Jashanmal Dubai Mall

Store VisitThursday 30 October 2014

Kindly note that the store visit was done on :-General Standards of Showroom (Cleanliness,

Environment, Music)Staff (Number on duty, Appearance )Merchandising (Clean, Well displayed, All

priced)Signage (Price signs, Promotions, Events,

General information)Overall observation

General ObservationWindow Display

Window display sideObservation

Overall a good display, however only one item is focused on and it’s the Multi Fry.

Pictures hanging from the top are not positioned symmetric correctly and are not hanged straight but rather randomly.

Suggestions With this window display more attention to

detail is required to showcase the features of the product on display . For example, having the basket on the side of the fryer.

Additional , posters hanging should be more symmetric, maybe the three posters at the back can all the hanged at the same level and then the fourth one can be hanged lower in the centre.

Most of all , the posters should be straight. Very important to have a window display checked after its completion to make sure its to the standards that you want to reflect. This way, there will be easy visual connection between the product on display and the props being used.

Window Display centre Observation

Overall a very nice balanced window display. The theme coloring goes very well with the

promotional signage. However I did notice that some items were

tagged ( priced ) and others not.

Suggestions With a window display its very important to

follow one standard through out the display and as it would be very difficult to present all items with a price tag showing, best is to have all price tags removed from items where it cant be hidden.

Some areas within the window display look very minimalistic, almost like some items were sold from the display or maybe just removed and not replaced.

Have the correct amount of items selected for the display and check daily to make sure if your window display is still at the standard you want to present in the display.

General ObservationStore Entrance

Store Entrance ViewObservation

I reached the showroom at 10:15am and noticed that the manager was still busy with his early morning meeting (Briefing I supposed)

At a glance the showroom looked very neat, tidy and presentable.

No sale staff to attend customers or even to greet as every one was in the meeting.

Suggestions Opening supervisor/manager to have the

showroom attended to at 10am, here 15min into trading and staff still in a meeting. A big NO NO ( not acceptable )

Best would be to have the opening staff report at an earlier time to have the meeting finished by opening. Ideally opening staff should report at 8am to have time to check their area of responsibility, do replenishing and have time for the briefing ( EMM ) early morning meeting prior store opening.

Staff should be ready to assist customers at 9:45 am when doors open, already done with their meeting and replenishing.

Back of window display at entrance Observations

Air freshener machine very openly displayed Back of window display not attractive to customer Piano standing so far away of the window display and

all the wires knotted up behind it Back of window display paint can visible Piano at back of window display Napkin in ring on shop floor right in front of the

showroom Suggestions

Air freshener machine to be installed properly and should be best to have it more in the centre of the showroom and a bit higher up for the fragrance to circulate well in the showroom.

Back of the window display can be better used. This is indeed a missed opportunity where either the window display could have been created to have a back to back concept, where the items displayed are also visually attractive to customers from the inside of the showroom, now its only the back of the actual display that’s noticeable. A big old paint can supposed to be covered in the green material is standing out like a sore thumb. Another option for this area could be to have actual display units added where the customers can shop from.

Product on the floor for no reason, this is an example that no one did any checking prior to store opening.

Whoever has opened the showroom must have step on it to get to the door to open it, but could not spare one second to pick it up.

Additional Notes At 10:30am one staff member has excused herself from the meeting

and come to the front of the showroom to greet me. That’s after being in store for about 10 min.

While in store a male customer walked in and looked at a handbag, picked it up, but no staff member was around to assist the customer and walked out as all staff was still at the meeting.

Store Manager left the showroom after the meeting at 10:40am. This could have been easily a sale had the customer been attended to.

Behind the piano all wires are tangled together and can easily cause a fire hazard. Wires should be tied neatly and no need to have a big gap between the piano and back of window display.

General ObservationLuggage Area

Luggage Front AreaObservation

The display units in the front has a grey almost table-like area that is kept open.

