Before You enter the store83% of the stores invite me to go in67% dont have (visible) doors. 33% Had doors and opened. 17% had anarrow door, still opened83% of the stores feel good with opened doors. 17% with the narrowerdoor didnt felt that good50% of the stores had a medium size sign. And 50% had a larger sign.Although all seem to follow a size standard within the mall.All signs gave me a filling about the content of the store. Young, Minimalist,Exclusive, Expensive, Conservative, Retail
EnvironmentYoung stores have vivid colors. Exclusive/Expensive/Mature peoplestores have dark/browns colors. Retail store has generic colors(neutral). Apple has classic tuxedo colors.Exclusive/Expensive stores use dark color floors or matte.Young/All/Innovative stores use high gloss floors83% of the stores have ceilings 4 meters and above. Some of them feellike big houses. Others you just needed because is more crowded.Most of the stores (67%) have a quiet ambiance. The rest (33%) is morethan quiet. The more quiet being Sunglass Hut and Adolfo DominguezAlmost all stores (83%) had music. From runway like songs at SunglassHut, to local radio station like music on SanbornsAll stores are cold. Malls are always cold. Like no emotions50% of the stores feel very well distributed. Retail store is the morecrowded but still organized. More expensive store is crowded but feelslike dont touch anything big mansion room. Exclusive/Minimalist storesare the more sparse.
continue…EnvironmentSunglass Hut, confirms the runway sensation with the perfume. Mixup, iShopsmell to electronics. Retail store has no particular smell (everything in it is like"generic"). Adolfo Dominguez even though I would have expected it to smell toheavy perfume. It had a greasy smell. WeirdMixup, having a bigger volume and wider audience has the cashier at the exit. Lowvolume stores have it on the back. High volume, departmental store has one oneach department. More elitist store had it in a corner sort of hiddenThe departmental store had more security but was less visible. More exclusivestores had non visible security. Store with a wider audience and smallmerchandise had more visible security83% of the stores feel like wanting to stay from 0-15 minutes. If not buyinganything. The less being Adolfo Dominguez store. And the winner was thedepartmental. Cause it has all sort of books to browse, and toys.On 87% of the stores you can tell the prices from the environment cause themerchandise is exclusive to the store or the store lets you perceive the prices.
PersonnelYou can perceive the feeling when salesperson are watching you, want to help, or just dontfeel like you are a valuable assetMost of the sales person just do the introductory question. "May I help you?". No store didoffer a particular product or service.More expensive/exclusive tend to make difference between clients. Have studied profilesBigger stores, wider range of audience have smaller radio salesperson to customer. Morespecific or expensive products stores have more salesperson per clientMost of the salesperson are in the mid-late 20s. Fashion related stores go withwomen, mostly. Where there is technology or things to lift/carry there are more men.Retail is square on everything (half and half). Retail store would be the one with higher agerange at most early 30’s.On 33% of the cases salesperson were using products of the store. They were young peopleon trendy stores. I would say they buy the products ‘cause they like it personally.Half of the stores dont use any kind of uniform (50%). Two stores (33%) use a matching t-shirt. And Sanborns (retail nation wide store ) is all about store identity and squareness.No personal identityMost of the stores either identify personnel with either young or fashion. Retail storemakes everybody look the same.
ProductsAll the stores put featured products, new arrivals, or most wanted items at theentrance. Puma puts featured in the same table as salesOnly the most expensive fashion store didnt have a central display.50% of the stores didnt have any "for sale" easy to find products. 33% had "forsale" or discount items on their regular place with small signs. 33% of the storeshad a specific table with "for sale" products. Both at the entrance left side.When it fits, the first arrangement is men/woman. Then function or category.Only 33% of the stores had "interactive" material. Interactive material engagespotential clients.Learned that kids products are at kids eye level. In Sanborns (departmental),things like TVs are at kids eye level with kid’s movie playing on them.
continue…ProductsMore expensive items are found on displays, under lock. Other least accessibleitems might not be that expensive, but seems like an option that once you askyou might get them, just because you asked.Most expensive fashion stores dont have visible prices. You have to look for thetag or ask in some cases. Expensive electronics always have easy to find prices.Wider audience stores (music and retail) have always easy to find prices excepton display items.83% of the store have impulse items near the cashier. Of them 60% is for womenor children.
CustomersAlmost everybody gets in pairs or more. I guess is because is a shopping mall. Youngpeople get with friends to music or trendy stores. Couples get to expensive accessoriesstoresMost expensive clothes or accessories stores get more people above 35 or even 40. Music,fancy electronics get more young people in their 20-30s. Retail stores gets everybody.Electronics get more men, fashion/accessories get more women. Retail get everybodyRetail store is where people stay the most. Followed by music store. Clothes stores getfrom 5-10min. Gadgets store gets 10 min average.Most expensive clothes or accessories do not encourage people to touch things. IShop hassample gadgets you can play with. Mixup has sample music and movies. Retail, you canread magazines, try on some stuff, but expensive items are under lockGadgets (Ishop) and music stores, most people is not in a mission. A lot are just browsing.Sanborns, most come with a mission but stay longer. Sunglass Hut and Adolfo Rodriguez, isnot that confortable just to be looking around. Puma, most people just browsing.3 stores out of 6 get a 5% purchases relative to visitors. The higher rate is achieved bythe Retail (80%), followed by music store (30%). The least is the Fashion clothes store.
Conclusions:Aside from the gelato and books. I don’t think I like much shopping mallsnowadays.Sales and security people would stare at us worried. Like afraid of analyticobservation.After a while, going in and out of that many stores was sort of stressfulI’ve been to shopping malls in more exclusive areas in the US and doesn’t feelas dense as in this mall. The elitism was in the air.Great experience of getting to observe and feel. Wouldn’t have done it just onmy own.