1. A Crash Course on Creativity
ARE YOU PAYING ATTENTION?
Katia Lonzoy
Lima-PERU

2. STORE 1
PLAY STATION STORE
This store sells products of PLAY STATION brands, accessories and video games.
WHAT TYPES OF THINGS HAD YOU MISSED BEFORE?
The store is small but it has a big television
where costumers and also the salesmen can
prove the Play Station 3 by playing games.
All the salespeople were men and between 25
to 30 years old. Also these salesmen know very
well the product not necessary because they
work on a videogames store but because they
use to play video games when they were
younger and still doing it.
All the border of the showcases had blue
fluorescent lights that make the products more
eye-catching.
The name of the store is small and also think
that people don’t even noticed it, but the
customers already know the product.
Also I noticed that the lights in the store are very striking, even if you are many feet away from the
store it can be distinguished from others.

3. WHAT WERE YOUR BIGGEST SURPRISES?
What I found surprising is that the salesmen
seemed to be very good at playing the games
and all the customers spend several minutes
only to see them playing. I noticed that during
that time the customers had positive
comments of the resolution of the images and
also the quality of the games.
That’s why the store was most of the time
crowded of people.
ARE THERE OPPORTUNITIES HIDDEN IN PLAIN SIGHT?
I think that the store could be bigger and also had more TV’s on different points so the customers
could try the Play Station themselves.

4. STORE 2:
METRO JUGUETES
METRO JUGUETES is a store for kids, that sells toys and mental games for children to 4-10 years old.
WHAT TYPES OF THINGS HAD YOU MISSED BEFORE?
I could find that the toys were separated by colors (pink and blue) and by gender (girls
and boys).
There were more children than adult people.
The sing was big and striking, I could noticed that it attracts the attention of the
children and they pull their parents into the store.
The toys were accessible to the kids; they could play with them and take them out of
their boxes.
WHAT WERE YOUR BIGGEST SURPRISES?
The kids already know where to find their favorite toys. That it is and strategic way to
catch the attention of parents and encourage them to buy their kids the toys they
want.
By the other side, the children throw the toys and play with the ones that are on sale
but the salespeople leaved them playing. A few minutes later a kid chooses another
toy and finally goes to their parents to convince them to buy the toy.
The parents also know that when they entered a Toy Shop they will have make a
purchase because the kids are very insistent.
ARE THERE OPPORTUNITIES HIDDEN IN PLAIN SIGHT?
I think METRO JUGUETES could have a separate place inside the shop where the kids
could play with demonstration toys so they do not left the toys on the floor and also
avoid accidents because the narrow passages.

6. STORE 3:
BATA
BATA is a shoe store for women, men and children.
WHAT TYPES OF THINGS HAD YOU MISSED BEFORE?
The sing is very big and is on the center
of the store. The color of the lettering
is red and the letters are cursive.
The color scheme is white. Makes the
products eye-catching.
The floor is from white ceramic. It
reflects the lights of the store and
make the products more visible.
The prices of the products are in big
letterings with highlighted colors.

7. WHAT WERE YOUR BIGGEST SURPRISES?
I could notice that all the customers were attended by a salesperson. None of the
customers were alone and everyone of them was receiving help or recommendations
from the salespeople.
The products shown on the both
sides of the principal door had
their price in a big tag. The first
two numbers of the prices are
big and the decimals are always
90. For example the price on the
tag is 49.90 but the 49 is very big
and the 90 is very small.
ARE THERE OPPORTUNITIES HIDDEN IN PLAIN SIGHT?
I think besides selling shoes, BATA could also sell purses and handbags because most of the
customers are women.

8. STORE 4:
RIPLEY
RIPLEY is a huge store that sells clothes for women, men and children.
WHAT TYPES OF THINGS HAD YOU MISSED BEFORE?
The door is approximately 6 meters long; I could see all the clothes even the clothes that
are on the far side.
The sing is on the top and it is almost the size of the door.
The store does not have and specific color because it is divided in themes related to
every type of clothes.
Approximately 3 and a half meters high. Makes the store looks bigger.

9. WHAT WERE YOUR BIGGEST SURPRISES?
I found that there were
maniquies in all over the
store but they were in
different positions and use
the clothes in a very funny
way.
Also the store uses objects
and mixed them with
clothes, for example I notice
a bicycle that the wheels
were made with ballerinas.

