The document provides observations and recommendations for improving the customer experience at various retail stores. It notes that greeters play an important role in converting browsers to shoppers. Specific stores could benefit from improvements like making the layout and staff more engaging, balancing the environment to attract different clienteles, and hiring staff that can engage various types of customers. The overall message is that stores should observe each other to learn ways to attract different groups of potential customers.

1. Critical
Observations

2. Critical
Observations
General Observations
•Stores should observe each other
( They could learn a lot!)

3. Critical
Observations
General Observations
•Stores should look at all who
enter.
(They should look at ways of getting different
clientele to shop there.)

4. Critical
Observations
General Observations
•Do Not Underestimate the Role of
the Greeter
(They may convert a looker to a shopper)

7. Victoria’s Secret
Greeted Right Away
Warm and Friendly Staff
Utterly Intimidating for Men

8. Victoria’s Secret
Recommendations:
Create a separate entrance for men
(Like a Library entrance)
Have a personal shopper available for men on entrance
Non-Pink shopping Bags

11. RC Willey Furniture
Greeted Right Away
Warm and Friendly Staff
No Pressure
Giveaways ( aluminum wallet)

12. RC Willey Furniture
Recommendations:
None!
Other Stores could learn from this one!

15. Macy’s Dept Store
Impersonal
Non-Intuitive Lay-Out
You have to engage staff

16. Macy’s
Recommendations:
Redesign entrances to engage
customers with staff right away.
Maps for lay-out at entrance
Coach staff to be “Nordstrom-like”

19. Abercrombie and Fitch
Greeted Right Away
Loud Environment
Dark Environment
Cool Place for Teens
Miserable for Adults (Who buy clothes for teens)

20. Abercrombie and Fitch
Recommendations:
Balance Light and Sound to
Attract older clientele (Parents)

23. Apple Store
Greeted Right Away
Aloof Staff
Intimidating for Tech Phobes
Intimidating for Older Folks

24. Apple Store
Recommendations:
Hire Older Staff who can engage non-hip users!

27. Kohl’s Dept Store
Impersonal
Bargain Basement
Hard to Find Help
Everything is a Sale Item

28. Kohl’s Dept Store
Recommendations:
Don’t Have Everything Appear to
Be on Sale All of the time.
Shoppers wonder if they are getting a deal.