OBSERVATION LAB -DEVYANI SHUKLA

CREATIVITY

Before I entered the store:DOOR WAS WIDE AJAR!!

THE BRIGHT COLOURS INSIDE MADE ME FEEL WARM AND WELCOME

EnvironmentTHE PLACE WAS FULL OF VIBRANT COLOUS AND BRIGHT LIGHT, EMITTED POSITIVITY

THE INTERIORS WERE SIMPLE.

LIGHTS AND DECORATIONS BROUGHT IN THE FESTIVE MOOD, (DIWALI, A MAJOR FESTIVAL IN INDIA, IS CLOSE)!!

TRENDY MUSIC IN THE BACKGROUND, MAKES ONE FEEL RELAXED AND HAPPY

BRIGHT COLLECTION FOR THE FESTIVE SEASON- VERY ATTRACTIVE

SPACIOUS STORE, HENCE NO BANGING INTO EACH OTHER!

CASH COUNTER IS IN THE CENTRE OF THE STORE, VERY CONVENIENT. SECURITY AT THE ENTRANCE FOR ROUTINE CHECKING

Personnel

SALESPEOPLE DO NOT INTERRUPT UNLESS ASKED, I FIND THIS A VERY HOMELY ATTITUDE

THEY ARE MOSTLY YOUNG AND HAVE A GREEN AND WHITE UNIFORM. THEY MATCH THE TRENDY SETTING OF THE STORE.

THEY ARE HELPFUL AND POLITE TO ALL THE QUERIES.

Products ON ENTERING THE FIRST SECTION IS THE ETHNIC ONE ON ONE

SIDE, TRENDY ONES ON THE LEFT.(FOR WOMEN)

CHILDREN CLOTHES ARE IN THE CENTRE AND MEN COLLECTION AT THE BACK. THIS IS INSIGHTFUL IN THE SENSE THAT 90% OF CUSTOMERS ARE FEMALE ADULTS, SO STRATEGIES TO ATTRACT THEM HAVE BEEN EMPLOYED.

THE PRICES OF CLOTHES ARE ATTRACTIVE AND WELL PRICED FOR THE TRENDY ONES,

A LITTLE EXPENSIVE FOR ETHNIC COLLECTION.

“SALE SCHEMES” ARE THE FORTE OF THE STORE, SUBJECT TO CHANGE WITH NEW SEASON.

Customers

AFOREMENTIONED, THE CUSTOMERS ARE USUALLY LADIES.

MOST GO TOWARDS THE TRENDY SECTION.

THEY CAN TOUCH, TRY ON, LOOK AT ALL CLOTHES FOR AS LONG AS THEY WANT

WOMEN SPEND A LONG TIME BROWSING THROUGH CLOTHES AND CHOOSING THEIR PICK.

A HIGH PERCENTAGE ENDS UP BUYING SOMETHING OR THE OTHER.

Other ObservationsONE CAN SPEND HOURS IN THERE.

THEY HAVE GOOD CUSTOMER RELATION TACTICS VIA UPDATING THROUGH SMS, WISHING ON IMPORTANT DATES, ETC.

HIDDEN OPPORTUNITY- THEY CAN IMPROVE UPON THE MEN SECTION BY PROMOTION, BETTER MERCHANDISE AND DISCOUNTS

ENTRANCE:

THE DOOR IS OPENED BY A GUARD

THE STORE EXUDES A ROYAL AND EXPENSIVE PERCEPTION.

THE FONT TOO LOOKS ARTISTIC AND CLASSY!

Environment

SPARSE LOOK NEATLY ARRANGED JEWELLERY

FORMIDABLE APPEARANCE, NO MUSIC

SIMPLE INTERIORS

SENSED A STRICT ORDER

MADE ME RUN AWAY!!

PersonnelEMPLOYEES STAND TO GREET AS SOON AS ONE ENTERS THE PLACE AND ASK FOR THE CUSTOMER’S REQUIREMENTS

THOUGH EMPLOYEES ARE YOUNG AND PRETTY, THEY HAVE A FORMAL UNIFORM

I GUESS, THE RICH AND ELDERLY MIGHT ENJOY THIS PRACTICE, DEFINITELY NOT A PLACE FOR YOUNGSTERS

Products LINES OF JEWELLERY ARE

ARRANGED ON EITHER SIDE WHICH U CAN SEE ON ASKING.

LATEST DESIGNS, MOSTLY DIAMOND COLLECTION.

Customers

CUSTOMERS ARE AGAIN USUALLY LADIES OF AN AVERAGE AGE OF BETWEEN 30-50.

THEY USUALLY COME ALONE, WITH SPOUSE, WITH CHILD OR FRIEND/SISTER.

THEY DEEPLY EXAMINE THE PRODUCT AND HAVE LONG DISCUSSIONS WITH EMPLOYEES.

