Observations made in 7 different stores in the Netherlands and Belgium

1. Crash Course on Creativity
Observation Lab Observation Lab
Before you enter the store: DA
http://www.da.nl/wps/wcm/connect/DA.nl
Does the store draw you in? No
Windows are coverd with
If so, how? commercials
Is the door open or closed? Open
How does this make you feel? Easy to walk in
How big is the sign lettering and in what font? Pink with a round font
What does it tell you about the store? Feminine
Environment:
What is the color scheme of the store? Pink brown and white
How does this affect you? Feminine
White Tiles.
What type of floor does the store have? You hear yourself walk, It feels
How does this effect the environment? cold distant
3,5 meters
How high is the ceiling? high enough not to see the
How does this feel? system ceiling
A warm bright light
How brightly lit is the store? I don't have to do an effort to
How does this affect you? read smal print
How loud is the environment? Silent
What is causing the noise?
Is there music playing? No Music
If so, does it fit the environment?
Warmer than outside,
Is the store warm or cold? comfortable
Is the store crowed with merchandise or is it sparse? Crowded
Does the store have a distinctive smell? No

2. At a counter on a corner in the
Where is the cash register located? shop on the way out
When you watch closely you
How visible is the store security? see the camera's
How long do you want to stay in this store? Quick out
Does the environment influence the perceived value of Yes the pictures are
the merchandise? glamourous
Personnel:
How long does it take before a sales person initiates
contact? They did not
Does the salesperson have a script to follow with each
customer? No that's American
Does the salesperson treat different customers
differently? not noticably
What is the ratio of salespeople to customers? 1 on 3
What age and gender are the employees? appr 22 women
Are the salespeople using the store products? make up
Do the salespeople have a uniform? yes
Do the salespeople match the stores image? no
Products:
What is the first product that you notice? Promotions
Is there a central display table with featured products? On every head of the row

3. Where are items that are “for sale” located in the The first thing you see in the
store? store
How are the products arranged? By function? By price?
By color? Function
Are there free samples or demonstrations? Only some perfumes
Expensive cosmetic line and
What products are at eye level? perfumes
What items in the store are in the least accessible
locations? The cheaper ones
Where are the most and least expensive products
located?
Yes exept for the featured
Are the prices of the products easy to find? produncts
Are there impulse items near the cash register? yes, sweets
Customers:
Are most customers alone or with someone else? Alone
What is the relationship?
What is the average age and gender of the customers? females 40
When a customer enters the store, do they tend to Yes there is only one way to
walk in the same path or direction? - enter
How long do customers stay in the store, on average? 4-5 minutes
Do customer touch the products? They do.
Is this encouraged? It's not encouraged
Do most customers appear to be on a mission or are
they browsing? Mission
What percent of customers purchase products in the
store? 100%
Other Observations:
Dutch store
Dutch company
You directly hit the For Sale
products on entering the store

4. The sign that say what
products are where, are
covered with producrs so
youcan't see them

5. FITTZ Swarovski FNAC
http://www.fittz.be/ http://www.swarovski.com/Web_BE/fr/index
http://www.fnac.com/
No
Yes and No
Yes It's located on the second and
I ike the glitter third flore of a shopping mall
Open store dresed mannequins I know I won't buy anything for so you have to go to the flore
in the window myself there to see it.
Open Open Open
Welcome Indifferent No boundries to walk in
appr 70 cm Own Font Not Big 1,5 m own design
The Swarovsky Swam is visible
Trendy from the outside Simple, reliable
White Blue, metal, glass and Brown, beige, yeollow and
White, gold and anthracite cristal orange
Carpet with linoleum walk
lines.
Anthracite polished concrete Linoleum in al light color Gives a warm homy feeling
3 meters
the feeling is more influenced
4 meters 3 meters by the lightning. The ceiling is
Air space (small store) Air space (small store) not lit. The flor ans product are
Celing is dark, products and
Bright Light with a lot of exta Bright Light with a lot of exta spots produce a bright
spots spots lightning
Loud House music Silent noisy
people talking, tv's playing and
music, except for the book
department. No music, less
Loud House music talk
TV's and music is playing there
wher it fits, in the tv, radio and
Loud House music No music dv en cd section.
Comfortable,same teperatre as Comfortable,same teperatre as
Warm in the rest of the shopping mall in the rest of the shopping mall
Crowded Sparse busy
No No no

