2 paying attention
DESCRIPTION
TRANSCRIPT
ECCO
Before you enter the store:
Does the store draw you in? If so, how? YES - brand, space, light
Is the door open or closed? Open
How does this make you feel? Invited
How big is the sign lettering and in what font? 50cm x 200cm massive lighted sign, catches eye
What does it tell you about the store?
Sign is strong and important for the shop
Environment:
What is the color scheme of the store? How does this affect you? White colors, massive food flour – fells classic and reliable
What type of floor does the store have? How does this effect the environment? Massive wood flour – feels solid
How high is the ceiling? How does this feel? 4m, feels nice and big space
How brightly lit is the store? How does this affect you? Too bright, feels like in hospital
How loud is the environment? Medium loud
What is causing the noise? Customers and music from shopping mall alley
Is there music playing? If so, does it fit the environment? No music in store
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Not too crowded
Does the store have a distinctive smell? No
Where is the cash register located? End of store
How visible is the store security? Not visible
How long do you want to stay in this store?
5-10 min
Does the environment influence the perceived value of the merchandise? yes
Personnel:
How long does it take before a sales person initiates contact? Too long
Does the salesperson have a script to follow with each customer? Maybe
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers? 1:5
What age and gender are the employees? Women 20-25
Are the salespeople using the store products? No
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Near the entrance
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? Yes middle of the shop
How are the products arranged? By function? By price? By color?
Function (product line/type)
Are there free samples or demonstrations? No
What products are at eye level?
Main stream
What items in the store are in the least accessible locations? Up sale products (accessories)
Where are the most and least expensive products located? Lower shelf
Are the prices of the products easy to find? Yes
Are there impulse items near the cash register? No
Customers:
Are most customers alone or with someone else? What is the relationship? Families
What is the average age and gender of the customers? 35-40
When a customer enters the store, do they tend to walk in the same path or direction? - No
How long do customers stay in the store, on average? 10-20min
Do customer touch the products? Is this encouraged? Yes and yes
Do most customers appear to be on a mission or are they browsing? Searching for product / offer
What percent of customers purchase products in the store? 1 from 10
Other Observations:
SPORTLAND
Before you enter the store:
Does the store draw you in? If so, how? No
Is the door open or closed? Open
How does this make you feel? Invited
How big is the sign lettering and in what font? 30cm x 20cm to small
What does it tell you about the store?
Lack attention to details
Environment:
What is the color scheme of the store? How does this affect you? Red colors, related to sports
What type of floor does the store have? How does this effect the environment? Red imitation of sport arena / trek
How high is the ceiling? How does this feel? 4m, feels nice and big space
How brightly lit is the store? How does this affect you? Not to bright, cozy
How loud is the environment? Normal
What is causing the noise? Customers and music
Is there music playing? If so, does it fit the environment? Yes,
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Lots of space
Does the store have a distinctive smell? No
Where is the cash register located? Middle of store
How visible is the store security? Yes security gates / tags
How long do you want to stay in this store?
10-15 min
Does the environment influence the perceived value of the merchandise? Not really
Personnel:
How long does it take before a sales person initiates contact? Too long
Does the salesperson have a script to follow with each customer? No just opening line
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers? 1:3
What age and gender are the employees? Women 20-25
Are the salespeople using the store products? Yes
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Near the entrance
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? Near entrance
How are the products arranged? By function? By price? By color?
Function (product line/type)
Are there free samples or demonstrations? No
What products are at eye level?
Main stream
What items in the store are in the least accessible locations? Expensive (watched etc) are lock away
Where are the most and least expensive products located? Lower shelf
Are the prices of the products easy to find? Medium
Are there impulse items near the cash register? No
Customers:
Are most customers alone or with someone else? What is the relationship? Yung people
What is the average age and gender of the customers? 25
When a customer enters the store, do they tend to walk in the same path or direction? - No
How long do customers stay in the store, on average? 15min
Do customer touch the products? Is this encouraged? Yes and yes
Do most customers appear to be on a mission or are they browsing? Searching for product / offer
What percent of customers purchase products in the store? 1 from 10
Other Observations:
MEXX
Before you enter the store:
Does the store draw you in? If so, how? YES - brand, window, space, light
Is the door open or closed? Open
How does this make you feel? Invited
How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye
What does it tell you about the store?
