IN THE STOREAttention. Paying attention… How does it work?

FIRST OBSERVATION (10 STORES) The door was opened everywhere - it

really draws in! (But the next day when it started to snowing the situation changed)

THE DOOR IS OPENED, BUT THERE IS NO LETTERING BECAUSE OF А BIG PRICE NEEDED FOR IT. (IN UKRAINE THE TAXES ARE VERY HIGH AND IT HINDERS THE DEVELOPMENT OF BOTH BUSINESS AND OTHER SPHERES OF LIFE.IT MUST BE CHANGED!!!)

OBSERVATION OUTSIGHT The showcases are attractive - they make me enter

The sales and demonstrations outsides could draw us in more, it would be a good opportunity for both – store and customers!

THE STORES ARE COMFORTABLE IF NOBODY FOLLOWS ME ALL THE TIME

The sign letterings are: funny, big (candies-shop), strict, good size (footwear), graffiti, big but only insight (stationery), “invisible”, big but in a corner (Appliances and Electronics), tender, call to come in (home things) - all the letterings tell us so much

What does it tell: • shop’s letterings can be for men or women in its base, some are for

both,• it can be for children or for the family; • some can insure,• some can tell about sparse, special products in it. • the lettering tell us - is the store expensive or cheap, is it for everyone

or just for special people.• it depends also of the sense of the word used as a name of the store,

it tell us something. • We should know good what do we want to express with the lettering

and how before making something. It should be minimal sign with maxim comprehention.

A GIRL LIKE THIS COULD BE A GOOD ADVERTISING FOR THIS CANDY SHOP, AT FIRST I SAW HER, AFTER I SAW CANDIES

LETTERING IS INSIGHT(STRANGE BUT THERE IS SOMETHING IN IT)

ENVIRONMENT

Scheme – small labyrinths to make a customer walk around

Walls – black, white, ocre, green - neutral Floor – always clear, usualy ocre or grey

– doesn’t attractes attention Ceiling – from 3 to 5 m, I had good

feelings there Light – in averege is bright, but in a

small shop it was dim (we can make accent with it specially on we want)

I SAW THIS LAMPS FOR THE FIRST TIME THERE – THEY WORK FOR PRODUCTS BUT ARE “INVISIBLE”

ENVIRONMENT Noise – music (radio), everywhere was good live

noise,it would be strange without it, even sad, but only radio it’s not enough, the music works on the unconscius level, so it can attract very much, but it should be good music, ir this way the quality of the store grows up.

Temperature – warm, only in a shop with food was to cold

Smell – the best one was in a perfum store, somewhere it was not at all, somewhere fish... It tells us about speciality of the store, it should be, but not terrible .

Security – in 7 from 10 shops, but it did not embarrass. It should be “invisible”.

Cash register – near the exit always – at the and of the labyrinth.

PERSONAL (SALES PERSON)

It takes 1-3 min before a SP initiates contact Yes, in general SP follows each customer – it should

not be evident, but it’s usually is. 50% of SP treat different each customer 80% of SP are women – it should be at least 60% The SP are in average young, 20-30 years old – I

think that they don’t have enough experience everywhere

67% of SP usually wear a uniform with store image – it is important to see who is the SP

Yes, the SP are using the store products –so I trust in this products

PRODUCTS

Store The first product I noticed

Candies - shop A big colored candy

Stationery Files behind the sales person

Shop for an artist Easels

Appliances and Electronics Security

Footwear Cool shoes which I’d like to buy

Second-hand Terrible smell and a heap of clothes

Cosmetics Lipstick

Big supermarket Shoes sale

Clothes

Drugstore

Security

Shampoo

A BIG BREAD FOR A BIG MAN

IS THERE…?

Central display table – yes, in 10 observed stores “for sale” – in 8 The products are arranged: 9 by functions 1 by colors Free samples were in 6 stores of 10 The product in eye level have the highest price

and reflex the store’s main idea The small products, details are in least

accessible locations The prices of products are in average easy to find Impulse items near the cash – yes, in each store

IF THERE ARE SUCH THINGS IN A SUCH STRANGE PLACES – IT IS AN INTERESTING STORE FOR OBSERVATION, DREAMS AN SMILES

CUSTOMERS

Are more customers alone or with someone?

With someone – 65%With friends – 35%With family – 30%

Average age and gender 33 years old60% - women

The same direction of walking in the store?

Yes

How long do customers stay in a store?

2 – 7 min

Do they touch the products? Yes, it encouraged

Mission or browsing? Mission – 56%Browsing – 44%

What % of customers purchase products?

Depends on the store, but in average it’s 55%

AN OLD CALCULATOR. IT IS A LONG TIME THAT IT IS NOT USED A LOT, BUT EVERY TIME I SEE IT, I’M IMPRESSED!

AT THE CASH REGISTER (ALL THE SIPLE THINGS SHOULD BE NOTICED, IT IS A REAL POTENCIAL FOR WORK, CREATION, GAME, THINKING)

AT THE CASH REGISTER OF A BIG MARKET NOT ONLY FOOD BUT CHILDREN WERE AS PRODUCTS, THREE DADDIES CAME WITH BASKETS AND IN EACH WAS A CHILD: SMALL, BIGGER, BIGGER… (IT WAS A REAL PERFORMANCE ART WHERE IN THE ROLE OF THE AUTHOR IS LIFE)

AT THE END Footwear is presented with tights, socks, gloves and this is logic,

but I saw all that there for the first time! - Don’t stop in one thing, we have so many opportunities to realize something new, to create attractive & impressive of the simple!

A woman lives only of making copies on her own Xerox in a stationary. She told an amazing story, but she works in this shop 20 years and she likes it, even it is not always easy.

SP Girls followed each my step because I noted something after watching the prices. I did not have to catch it, they are young and with fear, they should be certain, they are hosts there!

Guys, lovely guys in Appliances and Electronics store. In a clothes shop were black sunglasses on black mannequins – a

casual person can’t see it, but they sell this glasses! Row with turned on TVs and the places near tables where people

are taking credits make me feel bad, I felt like a zombie. Such things should bring happiness, not fear and sadness.

I enjoyed this work, it was interesting analysis for me. Thanks for going to the end