Anup Dev observed four stores - 5th Season, Maya, Suhagan, and Mahi - at the Global Mall in Norcross, GA. Insights from the observations included that stores with active promotional displays outside and in common areas saw more success, while unfriendly salespeople and crowded displays hurt sales. Hidden opportunities identified were to make stores brighter, salespeople more inviting and active, and remove signs that could negatively impact customers.

1. Anup Dev
Paying attention ….

2. Global Mall Norcross, GA, USA
• Assignment: observe
and share insights and
hidden opportunities
– Anup Dev at Global Mall
for assignment

3. Global Mela 2012

4. At the Gobal Mela …

5. First store – 5th Season

6. Inside 5th Season
• Nice brightly lit store
with peachy paint color
scheme
• Hardwood floors with
wide path ways
• Store security hidden;
personnel monitoring
from cash register in
middle of store

7. The staff at the checkout counter
• Store owner defensive
posture, protecting
expensive items inside
covered display case

8. Special promo outside 5th Season
• Store sponsored special
offering in partnership
with another business

9. Second store – Maya

10. Inside Maya
• Crowded display of on
sale items
• Clear discounted and
clearance signs

11. On site alterations at Maya
• Alterations offered on
site to help customers
make purchases

12. Third store – Suhagan

13. Inside Suhagan
• Items categorized and
displayed by size and
type

14. Jewelry at Suhagan
• High priced jewelry
displayed on top rack
• No cash refunds sign
prominently displayed
above high priced items

15. Fourth Store – Mahi

16. Appliance and more at Mahi
• Unusual item – stuffed
animal for sale

17. Promo items at Mahi
• Promo items displayed
in middle of store

18. Sales person at Mahi …
• Sales person defensive
posture
• Security system CCTV
recording in the corner
of the store

19. More crowded shops at the Global Mela …

20. Observation lab report
• All the stores at the Global Mela
had similar setups:
– High 10+ feet ceilings
– Neutral color schemes
– Hardwood or Carpeted floors

21. Insights and hidden opportunities
• Insights:
– Promotion outside stores with active sales people were successful
– Tired and/or unfriendly sales people impacted sales negatively
– Display of promo and discounted items on tables in the middle of the
store and/or outside the store had the most sales
– Prices displayed on rack or listed on items encouraged decision making
easier for customers
– Displaying signs such as “No Cash Refunds” around higher priced
items impacted sales negatively
– Not well lit stores impacted negatively and deterred entry
– Crowded aisles resulted in customers leaving with 5 minutes on
average
• Hidden opportunities
– Make it bright, inviting, be active and friendly as a sales person and
remove signs that might impact sales