ARE YOU PAYING ATTENTION?

• Go to at least 6 different stores. They can be at the same shopping center or different locations.

• Spend at least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos to capture your observations.

• Create a presentation that captures your INSIGHTS and HIDDEN OPPORTUNITIES.

• What types of things had you missed before?

• What were your biggest surprises? Are there opportunities hidden in plain sight?

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AmbienceIt could be the simplest things that make the

difference

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The first impression is lasting, especially when the following impressions can reinforce it

Setting the tone need not be costly, only consistent

Avoiding Contact with the Salesperson

• As a normal customer I typically avoid the salesperson

• The perfect salesperson understands the fine balance between nosiness and providing additional information

• As a result of this exercise, my interactions with the salesperson actually enhanced my visit

• Salesperson best practices

• Greet early

• Respond quickly if help is needed

• Educate the customer to create a devoted customer

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Welcome Board + Doors Wide Open

• A welcome board outside can be angled to unsuspectingly nudge passersby into your store

• Lights on when the store is closed may be a marketing-by-night ploy, but is energy-inefficient and misleading

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Product Display More is not necessarily better

• By adjusting spacing to provide clear product group demarcations, retailers can navigate visitors on a pathway around the store.

• The cash registers typically on left-hand side of entry into store and one would view the store from right to left in a counterclockwise fashion.

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Entrance

OpportunitiesThe more you observe, the more painful it is to see things go wrong

• Even if a store is glamorous inside, if the outside of the store is dirty or uninviting, it will be a risk to revenue

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• A Bottega Veneta Store is more appealing in San Francisco than in Dubai, just because the heavy doors are closed in Dubai

• Global customer service quality check needed

• The Invite, the Entrance, the Smell, the Colors, the Theme, the Music shape the ambience which can be anything, if it's consistent

Credits

•Apple

•Bottega Veneta

•The Art Gallery of Dr. Seuss

•Brenda’s Soul Food

•L’Occitane

•Foot Locker

•Costeaux Boulangerie

• The Hat Shop

• The Body Shop

• Boudin Bakery

• Puma

• Katanaya

• Uniqlo

• Lucky Jeans

• A big thank you to these shops in San Francisco and Healdsburg, CA that let me take pics: