and gordon came to give her products a whole new look and branding guru aaron hodola of minnesota volunteeredwork on the instore and online customer experience. >> i want to hear your first impression. >> my first impression walking in, there is some good bones in this place, really good. i honestly don't know where i'm supposed to go or do next. that's what i'm working on. >> meaning you don't know if you're supposed to buy something. >> if i want river food, how do you get there? if i'm looking for product, how do i flow through the store? what are the opportunities to help me understand that. that's what i'm looking for. >> do you feel like you can make big changes? >> i think we can make small changes that have a lot of big impact. >> aaron studied how people moved through the store and developed a plan to upgrade the photography, sharpen the brand image and make it easier for customers to find what they need. he told jackie it all starts with one word, consistency. >> half the battle oftentimes is just not being consistent. doing it this way one day, doing it different the next day and h