1. Insights and Opportunities
This week’s assignment was very exciting for me because I had an opportunity to check out stores and
make critical observations regarding my thoughts, feelings and insights on them. Since I am a fashion
Publicist this was the perfect opportunity for me to look at stores from the eyes of a publicist to think
about the image of the stores as a publicist and make some suggestions on what the store owners could
do to enhance customer appeal.
I decided to check out six stores that I have shopped in and have had indifferent feelings about them in
the past. This was the perfect chance for me to zone in on some of my favorite stores. Aldo, Nieman
Marcus, Von Maur, Macys, Lord & Taylor and Target were the stores being observed for this assignment.
Observation 1 – Aldo Shoe Store : ‘Impulse Items Misplaced’
Insights: Most Aldo shoe stores have an identical or vary similar store arrangement. Generally, they look
like the pictures below. Usually, the store has glass double doors in the middle of two very large visual
display windows. The display windows usually advertise the most recent trendy inventory available and
the windows display major promotions. The inside of the store has women shoes on the left side of the
store and men’s shoes on the right side of the store. Before you make it to the checkout counter you see
a rack of jewelry (impulse item) and at the checkout counter there are other miscellaneous items.
Observation: The impulse items are cosmetics and nail polishes on the counter with the cash register
and credit card kiosk additionally, if you look straight ahead there is a ceiling to floor display of purses
(Approximately 3 per shelf). While the locations for these items are very creative and clever it can be a
bit overwhelming. At the counter I was a victim of impulse shopping and I purchased a lip gloss. Because
I am a real stickler for cosmetics I was a bit irritated that I had to ask the cashier various questions about
the gloss before I had purchased it. To take this a step further, there were other customers in line.

2. Opportunities: Because I bought the lip gloss and really like it, I believe that they should incorporate a
‘cosmetics’ section/area to their store layout. Adding this would allow customers to really have the
ability to try on products and potentially answer their own questions about the products. While impulse
items are intended to be placed in areas that make you buy them at the last minute, if the products are
of quality it would be beneficial to the customers if they had the opportunity to touch feel and try on the
product. Also, this made me feel that I had to rush and buy the product and take it as a lost if the
product didn’t live up the expectations I had set forth.
Observation 2 – Neiman Marcus : ‘Service’
Insights: Neiman Marcus is a high-end department store providing customers with luxury brand apparel,
shoe wear, Jewelry, cosmetics, luxurious décor and distinctive gifts. Because this is a store that usually
caters to a certain niche of people, the customer service experience will be different than other stores.
When shopping at stores that cater to individuals that indulge in luxury brands as a customer spending
top dollars you expect a certain level of customer service.
Observation: I entered this store through the men’s department (because I was with an uncle) and
proceeded to look at shirts. While my uncle was searching for his size an elder woman who was an
employee approached my uncle and said , ‘ Sir, just tell me what size you need and I will look for it for
you. You don’t have to look for your size, I will do it.’ If you are accustom to shopping in this store this
behavior is expected and demanded in some cases. The women found the size that was needed, asked
if we wanted to look for additional items and upon ‘no’ being the answer she proceeded to take the
items to the checkout counter. As the gentleman behind the counter began to ring up the purchases he
made casual small talk and completed the transactions. Upon completion, he walked from behind the
register and handed the items to my uncle instead of passing them above the counter . This was a great
experience until we proceeded to the women’s shoe department!
I decided to browse and spotted an item that caught my attention. I proceeded to take the display shoe
to try on. I walked around in the one shoe, looking at It in the mirror only to realize there are 4 women
dressed in black that work in the department and none asked me if I needed help. It wasn’t until eye
contact was made with one of the sales reps that I was asked if I needed help. Where is the service
here?
Opportunities: As a retailer that target a specific niche of people that have no certain color, size, shape
or figure they should be mindful of the service that they are providing. This is an opportunity for
employees to take additional training on service and how to treat customers In order to maintain the
growth and sustainability of an organization.

