The document summarizes observations from visiting 10 different stores. It describes factors like store layouts, signage, employee behaviors, product placement, and customer demographics. Key findings include that open doors drew customers in, attractive displays encouraged browsing, most employees were women aged 20-30 who wore uniforms, and on average 55% of customers made purchases. Environmental factors like lighting, music, and temperature were also noted to influence the shopping experience.

1. Attention. Paying attention… How does it work?
IN THE STORE

2. FIRST OBSERVATION (10 STORES)
 The door was opened everywhere - it really
draws in! (But the next day when it started to snowing it changed)

3. THE DOOR IS OPENED,
BUT THERE IS NO
LETTERING BECAUSE OF
А BIG PRICE NEEDED
FOR IT.

4. OBSERVATION OUTSIGHT
 The showcases are attractive - they make me enter

5. THE STORES ARE COMFORTABLE IF NOBODY FOLLOWS
ME
 The sign letterings are: funny, big (candies-
shop), strict, good size (footwear), graffiti, big but
only insight (stationery), “invisible”, big but in a
corner (Appliances and Electronics), tender, call to
come in (home things) - all the letterings tell us so
much
 What does it tell: shop’s letterings can be for men
or women in its base, some are for both; some can
insure, some can tell about sparse, special products
in it. It depends also of the sense of the word used as a
name of the store, but it’s not usual.

7. LETTERING IS INSIGHT

8. ENVIRONMENT
 Scheme – small labyrints to make a customer
walk around
 Walls – black, white, ocre, green - neutral
 Floor – always clear, usualy ocre or grey –
doesn’t attractes attention
 Ceiling – from 3 to 5 m, I had good feelings
there
 Light – in averege is bright, but in a small shop
it was dim

10. ENVIRONMENT
 Noise – music (radio), everywhere was good live
noise,it would be strange without it, even sad
 Temperature – warm, only in a shop with food was to
cold
 Smell – the best one was in a perfum store,
somewhere it was not at all, somewhere fish... It tells
us about speciality of the store.
 Security – in 7 from 10 shops, but it did not
embarrass.
 Cash register – near the exit always

11. PERSONAL (SALES PERSON)
 It takes 1-3 min before a SP initiates contact
 Yes, in general SP follows each customer
 50% of SP treat different each customer
 80% of SP are women
 The SP are in average young, 20-30 years old
 67% of SP usually wear a uniform with store
image
 Yes, the SP are using the store products

12. PRODUCTS
Store The first product I noticed
Candies - shop A big colored candy
Stationery Files behind the sales person
Shop for an artist Easels
Appliances and Electronics Security
Footwear Cool shoes which I’d like to buy
Second-hand Terrible smell and a heap of clothes
Cosmetics Lipstick
Big supermarket Shoes sale
Clothes Security
Drugstore Shampoo

13. BIG BREAD FOR BIG MEN

14. IS THERE…?
 Central display table – yes, in 10 observed stores
 “for sale” – in 8
 The products are arranged: 9 by functions
1 by colors
 Free samples were in 6 stores of 10
 The product in eye level have the highest price and
reflex the store’s main idea
 The small products, details are in least accessible
locations
 The prices of products are in average easy to find
 Impulse items near the cash – yes, in each store

16. CUSTOMERS
Are more customers alone or with With someone – 65%
someone? With friends – 35%
With family – 30%
Average age and gender 33 years old
60% - women
The same direction of walking in the Yes
store?
How long do customers stay in a store? 2 – 7 min
Do they touch the products? Yes, it encouraged
Mission or browsing? Mission – 56%
Browsing – 44%
What % of customers purchase Depends on the store, but in average
products? it’s 55%

17. AN OLD CALCULATOR. IT IS A LONG TIME THAT IT IS NOT USED A
LOT, BUT EVERY TIME I SEE IT, I’M IMPRESSED!

18. AT THE CASH REGISTER

19. AT THE CASH REGISTER OF A BIG MARKET NOT ONLY FOOD BUT
CHILDREN WERE AS PRODUCTS, THREE DADDIES CAME WITH BASKETS
AND IN EACH WAS A CHILD: SMALL, BIGGER, BIGGER… 

20. AT THE END
 Footwear is presented with tights, socks, gloves and this is
logic, but I saw all that there for the first time!
 A woman lives only of making copies on her own Xerox in a
stationary.
 Girls followed each my step because I noted something
after watching the prices.
 Guys, lovely guys in Appliances and Electronics store.
 In a clothes shop were black sunglasses on black
mannequins
 Row with turned on TVs and the places near tables where
people are taking credits make me feel bad, I felt like a
zombie.
 I enjoyed this work, it was interesting analysis for me.