6. At the end of the store At the end of the store On both floors near the exit
When you watch closely you
When you look at the ceiling in see the camera's, Expensice I-
the corners, you see the When you look at the ceiling in phones,, computers have ther
camera's. There are (hidden) the corners, you see the own security cable. There are
exit gates camera's exit gates
Long. The atmosfeer is relaxed.
You can read (they have
As long as needed to see if several sofas and seating areas.
they have some thing we like. You can listen to music with
My husband fitted 2 items not long headphones on
Not really, ther is no difference
Yes. Decorations and clothes between cheap and very
are poth trendy Yes, expensive books
Immediately after entering the Immediately after entering the They don't. They have counters
store you are greeted store you are greeted where you can ask for help
the regular personal does not
the salespeople who want to
sell contracts and the now
Windows programm doe have
no does not work here Yes the script a script.
Yeas, Regulars are treated as
friends no
1 on 3 1 on 10 1 on 40
appr 25 men 23 female 35 men and women
yes total outfit yes, yewelry no
no does not work here yes yes
yes yes yes
cristals on the ceiling of the
A cardigan in the shopwindow shop The new samsung galaxy
No no Yes

7. Sale outside the season is nog
allowed. There is a section with
Sale outside the season is nog Sale outside the season is nog 3+1 (buy three and get one
allowed allowed free)
Music by genre, books bij
Style, trend, function By function genre, age group, interesst
No No No
yewelry everything at the same level TV's and electronic accessories
There is no least accessible
location none Classical music, School books
Most aexpensive yewelry is
behind closed doors mixed Mixed
Every piece is labelled, with a
Every piece is labelled Every piece is labelled security sticker
Keyrings, usb-sticks, giftcards
No Yes, pen's and cristal tattoo's etc.
Mixed, Singele, couples and
couples couples families, inluding dogs
men 30 mixed 35 35
No every goes to the
Yes, it is a small store no, walk around departmet tey want to go to
5-45 minutes 5-15 minutes 5 - 60 minutes
Yes,
Yes, you can sit and read, you
Yes, can stand and listen to music,
Yes Not possible you can wath dvd, tv
Mixed Browsing Mixed
50% I have seen none 60%
Belgian Store Belgian Store Belgian Store
Dutch Company Austrian Company French Company
A visit to the store always Easy atmosfeer. I always lose
makes me happy It's a cold store track of time

8. I thing it's trashy

9. Twice as Nice Kiehl's Standaard Boekhandel
http://www.twiceasnice.be/ http://kiehls.be/ http://www.standaardboekhandel.be/home.action
Yes
The shop front is so open you No,
can easily walk in and out The shop door is in an porch
again, the light is very bright and closed You have to make Yes, Balloons, pumkins etc in
and draws you in. an effort to get in front of the shop
There is no door Closed Open
They take care of the
I want to walk in evironment, try to save energy No boundries to walk in
about 20 cm Helvetica like appr 30 cm like an handwriting 1 meter high like Times new roman
Design, modern, cheap solid, reliable Solid, reliable
Orange brown, white and Grey
Black whote and grey Blue, White, Brick and wood gives an outdated feeling
Wooden Floor
Contributes tot the old, solid
Grey carpet feeling Grey tiles,make ik clean
3 meters
No particcular sensation 5 to 6 meters 3 - 3,5 meter
bright
Bright You can red everything you
Bright spots Everything is easilly writen want to
Noisy, There is hardly noise some noise
People entering the shopping Children walking around in
and noises of cars in the street You here the air extractor halloween costumes
No No No
Som what warmer then
outside Comfortable Comfortable
Crowded an the walls, a small
Sparse store Crowded
No Medical Pumkin soup

