KIOSK

• This kiosk is located in a touristic environment,

so it’s focused on selling to them, because

there’s a better margin.

• Kiosks from other parts of the city don’t even

have postcards.

• As a local, it doesn’t invite me, but I know I can

go there to get newspapers and magazines.

• Outside there are impulsive products like

postcards for tourists. These don’t appeal

locals.

• Opportunity: sell beverages and snacks: tourists

and locals need it, and may pay a premium for

that. (there are not many convenience stores in

the city center!)

APPLE STORE

• The store invites you to try the products freely,

there are plenty of units to play with, and lot’s of

information.

• It’s surprising to see how many people talk and

share information and insights of the products.

• The store is so crowded that is difficult to know

what to do if you want to buy a product.

• There are not impulse products nearby, cases,

cables, headphones are on a non accessible part

of the store.

• Opportunity: have a corner with impulse

products, and cash register to help people buy

the products fast.

OPEL CAR DEALER

• White open space with a lot of cars to play

with.

• It’s not clear if one can enter a car or play

with it without staff. -> Open the doors!

• Next to the windows are the most appealing

cars, for young professionals. These are

more expensive!

• There are prices, but cars shown are always

expensive. Why? Why not show different

prices?Give more information!

• It’s a pain to talk to a car dealer, I want free

information, just checking options, so

please inform me.

BOOK STORE

• It’s a really welcoming store, with warm

colors, and open doors.

• Thousands of books, well classified.

• But… what if I don’t know what I want? I

can go checking randomly, but why not

show staff picks with short opinions and

overviews?

• It has plenty of children books, but these

are set for adults to buy: the books are not

put on a children height level: why not put

some of them available for them, so they

can choose (and force the parents to buy?)

FROZEN FOOD

• White and blue colors: it’s clear that they

sell frozen food, but is it necessary to use

these colors? I already know what they sell.

• Food is classified depending on type:

vegetables, ice creams, pizzas, pasta.. Why

not put together combinations of

products?

• They sell impulsive products, frozen. Why

not sell other type of impulsive products?

• Why not show recipes in the store with

recommendations?

• Prices are really well shown, surprising for

the amount of products available.

OPENCOR

• Really big convenience stores.

• Light colors, shows cleanness.

• They force to go through children and expensive products to get to the food section.

• Slow service, takes time to pay.

• Plenty of impulsive products.

• Expensive, people don’t buy a lot of things.

• Why not lower prices, and convert it to a more traditional supermarket? Less profit but more volume, and people get used to get there. But maintain the children and expensive products, it’s a good combination!