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INSIGHTS
&
OPPORTUNITIES
By
Elryna Lawi
Aldo Shoes
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.
GAP
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.
La Baguette
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.
Banana Republic
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.
Apple Store
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.
Microsoft Store
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.
