2. Fitters
• Hat store and street
wear apparel store.
• Mostly male clientele.
• Sales clerk not engaging
customers.
• Central display was not
at eye level and laid out
flat.
3. Chapel
• Hat store.
• Why Chapel? Is it
supposed to be
Chapeau?
• Sales clerk wearing
funny hat wandering
store and offering help.
• Mostly female clientele.
• Crowded display of all
sorts of hats.
4. L’Occitane en Provence
• Skincare, Body Care,
Fragrance shop.
• Narrow door makes it
look congested.
• Prices were printed in
small lettering.
• Mostly female clientele.
5. LUSH – Fresh handmade cosmetics
• Store had real character.
• Had sayings from
famous people in funny
lettering.
• “Have fun – This is an
adult candy store”
• Nicely arranged
displays.
• Sales clerks helpful and
engaging.
6. Microsoft
• Right opposite the
Apple store.
• AAPL and MSFT both
had recently launched
new tablets.
• Bigger crowds at the
MSFT store due to sales
clerks in blue T-shirts
engaging shoppers in
front of the store.
7. Apple
• Sales clerks to greet
customers at the
entrance.
• Wide array of products
displayed for hands on
experience.
• Flooring was non-
descript grey concrete.
8. Conclusion
• I visisted two hat stores, two cosmetic stores
and two technology stores.
• The most appealing store was the one that
had “character” – excellent product displays
with eccentric and funny decorations on the
walls.
• How engaged or disconnected the sales clerks
were was a big part in how much time
customers were spending in the store.
