The document summarizes observations from visits to several retail stores, including Aldo Shoes, GAP, La Baguette, Banana Republic, Apple Store, and Microsoft Store. Key insights noted for each store include customer and employee demographics, merchandising approaches, and operational details like staffing levels. Hidden opportunities are also identified, such as potentially reducing staff at Aldo Shoes, improving inventory displays at GAP, increasing self-serve items at La Baguette, analyzing the impact of sales events at Banana Republic, addressing crowding at Apple Store, and exploring fee-based services or right-sizing the store footprint at Microsoft Store.

1. INSIGHTS
&
OPPORTUNITIES
By
Elryna Lawi

2. Aldo Shoes

3. Aldo Shoes
Insights
 Merchandise display was visible from outside the store.
 Color scheme was neutral/light, and store was well lit.
 Personnel were young (in their 20’s) and hip. Impression of the
personnel matched the products.
 There were 6 customers and 4 personnel at time of observation.
 Customers spent less than 5 minutes in store.
 There was a central display of shoes and boots of the season,
placed by the entrance.
Hidden Opportunities
The store was over-staffed. The store could lower its operating costs by
staffing store with fewer personnel.

4. GAP

5. GAP
Insights
 Personnel greeted every customer that entered the store. Relax and
friendly atmosphere.
 Pleasant environment with tile and hardwood flooring. Upbeat music
in the background.
 A central display of the latest style of clothing and great value items.
 Sale items were on the side and back of store.
 A ratio of 1 personnel to 2 customers.
 Inexpensive items (less than $10) by the Cashier.
 Most customers were browsing, and some purchased the products.
Hidden Opportunities
The store was crowded with merchandise. It can look into improving its
display of inventory.

6. La Baguette

7. La Baguette
Insights
 Store was small and crowded with customers lining up to buy its
products: desserts, pastries, and bread.
 High customer turnover: an average of 3 minutes per customer.
 Tempting desserts and pastries were displayed prominently on
store’s windows.
 There were 4 personnel to a continuously forming line of 4 to 8
customers.
 Almost all customers had the intent to buy.
 Inexpensive bagged baked items were displayed on shelves next to
the customer’s line. Customers could pick up these items themselves
and pay at Cashier, which was at the end of the line.
Hidden Opportunities
The store did quite well already, but perhaps it could increase the
selection of “self-serve” items, next to the customer’s line.

8. Banana Republic

9. Banana Republic
Insights
 Store was slickly decorated with urban feel, and flattering lighting.
 “Limited Time 40% Sale” sign was visible from outside the store, and
was prominently displayed throughout the store.
 Store was crowded with customers, who were browsing, and
seemed to want to purchase merchandise on sales.
 Customer turnover varied from 3 minutes to over 15 minutes.
 Customers were a good mix of males and females, who appeared to
be fashion conscious.
Hidden Opportunities
The sale attracted customers. It seemed to be a successful event. The
store could track and analyze the sales and profit margin associated with
a sale event. The store could then make a strategic decision on the
schedule of sales.

10. Apple Store

11. Apple Store
Insights
 Store was small and crowded with customers and personnel.
 Store was brightly lit.
 Newly released products were displayed on tables and customers
could freely explore the products.
 It was adequately staffed with a ratio of 1 staff to 2 customers. Most
personnel appeared to be in their 30’s.
 Customers were mostly adult males.
 Customers and personnel interaction, and exploration of products,
spilled over to the adjacent tables and chairs outside the store.
Hidden Opportunities
The store was crammed with people that it may discourage exploration
of the products. It should assess its store space and seemingly large
number of personnel.

12. Microsoft Store

13. Microsoft Store
Insights
 Spacious and brightly lit store.
 Plenty of products on display that could be freely explored by customers.
 Images of newly released products were prominently displayed on
store’s window and walls inside the store.
 A good ratio of 3 customers to 1 personnel.
 Customers were of all ages: youths to older adults. The store was family
friendly with several kids playing video games in the store.
 2 personnel stood by the entrance to greet customers.
 Most customers were there to explore the products.
Hidden Opportunities
It is a large store with large overhead costs. It can re-assess the store' space
requirement. It can also look into fee-based services to be provided on site,
e.g. MS tutorial.