Are you paying attention ??
Methodology    •   Visited different brands of stores    •   Tried to capture pictures from outside as security        gua...
Forever 21         Before you enter the store:                        Forever 21                                          ...
Forever 21                                                                         Personnel:                             ...
Reebok Juniors   Before you enter the store:                         Reebok Juniors                                       ...
Reebok Juniors                                                                       Personnel:                           ...
Ritu Kumar                 Before you enter the store:                        Ritu Kumar                                  ...
Ritu Kumar                                                                         Personnel:                             ...
Catwalk                 Before you enter the store:                         Catwalk            Does the store draw you in?...
Catwalk                                                                                                                   ...
Marks and Spencer                  Before you enter the store:                        Marks and Spencers            Does t...
Marks and Spencers                                                                        Personnel:                      ...
ALDO                  Before you enter the store:                           Aldo            Does the store draw you in? If...
Personnel:                                             How long does it take before a sales person initiates contact?     ...
Ooooops Are you paying enough attention ??? There is still a scope ,           lets improve ……………………….together
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Paying attention

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Paying attention

  1. 1. Are you paying attention ??
  2. 2. Methodology • Visited different brands of stores • Tried to capture pictures from outside as security guards and staff don’t allow to do so inside • Filled the Observation Lab form with in ten minutes of coming out of stores ..or else I might have skipped important points • Average time Spent in and around a store was thirty minutes • Was trying to portray myself as regular browser. • And most important had a note with me in my mind which said
  3. 3. Forever 21 Before you enter the store: Forever 21 Yes, Huge Does the store draw you in? If so, how? attractive façade Is the door open or closed? Open How does this make you feel? Welcoming Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Style Environment: Bule and White,What is the color scheme of the store? How does this affect you? Very Casual Tiles, NotWhat type of floor does the store have? How does this effect the Premium, Casual environment? Stuff Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Bright How loud is the environment? Comfortable What is causing the noise? No No, some music Is there music playing? If so, does it fit the environment? should b there Is the store warm or cold? perfect Is the store crowed with merchandise or is it sparse? Very Crowded Does the store have a distinctive smell? No Right side of *Points highlighted in Red are Opportunity Where is the cash register located? entrance area for the store How visible is the store security? At entry Store has huge potential to increase sale as lot How long do you want to stay in this store? 15 minutes of customer entry. They need to work on Does the environment influence the perceived value of the visuals and staff. Improvement in these two merchandise? Yes areas can do wonders to the sale of the store.
  4. 4. Forever 21 Personnel: Nobody contacted How long does it take before a sales person initiates contact? me Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 20:01 Insights and hidden What age and gender are the employees? 20-30 Opportunities Are the salespeople using the store products? Do the salespeople have a uniform? Yes Yes Do the salespeople match the stores image? Yes• There was not music playing in the Products: What is the first product that you notice? Earings store, Music impact the mood of Is there a central display table with featured products? Yes the shopper, it should have been there. Where are items that are “for sale” located in the store? No such item• It was so overcrowded with How are the products arranged? By function? By price? By color? function merchandise, it was difficult to Are there free samples or demonstrations? no take out merchandise from the yes, but some What products are at eye level? were really high fixtures. They must reduce What items in the store are in the least accessible locations? Apparel merchandise for the comfort of Expensive Jackets the store near aisle, Least• There was nobody to assist me. In expensive accessories near a fashion store, it is I believe must Where are the most and least expensive products located? cash pont to have very proactive fashion Are the prices of the products easy to find? yes Are there impulse items near the cash register? yes consultants to educate customers Customers: and cross sell Are most customers alone or with someone else? What is the Someone else,• Some products were placed so relationship? friends high that I just could not manage to get them, I had to ask a staff What is the average age and gender of the customers? 25 four times to get me something. When a customer enters the store, do they tend to walk in the same path or direction? - no After that I felt so uncomfortable How long do customers stay in the store, on average? 20 min that I stopped asking. Loss of Do customer touch the products? Is this encouraged? yes opportunity Do most customers appear to be on a mission or are they browsing? mission What percent of customers purchase products in the store? 10• NONE OF THE STAFF SMILED
