2. I visited two largest stores in the
capital of Lithuania. ‘Akropolis’ and
‘Ozas’. Browsing through the stores,
I picked the ones that distinguished
themselves from others. My
observations are further divided by
the accompanying questions from
the ‘Observation Lab’
3. Before you enter the store:
Stores had no doors, as if they where showing that there is no barriers between them and
the customer, and that everyone is welcome to come and take a look. ‘Douglas’ bottom right
on the entrance had these low price items, that reduces the barriers between the customer,
showing that the store is ‘friendly’ inviting them to see what the store has to offer inside.
Signs are big. Can be seen from the distance, as if every store is trying to emphasize that that
them you are looking for. Naturally, when passing by, you wonder inside to see what’s inside.
4. Environment
One of the stores that grab attention when you are inside is ‘Sportland’. They have
race track around the store. When you pass by, you can see basketball’s signed by
professional players, or their shoes hanging from the ceiling (Lithuanians LOVE
basketball). Store is made like a museum, with catch energetic music, that invites you
to come inside, and follow the track around the store. The register is at the center of
the store, by the time you made a full circle, and if you saw something that you want
to buy, you just have to step inwards and you’ll find yourself by the register.
5. Personnel
Personnel had some distinctive characteristics that they all shared in common
from one store to another. They would have enough staff to cover all the
perimeter (depending on the size of the store). Hey greeted the customer, and
asked if they can help with something. They would have a similar uniform that
would distinct them from the customers, so one could know clearly who to ask
for an assistance.
6. Products
‘Tamaris’ and ‘Bison’, shoes and clothing stores. Anyone can understand just by walking
past the store, in what it specializes. ‘Tamaris’ have featured items displayed on the
podiums in the center front of the store. The ‘for sale’ items are clearly indicated in the
back of the store. Seen from a distance, but one has to walk through the entire store to
get there. This ‘makes’ people to check everything that the store has to offer.
‘Bison’ further has its clothing
arranged by color, making the search
much easier for the customer.
7. Customers
Customers here are of different ages, mostly coming
in groups of at least two people, helping to shop one
another. Customers, touch, look, smell, try-on the
products that the stores have to offer. Allowing them
to see if the product is for them. Some are browsing,
some go directly to their targets.
