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Paying attention anna johns

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  • 1. ~Paying attention~Anna JohnsPlayground(recordstore);SukhimvitSoi 55,Bangkok. Observation Lab
  • 2. If I have ever made any valuable discoveries, it has been owingmore to patient attention, than any other talent. Isaac Newton: (1642- 1727)Before you enter the store:Does the store draw you in? If so, how?The icon outside the store which always changesIs the door open or closed?Closed for air conditionersHow does this make you feel?Interested and happy to know it will be cool insideHow big is the sign lettering and in what font?Classic clean simple font, big letteringWhat does it tell you about the store?That you have no way of knowing what to expectEnvironment:What is the color scheme of the store? How does this affectyou?white....art gallery styleWhat type of floor does the store have? How does this effectthe environment?two levels...very visibleHow high is the ceiling? How does this feel?Huge ceiling, didnt feel inviting...How brightly lit is the store? How does this affect you?well lit, again not inviting, but fits feel of place
  • 3. How loud is the environment?hard surfaces, but not uncomfortableWhat is causing the noise?peopleIs there music playing? If so, does it fit the environment?Yes, enticingIs the store warm or cold?temperate to climateIs the store crowed with merchandise or is it sparse?in betweenDoes the store have a distinctive smell?NoWhere is the cash register located?near exitsHow visible is the store security?presentHow long do you want to stay in this store?enough to linger and explore other storesDoes the environment influence the perceived value of themerchandise?YesPersonnel:How long does it take before a sales person initiates contact?very fastDoes the salesperson have a script to follow with eachcustomer?on cash sales yes
  • 4. Does the salesperson treat different customers differently?sometimes as a foreigner is more likely to be spending moneyWhat is the ratio of salespeople to customers?highWhat age and gender are the employees?20sAre the salespeople using the store products?yes, playing the musicDo the salespeople have a uniform?YesDo the salespeople match the stores image?yesProducts:What is the first product that you notice?the listening postsIs there a central display table with featured products?YesWhere are items that are “for sale” located in the store?by the counterHow are the products arranged? By function? By price? Bycolor?GenreAre there free samples or demonstrations?Demonstrations at the listening postsWhat products are at eye level?listening posts
  • 5. What items in the store are in the least accessible locations?NoneWhere are the most and least expensive products located?expense in cabinets, least, Tshirts on racksAre the prices of the products easy to find?YesAre there impulse items near the cash register?YesCustomers:Are most customers alone or with someone else? What is therelationship?with friendsWhat is the average age and gender of the customers?17- 30 both genderWhen a customer enters the store, do they tend to walk in thesame path or direction? -walk same pathHow long do customers stay in the store, on average?20- 30 minutesDo customer touch the products? Is this encouraged?yesDo most customers appear to be on a mission or are theybrowsing?browsingWhat percent of customers purchase products in the store?2%
  • 6. Gift store onKamenzerStrasse,Neustadt,Dresden Observation Lab If I have ever made any valuable discoveries, it has been owingmore to patient attention, than any other talent. Isaac Newton: (1642- 1727)Before you enter the store:Does the store draw you in? If so, how?window displayIs the door open or closed?open in warm weatherHow does this make you feel?findHow big is the sign lettering and in what font?Large and simple fontWhat does it tell you about the store?Good design
  • 7. Environment:What is the color scheme of the store? How does this affectyou?pale off white walls, light lemon yellow and green trimWhat type of floor does the store have? How does this effectthe environment?natural floor boards, warm feelingHow high is the ceiling? How does this feel?ceiling very high, light feelingHow brightly lit is the store? How does this affect you?spot light, to enhance display, pleasant effectHow loud is the environment?environment pleasantWhat is causing the noise?musicIs there music playing? If so, does it fit the environment?music fits environmentIs the store warm or cold?temperateIs the store crowed with merchandise or is it sparse?merchandise is well arranged, so it seems neither sparse norovercrowdedDoes the store have a distinctive smell?not from memoryWhere is the cash register located?at the bar style work areaHow visible is the store security?