10. STORE 5:
DO IT
WHAT TYPES OF THINGS HAD YOU MISSED BEFORE?
The sing is on the top and it is in medium size. The color of the font is pink and the
letters are friendly.
The color of the store is white but also most of the walls are covered by mirrors.
Also the store has music. I could hear contemporary music, electro pop and soft rock.
It makes a delightful and funny environment because most of the teenagers enjoy
looking on the mirrors with the accessories on.
WHAT WERE YOUR BIGGEST SURPRISES?
They are arranged by type and then by color. For example earrings, headbands an
purses of color red, then earrings, headbands an purses of color blue, etc.
So when you walk around the store is easily to find an accessory with a specific color.
Also the salespeople give the customers nests so they can put all the accessories they
want. I ask some young teenagers and they tell me that the accessories are small and
cheap that encourages to buy more and more, they describe it as something addictive.

12. STORE 6:
HIGH TEC
WHAT TYPES OF THINGS HAD YOU MISSED BEFORE?
The color of the store is grey but with blue
lights. For me it is very comfortable, all the
products are illuminated with blue lights
and ordered in shelves.
The products are arranged by function. For
example, trainers for running, soccer
trainers, basketball trainers and others.
Also I notice that the theme of the store is
sports but the least accessible items were
some sport accessories, for example the
tennis balls and rackets.
The store has images of most famous
athletes, like football players.
There were products of other brands, for
example Nike. It has a separate place on
the store; the lettering was a light that
reflects the sign of Nike

13. WHAT WERE YOUR BIGGEST SURPRISES?
My biggest surprise was that the trainers have a blue light that makes more visible the product.
Besides, there where trainers on their boxes near the principal showcase where the customers
could try on.
ARE THERE OPPORTUNITIES HIDDEN IN PLAIN SIGHT?
I could paint on the floor a simulation of a running track with a special material so the customers
could try the comfort and quality of the trainers depend of the sport they are going to practice.

14. OBSERVATION LAB

15. STORE 1:
PLAY STATION STORE:
Before you enter the store
1. Does the store draw you in? If so, how?
Yes, the store is small but you it has a big television where costumers and also the salespeople can
prove the Play Station 3 by playing games. Besides, all the store has fluorescent blue lights that
make you turn your attention to all the games and products.
2. Is the door open or closed?
The door is open and is made from glass, also the parallel walls are made of this material.
3. How this make you feel?
I felt that it increased my curiosity and I also could notice that all the people is very interested in
what they are seeing and take a lot of time on watching the people use the Play Station 3 for
demonstration.
4. How big is the sing lettering and in what font?
The sing is not such as big as other stores. In fact it is kind of small. When you see the store’s name
the letters seems to be funny and friendly, it also has a 3d effect.
5. What does it tell you about the store?
The small lettering and the amount of people indicates to me that the product is highly valuated and
recognized for the costumers.
Environment
6. What is the color scheme of the store? How does this affect you?
The color of the store is blue because of the fluorescent lights. It is different from other stores
because the lights catch the attention of whoever is passing by the store.
7. What type of floor does the store have? How does this effect the environment?
The floor is white ceramic and it is very clean and shinny. It reflects the blue lights of the store and
makes the store look transparent and crystalline.
8. How high is the ceiling? How does this feel?
The ceiling is approximately three meters high. To contrast the small area of the store, the people
don’t seem to notice it because the high ceiling gives a sensation of space.
9. How brightly lit is the store? How does this affect you?
The store is full of fluorescent blue lights. It increases my curiosity and makes me think that the
other stores are not there.
10. How loud is the environment?

16. It is very loud.
11. What is causing the noise?
The sound of the television and the soundtrack of the games. Also because the people are
constantly talking.
12. Is there music playing? If so, does it fit the environment?
There’s no music playing, only you hear the soundtrack of the games and the people talking. It is a
little bit stressful because all the costumers are walking around the entire store and the volume of
the television is too loud.
13. Is the store warm or cold?
The store is cold, because of the air conditioning.
14. Is the store crowed with merchandise or is it sparse?
It is crowded with merchandise.
15. Does the store have a distinctive smell?
No, it smells clean.
16. Where is the cash register located?
The cash register is on at the back of the store.
17. How visible is the store security?
The security is outside the store. I could not notice any surveillance cameras.
18. How long do you want to stay in this store?
Only a few minutes because it is crowded of people and too noisy.
19. Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
20. How long does it take before a sales person initiates contact?
Approximately 5 minutes, because there are not many salespeople and the store is full of people.
Sometimes 3 different customers have to ask questions to one salesperson.
21. Does the salesperson have a script to follow with each customer?

