An Advertising Class Full of Shopping, Observing and Pancakes!

So for our shopping assignment, we were asked to shop and observe clientele and watch out for enticing displays at Polo park Shopping Centre at 10:30 a.m. after a delicious class breakfast at The Pancake House last Monday morning. From what I noticed many of these shoppers were in their mid age, 30-50. My assumption is that these are the people, who shop early while their wives, husbands and children are out for the day. It’s a great time to get some hassle-free shopping done. I also noticed that by the time 11:30 a.m. rolled around, the traffic picked up in the mall. I saw a few teens and couples traipsing through the mall.

These customers come to the mall on a mission. They had already planned to shop. It was like they knew what they wanted and went straight for it, so making a purchase on their behalf didn’t take them very long. It was usually a quick in and out purchase for them especially since most of the stores were nearly empty and the sales people hurried to assist them. With service like this, why should it take a long time? I went to clothing and beauty stores. For one, lululemon was one of the busiest stores. People were drawn to the sports gear. Middle-aged women were purchasing yoga pants, shirts, water bottles and under garments. A lot of the women didn’t even bother to try anything on, which in my mind must mean that they are familiar with the products and already know what they want and like.

We talked to a salesperson at The Body Shop, which has a clientele of the age group I mentioned earlier. With mostly women aged 30 to 50, I was surprised to find that teenage shoppers frequent the store on account of a display at their entrance. The display shows a cannabis leaf and mentions something about getting high with their hemp line of moisturisers. Sales people at The Body Shop have said that this display has attracted countless teenagers, which is great for the store because they are attracting other than their target audience.



This ad campaign however has caused a lot of controversy due to the fact that they are promoting a product by showing an image of an illicit illegal drug. The Body Shop argues, however, that they have been selling hemp products for years and there is nothing illegal about it. This is a great campaign, because it has attracted teens into their store inquiring about hand and body moisturizers. Perhaps even a new fad amongst teens? I think this is great business for them and it is interesting to see how an ad, as ballsy as a cannabis plant on display in front of The Body Shop can legally be put there and influences a new target audience to shop in the store.

I have to say that I was surprised when I saw the cannabis plant at the front of The Body Shop store. Although I’m not sure that I would have noticed it, if it wasn’t for the fact that I was across from the display waiting at Virgin Mobile, purchasing my new smart phone. My wandering eyes took over me and I couldn’t help but notice the wow - factor of this display. I had to know what all that was about. So we went in and asked them.

Another display worth mentioning was the flying cats display outside of Aritzia. I mean, what is that all about? I wish I would have gone in, instead of just taking pictures of the odd display for fun. I think I may have to make another trip down to Polo Park Shopping Centre just to ask. The display itself however, did not make me want to enter the store. Perhaps it was because I know how much things cost in there. A few others worth mentioning, was the dressed up theft detector outside of lululemon, it actually made me walk right up to it to see what it had on it. And it is kind of funny; there were images of different exercising positions. Once I realized what it was, I was already in the store and decided to venture through.

The displays with all of the promotions did not make me want to enter the store. Like yeah, it’s great that if I buy $200 worth of stuff that I will receive $50 off, but those kinds of displays are everywhere and usually all the time. For example, for years LaSenza has been displaying “buy 7 pairs for $35,” I think they need to change it up a little, although it is nice to know that their underwear is always on sale. The best service will be received by any of the stores that have sales people working at the front entrance waiting to greet you or are wearing head-sets. You know, that they make it their mission to assist you and you will find what you are looking for fast. Places where the service was not so great, were at the smaller boutique-type shops where there is only one person working.

Overall, I think that Polo Park Shopping Centre has stepped up their game. I don’t shop at this mall usually because it is quite far from where I live. I noticed that the Apple Store was put up about a year ago. I haven’t been to many of the stores over the past year. But I have noticed that within this year; the staff at these stores have been much more helpful and friendlier than before. I know it’s because they want my money, but that’s a good thing. Make me feel good for taking my money and I will recommend you to others.