The document summarizes observations from a store observation lab. Several key insights are noted: 1) Most stores had their doors open except for one luxury store, possibly indicating privacy, distinction or exclusivity. 2) No music was playing in any stores except corridors in malls. 3) Employees in all stores initiated contact immediately, possibly due to economic recession. 4) Impulse items were near cash registers in all stores, with some using more imaginative displays. 5) All stores created clear paths for customers to walk in the same direction.

1. OBSERVATION LAB
are you paying attention?

2. GENERAL INSIGHTS
O -THE MAJORITY OF THE STORES HAD
THE DOOR OPEN, BUT THE ONE THAT
HAD IT CLOSED WAS THE MOST
LUXURIOUS (COULD WE IDENTIFY IT
AS A SIGN OF PRIVACY, DISTINCTION,
EXCLUSIVITY?)
O -NO MUSIC PLAYING IN ANY OF THE
STORES. ONLY IN THE CORRIDORS
WHEN LOCATED IN A MALL

3. GENERAL INSIGHTS
O -IN ALL CASES, PERSONNEL INITIATED
CONTACT INMEDIATLY. THIS IS A NEW
ATTITUD, AT LEAST IN OUR COUNTRY
(SPAIN). COULD IT BE RELATED TO
THE RECESION AND THE NECESITY
TO SELL” NO MATTER HOW”?
O -IMPULSE ITEMS NEAR THE CASH
REGISTER CAN BE FOUND IN ALL THE
STORES. IN SOME OF THEM
(FURNITURE STORE) THEY ARE VERY
IMAGINATIVE..

4. GENERAL INSIGHTS
O -IN ALL THE STORES A PATH HAS
BEEN CREATED, THEREFORE, ALL
CUSTOMERS WALK IN THE SAME
DIRECTION

5. SCALPERS STORE

6. SCALPERS STORE
O -THIS WAS THE ONLY STORE WITH A
DISTINCTIVE SMELL
O -THIS WAS THE ONLY STORE WITH
THE DOOR CLOSED

7. DIDECO STORE

8. DIDECO STORE
O -THE NAME AND SIGN LETTERING
SEEM NOT IMPORTANT AT ALL. THEY
PLACE PLENTY OF TOYS AT THE
SHOWCASE AND LEAVE THE BIG
DOOR OPEN

9. HABITAT STORE

10. HABITAT STORE
O -A FURNITURE STORE (NOT VERY
MODERN) WITH BLACK CEILING…AND
EMPLOYEES WEARING BLACK
UNIFORMS… STILL SEARCHING THE
LINK…

11. BULULU STORE

12. BULULU STORE
O -ITS NAME IS ALMOST HIDDEN BY THE
PRODUCT! IT SEEMS THAT IS NOT
IMPORTANT AT ALL

13. EBO STORE

14. EBO STORE
O -NO EMPLOYEES AND NO NAME. VERY
WEIRD. NO CUSTOMERS EITHER IN
FIFTEEN MIN.

15. NECK & NECK STORE

16. NECK & NECK STORE
O -BEING QUITE SMALL, CROWED WITH
MERCHANDISE AND ALWAYS WITH
MANY CUSTOMERS, THEY KEEP A
SHOWCASE AREA WITH A FEW ITEMS
INSTEAD OF MAKING THE STORE
BIGGER.