17. Yes, the salesperson has a speech, first he/she introduces himself/herself and ask customers if they
need help or are looking for and specific product.
22. Does the salesperson treat different customers differently?
There are adults and kids on the store. The salespeople only speak to adults.
23. What is the ratio of salespeople to customers?
1 salesman per 5 customers
24. What age and gender are the employees?
Most of them are men between 25 and 30 years.
25. Are the salespeople using the store products?
Yes.
26. Do the salespeople have a uniform?
Yes
27. Do the salespeople match the stores image?
Yes
Products:
28. What is the first product that you notice?
The Play Station 3.
29. Is there a central display table with featured products?
Yes. There is a big television with the Play Station 3 where the customers can play and the
salespeople give demonstrations.
30. Where are items that are “for sale” located in the store?
The items are in showcases.
31. How are the products arranged? By function? By price? By color?
They are ordered from most current games and the last versions of games that came out on the
market.
32. Are there free samples or demonstrations?
Yes.

18. 33. What products are at eye level?
The most recent games and the Play Station 3.
34. What items in the store are in the least accessible locations?
The commands of the play station 3, headphones and play station parts.
35. Where are the most and least expensive products located?
The most expensive are in showcases next the big television. The least expensive are near the
cashier.
36. Are the prices of the products easy to find?
Yes, although the prices are in very small stickers.
37. Are there impulse items near the cash register?
No, only old fashioned games, headphones, cables and play station parts.
Customers:
38. Are most customers alone or with someone else? What is the relationship?
There are parents with their kinds. Also friends (most of them men), from college or school.
39. What is the average age and gender of the customers?
Most of them are men between 15 and 35 years old.
40. When a customer enters the store, do they tend to walk in the same path or direction?
Yes, the customers went directly to the big television to see the demonstration or see how another
customer plays a game.
41. How long do customers stay in the store, on average?
Between 15 to 20 minutes.
42. Do customer touch the products? Is this encouraged?
Yes, salespeople encourage the customers to prove a game on the Play Station for demonstration.
43. Do most customers appear to be on a mission or are they browsing?
Most of them are browsing, but those customers who stayed more than 20 minutes on the store
have more probabilities to make a purchase.
44. What percent of customers purchase products in the store?
30%.

19. STORE 2:
METRO JUGUETES
Before you enter the store:
1. Does the store draw you in? If so, how?
Yes. Because it has a lot of toys and the kids could play with them.
2. Is the door open or closed?
The door was open.
3. How does this make you feel?
That it is open for adults and kids, the parents saw the children playing in a safe way.
4. How big is the sign lettering and in what font?
The sing was big and striking, I could noticed that it attracts the attention of the children and they
pull their parents into the store.
5. What does it tell you about the store?
That it is and strategic way to catch the attention of parents and encourage them to buy their kids
the toys they want.
Environment:
6. What is the color scheme of the store? How does this affect you?
The store has two colors, pink and blue. This cause a differentiation between toys for girls and for
boys.
7. What type of floor does the store have? How does this effect the environment?
The store has white ceramic floor. I think this not affect so much the environment because the floor
was full of toys that kids left after they played with them.
8. How high is the ceiling? How does this feel?
The ceiling is approximately two and a half meters high. It feels like the store had plenty of space.

20. 9. How brightly lit is the store? How does this affect you?
The store was adequately lighted. I could observe more closely the instructions in some games and
see the details of other toys.
10. How loud is the environment?
It is very loud.
11. What is causing the noise?
The noise is caused by the children who are running, laughing and calling their parents.
12. Is there music playing? If so, does it fit the environment?
Yes, the music is soft and not to loud.
13. Is the store warm or cold?
Warm.
14. Is the store crowed with merchandise or is it sparse?
It is crowded of merchandise.
15. Does the store have a distinctive smell?
No.
16. Where is the cash register located?
The cashier was at the back of the store.
17. How visible is the store security?
There were not security men, but I could notice some cameras on the corners of the store on the
ceiling.
18. How long do you want to stay in this store?
Not too long, there were a lot of kids screaming and running on the store but some toys reminded
me my childhood and I found other games very interesting.

