Observation

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  • 1. ChaptersQuestion ChaptersDoes the store draw you in? Yes, the prospect of knowledge and knowing I can take as long as I needIs the door open? Outside door to parking is closed, but is rich looking wood and inviting, mall entrance is wide openHow big is the sign? Outside 1.5 meters high, inside 1 meter, heavy serifWhat does it make you feel about Like you will literary materialthe store?How does this make you feel? Entrance is so big it is like a giant maw going to eat meWhat is the colour scheme of the earth tones, but a giant red wall for magazines. (wantedstore? to avoid the red) wanted to stay in other areasWhat types of flooring does this laminatehave?How does flooring affect tiles seem so very cheap, laminate feels more inviting,environment? and carpet gives a sense of home.How high is the ceiling? 10 meters, felt too emptyHow brightly lit is the store? Well lite, warm halogen lighting, was calm willing to stayHow loud was the store? moderate noise, enough to cover conversations 3 meters awayWhat is causing noise? musicDoes music fit environment? YesStore warm or cold room tempIs the store crowded with mostly sparse, crowded in toysmerchandize or sparse?Does the store have a distinctive no smell, except near candlessmell?Where is the cash register By the two entrances, several at the front and one at thelocated? rearHow visible was store security? Several cameras hanging from ceiling and RFID gatesHow long do you want to stay in Days. Culture of sitting down leafing through books withthe store? a warm drink makes you not want to leave.Does the environment influence No, I think products and quality do.the perceived value ofmerchandise?How long does it take before a no contact unless you seek it out.sales person initiates contact?Does a salesperson have a script Noto follow with each customer? Page 1
  • 2. ChaptersDoes a salesperson treat different Yes, based on age, need.customers differently?What is the ration of salespeople 1:40to customers?What Age are employees? 20-50What gender? VariousAre salespeople using the store noproducts?Do the salespeople have a yes, logo vestsuniform?What is the first product you Novelsnotice?Where are the items that are “for all oversale” in the store?How are products arranged? By Genre, functionAre there free samples/demos? noWhat products are at eye level? Tops selling booksWhat items are in the least toysaccessible locations?Where are the most expensive At the back in an audio/video sectionitems located?Where are the least expensive N/Aitems located?Are the prices easy to find? Yes, on back coverAre there impulse items near yes, not grabbed oftencash?Are most customers alone or with Yes, friendssomeone else?What is the average age of the 45customer?What is the average gender of femalethe customer?When a customer enters the No, people seek different genresstore, do they tend to walk thesame path/direction?How long do people stay in the 60 minutesstore?Do customers touch the yesproducts?Is this encouraged? yesAre customers browsing or on a browsingmission?What percent of customers 10%purchase products? Page 2
  • 3. Green EarthQuestion Green EarthDoes the store draw you in? Not after the redesign. The store seems less cluttered but less authenticIs the door open? Mall entrance so wide open, but displays are by entranceHow big is the sign? .75 meter high, sans serif, greenWhat does it make you feel about makes me feel like walking into a local pharmacythe store?How does this make you feel? Had room enough but was not going to disappearWhat is the colour scheme of the earth tones, comfortablestore?What types of flooring does this laminatehave?How does flooring affectenvironment?How high is the ceiling? 5 meters, visual line at 3.5 meters and dark paint above helped make it more cozyHow brightly lit is the store? Well lite, warm halogen lighting, was calm willing to stayHow loud was the store? moderate noise, enough to cover conversations 3 meters awayWhat is causing noise? musicDoes music fit environment? YesStore warm or cold room tempIs the store crowded with entrance was sparse, cabinets were packed tightmerchandize or sparse?Does the store have a distinctive Smells like scented candlessmell?Where is the cash register On a side wall midway through the storelocated?How visible was store security? none seenHow long do you want to stay in Long enough to see all of the cool trinkets and oddities.the store? Even able to strike up interesting conversations with staff. 20 minutesDoes the environment influence No, I think products and quality do.the perceived value ofmerchandise?How long does it take before a 5 minutessales person initiates contact?Does a salesperson have a script Noto follow with each customer?Does a salesperson treat different Nocustomers differently?What is the ration of salespeople 1:10to customers?What Age are employees? <25What gender? FemaleAre salespeople using the store noproducts? Page 3
  • 4. Green EarthDo the salespeople have a yes, all blackuniform?What is the first product you Statuesnotice?Where are the items that are “for all oversale” in the store?How are products arranged? By customer interests, (knives and piercings together)Are there free samples/demos? noWhat products are at eye level? Larger itemsWhat items are in the least postersaccessible locations?Where are the most expensive In glass casesitems located?Where are the least expensive In baskets on shelvesitems located?Are the prices easy to find? Yes, on stickersAre there impulse items near yes, not grabbed oftencash?Are most customers alone or with yes, friendssomeone else?What is the average age of the 30customer?What is the average gender of mixedthe customer?When a customer enters the Yes, most travel counter clockwisestore, do they tend to walk thesame path/direction?How long do people stay in the 20 minutesstore?Do customers touch the yesproducts?Is this encouraged? yesAre customers browsing or on a browsingmission?What percent of customers 10%purchase products? Page 4
