Shruti observed 6 different stores - Shoppers Stop, Lifestyle, Sapna Book House, Reliance Footprints, Reliance Fresh, and Bata. For each store, she analyzed attractions, environment, personnel, products, customers, and provided observations. Some common themes were stores using color schemes and signage for branding. Customer experiences varied between browsing leisurely versus focused shopping missions. Employee interactions also differed, with some stores being more or less attentive.

1. Assignment 2:
Observation Labs
- By Shruti

2. Observed Six Stores
Fashion & lifestyle
• Shoppers Stop store
• Lifestyle Fashion & lifestyle
store
• Sapna Book House Book Store
• Reliance Footprints Footwear shop
• Relaince Fresh Grocery shop
• Bata Footwear shop

3. Lets look at each
store
one by one

5. ATTRACTIONS
• Big glass building at prominent location
attracts customers
• Big sign board with big and clear letters
• Automatic glass door that welcomes you

6. ENVIRONMENT
• House color: Black –followed throughout the store
• Bright store : gives positive feelings and customer can
clearly see the products
• Cash register location at the end of each floor
• Background music with latest songs suits stores young
image
• Separate floors for
– Ladies Apparel
– Gents Apparel
– Kids Zone
– Ground floor with footwear and fashion accessories
• Customer can stay for 2-3 hours in the store easily.

7. PERSONAL
• After 2-3 minutes the salesperson comes
and ask if customer require any help.
• Customer is free to browse and can ask for
help to salesperson if required
• Ratio of salesman to customers : 1:5
• Both male and female (age 20-30yrs )
employees
• Employees using uniform and match store
image

8. PRODUCT
• First product to notice: Watches
• Central display table: NO
• No on-going sale
• Product are arranged by brands and then
by type
• New arrivals are kept at eye level
• Price of few products are not so easy to find
• Impulse item is not present near cash
counter

9. CUSTOMER
• Customers are with friends and families
• Average age of customer: 30
• Gender Ratio-50:50
• Customer touches and try various products
before buying
• Customer stays for 1-2 hours in the store
• Customers first browse and buy whatever they
like
• 50% customers have bought something from
the store

10. OBSERVATIONS
• Store employees are not irritating
• Gives customer his space, comes only when
you ask for help
• Many people walk in to the store and
browse for long time and go without taking
anything
• Multiple items and brands gives vast variety
and range
• Many family comes together to buy for
various members

11. LIFESTYLE

12. ATTRACTIONS
• Big building with 6 floors at prominent
location attracts customers
• Multiple sign boards of all the stores in
the mall
• Open door with security guards to
welcome you

13. ENVIRONMENT
• House color: orange, pink and white
– followed throughout the store
• Bright store : gives positive feelings and customer can clearly
see the products
• Cash register is located at both end of each floor
• Background music with latest songs suits stores young image
• Customer noise makes environment loud
• Separate floors for
– Ladies
– Gents
– Kids Zone
– Home store
• Customer can stay for 3-4 hours in the store easily.

14. PERSONAL
• No salesperson comes and talks to you although
they are present there and ready to help you
anytime
• Customer is free to browse and can ask for help
to salesperson if required gives sense of
freedom in the store
• Ratio of salesman to customers : 1:10
• Both male and female (age 20-30yrs )
employees
• Employees using uniform and match store
image

15. PRODUCT
• First product to notice: Perfumes and
cosmetics products
• Central display table: yes
• Various offers and sale items present
• Product are arranged by brands and then
by type
• New arrivals are kept at eye level
• Price of products are easy to find
• Impulse item is not present near cash
counter

16. CUSTOMER
• Customers are with friends and families
• Average age of customer: 30
• Gender Ratio (F/M)-70:30
• Customer touches and try various products
before buying
• Customer stays for 2-3 hours in the store
• Customers first browse and buy whatever
they like
• Only 30% customers have bought
something from the store

17. OBSERVATIONS
• Store employees are not irritating
• Gives customer his space, comes only when
you ask for help
• Many people walk in to the store and browse
for long time and go without taking anything
• Multiple items and brands gives vast variety
and range
• Many family comes together to buy for
various members

18. SAPNA BOOK HOUSE

19. Attractions
• Building with 4 floors at prominent location attracts
customers
• Big sign board of all with clear font “Sapna Book
House- India’s largest book store” to attract customer
• Open door with security guards to welcome you

20. Environment
• House color: grey and white
– followed throughout the store
• Very Bright store : gives positive feelings and customer can
clearly see and read the books
• Cash register is located at the entrance of ground floor
• Light Background music suits stores
• Quite environment
• Separate floors for
– Books
– CD,DVDs and others
– Stationary
• Customer can stay for 1-2 hours in the store easily.