21. 19. Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
20. How long does it take before a sales person initiates contact?
Approximately 10 minutes.
21. Does the salesperson have a script to follow with each customer?
No, the salesperson only approaches the customer (in this case parents) when he/she notices that
they are going to buy a toy.
22. Does the salesperson treat different customers differently?
No.
23. What is the ratio of salespeople to customers?
1 salespeople per 5 customers.
24. What age and gender are the employees?
Most of them are women between 25 and 30 years.
25. Are the salespeople using the store products?
No.
26. Do the salespeople have a uniform?
Yes.
27. Do the salespeople match the stores image?
Yes.

22. Products:
28. What is the first product that you notice?
The barbies.
29. Is there a central display table with featured products?
No, all of them are in shelves.
30. Where are items that are “for sale” located in the store?
There are in all over the store.
31. How are the products arranged? By function? By price? By color?
They are arrange by colour and gender.
32. Are there free samples or demonstrations?
There are not free samples but the kids can play with the toys.
33. What products are at eye level?
The Barbies and the Hot Wheels cars.
34. What items in the store are in the least accessible locations?
The mental games.
35. Where are the most and least expensive products located?
They are located in the highest shelves and on the shelves that are near the cashier.
36. Are the prices of the products easy to find?
No, because most of the tags are taken of buy the kids when they play with the toys.
37. Are there impulse items near the cash register?
No.

23. Customers:
38. Are most customers alone or with someone else? What is the relationship?
The customers are with their children. Parents with sons and daughters.
39. What is the average age and gender of the customers?
Between 35 and 40 years (the parents).
40. When a customer enters the store, do they tend to walk in the same path or direction?
No, because the parents where looking after they children.
41. How long do customers stay in the store, on average?
More less half and hour.
42. Do customer touch the products? Is this encouraged?
Yes, it is encourage by their children.
43. Do most customers appear to be on a mission or are they browsing?
They are browsing.
44. What percent of customers purchase products in the store?
70 percent.

24. STORE 3:
BATA
Before you enter the store:
1. Does the store draw you in? If so, how?
Yes. Bata is a Shoe Store, personally I love shoes.
2. Is the door open or closed?
The door is open.
3. How does this make you feel?
Welcome.
4. How big is the sign lettering and in what font?
The sing is very big and is on the center of the store. The color of the lettering is red and the letters
are cursive.
5. What does it tell you about the store?
That it is high recognized and reliable.
Environment:
6. What is the color scheme of the store? How does this affect you?
The color scheme is white. Makes the products eye-catching.
7. What type of floor does the store have? How does this effect the environment?
The floor is from white ceramic. It reflects the lights of the store and make the products more
visible.
9. How high is the ceiling? How does this feel?
Approximately 3 meters high. Makes the store looks bigger.
10. How brightly lit is the store? How does this affect you?
It is very bright. This makes the products eye-catching
11. How loud is the environment?
It is not loud.
12. What is causing the noise?

25. The noise is caused by the people outside the store.
12. Is there music playing? If so, does it fit the environment?
No.
13. Is the store warm or cold?
Warm.
14. Is the store crowed with merchandise or is it sparse?
It is crowded of merchandise.
15. Does the store have a distinctive smell?
No.
16. Where is the cash register located?
The cashier was at the back of the store.
17. How visible is the store security?
There were not security men, but I could notice some cameras on the corners of the store on the
ceiling.
18. How long do you want to stay in this store?
Very long, it has a lot of shoes of different models and styles.
19. Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
20. How long does it take before a sales person initiates contact?
Approximately 2 minutes.
21. Does the salesperson have a script to follow with each customer?
Yes. They ask first if I needed help or if I was looking for something special.
22. Does the salesperson treat different customers differently?

26. No.
23. What is the ratio of salespeople to customers?
1 salespeople per 3 customers.
24. What age and gender are the employees?
Men and women between 24 and 27 years.
25. Are the salespeople using the store products?
No.
26. Do the salespeople have a uniform?
Yes.
27. Do the salespeople match the stores image?
Yes.
Products:
28. What is the first product that you notice?
Summer High Heels.
29. Is there a central display table with featured products?
There was not a central table but in the front part of the store on the right and left side of the door I
could appreciate some shoes that where on demonstration.
30. Where are items that are “for sale” located in the store?
There are in all over the store.
31. How are the products arranged? By function? By price? By color?
They are arranged by type and style. For example, the high heels, the sneakers have their separate
showcases.
32. Are there free samples or demonstrations?
Yes, only the shoes that are located in the front of the store behind the glass walls are for
demonstration, the products that are in the shelves are for sale.
33. What products are at eye level?

