The document provides observations and recommendations for improving several retail environments, including a tourist kiosk, Apple store, car dealership, book store, frozen food store, and convenience store. It notes opportunities like adding impulse purchase items and check-out areas, providing more product information and price ranges, rearranging displays to combine related items or target different audiences, and suggestions like lowering prices to drive higher store traffic and sales volume.

3. KIOSK
• This kiosk is located in a touristic environment,
so it’s focused on selling to them, because
there’s a better margin.
• Kiosks from other parts of the city don’t even
have postcards.
• As a local, it doesn’t invite me, but I know I can
go there to get newspapers and magazines.
• Outside there are impulsive products like
postcards for tourists. These don’t appeal
locals.
• Opportunity: sell beverages and snacks: tourists
and locals need it, and may pay a premium for
that. (there are not many convenience stores in
the city center!)

5. APPLE STORE
• The store invites you to try the products freely,
there are plenty of units to play with, and lot’s of
information.
• It’s surprising to see how many people talk and
share information and insights of the products.
• The store is so crowded that is difficult to know
what to do if you want to buy a product.
• There are not impulse products nearby, cases,
cables, headphones are on a non accessible part
of the store.
• Opportunity: have a corner with impulse
products, and cash register to help people buy
the products fast.

7. OPEL CAR DEALER
• White open space with a lot of cars to play
with.
• It’s not clear if one can enter a car or play
with it without staff. -> Open the doors!
• Next to the windows are the most appealing
cars, for young professionals. These are
more expensive!
• There are prices, but cars shown are always
expensive. Why? Why not show different
prices?Give more information!
• It’s a pain to talk to a car dealer, I want free
information, just checking options, so
please inform me.

9. BOOK STORE
• It’s a really welcoming store, with warm
colors, and open doors.
• Thousands of books, well classified.
• But… what if I don’t know what I want? I
can go checking randomly, but why not
show staff picks with short opinions and
overviews?
• It has plenty of children books, but these
are set for adults to buy: the books are not
put on a children height level: why not put
some of them available for them, so they
can choose (and force the parents to buy?)

11. FROZEN FOOD
• White and blue colors: it’s clear that they
sell frozen food, but is it necessary to use
these colors? I already know what they sell.
• Food is classified depending on type:
vegetables, ice creams, pizzas, pasta.. Why
not put together combinations of
products?
• They sell impulsive products, frozen. Why
not sell other type of impulsive products?
• Why not show recipes in the store with
recommendations?
• Prices are really well shown, surprising for
the amount of products available.

13. OPENCOR
• Really big convenience stores.
• Light colors, shows cleanness.
• They force to go through children and
expensive products to get to the food
section.
• Slow service, takes time to pay.
• Plenty of impulsive products.
• Expensive, people don’t buy a lot of things.
• Why not lower prices, and convert it to a
more traditional supermarket? Less profit
but more volume, and people get used to
get there. But maintain the children and
expensive products, it’s a good
combination!