The document provides observations from visits to three home goods stores: Crate & Barrel, Nordstrom Rack, and Aaron Brothers Art & Framing. Key insights and opportunities for improvement are identified at each store relating to the environment, displays, customer service, and merchandising strategies. Specific issues noted include poor lighting, cluttered displays, inadequate flooring and an underutilized window display at Nordstrom Rack. Crate & Barrel is praised for its inviting atmosphere and customer service. Aaron Brothers' new flooring and displays are highlighted along with suggestions for expanding their frame selection and reorganizing children's art supplies.

1. A Crash Course on Creativity
taught by Tina Seelig
Are You Paying Attention?
With Observations by
Lori Callahan

2. Crate&Barrel
“Please come in and feel free to linger…forever”

3. What I Observed Inside
Environment: Light wood ceilings and
floor with lots of color throughout the
store. Bright, cheerful atmosphere is
accentuated by numerous windows
that invited the sunshine indoors.
Little need for additional lighting, but
the extra fluorescent bulbs were
thoughtfully placed.
Merchandise Displays: Plenty of
merchandise which is strategically
displayed throughout the store.
Ample room to shop and meander
about the store without feeling
constricted.
Background Music/Smell Inside Store:
Background music was played at a
lower volume and was well suited to
the environment.

4. I want to linger inside this store forever!
“Where there’s sunlight
“If only I had wings!” Plants (and shoppers) will thrive”

5. Visually pleasing displays that captured my attention
and invited me to browse

6. Insights & hidden opportunities
Crate&barrel

7. crate&barrel
The sales force here is clearly customer driven, as I was greeted
warmly as I entered the store, then thoughtfully approached by
several of their knowledgeable, helpful staff members as I perused
their wares. The employees, all of whom appeared to be in their late
twenties to early forties, take great pride in the aesthetics of their
store, which was obvious as I observed three employees in separate
areas of the store who were each making “seemingly” minor
adjustments to their merchandise/furniture layouts. The cash
registers are all centrally located in the middle of the store, and upon
inquiry, I learned that they never place impulse items near the cash
register. Instead, there were two separate small accessories/hostess
gift displays just inside the front door, which were tastefully designed
with prices clearly visible. The window displays were well thought out
and very inviting. In fact, the ONLY area of deficiency that I observed
was that, although they opened easily, the front doors did not offer
an “automatic” opening feature, which should have been a standard
feature for handicapped clientele. Otherwise, the overall ambiance in
the store provided me with the quintessential shopping experience.

8. Nordstrom rack
“Enter at your own risk”

9. What I observed Inside
Environment: The first thing I notice is
the terrible disrepair of the floors
throughout the store, and that
impression is reinforced by the dim
fluorescent lighting which is entirely
inadequate and contributes to the dismal
shopping experience. The off-white and
grey ceiling and walls make me feel
melancholy.
Merchandise Displays: There is lots and
lots and lots of merchandise
everywhere, with minimal room to
maneuver between the displays which
contributes to my feeling overwhelmed
no matter which direction I turn.
Background Music/Smell Inside Store:
The background music seems to have
been selected for the enjoyment of the
young salespeople, and lends nothing to
the shopping experience. I am not aware
of any smells, although my eyes are
irritated by what I suspect is a large
amount of dust.

10. I’ve been here for less than fifteen minutes
but already I want to flee!
The lighting seems more fitting for a
I had better watch my step! factory than for a department store

11. A vast amount of merchandise that easily overwhelms
prospective customers

12. • There is an entire wall of window space adjacent to the entrance that is
used to store miscellaneous baby items, luggage, and various other
wares. This space has tremendous marketing potential, and should be
used to display wares to entice the shopper to enter the store.
• Upon entering, each customer walks past a security guard who has not
Nordstrom rack even been trained to greet incoming guests with a simple “hello” or a
friendly smile, which is off-putting, at best. Although I understand the
store’s decision to make their security presence obvious, they could
create more goodwill with their clients by educating their security staff in
the basics of public relations.
• I have already mentioned the abysmal state of disrepair in the flooring;
Insights this should be covered with new carpeting in the very least. The lighting
in the store needs to be replaced so that it illuminates the merchandise
and contributes positively to the shopping experience. The walls should
be repainted with a different hue, something cheerful, and I’m certain
& that their younger sales force could contribute some ideas in terms of
colors that might be appealing.
• Speaking of the sales force, since their employees do not go out of their
Hidden way to provide clients with assistance as they shop, the customer service
representatives on the floor should be re-trained to take more pride in
the appearance of their merchandise, striving to keep clothing items off
of the floor and on the racks. My guess is that there is such a tremendous
volume of merchandise in the store, most of their racks are so over-
Opportunities burdened that customers have difficulty viewing clothing without
knocking items off of their hangers. If I were in management, I would
institute some sort of incentive program to reward employees who are
“caught” tidying up the store.
• Which brings me to my next suggestion: the store needs to adopt a new
approach to their merchandise displays and floor space, and realize that
sometimes “less is more.” The overly-cluttered clothing racks, aisles, shoe
racks and virtually every area of the store caused this observer to feel
overwhelmed, and I wasn’t even endeavoring to shop!

13. aaron brothers
ART & FRAMING
“Look! The Door’s Open…
And I see a sign that says “get one free!”

14. What I observed inside
Environment: I am greeted by the
pleasant scent of new hardwood floors
in the entry, flanked by tasteful carpet
designs on either side. The store has
an art deco suspended lighting system
which provides good illumination
throughout the store.
Merchandise Displays: Although
there is plenty of merchandise in this
store to satisfy the budding artist or
the prospective picture framer, some
of the displays are on wheels and
there is ample room to move about
between the aisles.
Background Music/Smell Inside Store:
The background music seems “fitting”
to the environment, and the newly-
laid medium-wood floors smell
heavenly!

15. If only I had brought some pictures to frame…
Who wants to play hop scotch? Am I in the NOHO district?

16. Plenty of frames and art supplies from which to choose

17. • The interior of this store has just recently been
renovated and the shopping experience has
aaron brothers been greatly enhanced. I’ve already mentioned
art & framing the pleasant smell of the new flooring and the
displays on wheels. But I am looking for hidden
opportunities for improvement.
• Although they have greatly increased their
Insights selection of artists’ supplies, their selection of
picture frames remains mostly the same, with a
few updated additions. I think that they might
benefit from establishing small sections for
& “wedding” “anniversary” and “birthday” frame
displays.
• The display housing some of the “art” supplies
Hidden targeting young children was cluttered and had
enough merchandise to divide into two displays.
• Unlike crate & barrel, this store offers impulse
Opportunities items at the register (including Godiva
chocolates!) and I think that they might better
serve their clientele by using that space to sell
supplies for the “frame it yourself” customers.