10. In the corner of the first room
At the right wall you enter, apposing the door Near the exit
You have to look closely. More
expensive items and close to Except foor the gates at the
the exit are in locked glass entrance you have to look
boxes Not at al carefully to find camera's
As long as needed to see if
they have what am looking for Till I have what I came for Till I have what I came for
It is always more expencive
Yes then I thought No
They react me taking pictures, I
explain the assigment and they Theu don's just like the FNAC,
are interested Directly on entering they are behind counters
No that does noet work in
Belgium.
They script in the US and in
Taiwan where they are a big
no hit. No
Yes, When you buy jewelry for
yourself or someone else they Yeas, Regulars are treated as
act differently friends Did not notice that
1 on 4 1 on 20-30
21 and 48 women 40 men and women 40 men and women
They do although you can't
see, you can smell it
Yes sometimes not to be seen
no A white apron yes
Yes, they want to looklike a
Yes Pharmacy yes
Earrings (wher we are looking To much see, I notive the
for, for my sister in law) dressed skeleton The top 10 books in that store
Yes in the esecond room of the
No store several

11. Sale outside the season is nog
allowed. There is a section with
Sale outside the season is nog Sale outside the season is nog 3+1 (buy three and get one
allowed allowed free)
Style and gender and
agegroups Gender, function and series By age group, interest, genre
nearly everything can be there is free food and drink,
no sampled but that is not sold in the shop
everythng is on eye (litte
below) level Customers favourites Novels, detectives
on racks near the wall Cheaper ones Study books (second floor)
The most expensie are in Expensive products are behind Expensive books are in glass
locked glass boxes a counter boxes
Every piece is labelled, but not
every label is easy to read Every piece is labelled Every piece is labelled
no Yes. no
Mixed, Singele, couples and
Mixed Mixed families, a lot of children
25 40 35
there is not much choise, it's a no every one walks his own
there is not much choise small store way
10 minutes 10 - 15 minutes 5-35 minutes
Not everything is to be Yes, Yes,
touched Yes, Yes
Browsing Mission Both
I have seen none 80% 50%
Belgian Store Belgian Store Belgian Store
Belgian (Antwerp) Company American (New York) owner Belgian Company
Affordable trendy jewellry Dressed Skeleton in the shop Halowen childrens party

12. two boards with pictures of
celebrities using Khiels's or in a
picture with staffmembers.
A very beautiful (Eiffel) stare
case

13. Nespresso
http://www.nespresso.com/ch/en/pages/coffee-landing-page
No
Closed
A border to cross
1 m own font
Exclusive
Brown and black and white
Carpet, brown
exculsive touch
4 meters high
Old mansion style
Not Bright
only spotlights on specific
items
quiete music
Classical music
contributes to the luxury style
warm
sparce
Koffie

14. At al the desks is a register
Very visible, gards, camera's en
exit gates
As long as needed. You have to
waite your turn. In the meantie
you can drink coffee and taste
chocolate for free
yes
They don'd, they are behind
counters.
Some walk around serving
coffee and chocolat
yes
no
1 on 20
30 men and women
not to notive they say they do
yes
yes
Coffee machine
yes

15. Sale outside the season is nog
allowed
Special edition is in the
spotlight
In groups with different
products to gether
yes
Coffee machines and cups
The recycle bin
in glass boxes
no
the coffee cups are
Mostly couples
40
Most people get a cup of
coffee
You have to wait about 10
minutes before you are
serviced
Is encouraged to taste
missione, getting cups
90%
Belgian Store
Swiss Campany
Busy or not you always have to
waite before it is your turn.
Emloyees at the desk walk
away several times when it is
not busy

16. Every now and then you get
free products we you pay for
what you bought