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{"id":415462,"type":0,"block_id":"mitchellostrower17_1354735830","theme_id":31,"user_id":142861,"path":"BEST-BUY--A-BLACK-FRIDAY-ETHNOGRAPHY","title":"BEST BUY: A BLACK FRIDAY ETHNOGRAPHY","pubtitle":"BEST BUY: A BLACK FRIDAY ETHNOGRAPHY","tags":"","public":true,"publicAccess":true,"private_link_enabled":0,"thumb":"https://s3-eu-west-1.amazonaws.com/infogram-thumbs-200/mitchellostrower17_1354735830.jpg","width":550,"copyright":"Mitchell Ostrower - 2012","properties":{"transparent":false,"rtl":false,"export_settings":{"showGrid":true,"showValues":true},"whitelabel":false,"embed_button":"enabled","title_link":"infogram","custom_logo":"infogram","custom_link_url":"","embed_button_text":"Share","decimal_separator":".,"},"elements":[{"type":"particle","particle_id":15964162,"object_id":"691f4fa1-eaa9-11e4-a037-7b5f270fdca9","particle_type":"maintitle","picture":null,"text":"BEST BUY: A BLACK FRIDAY ETHNOGRAPHY","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382831,"object_id":"mitchellostrower171354754358","particle_type":"bodytext","picture":null,"text":"Best Buy / 299 North Central Avenue Hartsdale, NY 10530 / Friday, November 23rd, 9 a.m.","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":381969,"object_id":"mitchellostrower17_1354735830","particle_type":"quote","picture":null,"text":"Black Friday, because only in America will people trample each other for cheap goods hours after being thankful for what they already have ","content_type":"","title":"unknown author","shrink":null},{"type":"particle","particle_id":382118,"object_id":"mitchellostrower171354738291","particle_type":"bodytitle","picture":null,"text":"Objective #1: Retailing as Theater","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382795,"object_id":"mitchellostrower171354753601","particle_type":"bodytext","picture":null,"text":"Examining how Best Buy specifically plays into the retail theater phenomenon. With so many shopping alternatives available these days, especially on Black Friday, stores have to differentiate themselves. One way they do this is by creating \"entertainment centers\" so to speak. Best Buy does this and exemplifies the retail theming strategy through its virtual and attention grabbing displays.","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":381996,"object_id":"mitchellostrower171354736243","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/mitchellostrower171354736243.jpg"},{"type":"particle","particle_id":382002,"object_id":"mitchellostrower171354736265","particle_type":"bodytext","picture":null,"text":"Best Buy focuses their efforts on Black Friday like no other day of the year, and they want to make sure everyone can see that.","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":381939,"object_id":"mitchellostrower171354736635","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/mitchellostrower171354736635.jpg"},{"type":"particle","particle_id":382035,"object_id":"mitchellostrower171354736655","particle_type":"bodytext","picture":null,"text":"The store used interactive and attention drawing displays to attract shoppers. In fact, \"a well-designed in-store display boosts impulse purchases by as much as 10 percent\" (Solomon 352).","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382086,"object_id":"mitchellostrower171354737366","particle_type":"quote","picture":null,"text":"Best buy created a story within their store, posing one main question to its consumers that drew them into more than just a shopping experience: what will your gift do? the following pictures display what came next...","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":382093,"object_id":"mitchellostrower171354737503","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/mitchellostrower171354737503.jpg"},{"type":"particle","particle_id":382094,"object_id":"mitchellostrower171354737513","particle_type":"bodytext","picture":null,"text":"Will It Change Their Life? This banner appeared in the part of the store offering the most expensive products: the home theater section.","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382100,"object_id":"mitchellostrower171354737609","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/mitchellostrower171354737609.jpg"},{"type":"particle","particle_id":382101,"object_id":"mitchellostrower171354737635","particle_type":"bodytext","picture":null,"text":"Will It Open Doors? This banner appeared above yet another attention grabbing display with balloons.","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382576,"object_id":"mitchellostrower171354746065","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/mitchellostrower171354746065.jpg"},{"type":"particle","particle_id":382588,"object_id":"mitchellostrower171354746122","particle_type":"bodytext","picture":null,"text":"Customers are enamored with this display. It can be classified as a point-of-purchase (POP) stimuli. \"A POP can be an elaborate product display or demonstration and is extremely important in the shopper decision making process\" (Solomon 