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.

1. Stanford University, Venture Lab
Cheryl Korkowski
Assignment #2
October, 2012

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 décor
• 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