27. The summer shoes.
34. What items in the store are in the least accessible locations?
The sport shoes, the shoes for children.
35. Where are the most and least expensive products located?
The mos expensive are located near the door, the least expensive are on boxes on shelves.
36. Are the prices of the products easy to find?
Yes, most of the shoes had their prices on the sole.
37. Are there impulse items near the cash register?
No.
Customers:
38. Are most customers alone or with someone else? What is the relationship?
The customers are with friends, most of them are women, sometimes there are also mothers with
their children.
39. What is the average age and gender of the customers?
Between 18 and 35 years.
40. When a customer enters the store, do they tend to walk in the same path or direction?
No, there are customers in different places.
41. How long do customers stay in the store, on average?
More less half and hour.
42. Do customer touch the products? Is this encouraged?
Yes, it is encourage by the salespeople.
43. Do most customers appear to be on a mission or are they browsing?
They appear to be on a mission it often finish in a purchase.
44. What percent of customers purchase products in the store?
80 percent.

28. STORE 4:
RIPLEY
Before you enter the store:
1. Does the store draw you in? If so, how?
Yes. Because it is one of the biggest stores and the most visited by people who want to buy clothes.
2. Is the door open or closed?
The door is open.
3. How does this make you feel?
The door is approximately 6 meters long, I could see all the clothes even the clothes that are on the
far side.
4. How big is the sign lettering and in what font?
The sing is on the top and it is almost the size of the door.
5. What does it tell you about the store?
That it is high recognized and one of the most popular on Lima.
Environment:
6. What is the color scheme of the store? How does this affect you?
It does not have and specific color because it is divided in themes related to every type of clothes.
7. What type of floor does the store have? How does this effect the environment?
The floor is from white ceramic. It reflects the lights of the store and make the products more
visible.
13. How high is the ceiling? How does this feel?
Approximately 3 and a half meters high. Makes the store looks bigger.
14. How brightly lit is the store? How does this affect you?
It is very bright. The store has columns where some products are exhibited on the highest part the
light make visible this products.
15. How loud is the environment?
It is not too loud, but there is music.

29. 16. What is causing the noise?
The noise is caused by the sound of the cashiers and people talking.
12. Is there music playing? If so, does it fit the environment?
Yes, it is contemporary music, electro pop and soft rock. It makes a delightful and funny
environment because most of the people enjoy shopping.
13. Is the store warm or cold?
Warm.
14. Is the store crowed with merchandise or is it sparse?
It is crowded of merchandise.
15. Does the store have a distinctive smell?
No.
16. Where is the cash register located?
There are at least 10 cash registers located around the shop.
17. How visible is the store security?
There are 3 security men on the principal door, also around the store and cameras on the ceiling.
18. How long do you want to stay in this store?
Very long, there are clothes for every occasion, sports, party clothes, casual and formal. Also there is
a space for shoes.
19. Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
20. How long does it take before a sales person initiates contact?
Approximately 10 minutes.
21. Does the salesperson have a script to follow with each customer?
No. Most of the time people know what they are going to buy and only ask the salespeople if there
are some products with special prices or discounts.

30. 22. Does the salesperson treat different customers differently?
No.
23. What is the ratio of salespeople to customers?
1 salespeople per 10 customers.
24. What age and gender are the employees?
Men and women between 23 and 27 years.
25. Are the salespeople using the store products?
No.
26. Do the salespeople have a uniform?
Yes.
27. Do the salespeople match the stores image?
Yes.
Products:
28. What is the first product that you notice?
Women clothes.
29. Is there a central display table with featured products?
There are maniquies dressed on clothes in and original way..
30. Where are items that are “for sale” located in the store?
There are in all over the store.
31. How are the products arranged? By function? By price? By color?
They are arranged by brand, style and gender. For example, the brands are Basement, Michelle
Belau, Menta y Chocolate, Brigitte Nauxx; by style, sport clothes, party clothes, formal, clothes for
teenagers; by gender, for men, women and children.
32. Are there free samples or demonstrations?
Only the demonstrations are on the maniquies, therefore, all the clothes are for sale.
33. What products are at eye level?

