Observation
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The document provides observations and recommendations for improving the customer experience at various retail stores. It notes that greeters play an important role in converting browsers to shoppers. Specific stores could benefit from improvements like making the layout and staff more engaging, balancing the environment to attract different clienteles, and hiring staff that can engage various types of customers. The overall message is that stores should observe each other to learn ways to attract different groups of potential customers.
Observation
- 2. Critical Observations General Observations Stores should observe each other ( They could learn a lot!)
- 3. Critical Observations General Observations Stores should look at all who enter. (They should look at ways of getting different clientele to shop there.)
- 4. Critical Observations General Observations Do Not Underestimate the Role of the Greeter (They may convert a looker to a shopper)
- 7. Victorias Secret Greeted Right Away Warm and Friendly Staff Utterly Intimidating for Men
- 8. Victorias Secret Recommendations: Create a separate entrance for men (Like a Library entrance) Have a personal shopper available for men on entrance Non-Pink shopping Bags
- 11. RC Willey Furniture Greeted Right Away Warm and Friendly Staff No Pressure Giveaways ( aluminum wallet)
- 12. RC Willey Furniture Recommendations: None! Other Stores could learn from this one!
- 15. Macys Dept Store Impersonal Non-Intuitive Lay-Out You have to engage staff
- 16. Macys Recommendations: Redesign entrances to engage customers with staff right away. Maps for lay-out at entrance Coach staff to be Nordstrom-like
- 19. Abercrombie and Fitch Greeted Right Away Loud Environment Dark Environment Cool Place for Teens Miserable for Adults (Who buy clothes for teens)
- 20. Abercrombie and Fitch Recommendations: Balance Light and Sound to Attract older clientele (Parents)
- 23. Apple Store Greeted Right Away Aloof Staff Intimidating for Tech Phobes Intimidating for Older Folks
- 24. Apple Store Recommendations: Hire Older Staff who can engage non-hip users!
- 27. Kohls Dept Store Impersonal Bargain Basement Hard to Find Help Everything is a Sale Item
- 28. Kohls Dept Store Recommendations: Dont Have Everything Appear to Be on Sale All of the time. Shoppers wonder if they are getting a deal.