Shipmates in the Forecastle
Retail Analysis: Gander Mountain
This is a writing assignment I turned in last semester for my Business 101 class. (I needed the credits, okay?!) We were supposed to go to a store and analyze the atmosphere created for customer shopping experience. I chose Gander Mountain, and got full credit of course.
In our capitalistic society, better customer relationships mean more money. Some retailers construct their stores in ways to strike a chord with their clientele’s emotions, with the idea that this will enhance the shopping experience and contribute to high sales. As an avid fisherman, one of my favorite retailers is Gander Mountain. For the sake of learning, and purchasing a Christmas gift for my father, I journeyed to the Grandville store.
When I first walked in, a scent struck my nostrils that immediately comforted my core man. It was the scent of leather and gun powder. I then looked up to see a rocky display lined by stuffed, once-living animals. I knew I was in the right place. With testosterone pulsing through my veins, I was now motivated to search out the best gift possible for my father, even if it meant fighting a grizzly bear first.
I walked to the fishing section. This was a simple task, as I was extremely driven, plus there was a gigantic sign that read “Fishing”. While I perused through rods, reels, and lures, the sounds of classic rockers like Ted Nugent soothed my ears, just as a mother wolf’s howl calms her young.
The lighting and colors were perfect for my shop-turned-hunt. It was well lit, but not too well lit. No one likes to squint. The colors were earth-tone; perfect for a place that sells products to get in touch with nature (and by getting in touch with nature I mean killing animals).
A bearded man in a fishing vest soon approached me and offered his expertise. At first I wondered if this man had walked from the woods where he lived in desolation, but then I realized he was an employee of Gander Mountain. I told him I was considering getting a light-action fishing reel, and he pointed me to several top of the line models. I thanked him for his assistance, and he was soon on his way back into the woods…errh, to customer services.
My experience at Gander Mountain was great to say the least. One could say I walked into the store as a man, and left as a manlier-man. The layout was easy to navigate, though I would have been up for any challenge in my enhanced state. I would not change much about the store, but if I were to add one thing, it would be bears. After all, every man loves a good bout of fisticuffs with a moderately sized black bear.
(Sorry I didn’t get you that reel Dad, maybe next year)
