American Eagle: Nonprice Decisions

American Eagle is a well-known brand throughout the United States. When most frequent customers think of this brand they associate it with having the All Acess Pass. This pass allows the consumer to build up points according to what they purchase. Every piece of merchandise has a point value. As those points add up the customer will receive a coupon in the mail after about three months. Depending on many points the customer has over the period of time they could save up to 40% on their purchase up to $200. Another bonus to having this pass, the customer gets a birthday discount 7 days before of after anyones birthday in the family. If they have the AE store card, the discount is greater. This is one of the non-price decisions that AE offers to its customers. The regular customers who shop at this store know the benefits of this pass, so they are more willing to shop here than somewhere else.

American Eagle also has a pleasant atmosphere. The music stays at a decent level and the store lighting is bright enough so the customer can see the merchandise. This also draws customers into the store. The associates help the customers as soon as they enter the store with a perky “Hello” and “How may I help you?” The scent of the store is distinct enough to create brand recognition, but not strong enough to drive the customer out of the store. The marketing department always finds new ways to portray clearance sales and the merchandise that is new for that season. The store-layout is also very open and conducive to the steady flow of customers coming and going. This is a definite plus for many shoppers because unlike AE’s rival retailers (i.e. Hollister or Abercrombie) they don’t have to worry about being attacked by giant fake palm trees or tripping over their feet due to the lack of light.