The wallets and purse area not arranged well

Suggestions I do realize that the table-like area is

kept open maybe for the staff to show customers a luggage or to keep a clean eye level throughout the front of the store, however it’s a missed opportunity as a open case can be displayed on this area for customers to have a visual of the case without asking staff to have it opened. The selection should be done correctly, and display only one with added features that will attract customers.

And then again no housekeeping was done. All staff still in meeting.

Luggage Continue

Observation Many areas within the luggage area

had empty spaces. I asked about the Blue medium size

case and was informed it is available (but not on display) by the staff member whose name badge was not visible as it was pinned on his tie very low down.

Suggestions If stock is available surely it should be

on display. Its not an small item and should be very much noticed when sold and have it replenished.

All areas should be replenished prior store opening.

Staff Name badges should be all worn in a uniform manner that’s easy for customer to read and to notice.

Luggage ContinueObservation

Yet another example of no replenishing done prior to store opening.

Suggestions This is a unit that can easily be

used behind the open window display areas as it is not to high so wont be noticeable from the front of the window. Yet it would fill the space availed.

Luggage continueObservation

These two units are in the luggage area in customer view.

I can only suppose it’s a staff work station. On top of them are items displayed ( small

wallets and items that appear to be luggage accessories).

Suggestions If these units are required to stay on the

shop floor they could have been turned with the files and staff goodies facing the fire exit.

Ideally files should be at the back and not on the shop floor and having these units blocking a fire exit is also not advisable.

The items displayed on the top can easily be integrated into other areas where stock is minimal like the unit in the previous slide.

Staff areas should be kept clean and neat when noticeable on the shop floor.

Additional Notes Units in luggage area not filled ( picture ) Mr Mark had no name badge and said he is only in training ( even

if only a trainee, surely he has been employed and could had a name badge).

No replenishing was done as many areas in the luggage area was not filled correctly

Wallet and purse area all in a mess ( picture )

General ObservationCrockery & Glass Ware

Crystal wallObservation

Noticed that some of the crystal collections has a collection name displayed with the collection and many don’t have collection name.

Also observed that the signage is uniformed positioned in the area.

Many of the shelves look a bit empty and not really very inviting.

Suggestions When the display is done, to have a full

collecting on display as I have noticed that some collections has signage saying a set of 6, yet only two on display.

Might be also a good idea to have more collection on displayed as it is very empty.

With the collection name signage, best to have all displayed uniformly .

Crockery ContinueObservation

Crockery displayed with out any dinner plates. Stacking of plates seems to be incorrect with a

deep plate, side plate, saucer and small bowl. The positioning of the display let the unit look

empty and not well maintained. Staff Notes or product information on the top

of this display unit.

Suggestions I am sure there is dinner plates available

within this collection, it might just be a case where no replenishing was done.

Staff notes or product information can easily be kept on a lower shelve of the same unit, but this file was laying there since the previous day as all staff was still in there meeting when I took this picture.

Surely closing staff have to check the showroom before leaving in the evening.

It seems it’s a case of closing staff leaving it for opening staff and opening staff not checking.

Crockery ContinueObservation

5 trays displayed on the wall. Cups in a bowl Tee trolley with Treys Napkin over cutlery

Suggestions When trays are displayed on a wall as it is,

best is to have stock available nearby for easy customers access. Honestly it look like it was used just to fill the space and don’t do anything.

Cups in a bowl. When extra cups are available best is to have the bowl removed and have four cups displayed on the four matching saucers as they would make more sense than to dumped them in a large bowl.

Tea trolleys would appear more functional if it is actually dressed correctly. Displayed with a tea set.

Attention to detail is very important, sure the napkin should be displayed either rolled in the center of the plate stacking or underneath the cutleries on the left.

