Ted Rogers School of Retail Management
RMG 200 Intro to Retail and Services Management
Fall 2020
Assignment #2 – Retail Design Innovation Scavenger Hunt (10%)
DUE DATE: October 21st @ 11:59pm
*please note course late policy
ASSIGNMENT CHALLENGE:
The purpose of this assignment is to familiarize yourself with a variety of innovative retail design
strategies. The assignment includes 5 tasks and questions. Complete all 5 tasks and questions, save your
file as a PDF, and submit your finished assignment to the D2L Dropbox by the assignment due date.
Please number each task clearly and follow the instructions exactly. Within your discussion of each task,
incorporate concepts from class wherever possible, and place them in BOLD. Marks will be awarded by
task. This is an individual assignment.
TOTAL MARKS: 39
TASK #1: Best Retail Website Experience/Design
Good store design allows shoppers to move freely and enhances their retail experience. Similarly, good
website design enriches consumer experience and can be an important tool in building customer loyalty.
Nominate your choice for best Retail Website Experience/Design.
• Name the retailer and include a link to their website (1 mark)
• Include a screenshot of the website’s homepage (1 mark)
• Explain what criteria you used to make your decision (2 marks)
• Provide a brief summary of the key design features that enhance consumer experience (3
marks)
• Explain what sets the retailer’s website design apart from other retailers (3 marks)
TASK #2: Best Mobile Shopping Experience/Design
A growing number of consumers are accessing retailers through the convenience of their mobile devices
making mobile optimization critically important. Nominate your choice for best Retail Mobile Shopping
Experience/Design.
• Name the retailer and include a link to their app/website (1 mark)
• Include a screenshot of the website’s mobile homepage (1 mark)
• Provide a brief summary of the key design features that enhance consumer experience (3
marks)
• Explain what sets the retailer’s mobile experience apart from other retailers (3 marks)
2
TASK# 3: Best Social Shopping Experience
E-commerce and social media are becoming increasingly intertwined. As a result, Social Shopping is
emerging as a retail trend with endless creative opportunities. Social platforms like Instagram and
TikTok have become breakout channels in this space and retailers and e-commerce brands are
leveraging them to reach their audiences (or engage new audiences) in fun and unique ways. Nominate
your choice for best Social Shopping Experience.
• Name the retailer and include their social media platform handle (1 mark)
• Include a screenshot example of the retailer’s social shopping experience (1 mark)
• Provide a brief summary of the key design features that enhance the consumer’s social shopping
experience (3 marks)
• Explain what sets the retailer’s social shopping experience apart from other social shopping
experiences (3 marks)
TASK #4: Best Retailer Use of AR/AI
Retailers are using augmented reality (AR) and artificial intelligence (AI) to bridge the gap between the
digital and the physical. These technologies are being used in a wide variety of innovative ways to
augment the consumer experience. Nominate your choice for best Retailer Use of AR/AI.
• Name the retailer and include a link to their AR/AI experience (1 mark)
• Include a screenshot example of the retailer’s AR/AI experience (1 mark)
• Explain what the AR/AI experience is and how it augments consumer experience (3 marks)
• Explain what sets this AR/AI experience apart from others (3 marks)
TASK # 5: Find an example of an Innovative Checkout Area
Over half of all online customers abandon their purchases during the checkout process. This is one of
the greatest causes of lost revenue for online retailers. Find an example of a retailer with a strong digital
checkout solution and a contrasting example of a retailer with a poor digital checkout experience.
Include a screenshot of each example you select and briefly discuss the respective strengths and
weaknesses of each example. (2.5 marks X 2 examples = 5 marks)
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