  • 8. one member of staffHow long do you want to stay in this store?as long as you likeDoes the environment influence the perceived value of themerchandise?YesPersonnel:How long does it take before a sales person initiates contact?Greets you on entryDoes the salesperson have a script to follow with eachcustomer?CasualDoes the salesperson treat different customers differently?local neighbourhood, so often friends of shop are thereWhat is the ratio of salespeople to customers?1:6What age and gender are the employees?30+Are the salespeople using the store products?YesDo the salespeople have a uniform?No, other than hipster styleDo the salespeople match the stores image?yesProducts:
  • 9. What is the first product that you notice?seasonal themed displayIs there a central display table with featured products?yesWhere are items that are “for sale” located in the store?on till counter, or at various displayHow are the products arranged? By function? By price? Bycolor?functionAre there free samples or demonstrations?free fruit/ herb teaWhat products are at eye level?jewellery, graphics, unusual/fun itemsWhat items in the store are in the least accessible locations?window display itemsWhere are the most and least expensive products located?most expensive are hanging, ; least expensive various locations butalso by till counterAre the prices of the products easy to find?yesAre there impulse items near the cash register?yesCustomers:Are most customers alone or with someone else? What is therelationship?various, couples or two friendsWhat is the average age and gender of the customers?
  • 10. female 20-40+When a customer enters the store, do they tend to walk in thesame path or direction? -not reallyHow long do customers stay in the store, on average?10- 15 minutesDo customer touch the products? Is this encouraged?YesDo most customers appear to be on a mission or are theybrowsing?browsingWhat percent of customers purchase products in the store?10- 15%Delicatessen,BudaptestHungary Observation Lab If I have ever made any valuable discoveries, it has been owingmore to patient attention, than any other talent. Isaac Newton: (1642- 1727)Before you enter the store:Does the store draw you in? If so, how?Street corner and Art Noveau architectureIs the door open or closed?
  • 11. ClosedHow does this make you feel?Interesting to exploreHow big is the sign lettering and in what font?unable to see/ little street light and eveningWhat does it tell you about the store?Store displays tells you its interestingEnvironment:What is the color scheme of the store? How does this affectyou?dark wood, big windows, makes you curiousWhat type of floor does the store have? How does this effectthe environment?tile, fits the time periodHow high is the ceiling? How does this feel?very high and mezzanine, large hams suspended, wine glasses fornarrow bar to the side; curious againHow brightly lit is the store? How does this affect you?store warmly lit, suits style, makes you feel comfortable of hygieneand care for productsHow loud is the environment?quietWhat is causing the noise?NAIs there music playing? If so, does it fit the environment?No music, perhaps as store was shortly due to closeIs the store warm or cold?
  • 12. comfortableIs the store crowed with merchandise or is it sparse?crowded, floor to ceiling of wine cellar, but well orderedDoes the store have a distinctive smell?pleasant woody, coffee smellWhere is the cash register located?beside the main counter display of cheeseHow visible is the store security?owner operatorHow long do you want to stay in this store?tempting to stay for an unlimited timeDoes the environment influence the perceived value of themerchandise?Yes, definitelyPersonnel:How long does it take before a sales person initiates contact?ImmediatelyDoes the salesperson have a script to follow with eachcustomer?YesDoes the salesperson treat different customers differently?Friends and those who are native Hungarian!What is the ratio of salespeople to customers?2: 3What age and gender are the employees?male and female 40+
  • 13. Are the salespeople using the store products?They know their products and can speak about growers anddistricts flavours etcDo the salespeople have a uniform?apronDo the salespeople match the stores image?YesProducts:What is the first product that you notice?cheese, freshly squeezed orange juice, wine selection, giant hamIs there a central display table with featured products?yes beside the cheese counterWhere are items that are “for sale” located in the store?beside the tillHow are the products arranged? By function? By price? Bycolor?by function, some oils by colourAre there free samples or demonstrations?yes, a spicy sausageWhat products are at eye level?things for saleWhat items in the store are in the least accessible locations?the Hungarian red wines I was interested in purchasing!Where are the most and least expensive products located?VariousAre the prices of the products easy to find?