  5. 5. Reebok Juniors Before you enter the store: Reebok Juniors Yes, Lighting was Does the store draw you in? If so, how? bright Is the door open or closed? Open How does this make you feel? Welcoming Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Nothing Environment: Yellow, Blue, White Very bright What is the color scheme of the store? How does this affect you? and lively What type of floor does the store have? How does this effect the Tile, Wooden, environment? Premium Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Very Bright How loud is the environment? Comfortable What is causing the noise? No Yes, very peppy Is there music playing? If so, does it fit the environment? music Is the store warm or cold? Perfect *Points highlighted in Red are Opportunity Is the store crowed with merchandise or is it sparse? Sparse area for the store Does the store have a distinctive smell? No Store was sparsely merchandised, which was on the center of actually resulting in customers browsing and Where is the cash register located? left Wall leaving the store How visible is the store security? No Security Problem statement of the store is loss of sale How long do you want to stay in this store? 5 minutes due to lack of merchandiseDoes the environment influence the perceived value of the merchandise? Yes
  6. 6. Reebok Juniors Personnel: How long does it take before a sales person initiates contact? One minute Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No 2:01Insights and hidden What is the ratio of salespeople to customers? What age and gender are the employees? 18-25Opportunities Are the salespeople using the store products? Yes Do the salespeople have a uniform? Yes No• Store had sparse merchandise, Do the salespeople match the stores image? Products: customers were coming and What is the first product that you notice? Floaters leaving the store as they didn’t Is there a central display table with featured products? Yes have sizes.• Store Sign was readable but Where are items that are “for sale” located in the store? Entire store was on sale actually did not make any How are the products arranged? By function? By price? By color? gender connection to kids, fun, Are there free samples or demonstrations? no yes, but some were excitement, it was too boring for a What products are at eye level? really high kids store What items in the store are in the least accessible locations? Accessories• Store Staff was also unexciting to Expensive footwear at the center of the look at, they didn’t have footwear wall,leat personality to be in a kids sports expensive acessories: brand. They were very low in Where are the most and least expensive products located? near cah point energy. Are the prices of the products easy to find? No Are there impulse items near the cash register? yes• Some footwear were placed at Customers: higher level. I had to ask staff the Are most customers alone or with someone else? What is the Someone else, kids and show the same relationship? parents together 35 ( calculated for• A4 Sheets Print signage were there What is the average age and gender of the customers? parents, excluding kids) in the store on front, which made When a customer enters the store, do they tend to walk in the same store look really unprofessional. path or direction? - same path How can a MNC brand be so How long do customers stay in the store, on average? 5 mins Do customer touch the products? Is this encouraged? yes unprofessional. I was shocked? Do most customers appear to be on a mission or are they browsing? mission What percent of customers purchase products in the store? 5
  7. 7. Ritu Kumar Before you enter the store: Ritu Kumar Yes, Window Maneqquins Does the store draw you in? If so, how? were appealing Is the door open or closed? Open How does this make you feel? Welcoming Very Thin Font, Difficult to read How big is the sign lettering and in what font? from Distance What does it tell you about the store? Nothing Environment: Dark brown, It made me littleWhat is the color scheme of the store? How does this affect you? gloomyWhat type of floor does the store have? How does this effect the Wooden/Very environment? Premium Regular Height, Made be *Points highlighted in Red are Opportunity area for How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Very Very Dull the store How loud is the environment? Comfortable • Design Myopia can be term used for this store. What is causing the noise? No They have overly designed the store No, some music Is there music playing? If so, does it fit the environment? should b their overlooking the customer benefit, shopping Is the store warm or cold? Very Warm psyche. Is the store crowed with merchandise or is it sparse? Perfect • Some senses have been completely ignored like Does the store have a distinctive smell? No temperature was way to warm, no fragrance , Where is the cash register located? Extreme End overly dull lighting. How visible is the store security? No Security • A designer store MUST touch each and every 20 minutes for merchnadise sense in soothing manner, but here some were How long do you want to stay in this store? Does the environment influence the perceived value of the uncomfortably smothered and some were merchandise? Yes uncomfortable left to wander.