Sign is strong and important for the shop
Environment:
What is the color scheme of the store? How does this affect you? White/grey colors, feels modern
What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special
How high is the ceiling? How does this feel? 4m, feels nice and big space
How brightly lit is the store? How does this affect you? Too bright, feels like in hospital
How loud is the environment? Medium loud
What is causing the noise? Customers and music from shopping mall alley
Is there music playing? If so, does it fit the environment? No music in store
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Not too crowded
Does the store have a distinctive smell? No
Where is the cash register located? Middle left side of store
How visible is the store security? Yes security gates / tags
How long do you want to stay in this store?
15 min
Does the environment influence the perceived value of the merchandise? yes
Personnel:
How long does it take before a sales person initiates contact? Medium fast
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers? 1:3
What age and gender are the employees? Women 20-25
Are the salespeople using the store products? No
Do the salespeople have a uniform? No
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Near the entrance
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? Near the entrance
How are the products arranged? By function? By price? By color?
Function (product line/type)
Are there free samples or demonstrations? No
What products are at eye level?
Main stream
What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass
Where are the most and least expensive products located? Lower shelf
Are the prices of the products easy to find? Medium
Are there impulse items near the cash register? No
Customers:
Are most customers alone or with someone else? What is the relationship? Yung people
What is the average age and gender of the customers?
25-30
When a customer enters the store, do they tend to walk in the same path or direction? - No
How long do customers stay in the store, on average? 10-20min
Do customer touch the products? Is this encouraged? Yes and yes
Do most customers appear to be on a mission or are they browsing? Searching for product / offer
What percent of customers purchase products in the store? 1 from 15
Other Observations:
BALTMAN
Before you enter the store:
Does the store draw you in? If so, how? Not to much – 0 customers
Is the door open or closed? Open
How does this make you feel? Invited
How big is the sign lettering and in what font? 100cm x 200cm sign, but its not lighted, looks old fashioned
What does it tell you about the store?
Does not pay attention to sign
Environment:
What is the color scheme of the store? How does this affect you? Very simple, not to attractive
What type of floor does the store have? How does this effect the environment? Simple light grey floor – nothing special
How high is the ceiling? How does this feel? 4m, feels nice and big space
How brightly lit is the store? How does this affect you? Not too bright, normal
How loud is the environment? Normal – quiet
What is causing the noise? Only sound from alley
Is there music playing? If so, does it fit the environment? No music in store
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Empty
Does the store have a distinctive smell? No
Where is the cash register located? Left side of store near the entrance
How visible is the store security? Yes security gates / tags
How long do you want to stay in this store?
5 min
Does the environment influence the perceived value of the merchandise? yes
Personnel:
How long does it take before a sales person initiates contact? Fast
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers? 2:1
What age and gender are the employees? Women 25-35
Are the salespeople using the store products? No
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Near the entrance
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? Near the entrance
How are the products arranged? By function? By price? By color?
Function (product line/type)
Are there free samples or demonstrations? No
What products are at eye level?
Main stream
What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass
Where are the most and least expensive products located? Lower shelf
Are the prices of the products easy to find? Medium
Are there impulse items near the cash register? No
Customers:
Are most customers alone or with someone else? What is the relationship? Seniors
What is the average age and gender of the customers?
40
When a customer enters the store, do they tend to walk in the same path or direction? - No
How long do customers stay in the store, on average? 20min
Do customer touch the products? Is this encouraged? Yes and yes
Do most customers appear to be on a mission or are they browsing? Searching for product
What percent of customers purchase products in the store? 1 from 5
Other Observations:
ELEKTROMARKT
Before you enter the store:
Does the store draw you in? If so, how? YES – big sign, entrance
Is the door open or closed? Open
How does this make you feel? Invited
How big is the sign lettering and in what font? 100cm x 500cm massive lighted sign, catches eye
What does it tell you about the store?
