Taking an Emotional Audit of Rodeo Drive by Christina BrinkleyRodeo FactsCustomer Service?Rodeo’s ProblemsRodeo Needs to ConsiderSolutions for Rodeo DriveSourcesTaking an Emotional Audit of Rodeo Driveby Christina BrinkleyKatie MooreAngela PerroneEli McDanielRodeo Facts•Developed in the 1970’s as shopping epicenter.•Spans from Wilshire Boulevard to Santa Monica Boulevard even though primary shopping is only a three block stretch.•Some stores on Rodeo’s famous three blocks are Dolce & Gabbanna, Neiman Marcus, Gucci, Armani, Louis Vuitton etc. all the way to a nike town and a pottery barn.•Often compared with Madison Avenue in New York for the highest ranking sales volume per square foot.Customer Service?http://www.youtube.com/watch?v=uaD08avTnlARodeo’s Problems•Rodeo Drive has been struggling with its own image. Rodeo sends messages that are not welcoming," says Wes Carroll•Getting the balance right is all the more urgent this holiday season. Retailers are looking to the luxury category to help carry the season even as early signs point to a spending slowdown.Rodeo Needs to Consider•Putting customers at ease is becoming much more important for the famously snooty luxury-goods sector as more high-end retailers broaden their offerings.•There's a fine line between positioning themselves as lofty -- to signal just the right amount of exclusivity -- and being so haughty they alienate their customers.•Emotional rather than the rational part of our brains that makes many of our buying decisions, that's particularly true when it comes to luxurySolutions for Rodeo Drive•Risky to make assumptions based on looks in Los Angeles.•A customer should receive a warm and authentic welcome•Contemptuousness in a store display•Downstairs, it's 'meet the goddesses' and upstairs, you are the goddess•The code word is “accessible"•Body TypesSources•http://0-proquest.umi.com.oasis.oregonstate.edu/pqdweb?index=3&did=1375369801&SrchMode=1&sid=1&Fmt=3&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1193954209&clientId=7396 •http://www.youtube.com/watch?v=uaD08avTnlA
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