1) The document provides improvement ideas and solutions for Marks and Spencer store in Richmond, Surrey. 2) It identifies issues such as closed doors, lack of directions, dull color scheme and loud music that make the shopping experience unpleasant. 3) Solutions proposed include welcoming open doors, store maps, warmer colors, softer lighting and relaxing music to create a better atmosphere. Merchandise should be organized thematically and cash registers better staffed.

1. Improvement Ideas for Marks and Spencer Store,
Richmond, Surrey
Needs improvement Solutions
Closed doors at the front/back of the Welcoming open doors, a smiling
shop. member of staff at the door, asking if
No directions on where to go to find a the customer needs directions within
particular product, no store map/signs departments or if there is a particular
etc. product the customer is looking for
(Information desk/Welcome help point,
Store map )

2. Colour scheme of the store, lack Lack of high ceiling, and stimulating
of welcoming/relaxing colours makes the time spent in the
atmosphere, music is too loud, store not the most pleasurable. To
lights are intence and harsh extend the time for a customer to stay
longer and spend more: warm
welcoming colours of the walls (soft
yellow, pastel burgundy, mint, pastel
chocolate, warm camel and cosy wood
colour of the floor/walls, with
stimulating injection of the colour on
accents of the building structure (red,
green, yellow, orange)

3. Merchandise is crowded and is Merchandise to be devided by
placed by colours/sizes rather than looks/themes, autumn leafs, winter
by image/collection/style, cash black and white, festive dressing etc.
registers are hard to find, with To assign one/two members of staff for
queues of customers trying to pay the pay points, two at the busiest part
at understaffed cash register, no of the day (midday, closing time) so
impulse buy products near cash that they are rotating and the cash
register register is always attended by member
of staff.
To place by the cash register points
impulse buys (small accessories and
jewelery in the woman's wear,
selection of chocolates and magazines
in the man's wear, small toys/kids
snacks in the toy department)
Staff to prompt the customer asking if

4. Sales associates are not approaching Add additional staff training for starting
asking if help is needed, staff of the conversation with customers with
store is busy with replenishing than greeting and open questions, ask if
with actual help to customers, Uniform directions are needed etc.
is black and boring, they are not Uniform could be updated with store
wearing merchandise sold in the store accesories that are in now (scarves,
necklaces, etc, that would prompt
customer to notice the accessories and
consider buying similar item from the
store selection)