  • 14. YesAre there impulse items near the cash register?YesCustomers:Are most customers alone or with someone else? What is therelationship?Alone or friend of ownerWhat is the average age and gender of the customers?30-40+When a customer enters the store, do they tend to walk in thesame path or direction? -small area, but tend to look at area they are interested inHow long do customers stay in the store, on average?quite long considering the simple task of buying what one obviouslywent to buy that is not on offer in a grocery storeDo customer touch the products? Is this encouraged?products that are wrappedDo most customers appear to be on a mission or are theybrowsing?Mission, I was however browsing!!What percent of customers purchase products in the store?ALLBartok Museumgift shop,
  • 15. Budapest Observation Lab If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent. Isaac Newton: (1642- 1727)Before you enter the store:Does the store draw you in? If so, how?Staff, also ticket sales area and coffee dispensorIs the door open or closed?No door, but to the right of the entrance hallHow does this make you feel?pleased that its accessibleHow big is the sign lettering and in what font?not memorableWhat does it tell you about the store?Functional and practical with the potential of rare printsEnvironment:What is the color scheme of the store? How does this affectyou?White. Colour suits the style and era of the houseWhat type of floor does the store have? How does this effectthe environment?wooden floors of the homeHow high is the ceiling? How does this feel?
  • 16. normal house hold, not high, feels cosyHow brightly lit is the store? How does this affect you?warmly lit. homely feelHow loud is the environment?musicians warming up, upstairsWhat is causing the noise?concert about to startIs there music playing? If so, does it fit the environment?Fits environmentIs the store warm or cold?warm, cool autumn evening outsideIs the store crowed with merchandise or is it sparse?sparse but adequateDoes the store have a distinctive smell?noWhere is the cash register located?as you walk in, on the leftHow visible is the store security?Shy man who also took coatsother than the tour guide,How long do you want to stay in this store?long enough to browse, buy concert ticket and musicDoes the environment influence the perceived value of themerchandise?Yes, rare printing /recordings of BartokPersonnel:
  • 17. How long does it take before a sales person initiates contact?Immediate but was the tour guide who approachedDoes the salesperson have a script to follow with eachcustomer?noDoes the salesperson treat different customers differently?noWhat is the ratio of salespeople to customers?1:5What age and gender are the employees?45+Are the salespeople using the store products?Listened to the concert.....Do the salespeople have a uniform?NoDo the salespeople match the stores image?Match integrity of the MuseumProducts:What is the first product that you notice?Vintage prints of music publicationsIs there a central display table with featured products?yesWhere are items that are “for sale” located in the store?Under the counterHow are the products arranged? By function? By price? Bycolor?function
  • 18. Are there free samples or demonstrations?free programme notes, fliers and posters for other art promotionsWhat products are at eye level?CD recordingsWhat items in the store are in the least accessible locations?special posters more music publicationsWhere are the most and least expensive products located?various, CDs on the high display caseAre the prices of the products easy to find?some wereAre there impulse items near the cash register?YesCustomers:Are most customers alone or with someone else? What is therelationship?with others, parent and child, couples, friendsWhat is the average age and gender of the customers?40+ -60 adults, ten years and teenage childrenWhen a customer enters the store, do they tend to walk in thesame path or direction? -YesHow long do customers stay in the store, on average?many purchase coffee from machineDo customer touch the products? Is this encouraged?yes some doDo most customers appear to be on a mission or are they
  • 19. browsing?browsingWhat percent of customers purchase products in the store?all bought tickets to concert 10% productsCalzedoniaTights shop,Buda Mall,Budapest Observation Lab If I have ever made any valuable discoveries, it has been owingmore to patient attention, than any other talent. Isaac Newton: (1642- 1727)Before you enter the store:Does the store draw you in? If so, how?Billboard posters reminded,but friends recommended visitingIs the door open or closed?OpenHow does this make you feel?InvitedHow big is the sign lettering and in what font?Capital letter memorable simple clear font
  • 20. What does it tell you about the store?Found it... not familiar with brandEnvironment:What is the color scheme of the store? How does this affectyou?White walls, no big dealWhat type of floor does the store have? How does this effectthe environment?mall generic non descriptHow high is the ceiling? How does this feel?typical high generic mall formula, feels typicalHow brightly lit is the store? How does this affect you?normal mall bright lighting, want to leave asapHow loud is the environment?Not reallyWhat is causing the noise?people in storeIs there music playing? If so, does it fit the environment?yes, pleasant rap, catchy and not intrusiveIs the store warm or cold?warmIs the store crowed with merchandise or is it sparse?crowdedDoes the store have a distinctive smell?noWhere is the cash register located?at the back
  • 21. How visible is the store security?not visibleHow long do you want to stay in this store?get in and out fast as didnt want to spend heaps of moneyDoes the environment influence the perceived value of themerchandise?perhaps?Personnel:How long does it take before a sales person initiates contact?Sales people were very busy, sudden cold snap in weatherDoes the salesperson have a script to follow with eachcustomer?NoDoes the salesperson treat different customers differently?No and able to speak fluent English comfortablyWhat is the ratio of salespeople to customers?3:12What age and gender are the employees?20+Are the salespeople using the store products?More than likelyDo the salespeople have a uniform?NoDo the salespeople match the stores image?YesProducts:
  • 22. What is the first product that you notice?the big buy four get 1 freeIs there a central display table with featured products?yesWhere are items that are “for sale” located in the store?central displayHow are the products arranged? By function? By price? Bycolor?colour and functionAre there free samples or demonstrations?NO!What products are at eye level?frequent productsWhat items in the store are in the least accessible locations?more merchandise, very small storeWhere are the most and least expensive products located?confusingAre the prices of the products easy to find?yesAre there impulse items near the cash register?yesCustomers:Are most customers alone or with someone else? What is therelationship?most with someone elseWhat is the average age and gender of the customers?