31. The clothes for teenagers.
34. What items in the store are in the least accessible locations?
The sport accessories.
35. Where are the most and least expensive products located?
The most expensive are form recognized brands. These clothes have a separate location with a small
lettering with the brand’s name, the least expensive are near the principal door in more quantity.
36. Are the prices of the products easy to find?
Yes, all the clothes have tags with the prices.
37. Are there impulse items near the cash register?
No.
Customers:
38. Are most customers alone or with someone else? What is the relationship?
The customers are with friends, most of them are women.
39. What is the average age and gender of the customers?
Between 18 and 35 years.
40. When a customer enters the store, do they tend to walk in the same path or direction?
No, there are customers in different places.
41. How long do customers stay in the store, on average?
Between 45 minutes or an hour.
42. Do customer touch the products? Is this encouraged?
Yes, but is not encourage.
43. Do most customers appear to be on a mission or are they browsing?
They appear to be on a mission it often finished in a purchase.
44. What percent of customers purchase products in the store?
80 percent.

32. STORE 5:
DO IT
Before you enter the store:
1. Does the store draw you in? If so, how?
Yes. It is a store of accessories for women like pashminas, earrings, necklaces, bracelets, headbands,
purses and handbags.
2. Is the door open or closed?
The door is open.
3. How does this make you feel?
Welcome.
4. How big is the sign lettering and in what font?
The sing is on the top and it is in medium size. The color of the font is pink and the letters are
friendly.
5. What does it tell you about the store?
That it is very popular in woman teenagers.
Environment:
6. What is the color scheme of the store? How does this affect you?
The color of the store is white but also most of the walls are covered by mirrors. For me it is very
comfortable because you could put on the accessories and look to the mirrors.
7. What type of floor does the store have? How does this effect the environment?
The floor is from white ceramic. It reflects the lights of the store and makes the products more
visible.
17. How high is the ceiling? How does this feel?
Approximately 2 meters high. Makes the store looks bigger.
18. How brightly lit is the store? How does this affect you?
It is very bright. Also the lights are reflected in the mirrors.

33. 19. How loud is the environment?
It is not too loud, but there is music.
20. What is causing the noise?
Only the people talking.
12. Is there music playing? If so, does it fit the environment?
Yes, it is contemporary music, electro pop and soft rock. It makes a delightful and funny
environment because most of the teenagers enjoy looking on the mirrors with the accessories on.
13. Is the store warm or cold?
Cold.
14. Is the store crowed with merchandise or is it sparse?
It is crowded of merchandise.
15. Does the store have a distinctive smell?
No.
16. Where is the cash register located?
The cash register is at the back of the store.
17. How visible is the store security?
I could not notice any security, only the sensor bars on the sides of door.
18. How long do you want to stay in this store?
Very long, because there are a lot of varieties of accesories.
19. Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
20. How long does it take before a sales person initiates contact?
Approximately 1 minute.
21. Does the salesperson have a script to follow with each customer?
No. The salesperson only gives you a nest so you could put on it all the accessories you want to buy.

34. 22. Does the salesperson treat different customers differently?
No.
23. What is the ratio of salespeople to customers?
1 salespeople per 2 customers.
24. What age and gender are the employees?
Men and women between 23 and 25 years.
25. Are the salespeople using the store products?
No.
26. Do the salespeople have a uniform?
Yes.
27. Do the salespeople match the stores image?
Yes.
Products:
28. What is the first product that you notice?
Headbrands.
29. Is there a central display table with featured products?
No, the accessories are in hangers you could easily get all the accessories you want.
30. Where are items that are “for sale” located in the store?
There are in all over the store.
31. How are the products arranged? By function? By price? By color?
They are arranged by type and then by color. For example earings, headbangs an purses of color red,
then earings, headbangs an purses of color blue, etc.
32. Are there free samples or demonstrations?
Yes, there are half body maniquies with all the accessories on, then all the products are for sale.
33. What products are at eye level?