PEOPLE ONLY VISIT IF THEY ARE ACTUALLY LOOKING FOR SOMETHING. USUALLY THERE IS NO RANDOM BROWSING, HENCE NO RUSH, FEW CUSTOMERS.

Other Observations

FOR THE OCCASION OF “KARVA CHAUTH”, ANOTHER INDIAN FESTIVAL, THEY HAD MADE ARRANGEMENTS FOR APPLYING MEHENDI.

HIDDEN OPPORTUNITIES LIE IN HEAVY ADVERTISEMENT DURING FESTIVALS AND GIVING A MORE FRIENDLY EMVIRONMENT, SO THAT CUSTOMER DOESN’T MIND PAYING.

ON ENTERING

THE STORE LOOKS INVITING DOOR OPENED BY A GUARD SENSE OF TRENDY INTERIOR FEATURES THE FONT SIZE IS BIG AND LOUD.

Environment THE PLACE IS FULL OF

COLOURS AND VARIETY

IT IS WARM AND REFRESHING

GOOD MUSIC IN THE BACKGROUND

IT MAKES ONE FEEL COMFORTABLE

Personnel PERSONNEL CONSISTS OF MOSTLY MEN IN

THEIR LATE 20S AND 30S.

THEY ARE ASSIGNED AN AREA AND COME TO TALK ONLY WHEN ASKED, OTHERWISE THEY JUST STAND CLOSE TO CUSTOMERS TO HEAR IF THEY ARE NEEDED.

THEY HAVE A UNIFORM AND CAP.

THERE ARE ALSO SENIOR EMPLOYEES WHO HELP TO DETERMINE FINAL PURCHASING.

Products IMMEDIATELY AS ONE ENTERS, THERE IS A DISPLAY OF

SMALL DECORATIVE ITEMS ON PARALLEL SHELVES. THE BOUNDARY CONSISTS OF ROOM REPLICAS.

THERE IS FURNITURE IN THE MIDDLE AND BATHROOM ACCESSORIES AT THE BACK, AND LOADS OF OTHER STUFF.

Customers

MOST CUSTOMERS ARE COUPLES OR ELDERS SEEKING HOME FURNISHING ITEMS

THE AMBIENCE OF THE PLACE IS CLASSY AND COMFORTABLE WHERE CUSTOMERS CAN EXAMINE THE ITEMS AT LENGTH, BUT UNDER SUPERVISION.

THEY STAY FOR A LONG TIME, BUT VERY FEW END UP PURCHASING SOMETHING IN THE

FIRST GO.

BEFORE ENTERING: THE STORE IS WIDE OPEN AND WELCOMING

IT IS AN ELECTRONIC STORE HAVING ALL THE GADGETS AND HOME APPLIANCES

FOR ALL THE CUSTOMERS WHO NEED TO BUY THEM AT REASONABLE PRICES, THE STORE LOOKS ALLURING ENOUGH!

THE NAME, FONT SIZE AND COLOUR SCHEME EASILY DISPLAY WHAT THE STORE CONTAINS

Environment THE STORE IS BRIGHTLY LIT, FULL OF ELECTRONIC

STUFF – ALMOST EVERYTHING BASIC ONE CAN THINK OF

IT HAS CIRCULAR AS WELL AS PARALLEL PANELS DISPLAYING THE PRODUCTS. EASY TO FIND THINGS

THERE IS LOUD MUSIC, CONSISTENT WITH THE STORE IMAGE

THE CEILING AND FLOOR ARE LIGHT COLOURED, CONTRASING THE MERCHANDISE

THE OVERALL FEELING IS POSITIVE, THOUGH I FELT HAVING SOME COMPANY WOULD BE BETTER!!

Personnel THE SALESPEOPLE ARE ALL MEN IN THEIR 30S OR

SO.

THEY ARE READY FOR ASSISTANCE, AND COME TO ASK IF A CUSTOMER NEEDS HELP AS SOON AS ONE TOUCHES THE MERCHANDISE OR EVEN SIMPLY STARES AT IT FOR A LONG TIME

THEY NARRATE THE DETAILS OF PRODUCTS TO WHOEVER ASKS FOR THEM AND TREAT EVERY CUSTOMER IN SIMILAR WAYS

THEY HAVE A SIMPLE BLACK AND WHITE UNIFORM, MAKES IT HARD TO IDENTIFY THEM

Products FIRST PRODUCTS ONE WILL

FIND ARE- MOBILE PHONES AND CAMERAS!!

LESSER PRICE COMMODITIES ARE IN THE FRONT AREA, MEDIUM ONES ARE BEHIND AND THE MOST EXPENSIVE ONES ARE THE FARTHEST.

THEY ARE ARRANGED AS DISPLAY ITEMS FOR THE CUSTOMERS

HEAVY SALE HAS BEEN OFFERED ON MOST, WITH BIG FONT!!

