The document provides observations and recommendations from visits to various stores. It notes things that caught the observer's attention both positively and negatively at each store, such as product displays, staffing levels, and signage. Opportunities for improvement are also highlighted, such as hiring more employees, playing light background music, and using better signage. The goal is to identify ways the stores could enhance the customer experience.

1. Paying Attention?
JAY CARVIN

2. TUMI
•I hadn’t realized previously that this store sold anything other than luggage.
•I was surprised that there was not more than 2 employees working.
•Opportunity: Display other accessories and products besides luggage in the window

3. LOUIS VUITTON
The eccentric display draws people into the
store.
I was surprised at so many people on staff…
more staff than customers.
There was no music playing in the store which
made the interactions seem stiff. Playing light
music would lighten the mood for the sales.

4. BROOKSTONE
Very open and welcoming.
Promotional signage got my attention.
There were not enough employees working
to assist all of the customers with questions.
Perhaps hiring a few more would quicken
the customer transactions.

5. KRISTY
What got my attention was that
the only people working were
two middle aged men.
No music playing in the store.
Zero customers.
Since women are typically
comfortable around other
women when purchasing
cosmetics, it may be beneficial to
have a more suiting staff…

6. POLITIX
Great fashion forward clothing.
The staff was very helpful.
However, the signage was very poorly made…
Looking like it was made at home. It made the
store seem “warehouse cheap.”
Better signage would make customers feel
more comfortable paying the premium prices
that are marked on the tags.

7. Samsung Galaxy
Was setup in the middle of the mall.
The LED flatscreens drew attention.
There were more sales staff than
customers but it seemed fitting.
Great concept. They changed the phone
sales cart that used to be there into an
interactive station.

8. Teavana
Great idea of using the complimentary tea
to draw customers in.
Sales staff was ready to strike as soon as
we took the bait.
Wouldn’t have known the place was there
unless I was walking right by.
Better signage would help bring
awareness to its location.
The staff could be trained to be a little less
aggressive and be more informative.