  • 23. all ages, one male, all other womenWhen a customer enters the store, do they tend to walk in thesame path or direction? -noHow long do customers stay in the store, on average?10- 15 minutesDo customer touch the products? Is this encouraged?YEs, not sure if its encouraged, it is however toleratedDo most customers appear to be on a mission or are theybrowsing?mostly on a missionWhat percent of customers purchase products in the store?70%Shanghai Tang,Shanghai Observation Lab If I have ever made any valuable discoveries, it has been owingmore to patient attention, than any other talent. Isaac Newton: (1642- 1727)Before you enter the store:Does the store draw you in? If so, how?Curious about the brand, high profile advertising of
  • 24. Is the door open or closed?closedHow does this make you feel?looking forward.... heat/cold invitationHow big is the sign lettering and in what font?Classic greek style fontWhat does it tell you about the store?classicEnvironment:What is the color scheme of the store? How does this affectyou?Understated, with wooden cabinetsWhat type of floor does the store have? How does this effectthe environment?white tilesHow high is the ceiling? How does this feel?Light high , feels airyHow brightly lit is the store? How does this affect you?bright but typical of shopping environmentHow loud is the environment?No noiseWhat is causing the noise?people in store, outdoor soundsIs there music playing? If so, does it fit the environment?No music rememberedIs the store warm or cold?temperate
  • 25. Is the store crowed with merchandise or is it sparse?sparse, easy to recognize and find thingsDoes the store have a distinctive smell?YES...the signature smell, which is really enticingWhere is the cash register located?at the backHow visible is the store security?discreteHow long do you want to stay in this store?long enough to suss out new designsDoes the environment influence the perceived value of themerchandise?YesPersonnel:How long does it take before a sales person initiates contact?always hoveringDoes the salesperson have a script to follow with eachcustomer?YesDoes the salesperson treat different customers differently?YesWhat is the ratio of salespeople to customers?highWhat age and gender are the employees?20 - 30 somethingAre the salespeople using the store products?Yes
  • 26. Do the salespeople have a uniform?YesDo the salespeople match the stores image?YesProducts:What is the first product that you notice?dummy modelsIs there a central display table with featured products?YesWhere are items that are “for sale” located in the store?centre islesHow are the products arranged? By function? By price? Bycolour?function and colourAre there free samples or demonstrations?No but perfume available to sampleWhat products are at eye level?Gimick/ new designs at counter designWhat items in the store are in the least accessible locations?sale items, jewellery, leather walletsWhere are the most and least expensive products located?back cabinetsAre the prices of the products easy to find?OkAre there impulse items near the cash register?Yes
  • 27. Customers:Are most customers alone or with someone else? What is therelationship?mostly two or three peopleWhat is the average age and gender of the customers?tourists or local from 30- 50 something ageWhen a customer enters the store, do they tend to walk in thesame path or direction? -YesHow long do customers stay in the store, on average?10-20 minutesDo customer touch the products? Is this encouraged?Not encouraged and yesDo most customers appear to be on a mission or are theybrowsing?browsingWhat percent of customers purchase products in the store?20%

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