observation journey
TRANSCRIPT
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Observation JourneyAdrián Catalán (@ykro)
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looking for an insight
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Bookstore
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quiet atmosphere, wood floor and furniture (felt like home) and season decoration
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employees uniform(gray vest) seem strange and felt out of place
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most of the customers were accompanied and in the age range of 30+
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they have security cameras I’ve never noticed before
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even when they have a kids section no kid came while I was there
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there’s a coffeshop in the store, the smell of fresh coffe invite you to stay and read a
book
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Electronics
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very clean and shiny, space and layout make you feel like you were in an open place
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hostesses and salesmen chased me everytime I were close to a product
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some of the brands were at the spotlight and the others were in places difficult to reach
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some small expensive items (ipod nano, headphones, etc) where behind a glass
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items of the same category (tv, refrigerator, stove, etc) have the price only if they are the cheapest (for
expensive items you have to ask the price)
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Decoration & antiques
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brightly place, layout properly distributed(products are easy to find)
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weird smell (because some antiques and essences they have for sale I presume)
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toys were located at lower height and expensive antiques at higher shelves
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they have some bestselling books at the front but most of them were at the back and
in shelves(no central display)
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Shoes
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the salesmen were kind and friendly and seem interested in helping
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the environment was awful, they didn’t have AC, aisles were small and the smell was odd
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even that they only had 2 sales representatives and were several customers at the time, they approached me(and
everyone else) like every minute :S
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small sizes of men shoes were at the very back of the store
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impulse items near register were all for women
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Clothes
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big shopwindow, brightly store and big open door
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music was loud, store products seem really expensive (but they were normally priced)
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they have 2 visible security persons, one at the front and one at the back (both women)
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sales representatives don't have a uniform but you can easily spot them (don’t ask how)
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floor had a pattern different for each side of the store (men/women)
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clothes were at eye level, high and low shelves had shoes
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Dollar store
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brightly place
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loud music (from the mall and another track from the store, both reggaetón :S)
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toys were located at lower height and expensive antiques at higher shelves
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Make your store tell a story to the customers through the products
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With insights we can change and improve the experience
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Setup the layout to take maximun advantage of the space available (don’t over fill)
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Use smells, sounds and colors in your benefit (even if you can’t control them)
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Don’t sell a product, build a experience for the customers
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Observation JourneyAdrián Catalán (@ykro)
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http://www.flickr.com/photos/43419254@N06/4438362606/
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http://www.oaklandmall.com.gt/startpage/sites/default/files/max.jpg
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http://www.demuseo.com/wp-content/uploads/2010/02/dmo.jpg
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