Assignment 2: Observation Lab Rodrigo Maldonado Lazcano. Puebla, México.Before you enter the store:Zara: People is looking in the windows.Mac Store: There is not anyone out the store.Walmart: There is not anyone out the store.Starbucks: There was people around, normal walkers in the street.Does the store draw you in? If so, how?Zara: Yes, clothes are very niceMac Store: Yes, as always I felt curiosity to enter the store.Walmart: No, I just went like every time I go… For groceries.Starbucks: Yes, as much as an instinct.Is the door open or closed?Zara: The door is always open.Mac Store: Yes openWalmart: Sometimes open and sometimes closed but with an automated opener.Starbucks: Closed door.
How does this make you feel?Zara: Comfortable to enter the shop.Mac Store: Very likely to enter the store.Walmart: IndifferentStarbucks: Very likely to enter but with the security that there is warmtemperature.How big is the sign lettering and in what font?Zara: Is like 1 or 2 meters x 50 centimeters or more.Mac Store: 2 or 3 mts x 50 centimeters.Walmart: Like an entire wall 2 mts x 5 mts.Starbucks 3 mts x 60 cms.What does it tell you about the store?In all the cases, I thought that is an important brand.Environment:What is the color scheme of the store? How does this affect you?Zara: Light warm colors. Made me feel very comfortable.Mac Store: White. Made me feel concentrated.Walmart: Beige. I felt very likely to buy things.
Starbucks: Warm colors. Made me feel comfortable and like if I were on my house.What type of floor does the store have? How does this effect the environment?Zara: Wood floorMac Store: I think it had white color floor.Walmart: Grey floor.Starbucks: Carpet in some colors and wood floor.How high is the ceiling? How does this feel?Zara, Mac Store and Walmart: High, and felt very wide open and likely to be free.Starbucks: Medium high, that felt like comfortable in a way.How brightly lit is the store? How does this affect you?Zara: Not so much, is a little bit warm.Mac Store: Very brightly and this made me feel concentrated, very open toexperiment and prove products.Starbucks: Not so brightly, likely to be with more people enjoying moments.Walmart: Brightly. Felt very clean and likely to feel confidence in buying theirproducts.
How loud is the environment?Zara: Very much.Mac Store: MediumStarbucks: MuchWalmart: Very noisyWhat is causing the noise?Zara: Music and people buying clothes.Mac Store: Music playingStarbucks: People TalkingWalmart: Karts, people talking, music, cashing machines.Is there music playing? If so, does it fit the environment?Zara: Yes, music very cool.Mac Store: Yes, electronic music, felt so agile.Starbucks: Yes, Jazz.Walmart: Yes, music to feel yourself very happy.
Is the store warm or cold?Zara: warmMac Store: warm/coldStarbucks: warmWalmart: Warm/Cold (in some areas)Is the store crowed with merchandise or is it sparse?Zara, Starbucks and Walmart: There are crowded in different ways but yes,crowded.Mac Store: Sparse.Does the store have a distinctive smell?Yes, some of them!Zara, like girl parfume.Mac Store: notStarbucks: Like coffee.Walmart: Like laundry soap.
Where is the cash register located?Zara: After walking all the store!Mac Store: After walking all the store.Starbucks: in the entrance, or passing all over the store.Walmart: In the entrance.How visible is the store security?All the stores in the door.How long do you want to stay in this store?Zara: for hoursMac Store: just a few minutes that realty are hours!Starbucks: For hours.Walmart: Many hours, because always I’m finding new things.Does the environment influence the perceived value of the merchandise?Zara: YesMac Store: YesStarbucks: YesWalmart: More or less
Personnel:How long does it take before a sales person initiates contact?Zara: 2 or 3 minutes.Mac Store: a few seconds since you enter the store.Starbucks: 3 minutes depending on the line to order.Walmart: you have to call the salesperson if you don’t find a product.Does the salesperson have a script to follow with each customer?No.Does the salesperson treat different customers differently?Zara: I think no.Mac Store: All of them are very gentle.Starbucks: No.Walmart: No.What is the ratio of salespeople to customers?Zara: 3 or 4 each area.Mac Store: 5-10 all over the store.Starbucks: 3-5 behind the coffee bar.Walmart: No idea. Too much, but in grocery you can see almost 1-2 salespeople.
