The document summarizes insights from observations of 6 different stores. It identifies hidden opportunities for each store, including: 1) Offering drinks for kids at the cookie store since they are the main customers but drinks are not easily available. 2) Improving lighting, cleanliness and organization at the grocery store to change the perception of poor quality. 3) Removing posters from the windows and organizing products by category at the sporting goods store to improve visibility. 4) Designing a space for kids to try on shoes at the children's clothing store to keep them occupied while parents shop. 5) Increasing variety of items related to teen artists near the cash register at the teen clothing store

1. ARE YOU
PAYING
ATTENTION?
Gloria Rivero

2. The stores

3. 1 Cookie store

4. INSIGHTS….

5. Tasty free samples
First product
that I notice
halloween theme PRODUCTS

6. Baking uniform
Female &
young
Good
attitude
PERSONNEL

7. smell of cinnamon and chocolate
Feeling that
you are in
your kitchen
Friendly, warm &
confortable
ENVIRONMENT

8. HIDDEN
OPPORTUNITIES

9. Customers will buy cookies, but not stay to use the tables,
because the drinks are not easily available, only offer
coffee and cappuccino however are not for children, who
are their main customers.
Opportunity DRINKS 4 KIDS !

10. 2 Grocery store

11. INSIGHTS….

12. The signal is like a candy store not a grocery store
FROM OUTSIDE
dark
Overall image gives me the feeling of poor
quality and low prices

13. price tags
dirty and old
disorganized Poor quality
PRODUCT

14. ENVIRONMENT disorganized office in
view of the customer
dirt in the goods
ads hard to read
Overall you do not
want to stay for long

15. HIDDEN
OPPORTUNITIES

16. Opportunity:
Better lighting,
cleanliness and order
change the bad quality
image for good quality =
good prices
(vehicles park outside the store)
Incredible as it seem the store has a lot of customers of all
economic levels, has more than 40 branches in various parts
of the city (all the same)
The store is characterized only by being cheap…. A customer
said “you are not going to find good things here, but I still
come because is cheap”

17. 3 Sporting goods
store

18. INSIGHTS….

19. FROM OUTSIDE
though all the lights are
on it looks dark, as
closed
many signs that block vision

20. ENVIRONMENT
Environment adjustment is like
a basketball court, which is
awesome ! but there are so
many items that it feels messy

21. Excellent brand, with products you
can not find in any other store,
exclusive, expensive, but being
poorly accommodated give the
impression of being cheap or not
PRODUCT so exclusive

22. HIDDEN
OPPORTUNITIES

23. Baseball bats are of excellent quality and many
customers are attracted to them, but they are not
in view
Opportunity: Remove the posters hanging in
the window

24. The snack items
should not be next to
items that serve to
protect testicles !
Opportunity:
organize
products by
category

25. Opportunity: Although it
wear uniforms has a
nametag,
and put the
employees
ladder in the must wear a
warehouse uniform that is
commensurate
with the store
environment

26. Many dark and messy areas
Opportunity: use lighter colors in some areas, so
the items are visible and leave only a couple of
pairs and the rest should be hidden, so it doesn’t
look crowded

27. 4 Children clothing store

28. INSIGHTS….

29. neat illuminated clean
Like a
Promotions
baby
room
games for
FROM OUTSIDE preschoolers

30. clothing ordered
by gender
New collection
visible deals
PRODUCT

31. quick response
PERSONNEL
helpful &
alert
good
attitude
helps you choose
the right clothes

32. HIDDEN
OPPORTUNITIES

33. Many choices of shoes, but no place where
children can try them on
Opportunity: Designing a small but fun space
where children can play and try on shoes,
while mom is shopping

34. 5 Teen clothing store

35. Energetic colors
Fun
Girls
Attractive decoration
for teenage girls !
Girls take their
parents inside ! FROM OUT SIDE

36. teen artists
They use the strategy of
putting tattoos with colored
powders with designs for
girls, so parents and girls
spend more time inside the
store, listening to music of
teen artists
ENVIRONMENT

37. Uniform
Female &
young
Good
attitude
PERSONNEL

38. Modern clothes, attractive,
cheerful colors with positive
messages, predominating
"love and peace"
Customer’s
favorite area
PRODUCT

39. HIDDEN
OPPORTUNITIES

40. The market are teenage girls who love
everything about its artists, but the variety
of items about them are very little.
Clothes are expensive, so accessories are
ideal to attract the market that can not
access the clothes.
Opportunity: More
variety of items next to
the cash register as well as
more articles of teen
artists

41. 6 Costume shop

42. Decoration definitely gives you an idea of what
you'll find in the store, but by the colors used
inside seem a bit dark.
FROM OUT SIDE

43. Products offered,
help decorate the
place, the street
front has several
costumes that help
you know what types
of items are in
ENVIRONMENT

44. the store is very small and has many items
Easy to view prices
PRODUCT

45. HIDDEN
OPPORTUNITIES

46. Most of the clients
are children,
however there is a
substantial market
for adults looking
for sales and
rentals of costumes
for special
occasions
Opportunity: Offering products for rent and sale for
both children and adults.
Make own costume designs that differentiate the brand
from other local equal