Kevin Hong

Helen Jin

Kate Kotora

Gladys Wijaya

Lauren Wunderlich

PROBLEM AREAS

Store appearance

Layout

Product assortment

Shelving

In-store advertising & display

STOREFRONT

Looks like a warehouse

Uninviting/Unfriendly

Fix sign

Add paint/architectural detail

IN-STORE DÉCOR

Drab, unimaginative, uninspiring

- +

+

STORE MAINTENANCE

Dirty Floor

Shopping Carts Left in aisles

Halloween—only one employee in fabric section

Several open cash registers

More employees to ensure cleanliness and shorter lines

PROFESSIONALISM Some aisles more polished than others

Learn from Abercrombie’s upkeep

LAYOUT Initial impression

Check-out

Landing strip—”decompression zone”

LAYOUTGeneral store

PRODUCT ASSORTMENTThe good + The bad -

PRODUCT ASSORTMENTJam example

PRODUCT ASSORTMENTChristmas section

PRODUCT ASSORTMENTToo few items Too many of same item

Covered merchandise

ISLANDS Center of store

Variations of same product

SHELVING

Inconsistent in style and color

Holes in shelves

SHELVING

Customers have trouble with top and bottom shelves

Bigger items should be placed on bottom

IN-STORE ADVERTISING

Below/above eye-level

Too small, blend into background

Covered by merchandise

Flimsy, fall off easy

IN-STORE ADVERTISING Confusing prices

Uninviting

Excessive

IN-STORE DISPLAY

Off to one side

Unnecessary

Better placed from ceiling

OVERALL RECOMMENDATIONS

Update front of store

Efficient use of space

More effective signs throughout store

More varied and appropriate décor and accessories

Hire more floor salespeople

QUESTIONS