Anyhow, I decided to go to Marshalls because it's walking distance from where I live. Walking there and back creates a separation from the negative part of the experience (the actual shopping) and by adding the walk, which I enjoy, I can increase my enjoyment level of the overall shopping experience.
After carefully choosing my eight -- since eight is the limit -- long sleeve options, I make my way to the changing rooms. (It would be more accurate to write "changing stalls" but that would require me to write up a new posting on the topic of labeling :)). The store had been making renovations to the changing rooms (stalls) for a while and on this visit they had finished one section that now had new paint, wallpaper, and stalls.
Upon entering the changing stall, I was pleasantly surprised and noticed two differences with the old ones which were a huge improvement.
The two improvements:
1. Hooks: There were actual three hooks to hang the hangers. Now this might not seem like much but it's a huge accomplishment to actually be able to hang things on hooks instead of on the door or door knob. It seems like replacing missing hooks in changing room is way down on the list of priorities for most clothing stores. Usually if you're lucky, there's one hook present and several hooks missing. There's a lot of motor and cognitive skills involved to hang eight hangers on one hook while trying on clothes and swapping items off and on hangers while remembering which item is a "yes," a "no" or a "maybe" which is why I usually end with all "No's" and leave the store feeling frustrated and unproductive. But now with the improvement, I could actually hang four hangers each on two hooks and have an empty hook for my own clothes when trying on the different options.
2. Labels: Each hook had a label. The three labels were: "Definitely", "Possibly" and "Tomorrow."
See the images (below) which were taken with my cell phone so they're not super sharp.
I immediately identified with the labels "Definitely" and "Possibly." After trying on each item I could classify them into the "Definitely" (yes) pile and the "Possibly" (maybe) pile. I wasn't entirely sure what the "Tomorrow" label referred to though. This caused some confusion because it could refer to items that I might want to purchase tomorrow, maybe put in layaway, though I wasn't aware that Marshalls offered that option. Or it could mean a more philosophical tomorrow as in "maybe another day" or "not now," ultimately meaning "no." I decided on the latter meaning.
Even though the third label "Tomorrow" caused some confusion I could easily give it a meaning. Furthermore, by not using a negative label such as "No" or "Not Now", the marketing team is subliminally preventing the user, in this case the shopper, from focusing on the "no" because from a sales perspective they want to increase the likelihood that we buy an item. Very clever. Secondly the negative label might cause the shopper to associate a negative feeling with the store and it's brand which of course Marshalls' marketing team would want to prevent.
During this shopping experience, the maximum allowance (eight hangers) fit the environment (the stall and its hooks). I had space to see my inventory and could perform a preliminary classification after trying on each item. This enabled me to make clear and fast decision and I only needed to re-focus on the "Maybe" items. I was in and out of the changing rooms in record time, purchased a top and left the store with a smile.
This example shows a great balance of a how to help the user while staying aligned with the business goals and improve the user experience!
What do you think? Do you have an alternative suggestion for the "Tomorrow" label? Leave a comment below!
