3. ObservationsEduardo Zorrilla I visited more than 10 clothing stores during the last week The level of these stores were very different: From Primark (Low Level) To Chanel (High level) In the middle Zara, Springfield, Berska, H&M etc
4. Main ObservationEduardo Zorrilla Despite of the customer is totally different in each store, the behaviors are very similar in all of them
5. Main ObservationEduardo Zorrilla The only one difference is the quality of the cloth and the treatment with the seller.
6. InsightsEduardo Zorrilla All the doors were open, even in the stores in the street (perhaps due to the “excelent weather” in Spain) The sign lettering outside the store is becoming smaller and sometimes you don’t know what store is until you are in. The sense of smell is increasingly important. The store takes care about this. In all the stores have music that changes depending on the quantity of people inside
7. InsightsEduardo Zorrilla Depending on the hour of the day and the level of the store, the clothes are loosely placed on the shelves. The salesperson could be a customer, the age were very similar. The color and the light is very important to buy. In all cases, the cash register were not located near to the door. Better in the middle of the store.
8. Hidden opportunities / RecomendationsEduardo Zorrilla More sales person are needed to cover the necessities of the customers To buy is more than a sensation, you have to touch, feel and smell. Important to take into account this (for some stores) The same store in a different location or with a different configuration can increase the prices a high percentage. I.e a Chinese bazaar with the philosophy of Zara could sell more than we can imagine.