Kaoru observed several stores in Japan including supermarkets, a coffee shop, doughnut shop, and drugstore. She used her 5 senses to evaluate the stores. Automatic doors that required pressing a button or doors with handles did not entice her into a store, especially when with a stroller. However, fully automated doors or widely opened doors drew her in as they were stroller friendly. Loud music or pre-recorded messages in stores made her uncomfortable while pleasant background music made her feel at ease. Packaged foods without smells had little impact while mouthwatering food aromas from samples and demonstrations had a big impact on her appetite. She realized there were things like shopping baskets and last-minute items near

1. by Kaoru from Japan

2. I observed….
3 supermarkets
1 coffee shop
1 doughnut shop
1 drugstore

3. I used my 5 senses
1 2
3 4 5

4. 1
tells me…

5. Automatic doors with a “press” button or doors with
handles didn’t draw me in the shop, especially when with
a pram.

6. However, fully-automated doors or widely-opened
doors drew me in the shop. Pram-friendly!

7. 2
whispers me…

8. Music and pre-recorded message to shoppers in each
corner in a shop made me feel uncomfortable and
irritated.

9. However, nice music fitting the atmosphere made
me feel comfortable and even want to stay longer.

10. 3 4
tell me…

11. Packaged foods with no smell had little impact on
me.

12. However, mouth-watering aromas coming from food
samples and demonstrations had a HUGE impact on me
(more accurately, my appetite).

13. 5
tells me…

14. I have missed out so
many things and services
in the shops.
For example…

15.  There are shopping
baskets stacked in
the middle of the
shop.
(I used to go back to
the shop entrance to
get the shopping
basket when I
forget.)

16.  So many things can be
picked up near the cashier;
cigarette
lighter
special envelopes*
batteries
etc…
*Japanese put the money in
the special envelops for
occasions, such as wedding
and funeral service.

17. Lastly…
My 6 sense
tell me…

18. I should pay more attention around me
from now on. If I do so, I can find
something unimaginable.
Observation Rules!
Thank you