What age and gender are the employees?Most of them are men between 20 and 30 Y.O.Are the salespeople using the store products?Zara: Yes, all of them are wearing Zara clothes or uniforms.Mac Store: Yes.Starbucks: No.Walmart. No.Do the salespeople have a uniform?Yes in all the cases.Do the salespeople match the stores image?Yes.Zara: Young and fashioned people.Mac Store: Young men a little bit nerdy.Starbucks: Cool person.Walmart: People between 20 and 30 Y.O.
Products:What is the first product that you notice?Zara: Women clothes.Mac Store: Macbook and iPad.Starbucks: Sandwiches and commemorative products.Walmart: Computers.Is there a central display table with featured products?Zara: Yes, with season clothes.Mac Store: In a way, computers around the store and beside the store accessories.Starbucks: A refrigerator with sandwiches and vases in front of the customers line.Walmart: Not at all. But seasonal products like umbrellas are in a central display.Where are items that are “for sale” located in the store?Zara: In a corner of the shop away from season products.Mac Store: There is not a “For Sale” section.Starbucks: There is not a section for it.Walmart: In the corridors of the store.
How are the products arranged? By function? By price? By color?Zara: By type of clothes (casual, informal, formal, fashion, basics, kids, men)Mac Store: Desktops, Laptops, iPod, iPad (by price, size)Starbucks: By type (commemorative, comestible)Walmart: By utility.Are there free samples or demonstrations?Zara: Yes, you can try on all the clothesMac Store: Yes but just computers, not accessories.Starbucks: No, You just can touch vases.Walmart: Just some electronics, furniture and clothes.What products are at eye level?**In all the cases, more expensive products.Zara: all products specially seasonal products.Mac Store: There is no product out of the eye level.Starbucks: Cookies.Walmart: More popular products.
What items in the store are in the least accessible locations?More expensive items.Where are the most and least expensive products located?More of them on the eye level.Are the prices of the products easy to find?Yes. In all the cases there are tags with the prices in big font size.Are there impulse items near the cash register?Yes! In all the cases there are at least 5 or more products that type.Zara: AccessoriesMac Store: AccessoriesStarbucks: Cookies, souvenirs.Walmart: Junk food, magazines, candies, soda, little toys for kids, etc.
Customers:Are most customers alone or with someone else? What is the relationship?Zara: Almost all of them are friends.Mac Store: Alone people.Starbucks: Friends, coworkers or boy and girlfriends.Walmart: Roomates or families and wives.What is the average age and gender of the customers?Zara: 10 to 35 Y.O.Mac Store: All ages.Starbucks: All ages from 16 to 99 Y.O.Walmart from 20 to 99 Y.O.When a customer enters the store, do they tend to walk in the same path ordirection? –Zara: No, they are dispersed all around the store.Mac Store: No. They are dispersed.Starbucks: Yes. From the door to the cash register to the table they choose.Walmart: Yes, because the path is clearly marked by the sections of thesupermarket.
How long do customers stay in the store, on average?Zara: Depending what they are looking for (1 hour)Mac Store: At least 30 minutes.Starbucks: From 30 or less minutes to many hours.Walmart: At least 1:30 hours.Do customer touch the products? Is this encouraged?Zara: Yes, all products are allowed to try.Mac Store: All the products are tried.Starbucks: For obvious reasons is not allowed.Walmart: The customer just can touch the box of some products, and can try someothers.Do most customers appear to be on a mission or are they browsing?Zara: Some people is like trying to get something but sometimes without successfinding anything.Mac Store: No, almost all of them are curious people who like the brand and Theyaren’t looking for purchase something.Starbucks: Sometimes, because don’t know what to order, what ingredients, size orflavor.Walmart: Not much, just people looking for something that are not easy to find, soThey call the salesperson to help them looking for the product They need.
What percent of customers purchase products in the store?Zara: At least 80%Mac Store: More or less 20%Starbucks: 100%Walmart: 95%