Customers

CUSTOMERS OF ALL AGES AND BOTH GENDERS MAKE A VISIT

THEY MAKE QUERIES ABOUT THE PRODUCTS OF INTEREST AND STAY FOR A REASONABLE TIME

THEY WERE EXCEPTIONALLY HIGH NUMBER OF CUSTOMERS MAYBE DUE TO THE SALE OR PRETTY PRICES

TOUCHING IS ONLY ENCOURAGED FOR MOBILES, LAPTOPS AND CAMERAS.

Other Observations THERE WERE AMAZING REMOTE GAMES FOR CHILDREN

FOR FREE, HENCE EVEN CHILDREN LIKED TO VISIT THE PLACE.

Before I enter the store: THE STORE LOOKS ATTRACTIVE ONLY FOR

CHEAP EVERYDAY PRODUCTS OR GIFTS

THE NAME IMMENSELY HELPS IN CONVEYING THAT-

IT MEANS ONE CAN BUY ANYTHING WITHIN 100 RUPEES( A MEAGRE AMOUNT)

THE STORE IS SMALL AND DOOR IS OPEN

ONE EASILY FEELS LIKE EXPLORING THE GOODIES!!

Environment THE PLACE IS QUITE SMALL AND CROWDED

WITH HARDLY MUCH SPACE TO WALK.

THE STORE PEOPLE MUST CONSIDER EXPANSION OF THE STORE TO PREVENT CLUTTER

MAKES ME WANT TO RUN AWAY!!

Personnel THERE ARE JUST TWO SALESMEN, NOT MUCH SPACE

TO ACCOMMODATE MORE

THEY ATTEND ONLY IF A CUSTOMER CALLS THEM.

•THEY HAVE A BRIGHT YELLOW UNIFORM, MAKES IT EASY TO IDENTIFY THEM

Products SINCE IT IS A SMALL

OUTLET, PRODUCTS ARE DISPLAYED EVERYWHERE AND ARE A BIT RANDOM!!

REQUIRES PEOPLE TO CHECK OUT THE WHOLE PLACE

MOSTLY HAS CHEAP HOME STUFF LIKE KITCHEN EQIPMENTS, SWEETS, TOYS, ETC.

Customers

CUSTOMERS ARE MOSTLY GIRLS, THOUGH MEN, WOMEN AND CHILDREN VISIT THE STORE TOO

THEY CAN TOUCH, EXAMINE THE PRODUCT FOR AS LONG AS THEY WANT

CUSTOMERS SPEND CONSIDERABLE TIME OWING TO THE TEMPTING OFFERS AND END UP BUYING SOMETHING OR THE OTHER

MOSTLY, THE FOLLOW THE ROUTE STAIGHT DOWN TO THE END, AND TO THE FRONT AGAIN

BEFORE ONE ENTERS: THE DOOR IS CLOSED, BUT STILL LOOKS

WELCOMING WITH A PULL SIGN.

IT IS AN EVERYDAY SHOE STORE WITH REASONABLY PRICED SHOES.

THE BRAND NAME HELPS THE CUSTOMER TO DECIDE IF THE WANT TO GO IN OR NOT

Environment

THE PLACE IS SPARSE AND MINIMAL IN ITS DISPLAY

EASY TO LOOK AROUND

NOT VERY LIVELY, DEFINITELY FEELS UNCOMFORTABLE DURING BROWSING

CUSTOMERS DO NOT SPEND A LONG TIME

Personnel PERSONNEL HELP A PERSON TO TRY ON SHOES,

KEEP WATCHING IF ANYONE NEEDS ASSISTANCE

THEY ARE MEN WITH RED UNIFORM

Products PRODUCTS ARE

ARRANGED AT THE WALLS

DIVIDED INTO DIFFERENT SECTIONS

HAVE AN ARRAY OF CHOICES FOR MEN, WOMEN AND KIDS

Customers CUSTOMERS OF ALL AGE GROUPS VISIT THE STORE

THEY DO MAKE A PURCHASE, MOSTLY ON MISSION

TOUCHING IS NOT ENCOURAGED, SALESPEOPLE TAKE OVER IF THEY OBSERVE SUCH A CASE

THEY OBSERVE AROUND THE PLACE AND LEAVE SHORTLY

CONCLUSIONS THE AMBIENCE AND ENVIRONMENT DEEPLY

IMPACT THE CUSTOMERS WILL TO MAKE A PURCHASE

ATTRACTIVE OFFERS ARE A CARROTSTICK FOR MANY

DECORATIONS, MUSIC AND AN INFORMAL AIR GREATLY ENHANCE NUMBER OF VISITORS

IT WAS A GREAT LEARNING EXPERIENCE FOR ME. I ENJOYED A LOT, TO SEE THINGS I’D NEVER NOTICED BEFORE!!!

GOOD DAY!!!!