The document summarizes the author's observations from visiting several stores. The stores included fashion stores, a technology store, a food store, and an American coffee shop. For each store, the author provided insights on positive aspects like location, cleanliness, and customer service. They also identified hidden opportunities for improvement such as adding signs, improving employee engagement and uniforms, and enhancing the customer experience through music, special offers, and seating options. The overall tone was constructive, focusing on how small changes could enhance the customer experience and attractiveness of each store.

1. +
Are You Paying Attention?
Karen Martinez Arias - Colombia

2. + The Stores I went to…FASHION
1
Insights Hidden Opportunities
- Great location, and the sign - I would add a third sign,
is clear and easy to read. there is the perfect space,
- Inside the store, employees which has been wasted.
were really nice, they came - Employees had an uniform,
with suggestions and told is a fashion store not a
me about the products on restaurant, if they use
sale. some of the last season
- Really Clean, products are clothes, that would bring
well displayed. some ideas to customers,
- Decoration is really good, and would make the
they have a mid-west theme products more attractive.
which makes the store - Having some tips, for
really casual. dressing better, according
- Customers tried out some to size, will help customers
of the clothes, they seemed to feel better about
satisfy with the products. themselves and liking more
the brand.

3. + The Stores I went to…FASHION
Insights
2
Hidden Opportunities
- Great decoration! Colors - There were 4 employees, all
are well used and very behind the desk. That sends
attractive, they have the wrong message, as if
products for all ages, really they were bored or
trendy. something.
- Very good lighting, there - There was no music on the
were images of products at store, some music might
a high wall, which are relax costumers, and they
appealing from a great will feel more comfortable
distance. at the store.
- Big windows, you could see
the entire store from the
outside.
- The sign is clear, really
classic but it is not formal, it
really appeals a huge
target.

4. + The Stores I went to…FASHION/TECH
3
Insights Hidden Opportunities
- No window, which - Lack of decoration, it was
eliminates the barrier really clean and organized,
between the customers and but it doesn’t have any
the store. personality.
- Good exposition of the - There was only one
products, you could see and employee, she was behind
feel the fabric without the desk, on the phone, she
entering into the store, wasn’t paying attention to
which can be really new consumers, it is
appealing. important to give a good
customer service.
- Make sure the door of the
cleaning supplies remains
closed. It gives a bad image
to the store.
- Some music will be more
appealing to new clients.

5. + The Stores I went to…TECHNOLOGY
Insights
4
Hidden Opportunities
- It has a great location. - Is a tech store, and
- Good customer service, decoration doesn't goes
employees know all about with the theme, a different
the products, they pay floor and high ceilings will
attention to consumers bring a better environment.
needs. - The space of the store was
- Having products to test is really small, and it was
wonderful, consumers can really hot, some
really try out different conditioned air will help
technologies, and pick customers feeling better.
wisely the best one for - Bigger doors will bring
them. more space and air to store.
- The sign could be bigger,
that way it will attract more
people.

6. + The Stores I went to…FOOD
5
Insights Hidden Opportunities
- Great location, in the - Over the front desk, there
middle of the mall. was only one employee, who
- They had a front desk for had to take orders, place
people who wanted coffee them and receive the money.
to go, and another space for It’s important to have at least
people that wanted to hang 2 persons taking care of
out, sit and relax. customers.
- Very clean, nice decoration, - Bringing some day specials,
lots of space. or a daily suggestion will
- Different signs over the attract consumers, that were
space. not thinking on having some
- Although the coffee shop coffee!
was in the middle of the
mall, once you are in, you
don’t feel inside a mall!

7. + The Stores I went to…FOOD
Insights
6
Hidden Opportunities
- Great Location - The sign was old, that sends
- Products are well exposed, a message of a neglected
the looked great, and place.
delicious! Which attracted - There was only one
people passing by. employee for all the
customers, two persons will
bring a better service.
- All food is to go, they
should place some tables
so that people can have
some time to eat, and
maybe consume more
products.

8. + Before I went to the Store…
Store 1 2 3 4 5 6
AMERICANINO BOOTS ‘N BAGS ZUT iSHOP JUAN VALDEZ DONUT FACTORY
Big Sign, All the Great coats, No Love Apple, The smell Donuts, of all
Does the store draw y decoration, colors, Glass. great products, kinds.
ou in? If so, how? really great products new techs.
clothes! well shown
Is the door open or Open Open No door! Open No door! No door!
closed?
Curious, Attracted by Curious Exited Like if I wanted Hungry!
How does this make attracted. the colors. a cup of coffee
you feel?
How big is the sign 70 cm, Sans 40 cm Serif, 75cm, Sans 60 cm, Sans 40 cm, Sans 40 cm,Cursive,
lettering and in what Serif, Bold, Regular Serif, Regular Serif, Italic, Bold Serif, Italic, Bold Bold
font? Regular
Is trendy, Classic, Classic, High tech, Great Quality, Good Donuts,
What does it tell you
fashionable, expensive trendy, innovative Informal really informal!
about the store? casual Seasonal