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