Jennifer Dini observed several opportunities for improvement and enhancement at various retail stores. Some key points included utilizing the large floor and ceiling spaces more creatively, adding pleasant fragrances to positively impact the retail experience, and leveraging large format video screens throughout stores to better showcase products and services. Perceived value versus actual value was also noted as being very subjective. Overall the observations aimed to identify ways stores could optimize the customer experience and utilization of their physical space.

1. I’m Paying
Attention!!!
Venture Lab Observations
Submitted By Jennifer Dini

2. Observations/Opportunities
Summary
• Store Name and Logo needs to Identify what is within a store
instead of store solely relying on name recognition and advertizing.
• Fragrances are an area that many retail environments leave to
chance. Pleasant scents can be used to positively enhance retail
experiences.
• Adding Large Format Video Presentations within the stores can
expand customer understanding, appreciation of products, and
services offered.
• Floor and Ceiling Spaces are Underutilized and may have some
potential for creative multi-use. Why are the ceilings so high in
many of these spaces? It seems there is more than enough space
for mechanical needs.
• Perceived value and actual value are very subjective.
• Bathrooms offer a captive audience, leverage it!

3. Although
store name
and logo
could better
identify what
products
they sell, it
is beautifully
transparent,
clearly
identifying
what is
within.

4. Pleasant scents
and fresh
fragrances can
be used to
positively
enhance retail
experiences.

5. Perceived
value and
actual value
are very
subjective.
Time for a
change?

6. •
Store name and logo could identify what is within a
store instead of store relying on name recognition and
advertizing.
Who would know, solely by this name, what lies inside!

7. Larger format flat screens could be used in greater numbers
to sell products and services throughout the store.

8. Polished concrete floors could provide
ad space or color coded arrows for
directions to the different areas.

9. The floor and ceiling total square footage
is immense. How can they better
leverage this unused space?

10. Store name and logo clearly identify what you
will find within the store and WOW! how nicely
designed and welcoming this store is!

11. Add odors and smells of
the outdoors like
pine trees, ocean spray,
or the forest after a rain…

12. Large format flat TV screens could
show REI trips and equipment in use.
They offer great trips, who knew?

13. Bathroom needs something
– it’s very uninteresting!
Maybe they keep it that way
to move people along?
This does house a captive
audience - sell them
something or entertain them!

14. REI retail members
can return any
product for any
reason at any time
for a full refund! How
can they do that and
why isn’t it done in
other stores?

16. Opportunity
for local
producers to
sell products
in stores –
more stores
could do the
same!

17. Products appear
to be arranged,
organized and
color coordinated
on the shelf or are
opposites on the
color wheel.
Looks like retail art!

18. Fragrances in this store
are wonderful and
encompass: flowers,
baked bread, cooking
foods, scented soaps,
and other pleasantly
odoriferous products.
Smells can enhance all
retail environments.

19. Another very visually transparent store
although the manager would not allow
any interior photos nor answer any
questions at all – aren’t we as a society
trying to move towards transparency?

20. Mies van der Rohe’s, “Less is
More” is embodied in the
Apple’s design of their stores
and the Apple product’s
hardware design in general.

21. They seem to only hire 20
something's in this store.
Is it the same elsewhere?
How can they do this and not
discriminate by age?
I observed what seemed to be
a 1:1 ratio of customers to
apple employees! Wow!

22. Perceived value and actual value
are very subjective – perceived
value possibly a little…oversized?

23. Ace just purchased
and completed the
brand transition of
this hardware store.
Signage lets you
know what it is.

24. This is what
you see with
your first
approach…
opportunities

25. And right in
front of you
as you step
inside.

26. They need
better store
design, and
lighting, and
organization
but…

27. High percentage
of great support
staff to customers
and service is
priority!

28. Thank You for Viewing,
I’m Paying Attention
by Jennifer Dini
and Thank You Venture Lab