observing and studying a retail store

1. CRASH COURSE ON CREATIVITY
Assignment 2:
ARE YOU PAYING ATTENTION?
Store Studied: DIFFERENT STOKES, INDIA
ANKEET KAVAIYA
INDIA

2. BEFORE YOU ENTER THE STORE
Sign
1. The brand names, special offers and the SALE tags are the points that
drew me in the shop.
2. The door is closed which gives a feeling of exclusivity while shopping.
3. The sign lettering is so small that it is not even visible among the other
big letterings.

3. ENVIRONMENT
1. Monochromatic color scheme with a orange contrast. It makes the environment very dull.
It kills the enthusiasm of shopping.
2. The ceiling is at an average height. Makes the shop look smaller and clustered.
3. The store is lit quite brightly .Plus the sunlight coming form the glass doors lightens up
the room. Gives it some vibrancy.
4. The store is pretty quite as at no point during the day it is crowded.
5. Soft and soothing music is playing in the background ( mostly instrumental). Adds to the
peace in the store

4. ENVIRONMENT
1. The store is cool and is not at all crowded with merchandises.
2. The store doesn’t have a distinct smell as such.
3. The cash register is located in the middle of the store.
4. The store doesn’t have a security.
5. One can stay in the store for hardly 10 mins.
6. Yes the environment highly influences the value of the merchandise
7. It makes the makes the merchandise look less expensive.

5. PERSONNEL
1. As soon as you enter the store the sales person initiates contact. Though the sales person doesn’t
have a script to follow he is very friendly and amicable.
2. Every customers that walk in is treated equally but the known customers are treated like family.
3. The ratio of the sales person to customer is 1:1
4. All the employees are male and their age group is from 30-35
5. Yes the sales people use the store products but the problem is that you cant really make out the
difference between the customer and the sales person.

6. PRODUCTS
1. The first product that one notices is the shirt display
2. There is no central display table.
3. The products are arranged by function – separated by categories like shirts , t-shirts
jeans shoes etc.
4. No there are no free samples or demonstrations.
5. Shoe racks and the jeans racks are at eye level.
6. There are no impulse items near the cash counters.

7. CUSTOMERS
1. Most customers are with someone. It may be a friend or their spouse.
2. The average customers are males between within the age group of 30 to 50.
3. There is a space restriction so the customers tend to walk in the same path.
4. On an average the customers tend to stay no longer than 15 mins.
5. The customers are encouraged to touch the products to get the feel of the
material.
6. The customers majorly appear to be on a mission.
7. Even though the customers know what they want to buy only 20% of those
customers purchase the products on the stores

8. THANK YOU