Shopping Experience at 6 stores for the Creativity Course offered by Venture Lab

1. Grocery store: Food Warehouse
First Impressions Environment Personnel
Store appears frugal, low cost operation. The environment in the store is Assistance is available but customers have
The signs, entrance and layout are comfortable, well lit with aisles not too to be patient. Not staffed to help assist
standard. Friendly but not inviting. Focus cramped. Conveys a focus on low cost but customers. Personnel are very friendly
on low cost and value. will not compromise on quality. The but not knowledgeable about the
presence of clean floor and sanitizing products. They know where to find things
wipes for carts suggests a focus on but not how to use them.
cleanliness
Products Customers Other Impressions
The layout of the store is not changed Most customers are alone going through Multiple low cost options for products.
often. Products on sale are dispersed the store in what appears to be a set Customers don’t seem to use a lot of
throughout the store encouraging individual pattern, skipping some aisles coupons – paper or electronic. About
customers to walk through the store. and moving into others. Most customers 30% of the individuals seem to pay with
Impulse buy items change from counter to seem to be in their 30’s and of ethnic mix. Cash and/or food coupons.
counter. Interestingly, there are no Seemed to have more seniors than in
impulse buy items by the self serve check other stores. Customers appear to spend
out counters. about 20 minutes in the store
Summary
Low cost operation. Offerings aligned with the market it is serving. Opportunity to offer adjacent services that are of interest to these
customers – ethnic foods. The DVD rentals kiosk had mostly Hollywood blockbusters while the customers seemed to be mostly
ethnic. There were quite a few seniors in the store but no one helping them load items into the car. Might be an opportunity to serve
the seniors with a few services customized to help them with their shopping.

2. Leading Full Service Grocery Store
First Impressions Environment Personnel
Large clean, dedicated parking lot. Festive Bright store with pleasant music in the Very friendly, knowledgeable personnel
décor to match the season. Light music background. Smell of fresh baked goods. seem to be everywhere. Young, excited
coming from the store and smell of fresh Well sectioned and suggests high quality and happy to help. They are available but
baked goods. Very inviting… draws you goods. Lots of trays to sample foods and not imposing.
into a showcase of fresh local produce flyers explaining the products.
and wines. Carts of multiple sizes
available. Colorful brochures showcasing
items.
Products Customers Other Impressions
Wide variety of products across the price Most customers seems to be Grocery destination. Clean, complete and
range. Produce fresh, local and clean. professionals. Lots of them seem to have comfortable shopping experience. Folks
They are ready to use without much kids with them who also seem to be seem to want to be there – customers and
cleaning. A little more expensive but enjoying the experience. Most seem to employees.
more appealing. All products available be buying some bakery or ready to serve
under one roof – general and most ethnic meal items.
ones (a little pricier than an ethnic store)
Summary
The store seems to create a “grocery shopping experience”. Customers of all ages seem to want to go there and be there.
Employees really seem to be enjoying helping the customer – smiling, cheerful and proud to work there.

3. Ethnic Grocery Store
First Impressions Environment Personnel
Small store in a strip mall with an open Small shore. Layout maximizes the use of Family owned store. Very friendly and
door. The store is naturally ventilated space to display products. Wide variety knowledgeable. Willing to get you a
and windows are plastered with ethnic and range. Narrow aisles and no carts. product if it is not in stock. Trusting. Will
posters. Inviting you into the store, The store has ethnic music playing and offer to give you products to try and if you
promising the same shopping experience most conversation appears to be in a don’t have change … they will let you pay
you would expect in the ethnic region. foreign language. the next time you are in the store. Will
share details about upcoming events and
holidays.
Products Customers Other Impressions
Wide range of ethnic products – packaged Almost all customers are Ethnic customers The shopping experience is “poor” yet the
foods, produce, music and movies. Seems who seem to know what they want and customers seem to be fine and coming in
to be a bulletin board for ethnic events, pick it up without any guidance. Most at a quick pace. Not designed for
snack place for ethnic foods and grocery seem to buy some type of freshly browsing.. Designed for those who know
store all in one. Specialty store. prepared snack and rent a DVD. The what they want and how to use it.
customers all seem to know the store
owner and seem to be ok with the
seemingly “poor” experience
Summary
The store is designed for the ethnic section of the population who do not find the specialty products in regular grocery stores. The
customers seem to have limited choice of suppliers and are willing to put up with poor shopping experience to procure the goods.

4. Big Box Electronics Store
First Impressions Environment Personnel
Anchor store in a strip mall. Dedicated Bright, pleasant environment with One real knowledgeable person is
Parking. Automatic doors that open when pleasing music. High ceiling and wide available in each section. Friendly and
you get close. Spacious interior with aisles make browsing comfortable. caring and willing to spend any amount of
smiling personnel greeting you into the Product on display to try. Floor samples time the customer needs. Lots of folks
store, handing the most recent flyer. are fully functional and customers are waiting to talk to this person.
playing around with the sample.
Products Customers Other Impressions
Wide range of consumer electronics, Wide variety of customers in the store. Store seems to be not utilizing the
appliances, music, movies and games Most of them appear to be teenagers in “captive audience”. The TVs and products
available in the store. However, there are the music, movies and games section could display personalized adverts. The
a limited number of product samples for while the appliance section seems to be store seems to be losing customers who
customer to play with. filled with folks in their 30s and 40s. look at a product but leave empty
Fewer women customers in the store. handed.
Summary
The store seems to invite a lot of individuals that just browse/research products. Customers seem to be waiting for personnel and
leave the store after browsing the section.

5. Small Electronics Store
First Impressions Environment Personnel
Small store in a strip mall, well lit with Bright and inviting store. Lots of devices Friendly personnel who are
display of latest consumer electronics. on display for customers to handle. The knowledgeable about technology and
Personnel walk over from behind the store is warm. Store seems to have too products. A couple of personnel for the
counters with a smile as you make eye much merchandise for the space. Single entire store. Customers seem to wait to
contact. Sense of personnel eager and cash register closer to the entrance. The talk to the personnel. All male personnel.
willing to help you. store seems like an outlet with no unique
merchandise
Products Customers Other Impressions
Primary focus appears to be small Most customers in the store seem to be Seems like specialty store that is trying to
electronics and cell phones. Good variety middle aged and looking at cell phones. move over to sell consumer electronics.
of cell phone providers and plans. Great While the store had a lot of cameras and
place to get a side by side comparison of the customers looked at them, very few
the offerings. No unique offering that is customers seem to buy them. Several
unique to the store. customers seem to be buying electronic
components from the back section of the
store.
Summary
The store does not seem to have a unique offering or value proposition. Great retail location and foot traffic but lacks
differentiation. Can offer a value proposition by combining services from multiple providers into one offering that is unique and or
providing Value Add services that leverages the retail location.

6. Family Owned Appliance Store
First Impressions Environment Personnel
Small store packed with appliances. Not Small, packed to the gills. Not tidy but Very friendly owner, single person
well lit. Leaves customers wondering if has lots of models on the floor. Not all of minding the store. Great if you are the
there is anyone in the store them working. There is a lot of collateral only customer in the store. If not, you will
available but it is not easily accessible to wait a long time.
the customers.
Products Customers Other Impressions
Focused on customized products for Mostly contractors and/or individuals that Specialty business that people seek out.
home, not the general off the floor are getting products customized for their Not a market that caters to the wider
products. homes/offices. population.
Summary
The store is more of a location for individuals to meet a designer wherein the experience in the store is not going to deter the
buying decision. Customers almost seem to put up with it. Opportunity to address a wider audience and also generate more profit
by creating a compelling service experience.