35. The earrings, necklaces.
34. What items in the store are in the least accessible locations?
The summer bags.
35. Where are the most and least expensive products located?
Most expensive are located near the cash register.
36. Are the prices of the products easy to find?
Yes, all the accesories have tags with the prices.
37. Are there impulse items near the cash register?
Yes.
Customers:
38. Are most customers alone or with someone else? What is the relationship?
The customers are with friends, most of them are women.
39. What is the average age and gender of the customers?
Between 18 and 35 years.
40. When a customer enters the store, do they tend to walk in the same path or direction?
No, there are customers in different places.
41. How long do customers stay in the store, on average?
Between 30 minutes.
42. Do customer touch the products? Is this encouraged?
Yes, but is not encourage.
43. Do most customers appear to be on a mission or are they browsing?
They appear to be on a mission it often finished in a purchase.
44. What percent of customers purchase products in the store?
60 percent.

36. STORE 6:
HIGH TEC
Before you enter the store:
1. Does the store draw you in? If so, how?
Yes. It is a store that sales trainers and sport accessories and clothes.
2. Is the door open or closed?
The door is open.
3. How does this make you feel?
Welcome.
4. How big is the sign lettering and in what font?
The sing is on the top and it is in medium small size. The color of the font is white and the letters are
friendly.
5. What does it tell you about the store?
I felt like I wanted to do sports.
Environment:
6. What is the color scheme of the store? How does this affect you?
The color of the store is grey but with blue ligths. For me it is very comfortable, all the products are
illuminated with blue lights and ordered in shelves.
7. What type of floor does the store have? How does this effect the environment?
The floor is grey and without relief.
21. How high is the ceiling? How does this feel?
Approximately 2 and a half meters high. Makes the store looks bigger.
22. How brightly lit is the store? How does this affect you?
It is not so bright but for example every trainers has it’s own ligth.
23. How loud is the environment?
It is not too loud, but there is music.
24. What is causing the noise?
Only the people talking.

37. 12. Is there music playing? If so, does it fit the environment?
Yes, it is contemporary music, electro pop and soft rock.
13. Is the store warm or cold?
Cold.
14. Is the store crowed with merchandise or is it sparse?
It is crowded of merchandise.
15. Does the store have a distinctive smell?
No.
16. Where is the cash register located?
The cash register is at the left side of the store.
17. How visible is the store security?
I could not notice any security, only the sensor bars on the sides of door and a camera in one corner
of the ceiling.
18. How long do you want to stay in this store?
Not too long, but there are original products.
19. Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
20. How long does it take before a sales person initiates contact?
Approximately 3 minute.
21. Does the salesperson have a script to follow with each customer?
No.
22. Does the salesperson treat different customers differently?
No.
23. What is the ratio of salespeople to customers?

38. 1 salesperson per 5 customers.
24. What age and gender are the employees?
Men and women between 25 and 30 years.
25. Are the salespeople using the store products?
Yes, sometimes they put on the trainers to see how it fits.
26. Do the salespeople have a uniform?
Yes.
27. Do the salespeople match the stores image?
Yes.
Products:
28. What is the first product that you notice?
Trainers.
29. Is there a central display table with featured products?
Yes, there is a showcase in the middle of the store where there is the latest trainers of the most
recognized brands.
30. Where are items that are “for sale” located in the store?
There are in all over the store.
31. How are the products arranged? By function? By price? By color?
They are arranged by function. For example, trainers for running, soccer trainers, basketball trainers
and others.
32. Are there free samples or demonstrations?
There are only demonstrations, they are located in the showcase that is on the middle of the store.
33. What products are at eye level?
The trainers and the sport clothes.
34. What items in the store are in the least accessible locations?

39. The sport accessories, for example the tennis balls and rackets.
35. Where are the most and least expensive products located?
Most expensive are located on the showcase on the middle of the stores, the least expensive are
near the cash register and on the high shelves.
36. Are the prices of the products easy to find?
Yes, all the trainers and sport clothes have tags with the prices.
37. Are there impulse items near the cash register?
No.
Customers:
38. Are most customers alone or with someone else? What is the relationship?
The customers are with friends, most of them are men.
39. What is the average age and gender of the customers?
Between 18 and 35 years.
40. When a customer enters the store, do they tend to walk in the same path or direction?
Yes, the customers stayed a few minutes looking at the trainers and then take different directions
from all over the store.
41. How long do customers stay in the store, on average?
Between 30 minutes.
42. Do customer touch the products? Is this encouraged?
Yes, but is not encourage.
43. Do most customers appear to be on a mission or are they browsing?
Most of them are browsing.
44. What percent of customers purchase products in the store?
40 percent.