11. • „‟Tiring‟ environment
• Confusing costumers circulation and
crossing
• Three cash register
• Security staff and alarm at the front
• Clean, organized and sparse environment door
• Beige floor and black&white walls
• Estelle music playing
• Costumers‟ buzz
12. • Cash register in the right side of the
store
• Just a few costumers
• Usual alarm system at the entrance
• Classy and expensive first impression
• Small but organized and sparse environment
• Beige floor and white walls
• no music playing
• Clean, fresh and calm sensation
13. • Cash register in the front side of the
store
• Usual alarm system at the entrance
• Confuse and childish first impression
• Small and crowded environment
• Grey floor and walls
• “I need a miracle” music playing
• Almoust empty store
14. • Cash register in the right side of the
store
• Usual alarm system at the entrance
• Organized but dynamic first impression
• Organized but full-of-stuff environment
• Grey and sports appropriate floor and
walls
• Muse song playing
15. • Cash register in the end of
the store
• Usual alarm system at the
entrance
• Organized , clean and sparse • Classy, chique and expensive
environment
first impression
• Grey floor and glassy walls
• Soft song playing
16. • Cash register in the begining of the
store
• Usual alarm system at the entrance
• Confuse but cool and informal first
impression
• Organized but looking confuse environment
• Wood floor and black walls covered in
denim
• Pleasent manly perfume
18. • More women than men
• Ages between 20-30
• All employees using black uniforms
• Staff too busy to notice me
• Too much costumers for the number of
employees
19. • Just women
• Ages between 25-45
• All employees using black uniforms and
carrying Pandora necklaces
• Staff busy with costumers (3 for 3)
• Personalized and time consuming
treatment (expensive product = slower
decisions)
20. • One girl
• Age between 20-25
• Employee using store black uniform
• Just one employee
• Noticed me after 5 minutes (empty store)
• Asked if I needed help or was looking for
one specific product
21. • Men and women
• Ages between 20-28
• All employees using sportive uniforms
and Adidas shoes
• More employees than costumers at the
time
• Noticed me when entered the store –
welcomed me
22. • One woman
• Age between 30-35
• Employee using store black uniform
• Just one employee
• Noticed me after 1 minute (empty store)
• Asked if I needed help or was looking for
one specific product
23. • Men and women
• Ages between 20-28
• Employees using different but all Levis
products
• Four employees
• Noticed me when entered
• Welcomed me and asked if I needed help
25. • Prices very visible in each product
• Bags are the less accessible products
(higher places)
• Some impulse products in the cash
register (sunglasses, perfumes…)
• Products arranged by collection, in
some cases by colour our function
• Several central exhibitors
• Some exhibitors with products in sale
26. • Prices not visible
• Some products locked in exhibitors
(necklaces nd more valuable rings,
etc.)
• Products arranged by function
• Several central glass exhibitors
27. • Visible prices
• Some impulse products in the cash
register (pens, lipsticks…)
• Products arranged by function and colour
• Several central exhibitors
• First entrance exhibitor is with underwear
28. • Visible prices
• Some impulse products in the cash
register (sneakers acessories…)
• Products arranged by function and
gender
• Several central clothes exhibitors
29. • Visible and high prices
• Products arranged by collection/price
• Several central locked glass exhibitors
30. • Visible prices
• Some impulse products in the cash
register (belts, small purses…)
• Products arranged by function and
gender
• Several central clothes exhibitors
32. • Costumers doing different paths and
touching different products
• Some people just looking around and
others looking for specific products
• Most of the costumers spend a lot of
• Costumers from all genders and ages time circulating in this store
• Families, couples and people shopping
alone
33. • Costumers taking different time
choosing and thinking – almoust always
with the help from an employee
• Some people just looking around and
others looking for specific products
• Three costumers • Most of the costumers spend a lot of
• Couples/families time in this store-tlking with
employees
34. • Some people just looking around and
others looking for specific products
• All types of age costumers
• Common to see mother and daughter
(kids)
35. • A lot of people looking for specific
products
• All types of costumers – gender and
age
• Families, couples, friends or alone
costumers
36. • People usually looking for some
specific product and/or needing help
from the employee
• Men and women costumers
• Ages more commonly between 40-60
• Couples or alone man/woman
37. • Some people just looking around and
others looking for specific products
• Both men and women costumers
• Commonly ages between 15-25 but also
some kids/teens with family members
