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ONLINE SHOP: DESIGNDARLING.COM

I wanted to take this experiment one step further and see how our reactions change when dealing with an online shop compared to a

traditional shop. Obviously, some reactions can’t be gauged, such as “Before Entering” and “Personnel”, unless I were to go through with

purchasing a product from the site.

ONLINE STORE: ENVIRONMENT

• Homepage offers a clean design.

• Colors are modern, chic and inviting.

• A few select products are featured on the homepage.

• Navigation is clear and intuitive.

• Additional ways to follow store news via social media offered.

• Sale items are flag.

• Option to search by price or category.

• Personally, I could spend a lot of time browsing because the products are reasonably-priced, and of my interest.

ONLINE STORE: PRODUCTS

• The first product(s) I notice are those featured on the homepage.

• “For Sale” items are located under the “Sale” tab

• Products are arranged by category: “Accessories”, “Desktop”, “Tabletop”, etc.

• Most expensive products are scattered throughout the site.

• Prices of all products are clearly marked.

• No impulse items at check-out.

TRADITIONAL SHOP: LUCCA

Lucca is an independent boutique located in Ballard (Seattle), WA, USA. Their products are similar to that of Design Darling: interior décor, books, notecards, soaps, candles, etc.

TRADITIONAL SHOP: BEFORE ENTERING

• Door was closed, but store was still inviting.

• Window displays showed products that interested me: soaps, candles, décor, etc.

• Warm Christmas-style lights and pretty chandeliers gave space a unique vibe.

• The store’s closed door gives it a mysterious air. Window displays intrigued me.

TRADITIONAL SHOP: ENVIRONMENT

• There is no particular color scheme in the store.

• There’s a very mismatched, vintage feel.

• Store has natural light as well as chandeliers and overhead lights.

• Not too dim nor too bright.

• The store is a bit crowded with merchandise.

• No music is playing.

• Store smells like soaps and candles that it has for sale.

• Environment and price point are fitting.

• Store is meant to be like a Parisian gift shop, but doesn’t feel so.

• Garden/terrace out the back door.

TRADITIONAL SHOP: PERSONNEL

• Shopkeeper was on the phone the entire time I was in the shop. (20 mins.)

• Only one employee working. Shop was fairly small, but around 10 customers inside.

• No uniform, shopkeeper dressed in all black with black apron/name tag.

TRADITIONAL SHOP: PRODUCTS

• First products I noticed were the soaps. Drawn by scent and central position.

• There are no free samples or demonstrations.

• “For Sale” items aren’t in any particular place, scattered throughout store.

• At eye-level are notecards, candles, books and a Parisian section.

• Prices of products aren’t always easy to find/clearly marked.

TRADITIONAL VS. ONLINE SHOP

It’s easier to be observant of the products in a traditional shop, simply because you have your senses there to assist you. An online shop offers easier observation of environment and personnel without distraction of store clerks, other customers, noise, etc.

Sales, while easier to make in a traditional shop by samples, demonstrations and store clerk’s assistance, may also have these factors going against them in a sale. There are more ways to tempt a buyer in a traditional shop than online. Online shops can only offer free shipping, or include free samples with purchase.