  8. 8. Ritu Kumar Personnel: How long does it take before a sales person initiates contact? One minute Ritu Kumar Does the salesperson have a script to follow with each customer? Does the salesperson treat different customers differently? No NoInsights and hidden What is the ratio of salespeople to customers? 1:01 20-30Opportunities What age and gender are the employees? Are the salespeople using the store products? No Do the salespeople have a uniform? Yes• Sign Lettering also have been made Do the salespeople match the stores image? Yes overly stylish and unreadable from Products: distance What is the first product that you notice? Dress Is there a central display table with featured products? Yes• Lighting of the store was really dull. at the very beginning Being a designer store may be they of the store right side wanted a different look and feel but Where are items that are “for sale” located in the store? behind entry gate somehow I felt that I made store too How are the products arranged? By function? By price? By color? color dull Are there free samples or demonstrations? no• There was no music in the store and What products are at eye level? yes store was uncomfortably warm What items in the store are in the least accessible locations? Apparel, discounted• Staff was underdressed for a Expensive dresses: designer store, they were wearing center fixture and least formal trousers and shirt, which was expensive: right side not gelling with the store ambience Where are the most and least expensive products located? behind entry gate Are the prices of the products easy to find? yes• There was no impulse item near the Are there impulse items near the cash register? no store, they could have kept some Customers: designer scarfs, clutches etc. Are most customers alone or with someone else? What is the Someone else,• Worst trial rooms to enter, Trial relationship? daughter, friends Room had torn curtains as doors, What is the average age and gender of the customers? 35 which made me really When a customer enters the store, do they tend to walk in the same uncomfortable, which means less path or direction? - same path trial and eventually less sale. How long do customers stay in the store, on average? 30 mins Do customer touch the products? Is this encouraged? yes Do most customers appear to be on a mission or are they browsing? mission What percent of customers purchase products in the store? 20
  9. 9. Catwalk Before you enter the store: Catwalk Does the store draw you in? If so, how? No Is the door open or closed? Open How does this make you feel? Welcoming Thin Font, Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Nothing Environment: Light green and white, Bright,What is the color scheme of the store? How does this affect you? easy to shopWhat type of floor does the store have? How does this effect the Tiles, Not no environment? Premium Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Bright How loud is the environment? Comfortable What is causing the noise? No No, some music *Points highlighted in Red are Is there music playing? If so, does it fit the environment? should b their Opportunity area for the store Is the store warm or cold? Perfect Is the store crowed with merchandise or is it sparse? Perfect Store was overly dull, display, fixtures, Yes, footwear like unpleasant staff, no music, unpleasant smell all Does the store have a distinctive smell? smell attributed to the dullness of the store Where is the cash register located? Extreme End How visible is the store security? No Security How long do you want to stay in this store? 5 minutes Does the environment influence the perceived value of the merchandise? Yes
  10. 10. Catwalk Catwalk Personnel: How long does it take before a sales person initiates contact? One minute Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 3:01 What age and gender are the employees? 30-40Insights and hidden Are the salespeople using the store products? NoOpportunities Do the salespeople have a uniform? Yes Do the salespeople match the stores image? No Products:• There was no window, façade or What is the first product that you notice? Sandals fixtures to highlight, emphasize Is there a central display table with featured products? No products. Display was extremely straight and failed to excite me as a Where are items that are “for sale” located in the store? No such item How are the products arranged? By function? By price? By color? function shopper. A little emphasize on Are there free samples or demonstrations? no products using center display and/or yes, but some were window display could have created What products are at eye level? high What items in the store are in the least accessible locations? Footwear something exciting for any shopper and would have pulled her in. Expensive at front,• There was no music which added to and least expensive at the dullness of store. Where are the most and least expensive products located? the corner of the wall Are the prices of the products easy to find? yes• It was a women store, but all male Are there impulse items near the cash register? no attendants were there, therefore, Customers: were not using the products. Women Someone else, friends Are most customers alone or with someone else? What is the relationship? staff should be added to the store. What is the average age and gender of the customers? 30 When a customer enters the store, do they tend to walk in the same path or direction? - Different directions How long do customers stay in the store, on average? 10 mins Do customer touch the products? Is this encouraged? yes Do most customers appear to be on a mission or are they browsing? browsing What percent of customers purchase products in the store? 5
  11. 11. Marks and Spencer Before you enter the store: Marks and Spencers Does the store draw you in? If so, how? No Is the door open or closed? Open How does this make you feel? Welcoming How big is the sign lettering and in what font? Readable from Distance What does it tell you about the store? Nothing Environment: Dark Brown/Black/Blue/VeryWhat is the color scheme of the store? How does this affect you? formal atmosphereWhat type of floor does the store have? How does this effect the environment? Wooden, Premium Regular Height, Made be *Points highlighted in Red are How high is the ceiling? How does this feel? comfortable Opportunity area for the store How brightly lit is the store? How does this affect you? Dull Store façade was very dark and How loud is the environment? Comfortable unimpressive. It was cluttered. What is causing the noise? No And the clutter got carried to each and Is there music playing? If so, does it fit the environment? Yes, but very low level every corner of the store. It was very Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Crowded complex to understand the store. I got confused what to look at where. Does the store have a distinctive smell? No To add to the confusion, nobody Where is the cash register located? Right to the entrance attended me in the store. How visible is the store security? At entry How long do you want to stay in this store? 10 minutes KISS ; keep it short and simple, is Does the environment influence the perceived value of the definitely not followed in the store from merchandise? Yes façade to store display.
