing to the different competitors and it impacts
their effectiveness in the performance. David Jones tries to offer the luxurious products to
their customers due to which it impacts the growth patterns of the company negatively and
there are suitable recommendations which can be incorporated by them.

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Figure: David Jones Layout
Activities
There were various activities that were present inside the supermarket. I found out
that there were various issues with the help of which the customer was engaged. There were
product demonstrations and launch events that were going on. Furthermore, there were live
displays which helped in generating interest from the part of the customers. I feel that this
was a strength from the part for the management that they were able to engage the customer
visiting their store. The aim of the companies was to develop engagement from the part of the
potential customers. In addition, at David Jones, it has been noticed that there are different
activities and events organized at David Jones which helps them in maintaining their
effectiveness in the competitive market.
Product Range and Target
There were different products that one could purchase from the store. The aim of the
companies was to assimilate products that would help in appealing to different groups but it
also helped in identifying the potential target markets. There was no specific target market

7CONSUMER EXPERIENCE
that was present in the store. I came to know that the main target market of the supermarket
was to cater to the needs of the female consumers. However, now the intensity in competition
and the rise of online retailing services helped in bringing the attention of the management of
the company to different segments. Hence, this can be identified as an advantage. The main
aim of the supermarket was to increase the scope of the company with the help of maximum
number of target consumers to cater to. However, on a contrary note, it can be said that they
aim of the company is too likely to stray away from capitalizing on one specific target group
with the aim of capitalizing on various segments at the same time.
In case of David Jones, the company mainly targets the luxurious customers in their
showrooms as the products are highly priced which are only affordable by the respective
segment. In such scenario, DJs are losing their customers and the product range needs to be
improved in comparison to the other competitors such as Myers.
Application of Theory
It can be said that it should be one of the main motives of companies to be able to
satiate the need of the consumers. Thus, companies should be able to take strategies with the
help of which they can maximize the utility that they can provide to the consumer
community. Thus, the nature of communication that must be adopted by a company should be
able to clearly address all the needs of the consumer community (Ibrahim 2018). Thus, the
aim of the company is to gain effectiveness in operations with the help of which they can
increase the scope of capitalization on the interest of the consumer community.
In order to convert potential customers into actual customer companies should be able
to generate interests in the potential customers. The AIDA model can be applied to the same
in order to help in generation of content that satiate the needs of the company in terms of
communicating information to the consumer community. The same has been applied into the

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case and the supermarket can be seen to be applying the AIDA model regarding the motives
of the company regarding generation of interests from the potential consumers.
Figure: Attention seeking Displays
The AIDA model is a management framework that can be used by companies to
generate interest from the part of the consumer community or the potential customers
(Fortenberry and McGoldrick 2019). AIDA stands for Attention, Interest, Desire and Action
(Fortenberry and McGoldrick 2019). The latter is a framework that is applied by the
marketers of companies in order to enable companies to generate interest from potential
customers. The promotional content across the supermarket helped in informing the
consumers about the products.
Furthermore, it can be said that the aim of mana agent to assist the customers with
generation of interest. The sales representatives and the promotional content and displayed
content helps in generating awareness and interest among the potential customers. After a
customer is attracted to particular outlet or isle the sales representative use a friendly and
cheerful gestures with the help of which desire is generated within the customers. This helps

9CONSUMER EXPERIENCE
in leading up to the action
or the realization of the
main motive of the
company that is Satiation of
the needs of the company in
terms of generation of sales.
Hence, it has been justified
that the AIDA model is
being extensive followed by the company when it comes to the generation of favourable
nature of outcomes with the help of which the companies are able to satiate the needs of both
the external and external stakeholders associated to the company.
A specific theory of motivation can be applied to the operations of the supermarket. It
can be said that there are certain needs associated with conversion of a potential customer to
actual customers. Among various factors, it can be said that the companies should be able to
identify the needs of the company to fulfil the needs of the customers. There are various
needs that an individual is subject to, they have been clearly segregated and highlighted with
the help of Abraham Maslow’s theory of needs. I can be said that there are various needs that
must be fulfilled in different individuals in order to satiate various needs in individuals. There
are five categories into which the needs of a consumer have been highlighted and segregated
into (Osemeke and Adegboyega 2017).
Physiological needs are the basic needs that
an individual might need, these encompass needs
such as need for water, clothing, shelter, food and
others (Osemeke and Adegboyega 2017). Security
needs are concerned with the need for safety that an

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individual might have (Osemeke and Adegboyega 2017). Need for affiliation refers to the
needs associated to feelings of friendship and love (Osemeke and Adegboyega 2017). The
esteem needs and self-actualization needs are the top most needs of individuals and refer to
the needs for esteem and achievement, and the attainment of a desirable position in life
respectively (Osemeke and Adegboyega 2017). The latter is a theory that has been
incorporated into the operations of the company. Thus, the super market has been able to
apply the theory of needs into the operations of the company and is hence, likely to recognize
the needs of the consumer community and hence, offer them products with the help of which
their needs can be satiated.
With the help of marketing mix, it can be concluded in a suitable manner which one
of the stalwart brands Myer as well as David Jones have been able to attract the attention of
the customers in comparison to the other:
Particulars Myer David Jones
Product It is the largest departmental
store in Australia and the
brand is highly customer
centric in nature and the
company have online portal
for the convenience of the
customers
The company mainly
focuses on providing the
different outfits for women
and the quality is the major
USP of the company
Price There is inclusion of
different techniques related
to pricing at Myers for
various groups of
individuals and it is not
The prices which are offered
are reasonable and
affordable in comparison to
other competitors as
reasonable pricing helps

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affordable by the different
lower segment customers
whose income are low
them in managing
effectiveness
Place The company is present in
more than 60+ locations and
they outsource the different
activities successfully in
China and Hong Kong
The products are mainly
sold at the outlets of the
David Jones store and it
creates high pressure on
them as the other companies
have strong online presence
in comparison to them
Promotion The legacy of
Philanthropism is present
and they engage themselves
in social relevant activities
which help them in
maintaining effectiveness.
The promotion is done with
the help of internet and it
helps them in managing
their effectiveness
appropriately as well
Recommendations and conclusion
On a concluding note, it can be said that the stores have been able to witness the
changes in the trends that have taken place in the market. The company has been able to
modify the nature of operations that have taken place. Special attention to the demands of the
modern business environment has been identified by Myers. The latter was able to
incorporate solutions that were needed to be there in order to be at par with the proceedings
that were carried out in accordance with the changes that were taking place in the business
environment. It can also be said that David Jones was able not able to capitalize on the