The document provides insights, surprises and opportunities observed from store visits. Some key insights include that open entrances invite customers inside, layouts that guide customers past merchandise to the cash register are effective, and warm colors and soft surfaces encourage longer browsing. It was surprising how stores engaged multiple senses to keep customers comfortable. Craft stores displayed raw materials and less expensive items before more expensive finished products. Opportunities include providing coat storage, an open work table for craft materials, editing merchandise displays, changing colors seasonally, and using appropriate scents.

1. Store Observation: Insights, Surprises & Opportunities
Insights:
An open door is an invitation: And the wider the door/entranceway – the greater invitation.
The traffic flow was greater going into those stores that presented no barrier to entering/open
door than those stores that had either closed doors or closed doors with an advertising
sandwich board outside promoting the products inside the store.
There is a breadcrumb trail created in some store layouts that take you past some merchandise
and leads you directly to the cash register.
In three stores, the store layout was such that as soon as you walked into the store the
merchandise was stacked high on both your left and right side that it felt like you were walking
straight down a run way – you did not have the option to turn left or right. At the end of the
“runway” was an open area where the store owner had their desk, cash register and greeted
you and there were displays of products that you could pick up in this location under their
watchful eyes. The merchandise located on the runway was behind cases and or was of lower
cost value. It felt like come into my palour said the spider to the fly. In this environment I saw
several customers walk in, take a few steps and turn around. Those customers who appeared to
already know they wanted to buy products from this vendor vs exploring came all the way into
the store. It was almost like this was the path to “oz” to the owner of the store, who also
happened in these situations to be a highly skilled crafts person that also ran a store front
operation that sold their products and some raw materials – very specialized. Those that knew
the crafts person stayed a long time and demonstrated a lot of patience waiting for assistance.
Browsers were out of the store in 15 seconds or less.
If you make it cozy with colour and texture and soft on my feet I’ll stay longer.
Warm coloured wood cabinets, and display counters with soft wooden floors that were soft on
the knees and gave texture to the experience – customers stayed longer. I don’t know if this
was because it was fall and this colour palate went with the season but it worked for keeping
people in the store a little longer. It would be interesting to see the effect in the summer when
it is hot outside.
Greet me and leave me and I’ll stay.

2. Acknowledging customers with a quick hello but leaving them on their own to browse for 5
minutes then asking if they wanted assistance received more favorable responses for assistance
that those where store personnel asked for assistance within the first minute.
Customers must be magpies.
The first items at eye level entering the store were extremely colourful and had texture and they
were not expensive items.
If it smells like home/good - I’m in.
My nose leds the way: roasted chicken and baked goods were located in heat lamped stands
near the cash entranceway to two large stores. E.g. some roasted chickens and some baked
goods on small table as soon as you entered the store welcoming you in as if coming home to a
well cooked dinner, and yet the bakery department and the prepared foods sections were
significantly further into the store.
Pied Piper is in town
The music is playing and customer waiting in line at cash register stayed longer than if no music
playing.
I need space.
Stores with high ceilings and multiple levels – people stayed longer and explored more.
Let there be light!
Bright lights = I can see what’s there and this makes me feel more comfortable and so I’ll stay in
the store longer vs dimmed lighting store with merchandise (e.g. who or what’s hiding behind
the next corner that might surprise me).
Surprises:
I was surprised at the multitude of senses that the store engaged the customer. It was a subtle
orchestration to draw me in and keep me soothed and comfortable and engaged.
Craftsperson’s stores had an upfront non accessible display of their work, followed by a
combination of accessible, touchable raw materials that were not expensive followed by
accessible work product that was expensive that was close to their desk and cash register. It
was along the lines of….this is what is possible, now here are some raw materials that you can

3. use your imagination with and now here is what is really really fabulous that can be made from
raw materials.
Cash register was at the back of the store in craftsperson stores close to their work areas vs
sales area.
Opportunities
In the small crafts persons store – having a stylish coat hook in a “safe” area away from the
door would enable people to engage more with the merchandise in the cold weather – as it was
hard to do carrying the bulk of hats, gloves and coat.
Creating an open work table for customers to “play” with raw materials with the craftsperson
might create more relationships between the customer and the store owner and more
opportunities to explore options and thus potential to increase sales.
More is less. Too much merchandise and you are unable to focus. Editing in displaying products
is important.
Change store colours to go with the season and our seasonal needs, comforts.
What scents are contextually appropriate for the store that can be used to welcome customers
subtly