  12. 12. Marks and Spencers Personnel: Nobody contacted How long does it take before a sales person initiates contact? me Does the salesperson have a script to follow with each customer? Na Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 10:01Insights and hidden What age and gender are the employees? 20-30 Are the salespeople using the store products? YesOpportunities Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Too much of merchandise, and no Products: logic to display added to the woe of What is the first product that you notice? Top consumer. They must add some Is there a central display table with featured products? Yes space to for consumer to breath , a predefined aisle for customer to walk Where are items that are “for sale” located in the store? No such item should be added. How are the products arranged? By function? By price? By color? gender Display should be made with little Are there free samples or demonstrations? no less merchandise, at façade or inside What products are at eye level? yes the store. What items in the store are in the least accessible locations? Apparel Expensive:Designer Lighting can uplift the mood of the dresses, near store. Adding light can also give enterance, Leat expensive; clarity to customers. Lights must be accessories: added in window area and inside the Where are the most and least expensive products located? extreme corner store. Are the prices of the products easy to find? yes Are there impulse items near the cash register? no Impulse items were located at Customers: extreme corner, which I believe, Are most customers alone or with someone else? What is the Someone else, should be near to cash point or trail relationship? spouse, friends room. Customers can look at them while waiting near both the areas What is the average age and gender of the customers? 40 and might add the shopping kitty. When a customer enters the store, do they tend to walk in the same path or direction? - no Staff MUST assist customers, they How long do customers stay in the store, on average? 20 mins were busy talking rather than helping Do customer touch the products? Is this encouraged? yes Do most customers appear to be on a mission or are they browsing? browsing What percent of customers purchase products in the store? 5
  13. 13. ALDO Before you enter the store: Aldo Does the store draw you in? If so, how? Yes Is the door open or closed? Open How does this make you feel? Welcoming Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Fashion Environment: What is the color scheme of the store? How does this affect White and you? Black,, No effectWhat type of floor does the store have? How does this effect the Aldo, Wooden, environment? Premium feel Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Bright How loud is the environment? What is causing the noise? Comfortable No *Points highlighted in Red are Opportunity No, some music area for the store Is there music playing? If so, does it fit the environment? should b their Is the store warm or cold? Cold Most important aspect of retail store is Is the store crowed with merchandise or is it sparse? Perfect people, if your people aren’t right, it can Does the store have a distinctive smell? No have detrimental effect on all other factors, Where is the cash register located? Extreme End and eventually sale from the store. How visible is the store security? Entry How long do you want to stay in this store? 10 minutes Does the environment influence the perceived value of the merchandise? Yes
  14. 14. Personnel: How long does it take before a sales person initiates contact? One minute Does the salesperson have a script to follow with each customer? Seems so Does the salesperson treat different customers differently? No 3:01 Insights and hidden What is the ratio of salespeople to customers? What age and gender are the employees? 20-30 Opportunities Are the salespeople using the store products? Do the salespeople have a uniform? no Not all Do the salespeople match the stores image? No• Display and fixtures added life to Products: the display of the store. One can What is the first product that you notice? Heels easily compare Catwalk and Aldo Is there a central display table with featured products? Yes store and clearly identify even from the pictures, how much Where are items that are “for sale” located in the store? No such item How are the products arranged? By function? By price? By color? function difference center table display can no Are there free samples or demonstrations? make to the store yes, but some were What products are at eye level? really high What items in the store are in the least accessible locations? Footwear• All staff were not wearing uniform. Expensive: on central Some of them were wearing very fixture, Least expensive: footwear traditional apparel. Not all Staff Where are the most and least expensive products located? extreme left end was gelling with the store image. Are the prices of the products easy to find? yes Are there impulse items near the cash register? yes Customers:• Only contact they made with me Are most customers alone or with someone else? What is the Someone else, was “ Hello Mam”. Seems, they relationship? friends were asked to wish every What is the average age and gender of the customers? 30 customer, but beyond that they When a customer enters the store, do they tend to walk in the same were clueless. Staff should be path or direction? - no How long do customers stay in the store, on average? 10 mins trained to engage customers, build Do customer touch the products? Is this encouraged? yes rapport with them insist trials. Do most customers appear to be on a mission or are they browsing? browsing What percent of customers purchase products in the store? 5
  15. 15. Ooooops Are you paying enough attention ??? There is still a scope , lets improve ……………………….together

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