The document provides observations from visits to various retail stores. It includes observations about the store exterior, interior environment, personnel, products, customers, and other details. Some key observations include bright and clean stores with tidy product arrangements versus unattended stores. Friendly and attentive staff are noted versus instances where staff did not engage or serve customers. Successful experiences involved stores that created engaging environments and provided good customer service. Opportunities for enhancing customer experience are suggested such as mobile access to product information, targeted promotions, attentive service, and engagement through programs.

1. Venture Lab@Stanford U
“Paying Attention”
2nd Assignment submitted by Jacky Leung of Team
13414
Date: 30 Oct., 2012
A Crash Course in Creativity

2. Legends of Observations

3. Observations for Mannings
Outside Environment Personnel Products Customers Others
White, green & No actual sales Notice the cosmos Most customers are Too noise due to PA
orange… like green contact before I asked. products 1st in central alone promotion messages
field display
Ground floor only. Not really to have a Cosmos products are Main female aged 3x Staff are not well fit
Good s are closely sales script. But just for sale and located in to 4x with energized
packed want to know what central. They trend to walk in appearance.
you want. different directions
Calibrai Sign Room head > 20’ Only 2 sales person Products are arranged Most customer stay Customer interaction
Pharm Store Feeling free aged 2x to 3x. by functions less than 15mins on can be done most
average. effectively.
No security guard Very … No ideas if they are No free samples Products can be Very good supply of
Feel using store products. Sweets, cosmos & touched. Most of various type of Pharm,
Good health foods are at customers are on Cosmos & Healthcare
eye level mission to buy. products in a small
area
Loud sound due to PA Uniform in orange Facial tissues are in Up to 6 out of 10
broadcast on offering Not fit with the store the least accessible customers purchased
items image. locations in the store
Music – yes but just Most expensive
like radio DJ. Not well products are located
fit. at central table
Store temp is OK Easy found price tag
Impulse items found
nears cash register

4. Observations for Mannings
Outside Environment Personnel Products Customers Others
No distinctive
smell & not
crowed
Cashier at right
side close to main
door
Not visible security
I would like to stay
15mins.
The shop is bright
& very clean and
no sales person
would bother you.

5. Observations for Mannings
Alone customer
Most expensive cosmos Least expensive facial
products in central table tissues in the corner
area.

6. Observations for Nikko
Alone customer
Tidy arranged Staff not notice
by products me and no
Open door, closely Salesman turned
when saw me…. Can touch types greeting to me.
packed items
Experience is bad with this Nikko shop which
Copies of mainly showing hiking & camping equipments
magazines to bcos I was left unattended for my whole tour
show off their in the shop.
products
2nd Open door,
closely packed
items

7. Observation for AA Aquarium
Hot item
was shown
Open door, @entrance Tidy & clean Tiny video
Sweets for display to
closely packed product
customers!!! show
items. Smart inventory showcase
sales lady products
Experience is pretty good with this AA
Aquaruim shop which mainly selling office
type mini aquarium sets which are quiet
impressive on the all-in-one design. The sales
lady was very friendly and very smart enough
to spot me within seconds.

8. Observations for Eddy’s Magic
Straight to
the point! Mini magic Not only the
games products of
available magic but the
main stream is
the magic
school training
Eye catching… course for both
adults &
Video shows children such
that different
The magic show stage design
kinds of magic
entrance which makes to attract
products were
eye balls but there was no Sitting place for customers
show.
customer @lunch time and the
sales lady was not alert enough Open door design with stage
to sense me to come to their like deco.
shop.

9. Observation for Fitness & Wellness
Show no interest…
No customer….
Far away…..
Open door, very Can you find the sales
closely packed items lady?
Experience is bad with this F&W shop which mainly
selling gym foods bcos I was left unattended for my
whole tour in the shop and the sales lady even don’t
bother to look at me!

10. Observation for Popular Book Store
Hot items
Eye catching Open door, With Security
promotion on MS customer flow is
stuff good .

11. Observation for Popular Book Store
Easy understand
discount banners
stick on book shelfs
Did he enjoy the Clean & tidy, soft lighting
music? & quiet.

12. Observation for Popular Book Store
Children corner
Did they enjoy the books? Quick access CD inventory
Experience is excellent with this book store The sales person
were very friendly & helpful to any kind of customers ranged
from 5 to 6x aged. The background music was classical &
soft and it was lovely to spend the whole afternoon in this
book shop. Sales hit rate was high > 60% on average in
about 15 mins.

13. New Opportunities
Retail customer experience enhancement
Today’s retailer can no longer compete on price alone. In order to sustain and improve profitability in this highly competitive
environment, retailers need to differentiate themselves from other stores and strengthen customer loyalty to increase
overall sales. To survive in today’s highly competitive environment, retailers must:
• Deliver a unique retail experience that provides customers with the tools and services required to ultimately drive greater
customer loyalty
• Streamline everyday processes to maximize the productivity of retail associates, providing better control over labor costs
while freeing up time to provide more personalized customer service
• Achieve a new level of service excellence, eliminating long lines at the checkout counter and long waits for price and
inventory checks
Customer loyalty starts
with satisfied customers
&
Customer Experiences
are the key success to
build satisfaction &
loyalty!
References: Motorloa.com, Snapsurveys.com, Dnvba.com

14. New Opportunities
• Tomorrow’s customers will demand a customer experience that is uniquely relevant to them. They will expect retailers to deliver on
their brand promise, regardless of channel. They will be drawn to value, not to a particular retailer; and as demands on personal time
keep increasing, customers will only spend time (and money!) where they find value. Each shopping experience will matter more.
– What if the customers can fully web access the store items information from their mobile smartdevice?
– What if the customers can be told by special personal promotion items from the web CRM when they just
entered the store?
– What if the staff proactively ready to serve customers that needed special care ?
– What if the customers can locate any items virtually from the mobile “compress”?
– What if the customers can entered luck draw & promotion programs automatically when about to check out
or leave the store?
References: Deloitte.com, Deloitte Store 3.0™,