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2) Based on the feedback I collected from customers and employees of Fry’s, I have broken the journey into two main parts: 1 – “HOW DID WE END UP HERE” - In this section I am documenting the issues/needs/wants of customers that leads them to Fry’s (retail or online store).  2 – “EXPERIENCING FRYs” – Unlike any other electronics store, shopping inside of the heavily themed store is an experience upon itself.

2) Based on the feedback I collected from customers and employees of Fry’s, I have broken the journey into two main parts: 1 – “HOW DID WE END UP HERE” - In this section I am documenting the issues/needs/wants of customers that leads them to Fry’s (retail or online store). 2 – “EXPERIENCING FRYs” – Unlike any other electronics store, shopping inside of the heavily themed store is an experience upon itself.

16) From their start in Silicon Valley, Fry’s Electronics has grown to over a $2 billion company. If you have the pleasure of visiting one of their stores you are in for a treat. With 34 themed stores in 9 states, visiting a Fry’s cannot be compared to visiting any other big box retailer.

16) From their start in Silicon Valley, Fry’s Electronics has grown to over a $2 billion company. If you have the pleasure of visiting one of their stores you are in for a treat. With 34 themed stores in 9 states, visiting a Fry’s cannot be compared to visiting any other big box retailer.

22) Unfortunately, owning the newest and greatest toys can become an expensive hobby. To lower this barrier, Fry’s offers no interest/special financing deals for select items. Of course, missing a payment will cause huge penalties, but for the responsible buyer, it's an effective way of making product more easily obtainable.

22) Unfortunately, owning the newest and greatest toys can become an expensive hobby. To lower this barrier, Fry’s offers no interest/special financing deals for select items. Of course, missing a payment will cause huge penalties, but for the responsible buyer, it's an effective way of making product more easily obtainable.

14) One area you may have never thought of Fry’s for is your business telecom and internet access needs. They offer everything from dial-up access to dedicated fiber lines.

14) One area you may have never thought of Fry’s for is your business telecom and internet access needs. They offer everything from dial-up access to dedicated fiber lines.

8) One of the main ways Fry’s advertises is via weekly circular adds. The add attracts both the attention of the advanced computer user looking for 16 GB of DDR3 1600MHz Dual Channel Memory, to the more novice user looking for a cheap desktop computer.  Historically, many users felt advertised products were limited in supply. Thankfully, now users can even check the quantity on hand at a particular store online.

8) One of the main ways Fry’s advertises is via weekly circular adds. The add attracts both the attention of the advanced computer user looking for 16 GB of DDR3 1600MHz Dual Channel Memory, to the more novice user looking for a cheap desktop computer. Historically, many users felt advertised products were limited in supply. Thankfully, now users can even check the quantity on hand at a particular store online.

27) Notes: On my Customer Journey I charted friends, family, and acquaintances' knowledge and reasons for going to Fry’s. This process really opened my eyes to the unique and diverse clientele that shops at Fry’s and a better understanding of the product's Fry’s sales.

27) Notes: On my Customer Journey I charted friends, family, and acquaintances' knowledge and reasons for going to Fry’s. This process really opened my eyes to the unique and diverse clientele that shops at Fry’s and a better understanding of the product's Fry’s sales.

6) With many tech purchases made online, Fry’s has become a prime location for showrooming. In an effort to close the sale and not go the way of similar large electronic stores (e.g., Circuit City, CompUSA), Fry’s has made it clear that they “will match internet prices”. Photos from: outside of building, shopping carts, store restaurant. I wonder what Fry’s is learning from Best Buy’s strategy to combat showrooming.

6) With many tech purchases made online, Fry’s has become a prime location for showrooming. In an effort to close the sale and not go the way of similar large electronic stores (e.g., Circuit City, CompUSA), Fry’s has made it clear that they “will match internet prices”. Photos from: outside of building, shopping carts, store restaurant. I wonder what Fry’s is learning from Best Buy’s strategy to combat showrooming.

10) I was surprised to learn how extensive Fry’s cell phone offering is. They carry monthly plans from all of the majors carriers (e.g., AT&T, Verizon and Sprint), but also have an extensive line of pre-paid phone carriers. In addition, they even carry TelCel America service – a company based around international calls.  Because Fry’s is not known for their phones, I learned from one of their representatives that demand for their iPhones hasn’t been as strong as other retail outlets.

10) I was surprised to learn how extensive Fry’s cell phone offering is. They carry monthly plans from all of the majors carriers (e.g., AT&T, Verizon and Sprint), but also have an extensive line of pre-paid phone carriers. In addition, they even carry TelCel America service – a company based around international calls. Because Fry’s is not known for their phones, I learned from one of their representatives that demand for their iPhones hasn’t been as strong as other retail outlets.

25) So how does my journey compare with yours - Social Media is a big part of any store's presence these days. In reading through some of the 321 Yelp reviews for the Burbank Fry’s, I find that it provides a good synopsis of peoples' experiences as shared with me by others. This demonstrates the importance of properly investing in your customer’s shopping experience. An unsatisfied customer will quickly take to the virtual airwaves to express their frustration and make people wonder.

25) So how does my journey compare with yours - Social Media is a big part of any store's presence these days. In reading through some of the 321 Yelp reviews for the Burbank Fry’s, I find that it provides a good synopsis of peoples' experiences as shared with me by others. This demonstrates the importance of properly investing in your customer’s shopping experience. An unsatisfied customer will quickly take to the virtual airwaves to express their frustration and make people wonder.

19) The range of electronic products Fry’s has is extremely diverse, from a truck driver needing a new CB radio, to the electronics engineer who is in the market for a Teledyne LeCroy oscilloscope. In many cases the products sell themselves and Fry’s provides the local retail shelf space for the consumer to head to.

19) The range of electronic products Fry’s has is extremely diverse, from a truck driver needing a new CB radio, to the electronics engineer who is in the market for a Teledyne LeCroy oscilloscope. In many cases the products sell themselves and Fry’s provides the local retail shelf space for the consumer to head to.

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