21. Personal
• No salesperson comes and talks to you although
they are present there and ready to help you
anytime
• Customer is free to browse all the books and can
ask for help to salesperson if required- gives
sense of freedom in the store
• Ratio of salesman to customers : 1:5
• Both male and female (age 25-40yrs ) employees
• Employees using uniform and match store image

22. Product
• First product to notice: Newly launched books
• Central display table: yes
• Various offers and sale items present
• Books are arranged by type and then by
author
• Most selling books are kept at eye level
• Price of books are easy to find
• Impulse item is present near cash counter

23. Customer
• Customers are either alone or with 1-2 friends
• Average age of customer: 25
• Gender Ratio (F/M)-60:40
• Customer touches and read the book before
buying
• Customer stays for 30 minutes in the store
• Customers first browse and buy whatever they
like
• 90% customers have bought something from the
store

24. Observation
• Store employees are not irritating
• Gives customer his space, comes only when you
ask for help
• Many people walk in to the store and browse in
their relevance section for some time and
purchase books
• Multiple books under same roof gives vast variety
and range
• Mostly students and working people are
customers

25. RELIANCE FOOTPRINTS

26. Attractions
• Red color building with 2 floors
• Sign board of all with logo and font “Reliance
footprints” to attract customer
• Open door with security guards to welcome
you

27. Environment
• House color: red
– followed throughout the store
• Not too bright store : gives dull feelings and store
looks little congested
• Cash register is located at the end of ground floor
• Background music suits stores
• Separate floors for ladies and gents
• Customer can stay for 15-30 minutes in the store

28. Personal
• Salesperson comes and talks to you within 2
seconds
• Customized script for salesman
• Ratio of salesman to customers : 1:1
• Both male and female (age 25-30yrs )
employees
• Employees using uniform and match store
image

29. Product
• First product to notice: Shoes display
• Central display table: yes
• Various offers and sale items present
• Footwear are arranged by brand and then by
type
• Daily footwear are kept at eye level
• Price of footwear is difficult to find
• Impulse item is not present near cash counter

30. Customer
• Customers are either alone or with 1 friend
• Average age of customer: 30
• Gender Ratio (F/M)-50:50
• Customer touches and try the footwear before
buying
• Customer stays for 15-30 minutes in the store
• Customers appears to be on mission
• 20% customers have bought something from the
store

31. Observation
• Store employees are helpful
• Many people walk in to the store with clear
mission and browse in their relevance section
for some time but do not purchase
• Limited brands in the store gives limited
collection

32. RELIANCE FRESH

33. Attractions
• 1 floor in a small building
• Sign board of all with logo and font “Reliance
Fresh” to attract customer
• Open door with security guards

34. Environment
• House color: red
• Bright store but looks little congested
• Cash register is located at near exit
• No background music
• 1 floor for all groceries
• Customer can stay for 30min -1 hr in the store

35. Personal
• No salesperson comes and talks to you
• Salesperson are available for help
• Ratio of salesman to customers : 1:30
• Both male and female (age 20-35yrs )
employees
• Employees using uniform and match store
image

36. Product
• First product to notice: Offer and sale
products
• Central display table: yes
• Various offers and sale items present
• Grocery is arranged by type
• Big price tags : very easy to find
• Impulse item is present near cash counter

37. Customer
• Customers are either alone or with 1 friend
• Average age of customer: 35
• Gender Ratio (F/M)-50:50
• Customer touches the product and keep in the
cart
• Customer stays for 15-30 minutes in the store
• Customers appears to be on mission
• 100% customers have bought something from
the store

38. Observations
• Store employees are helpful
• All people walk in to the store
with clear mission and browse in
their relevance section and
purchase the groceries
• Customers don’t spend much
time in store.

40. Attractions
• Red and white color building
• Sign board of all with logo and font
“BATA” to attract customer
• Open door with no security guards
• Nobody to welcome you

41. Environment
• House color: red
– followed throughout the store
• Bright and spacious store
• Cash register is located near the entrance
Background music suits stores
• Same floors but different sides for ladies and
gentleman
• Customer can stay for 30-40 minutes in the
store

42. Personal
• No salesperson comes and talks to you
• Ratio of salesman to customers : 1:10
• Male employees (age 30-40yrs )
• Some employees not using uniform and do
not match store image

43. Product
• First product to notice: Ladies shoes display
• Central display table: yes
• No offers or sale items present
• Footwear are arranged by brand and then by
type
• Most selling designs are kept at eye level
• Price of footwear is easy to find
• Impulse item is not present near cash counter

44. Customer
• Customers are either alone or with 1
friend
• Average age of customer: 35
• Gender Ratio (F/M)-50:50
• Customer touches and try the footwear
before buying
• Customer stays for 15-30 minutes in
the store
• Customers appears to be on mission
• 10% customers have bought something

45. Observations
• Store employees are not helpful
• No salesperson present or visible
• In case customer requires help , the
salesperson comes after 15-20 minutes
• Many people walk in to the store with clear
mission and browse in their relevance section
for some time but walk out without
purchasing because of bad service

46. -Shruti