  • 5. DollaramaQuestion DollaramaDoes the store draw you in? NoIs the door open? Mall entrance so wide openHow big is the sign? 1 meter high, very yellow and thickWhat does it make you feel about Only after my moneythe store?How does this make you feel? Get in and get out quicklyWhat is the colour scheme of the Green and yellow. (money and gold) felt cheapenedstore? somehow.What types of flooring does this tilehave?How does flooring affectenvironment?How high is the ceiling? 5 meters, felt very full, shelves were tallHow brightly lit is the store? Overly bright, dayglow florescent, wanted to leave quicklyHow loud was the store? moderate level of noiseWhat is causing noise? registersDoes music fit environment? N/AStore warm or cold room tempIs the store crowded with packed very tightlymerchandize or sparse?Does the store have a distinctive Smells like plastic and rubber manufacturingsmell?Where is the cash register 4 registers at the only entrance/exitlocated?How visible was store security? Several cameras hanging from ceiling and RFID gatesHow long do you want to stay in Get in, pay and get out. 5 minutes to rush up and downthe store? isles.Does the environment influence No, I think products and quality do.the perceived value ofmerchandise?How long does it take before a no contact unless you seek it out.sales person initiates contact?Does a salesperson have a script Noto follow with each customer?Does a salesperson treat different N/Acustomers differently?What is the ration of salespeople 1:20to customers?What Age are employees? 20-50What gender? Female in frontAre salespeople using the store noproducts?Do the salespeople have a nouniform?What is the first product you balloonsnotice?Where are the items that are “for all oversale” in the store? Page 5
  • 6. DollaramaHow are products arranged? by functionAre there free samples/demos? noWhat products are at eye level? seasonalWhat items are in the least small items in low binsaccessible locations?Where are the most expensive N/Aitems located?Where are the least expensive N/Aitems located?Are the prices easy to find? Yes, on stickersAre there impulse items near yes, grabbed frequentlycash?Are most customers alone or with no, singlessomeone else?What is the average age of the 35customer?What is the average gender of femalethe customer?When a customer enters the no, random islesstore, do they tend to walk thesame path/direction?How long do people stay in the 10 minutesstore?Do customers touch the noproducts?Is this encouraged? noAre customers browsing or on a missionmission?What percent of customers 70%purchase products? Page 6
  • 7. FurnitureQuestion Chelsea home FurnitureDoes the store draw you in? No, I am not in the market for furnitureIs the door open? Mall entrance so wide openHow big is the sign? 1 meter high, mixed fontsWhat does it make you feel about sign was designed by someone at homethe store?How does this make you feel? Had room enough but was not going to disappearWhat is the colour scheme of the warm earthtones /leatherstore?What types of flooring does this carpethave?How does flooring affectenvironment?How high is the ceiling? 4 meters, ceiling was beige, felt a little dirty.How brightly lit is the store? Warmer florescent lighting (screw in bulbs)How loud was the store? noneWhat is causing noise? noneDoes music fit environment? N/AStore warm or cold room tempIs the store crowded with had furniture arranged comfortably, room to get frommerchandize or sparse? setup to setupDoes the store have a distinctive Smelled like leathersmell?Where is the cash register 1 register near the back wall of the storelocated?How visible was store security? None seenHow long do you want to stay in Want to lounge a little and test out many pieces ofthe store? furniture. Planning/daydreaming is fun. 1/2 hourDoes the environment influence No, I think products and quality do.the perceived value ofmerchandise?How long does it take before a 5 minutessales person initiates contact?Does a salesperson have a script Noto follow with each customer?Does a salesperson treat different N/Acustomers differently?What is the ration of salespeople 1:2to customers?What Age are employees? 50What gender? Spouse teamAre salespeople using the store noproducts?Do the salespeople have a nouniform?What is the first product you Lounge chairsnotice?Where are the items that are “for all oversale” in the store?How are products arranged? by matching sets Page 7
  • 8. FurnitureAre there free samples/demos? noWhat products are at eye level? paintingsWhat items are in the least mirrorsaccessible locations?Where are the most expensive N/Aitems located?Where are the least expensive N/Aitems located?Are the prices easy to find? Yes, on folded cardsAre there impulse items near nocash?Are most customers alone or with Yes, couplessomeone else?What is the average age of the 40customer?What is the average gender of mixedthe customer?When a customer enters the nostore, do they tend to walk thesame path/direction?How long do people stay in the 20 minutesstore?Do customers touch the yesproducts?Is this encouraged? yesAre customers browsing or on a browsingmission?What percent of customers 0%purchase products?Observations: Page 8