352).","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382481,"object_id":"mitchellostrower171354743406","particle_type":"video","picture":null,"text":"//player.vimeo.com/video/54966883"},{"type":"particle","particle_id":382491,"object_id":"mitchellostrower171354743579","particle_type":"bodytext","picture":null,"text":"Best Buy and Apple provide a way for customers to dive into a virtual world here. \"The quest to entertain means that many stores go all out to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation. We call this strategy retail theming\" (Solomon 348).","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382517,"object_id":"mitchellostrower171354744079","particle_type":"bodytitle","picture":null,"text":"Objective #2: The Salesperson: \"Supposed\" to Be a Lead Role in the Play","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382815,"object_id":"mitchellostrower171354753902","particle_type":"bodytext","picture":null,"text":"\"The salesperson is one of the most important players in the retailing drama...\" (Solomon 353). In this portion, I examine what role the salespeople at Best Buy played in my personal Black Friday experience.","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382520,"object_id":"mitchellostrower171354744158","particle_type":"quote","picture":null,"text":"In my experience, at the best buy i went to, i&#39;ve always been treated well by salespeople and welcomed with a nice greeting at the door. this time, however, it couldn&#39;t have been farther from that. Nobody said hello to me and nobody seeked me out and asked if i needed help even when i clearly presented myself as a willing customer. why is that? is it because they assumed i was already extremely knowledgable about technology as a young male adult in our society? Or is it because the salespeople assumed i wasn&#39;t going to actually buy anything because i am young and was alone? What is the mindset of the salespeople on this specific day? ","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":382537,"object_id":"mitchellostrower171354745114","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/mitchellostrower171354745114.jpg"},{"type":"particle","particle_id":382291,"object_id":"mitchellostrower171354745214","particle_type":"bodytext","picture":null,"text":"Brian Wagner, 66, was also surprised at the lack of help he got from employees. \"You would think that because I am a stereotypical old guy that in their minds doesn&#39;t know a goddamn thing about technology that they would help me. Instead, all I see is young families getting helped. How do they know I&#39;m not the person that&#39;s going to spend the most? They assume way too much,\" Wagner said angrily.","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":113164,"object_id":"mitchellostrower171354746550","particle_type":"image","picture":"http://s3-eu-west-1.amazonaws.com/infogram-particles-700/mitchellostrower171354746550.jpg"},{"type":"particle","particle_id":382606,"object_id":"mitchellostrower171354746636","particle_type":"bodytext","picture":null,"text":"Brandon James, 34, and his wife Ashley brought their 5-year-old son Josiah to shop with them. He is playing video game demos while his parents talk to the salesman. The salesman, who declined to give his name, told me, \"The fact that they brought their son with them, it definitely made it look like they were here to buy.\" ","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382632,"object_id":"mitchellostrower171354747440","particle_type":"bodytitle","picture":null,"text":"The Family Life Cycle: the Reason for This Salesperson Attitude?","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382635,"object_id":"mitchellostrower171354747530","particle_type":"quote","picture":null,"text":"One can argue that the family life cycle (flc), that \"combines trends in income and family composition with the changes these demands place on this income\" (solomon 380) can help explain why the salespeople acted the way they did. young parents are likely to spoil their kids for the holidays, and so it makes sense that they would indulge at best buy for their kid. it is my thought that this may have been what factored into the aforementioned salesperson&#39;s mind.","content_type":"","title":"","shrink":null},{"type":"particle","particle_id":382695,"object_id":"mitchellostrower171354749363","particle_type":"bodytitle","picture":null,"text":"Statistical Perspective","content_type":"","title":null,"shrink":null},{"type":"particle","particle_id":382699,"object_id":"mitchellostrower171354749415","particle_type":"quote","picture":null,"text":"Percent of Black Friday retail shoppers who camped out at a store (arriving at midnight or before): 23%","content_type":"","title":"National Retail Federation, comscore inc, quantcast.com","shrink":null},{"type":"chart","chart_id":595638,"object_id":"mitchellostrower17_1354751717","chart_type_nr":6,"data":[[["","2010","2011","2012"],["","365.34","398.62","423"]]],"custom":{"xlabel":"Year","ylabel":"Average Consumer Spending on Black Friday (dollars per 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