Sign is strong and important for the shop
Environment:
What is the color scheme of the store? How does this affect you? Red/black colors, feels modern
What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special
How high is the ceiling? How does this feel? 10m, feels nice and big space
How brightly lit is the store? How does this affect you? Too bright, feels like in hospital
How loud is the environment? Medium loud
What is causing the noise? Customers and music
Is there music playing? If so, does it fit the environment? Yes
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Not too crowded
Does the store have a distinctive smell? No
Where is the cash register located? Near the exit (have to go out over cash register)
How visible is the store security? Yes security gates / tags
How long do you want to stay in this store?
30 min
Does the environment influence the perceived value of the merchandise? yes
Personnel:
How long does it take before a sales person initiates contact? Medium fast
Does the salesperson have a script to follow with each customer? Yes
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers? 1:5
What age and gender are the employees? Man 20-25
Are the salespeople using the store products? No
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Near the entrance
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? Near the entrance
How are the products arranged? By function? By price? By color?
Function (product line/type)
Are there free samples or demonstrations? No
What products are at eye level?
More expensive products
What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass
Where are the most and least expensive products located? Lower shelf
Are the prices of the products easy to find? Easy
Are there impulse items near the cash register? No
Customers:
Are most customers alone or with someone else? What is the relationship? Yung people, friends
What is the average age and gender of the customers?
25-30
When a customer enters the store, do they tend to walk in the same path or direction? - Yes
How long do customers stay in the store, on average? 10-20min
Do customer touch the products? Is this encouraged? Yes and yes
Do most customers appear to be on a mission or are they browsing? Searching for product / offer
What percent of customers purchase products in the store? 1 from 10
Other Observations:
IDEAL
Before you enter the store:
Does the store draw you in? If so, how? YES - brand, window, space, light
Is the door open or closed? Open
How does this make you feel? Invited
How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye
What does it tell you about the store?
Sign is strong and important for the shop
Environment:
What is the color scheme of the store? How does this affect you? White colors, feels modern
What type of floor does the store have? How does this effect the environment? Wooden light floor – nothing special, but nice
How high is the ceiling? How does this feel? 4m, feels nice and big space
How brightly lit is the store? How does this affect you? Too bright, feels like in hospital
How loud is the environment? Medium loud
What is causing the noise? Customers and music from shopping mall alley
Is there music playing? If so, does it fit the environment? No music in store
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Lot of space
Does the store have a distinctive smell? No
Where is the cash register located? End of store
How visible is the store security? Yes security gates, products are fixed to counters
How long do you want to stay in this store?
20 min
Does the environment influence the perceived value of the merchandise? yes
Personnel:
How long does it take before a sales person initiates contact? Very fast
Does the salesperson have a script to follow with each customer? Yes
Does the salesperson treat different customers differently?
No
What is the ratio of salespeople to customers? 1:10
What age and gender are the employees? Women 20-25
Are the salespeople using the store products? No
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Near the entrance
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? None
How are the products arranged? By function? By price? By color?
Function (product line/type)
Are there free samples or demonstrations? No
What products are at eye level?
Most expensive ones
What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass
Where are the most and least expensive products located? Lower shelf
Are the prices of the products easy to find? Medium
Are there impulse items near the cash register? No
Customers:
Are most customers alone or with someone else? What is the relationship? Yung people
What is the average age and gender of the customers?
25-30
When a customer enters the store, do they tend to walk in the same path or direction? - No
How long do customers stay in the store, on average? 10-20min
Do customer touch the products? Is this encouraged? Yes, but not all and yes
Do most customers appear to be on a mission or are they browsing? Browsing
What percent of customers purchase products in the store? 1 from 50
Other Observations: