observation
Post on 11-Jun-2015
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Store 1
Store 1 (continued)
Store 1 (continued)
Store # 2
Latest promotion
is on display at
the front of the store to attract customers
Store # 2 (continued)
Expensive tiles giving the store
above average
look
Store # 2 (continued)
Some sofas are placed in the middle of the store so that
customers can sit when they are tired from
browsing
Store # 2 (continued)
Clothes are arranged by color ; items
on promotion are on display on the table; everything is near eye level
Store # 3
Merchandise are arranged
by usage; coats are
placed at a least
accessible location
Store # 3 (continued)
Impulse items near cash register
Store # 4
Dark interior makes it
difficult to see merchandise
Store 4 (continued)
Pictures on the wall look nice but give away feeling that I have
entered someone
else’s house
Observation Lab Store 1 Store 2 Store 3 Store 4Before you enter the store: Does the store draw you in? If so, how? no yes no noIs the door open or closed? closed open yes openHow big is the sign lettering and in what font? not too large medium small small
What does it tell you about the store? n/a n/a n/a n/aEnvironment:
What is the color scheme of the store? How does this affect you?both neutral and dark
neutral and subtle multi color black and white
What type of floor does the store have? How does this effect the environment? tiles
very expensive tiles
tiles but wok is in progress black tiles
How high is the ceiling? How does this feel?medium height 12 ft
high ; not personable not high
How brightly lit is the store? How does this affect you? brightly lit easy on eyes bright dark; do not want to enter
How loud is the environment? very loud not loud not loud not loudWhat is causing the noise? n/a n/a n/a n/aIs there music playing? If so, does it fit the environment? yes yes, yes yes; yes yes; yes
Is the store warm or cold? warm comfortable comfortable comfortableIs the store crowed with merchandise or is it sparse? crowed sparse sparse crowedDoes the store have a distinctive smell? no no no no
Where is the cash register located? at the back at the backnear entrance at the back
How visible is the store security? none none none none How long do you want to stay in this store? 10 min 30 min 15 min 5 min
Does the environment influence the perceived value of the merchandise? yes yes no yes
Personnel: store 1 store 2 store 3 Store 4
How long does it take before a sales person initiates contact? none immediately n/a immediately
Does the salesperson have a script to follow with each customer? no no n/a no
Does the salesperson treat different customers differently? no no n/a no
What is the ratio of salespeople to customers? 1 to 8 1 to 15 1 to 15 1 to 3What age and gender are the employees? 18-22 22-35 20-25 18-20
Are the salespeople using the store products? no no no no
Do the salespeople have a uniform? no no no no
Do the salespeople match the stores image? yes yes yes yes
Products:
What is the first product that you notice? skirt ot dress dress coat coat
Is there a central display table with featured products?
central display table with no featured product yes no no
Where are items that are “for sale” located in the store? at the back at the back back back
How are the products arranged? By function? By price? By color? by function by color function by function
Are there free samples or demonstrations? no no no no
What products are at eye level?dress, skirt and jewellery everyting
tops, sweaters, pants T shirts, coats
What items in the store are in the least accessible locations? N/A nothing coat denim
Where are the most and least expensive products located? randomexpensive at front at the back n/a
Are the prices of the products easy to find? No yes yes yes
Are there impulse items near the cash register? yes yes yes no
Customers:
Are most customers alone or with someone else? What is the relationship?Alone and with someone
alone or with friends
with someone with someone
What is the average age and gender of the customers? 18-2227 -32,both male and female 24-40 15-20
When a customer enters the store, do they tend to walk in the same path or direction? - yes no yes yes
How long do customers stay in the store, on average? half an hour 20-30 min 30 min 15-20 min
Do customer touch the products? Is this encouraged? yes yes yes yes
Do most customers appear to be on a mission or are they browsing? in a mission browsing browsing mission
What percent of customers purchase products in the store? 35% 35% 20% 20%
Other Observations
4 sofas in the middle of the store for customers
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