This document provides recommendations for improving several retail stores. It analyzes aspects like location, signage, environment, sales associates, product displays, and customer experience. Common suggestions include engaging more of the 5 senses, enhancing curb appeal, improving product marketing, optimizing staffing, and expanding selections for impulse purchases. The goal is to create a more inviting atmosphere that encourages customers and increases sales.
2. Location
Corner of parking lot next to empty retail space
Signage
Store name on door at eye level in addition to large sign
20 above ground
Environment
Sterile interior with sparse product displays
Limited information without speaking to associate
Sales Associates
Associate:Customer Ratio 1:1
Overly chatty distracted from task
In store rear unless interaction with tethered products is
required
Encouraged customer to try products
3 of 5 senses engaged
Sight (however not exciting or inviting)
Touch (play with products, although not all were live)
Hearing (music with variety to appeal to all ages)
3. Waiting area with:
Reading materials
Refreshments (coffee/snacks)
Kid friendly activities
Benefit:
Fewer clients leave due to wait
Engage additional senses
Enhance curb appeal
Advertising banners
Balloons or other festive d辿cor
Enhance product displays
Display monitors with product demos or answer
FAQs without associate
Product marketing banners
Product comparisons
Online appointment scheduling
4. Automatic Doors
Invite you in as you approach
Greeters welcome customers at entrance
Curb Appear
Sale items displayed outside and in entrance
Large, easy to read Everyday Low Price signs
Environment
High ceiling and spacious aisles create shopper space
Products visually attractive
Significant impulse items at checkout
Senses Engaged 5 of 5
Sight
Hearing (loud, echoing conversations)
Taste (food samples)
Smell (fried grease from in-store restaurant)
Touch (most products available for inspection)
Product Purchases
Majority of customers make purchase
Sale items at entry with clear signage
Significant impulse purchasing
5. Registers / Checkout
Additional Express Checkouts
Environment
Floor staff to clean aisles/merchandise at
peak periods (weekends)
Eliminate frying grease smell at entry
Redirect vehicle traffic from busy
pedestrian entry
Increase child appeal of impulse
purchases
Small toys & books
Nutritious snacks (child & parent appeal)
6. Entry
Store name very small at street level
Large sign two stories high
Entry greeter welcomes customers
Curb Appear
Large windows allow passing customers full view of
merchandise
Colorful , attractive & coordinated displays
Environment
White floors, walls and ceilings allow colorful merchandise to
be visual focus
Color grouping allow customers to orient quickly
Appears popular colors centrally located (purple, pink, blue
and red)
Senses Engaged 3 of 5
Sight
Hearing (music loud targeted to ages 15-30)
Touch
Product Purchases
High volume of customers make purchases
Sale items at rear of store
Some impulse purchases available
7. Engage additional senses
Offer perfumes or scented candles (maintain color
theme)
Product Offering
Provide section of higher quality costume
merchandise for more senior customers
Staffing Efficiency
Scheduling (5-6 staff to 1 customer on weekday
evening)
Environment
Number of fitting rooms disproportionate to volume of
clothing offered
Provide seating or benches in shoe sections
Increase curb appeal
Signage or banners near entrance to attract passing
customers
8. Entry
Signage easily visible from passing customers
Curb Appear
Large windows mostly covered with displays or
signs little visibility to store merchandise
Mountain lodge entry
Environment
Wood displays
Muted lighting
Calming music
Senses Engaged 3 of 5
Sight
Hearing (quiet music targeted to ages 40+)
Touch
Product Purchases
Appears only 50% of customers make purchases
Sale items near rear
Minimal impulse purchases available
9. Curb Appear
Uncover windows and provide visibility into store
Environment
Banners or signs announcing sales
Engage Additional Senses
Candles or diffusers with natural or wood scents
Product Marketing
Improved product/value marketing
10. Entry
Open door, fragrant exterior
Greeted immediately upon entry
Encouraged to touch/smell products
Curb Appear
Large White Country Cottage Entry
Signage easily visible from passing customers
Colorful display easily visible to passing traffic
Environment
White country cottage decor
Bright lighting
Calming music
Senses Engaged 4 of 5
Sight
Hearing (quiet music)
Touch
Scent
Product Purchases
Impulse purchases available and offered by associates
11. Environment
Larger store to accommodate vast product
choices (slightly crowded & highly fragile
merchandise)
Store temperature too hot
Professional Staff
Sr. Associate very knowledgeable more junior
staff less enthusiastic and/or confident in
approach
12. Entry
Narrow store front
Curb Appear
Great sale banners and discount signs visible
from exterior
Environment
Comfortable, neutral walls & floors
Small store, limited merchandise
Soft music very relaxing
Muted lighting
Senses Engaged 3 of 5
Sight
Hearing (quiet music)
Touch
Product Purchases
Some impulse purchases available
13. Environment
Expand store footprint/square footage
Enhance exterior curb appeal
Engaged Additional Senses
Smell candles or diffusers
Product Purchases
Increase merchandise available for impulse
purchases