This document provides comparisons between various local businesses and larger chain stores/restaurants in terms of first impressions. It contrasts the atmospheres of independent vs chain pharmacies, boutiques vs activewear retailers, cafes vs fast casual restaurants, and original vs new Apple store designs in terms of the audio experiences, visual displays, and overall vibes conveyed in each setting. The goal appears to be highlighting differences in philosophies and customer approaches between small, local businesses and larger retail operations.

1. I’ve heard the town of Palo Alto described as
"A Norman Rockwell painting with the first
Apple Store!" What words would you use to
describe this little town of ours?

2. A Study in Contrasts…
“Big Box” Stores versus “Mom & Pop” –
a difference of philosophy?

3. Direct Competitors
CVS Walgreens

4. First Impressions…
CVS Walgreens
• Audio • Audio
– Soft easy listening music – Soft easy listening music
– Clerk screaming “NEXT!” – Smiling and engaging clerk
• Visual • Visual
– Ceiling = industrial acoustical – Ceiling = industrial acoustical
tiles tiles
– Lighting = industrial – Lighting = industrial
fluorescent lights fluorescent lights

5. Small Business versus Retail Chain
Letter Perfect lululemon

6. First Impressions
Letter Perfect lululemon
• Arrival • Arrival
– Brick Sidewalk outside of store, – Concrete sidewalk outside
creating a sense of charm – Greeters stationed in each section
– Staff stationed at counter
• Audio
– Loud pop music playing
• Audio
– Soft music
• Visual
– Obvious merchandising according
• Visual to brand standards
– Track lighting – All employees wearing apparel
– Cluttered and full – Lounge seating to appeal to couple
shopping together

7. Local Café versus Chain Restaurant
Chantal Paris Baguette

8. First Impressions…
Chantal Paris Baguette
• Audio • Audio
– Soft classical music – Could not decipher music
– Soothing & Inviting – Frantic nervous energy
– Introverted staff – unable to
make eye contact
• Visual
– Simple display of macaroons • Visual
& teas – Structured self service display
– Soft ambient lighting – Fluorescent lighting imparting
– “Smile-ie” attendant greeting a cold-ness versus warm
& welcoming hospitable ambiance

9. Old versus New…
Original Apple Store… New Prototype Store…

10. First Impressions…
Old New
• Audio • Audio
– Aggressive “Greeters” – Gracious “Greeters” smiling
Shouting, “What brings you and welcoming
into the store tonight?”
• Visual
• Visual – Larger layout
– Clean displays throughout – Extensive Genius Bar with
– Bright Lighting good buzz of energy
– Crowded