3. Observation 3 – Macys : ‘Visually Speaking ’
Insights: Macy’s is a mid - range brand department store specializing in the latest trends in accessories,
apparel, shoes and home goods. Macy’s is a very large store with items for your home and family.
Because observing every department in the store would overwhelming I decided to zone in on the shoe
department.
Observations: The shoe department has been completely renovated and the changes are great. They
decided to transition into a larger open floor plan that made viewing the merchandise easier and gave
the employees additional room to assist the customers with trying on shoes.
Opportunities: Though renovations and enhancements have been made I saw the opportunity for them
to remove some of the merchandise (shoes) from the display. Because the shoe department layout is
larger and wide open, over populating the display tables with pairs of shoes can be very overwhelming
for the customers. I believe when you have an open floor plan, it isn’t grounds for additional products
because from a far it appears busy. I would suggest removing some of the shoes from the display
(especially the shoes that are available in multiple colors).
Observation 4 – Tiffany’s : ‘Sometimes With Years of Experience Comes Understanding Customer
Wants and Needs ’
Insights: Tiffany’s is a premier jeweler chain that sells special designs with quality craftsmanship. This
jewelry store has been in business since 1837 and has had the ability to connect individuals with their
timeless pieces that speak volumes to any women when they receive that pleasantly awkward blue
colored box.

4. Observations: Though I had visited tons of stores, there were no stores that topped my experience at
this premier jeweler. Upon walking into the store I was greeted by the security guard who gave me
valuable information and enhanced my observations of the store. He explained the layout of the store
and reasoning behind it, it was able to give me insights on their customers, why working for the
company has been a pleasure the past fifteen years and how they pride themselves off treating each
customer that walk through their doors with respect.
Opportunities: This is the first store that I really enjoyed! I enjoyed the customer service of the staff, the
willingness of the security officer to voluntarily explain the history of the jeweler and of the company
and most importantly I felt very comfortable in the space, there was great energy.
Observation 5 – Von Maur : ‘See Touch Feel and Expand!’
Insights: Von Maur is an upscale department store chain specializing in apparel, accessories and shoes.
Von Maur is one of the only department stores that offer a charge card that is free of interest. This is
possible because they do not have an advertising/marketing budget. They have decided to opt out of
marketing and advertising in efforts to provide their customers with something more valuable. Some
may wonder how this is possible; this is possible because Von Maur looks to their dedicated customers
that shop in their store despite ads that may run on television or coupons that are available in a circular.
Von Maur prides them off knowing they have customers that are dedicated to their business.
Observations: This department store appears to cater to a sophisticatedly elder niche of customers.
There is not an occasion that I have visited the store and the number of elder aged people didn’t out
number other individuals in the store. Aside from the customers, this is a store that prides themselves
on the quality of the clothing that they are selling. This is exemplified through the signs that are pictured
below. Von Maur is looking to capitalize off of their customers and I believe this is great. While the
overall community of the store feels very personable and encourages you to return, it is important that

5. the appearance of the store doesn’t convey a message about the store that may hinder customers from
returning. Nevertheless, it is understood that because they have dedicated customers therefore major
renovations are not necessary. Consequently, I did observe that while there is a women’s ‘back room’
sales there are no sales for men.
Opportunities: I believe that the strategy that Von Maur has works for them and their clients. However, I
do believe that a ‘back room’ section for the men customers would be a great gesture so that they could
indulge in shoe sales.
Observation 6 – Target: ‘Make The Idea Permanent’
Insights: Target is the second largest discount retailer in the country; serving communities as a one stop
shop for anything needed inside a house for a family. Target is best known for once being associated
with Marshall Field’s (Presently Macy’s).
Observations: Target has a very wide floor plan with all departments conveniently sectioned off
according to their function. I noticed that the illuminating lights light up the store beautifully and makes
customers feel that this is a store that you can feel comfortable browsing through even if it isn’t items
that aren’t being searched for intentionally. They have partnered with Pizza Hut and Starbucks to
provide the modern mother the option to buy popcorn or pizza for their child while they indulge on
coffee for themselves.
Opportunities: With the multiple lanes of registers, I believe that Target has the opportunity of using
the extra registers to make it possible for customers to not have to wait in lines and to increase
unemployment.