Additional Notes Ms Iryna assisted me in the crockery area in the front of the showroom. She seemed

very eager to help, however when I asked her about the crystals how will I know its not only glass she pointed out to me that it is said so and show me a sticker on the item that said 24% led crystal. She could have been more effective by pointing out the differences between glass and crystals and highlight the features of the product on display.

In crystal wall I noticed that some collections were clearly identified by a signage with the collection name and some were not. ( Surely all has collections names ) ( picture )

I did asked Ms Iryna and she said they have names also, but they don’t have the signage ( so it would be much nicer to see a uniformity where either no signage is displayed or its displayed correctly. ) ( Picture ).

Stacking of plates seems incorrect as its evident that no dinner plate is available ( if collections is incomplete, maybe best it to have the whole collection pulled out or have the collection centralized in one location only).

The old country rose collection give a feeling that it’s not selling well and is over displayed in the showroom in comparison of other collection

General ObservationCutleries & Kitchen Area

Cutleries setsObservation

Cutlery sets are displayed, in the display units, however it appears to not be opened properly and customers cant really see the complete set.

Sets are displayed, but its not making use of the allowed space allocated to the set as there is only 4 sets displayed down and look very empty

Suggestions In this case where the sets are

displayed on the unit, make only use of the top to have it displayed open as the customer will be able to view the complete set and have the bottom two shelve used for either stock of the same item or even display a different item.

Kitchen AreaObservation

Side wall in kitchen area not used to full potential and it seems like all end of range.

Kitchen utensils will just get scratch in those baskets.

Suggestions The side wall can be merchandised to

show a collection either of the cupcake theme or something else where it is displayed as a collection.

With the baskets I have noticed that many of those items can be hanged and with a little space management and arrangement, it can all be added to the wall to prevent damages and those items that cant be hanged can be neatly arranged per style one per basket.

Additional Notes Cutleries are not cleaned and has finger prints all over ( Picture ) Overall kitchen looks good, the kitchen top can be used better as a proper kitchen as

I am sure that its only a display unit, yet not much is on display. I also noticed that many of the kitchen appliances had no information signage,

however some had ( uniformity again ). If info is not available surely a similar signage can be printed with whatever the product is.

Many units in the kitchen appliances area seemed very bare on the top shelve and the bottom two shelves if very full, however, they are not the same product. ( some items are displayed with their boxes, whereas other items have no boxes ) uniformity

Cutleries is split into two areas with gifting between them. Customers would appreciate the complete collection displayed together in one area. If they have to be merchandise separately due to branding, have it split with crockery and not with gifting as it is more commercially more advisable to have crockery with cutleries.

General ObservationBedding Area

Bedding AreaObservation

Bedding area seemed to be the most neglected in the showroom.

It seemed to be very low in stock and even the stock available were not presented nicely.

All itemed look like end of range.

Suggestions Stock levels to be checked and

additional stock to be ordered for showroom display

The folding of towels can be folded in a different way so it will have smaller open spaces in between each pile. It would look fuller and more inviting.

Customers enjoy a fully stocked area to shop in.

Aside from the overall emptiness, it was not even kept neat and tidy.

Overall Additional NotesStore visit at 10:15am Thursday 30 October 2014Showrooms seems a bit messy but not too badStore manager out of showroom from 10:45 till 11:15No music and showroom is very coldWith the crockery and luggage you get a feel of some unity

as it’s displayed almost throughout the showroom, however the cutlery’ is split in to two sections, with a section next to the old country rose collection and then another brand next to the bedding area. (Best is to have all cutlery displayed in one area.) It will be visually more customer friendly.

Having decorative displayed with cutlery, some cutlery is not even noticeable in the display unites ( Picture ) with lots of open spaces ( Picture )

Closing With this presentation I have

highlighted a few points in my observation.

With some information not available ( like sales, stock level availability, and stock turn ), its merely a visual aspect approached.

----------------------------------- I would like to thank you for the

opportunity to present this store visit presentation to be considered for the position applied for.

Thanks & Regards