  • 9. West49Question West 49Does the store draw you in? Yes, interesting clothing, accessories, and snow/skateboard videos to watchIs the door open? Mall entrance so wide open, but displays are by entranceHow big is the sign? .6 meter high, thick orange, sans serif, trendy fontWhat does it make you feel about Trendy, youngthe store?How does this make you feel? Had room enough but was not going to disappear, displays were invitingWhat is the colour scheme of the very bright and youthful products but wood and brickstore? walls gave authentic feelWhat types of flooring does this laminate/carpethave?How does flooring affectenvironment?How high is the ceiling? 5 meters, visual line at 3.5 meters and dark paint above helped make it more cozyHow brightly lit is the store? Well lite, warm halogen lighting, was calm willing to stayHow loud was the store? higher level of noiseWhat is causing noise? musicDoes music fit environment? definitely, added energyStore warm or cold room tempIs the store crowded with very full, but organizedmerchandize or sparse?Does the store have a distinctive no smellsmell?Where is the cash register 3 registers at an island in the middle of the storelocated?How visible was store security? 2 cameras visible 1 focused on display caseHow long do you want to stay in Long enough to see all of the cool trinkets and oddities.the store? Even able to strike up interesting conversations with staff. 1/2 hour.Does the environment influence No, I think products and quality do.the perceived value ofmerchandise?How long does it take before a 5 minutes, or look as if you need help.sales person initiates contact?Does a salesperson have a script Noto follow with each customer?Does a salesperson treat different yes, based on interest and needcustomers differently?What is the ration of salespeople 1:5to customers?What Age are employees? <25What gender? MixedAre salespeople using the store yesproducts? Page 9
  • 10. West49Do the salespeople have a no, but dress trendyuniform?What is the first product you Go pro camerasnotice?Where are the items that are “for on shelves and tablessale” in the store?How are products arranged? by sex, then functionAre there free samples/demos? noWhat products are at eye level? hats, sunglassesWhat items are in the least watches, beltsaccessible locations?Where are the most expensive in glass casesitems located?Where are the least expensive in baskets near registeritems located?Are the prices easy to find? Yes, clear labels on shelvesAre there impulse items near yes, not grabbed oftencash?Are most customers alone or with Yes, parent teenagersomeone else?What is the average age of the 18customer?What is the average gender of malethe customer?When a customer enters the Yes, store layout encourages itstore, do they tend to walk thesame path/direction?How long do people stay in the 20 minutesstore?Do customers touch the yesproducts?Is this encouraged? yesAre customers browsing or on a browsingmission?What percent of customers 15%purchase products? Page 10
  • 11. ChurchillsQuestion Churchill s Mens WearDoes the store draw you in? No, very stiff looking staff who dont look like they enjoy average peopleIs the door open? Mall entrance so wide openHow big is the sign? 1 meter high, serif, thin fontWhat does it make you feel about Like it belongs in New york, and you will pay alotthe store?How does this make you feel? entrance seemed restrictive, and only high rollers welcomeWhat is the colour scheme of the blond euro styling wood, gave a sense of upscalestore?What types of flooring does this laminatehave?How does flooring affectenvironment?How high is the ceiling? 5 meters, shelves were tall, but store was thin.How brightly lit is the store? well lit white lighting but not painfulHow loud was the store? noneWhat is causing noise? noneDoes music fit environment? noneStore warm or cold room tempIs the store crowded with organizedmerchandize or sparse?Does the store have a distinctive no smellsmell?Where is the cash register back rear wall of the store.located?How visible was store security? none seenHow long do you want to stay in Prices made me feel uncomfortable. Quality peaked mythe store? interest. Staff were unsettlingDoes the environment influence No, I think products and quality do.the perceived value ofmerchandise?How long does it take before a immediatesales person initiates contact?Does a salesperson have a script Noto follow with each customer?Does a salesperson treat different Yes, based on age, sex and appearancecustomers differently?What is the ration of salespeople 1:2to customers?What Age are employees? >50What gender? MenAre salespeople using the store yesproducts?Do the salespeople have a yes, dress code – suitsuniform?What is the first product you suitsnotice? Page 11
  • 12. ChurchillsWhere are the items that are “for all oversale” in the store?How are products arranged? by designerAre there free samples/demos? noWhat products are at eye level? shirts and jacketsWhat items are in the least suitsaccessible locations?Where are the most expensive on hangersitems located?Where are the least expensive On a single tableitems located?Are the prices easy to find? no, tags hidden inside shirtsAre there impulse items near nocash?Are most customers alone or with yes, couplessomeone else?What is the average age of the 40customer?What is the average gender of malethe customer?When a customer enters the Yes, limited spacestore, do they tend to walk thesame path/direction?How long do people stay in the 10 minutesstore?Do customers touch the yesproducts?Is this encouraged? noAre customers browsing or on a browsingmission?What percent of customers 0%purchase products? Page 12
  • 13. observationsObservations:Colour of light was more important than amount of light.different materials on floor gave different sensations of home and comfort.All of the shops except 1 used similar colours but to different effectivenessAll stores had the same temperature (mall environment)Interactions with staff strongly influenced how long I wanted to stay.Most people at a mall are with someone else. Skewed resultsIt was how people were dressed not their attractiveness that influenced my wanting to shop there. Page 13