7. Before you enter the store:
• Does the store draw you in? If so, how?
– Yes; The display of items on the outside as well as the
brightly coloured products in the window display.
• Is the door open or closed?
– closed
• How does this make you feel?
– Anticipation
• How big is the sign lettering and in what font?
– Large bold capitals
• What does it tell you about the store?
– The type of store and what it sells
8. Environment:
• What is the color scheme of the store? How does this affect you?
– Bright colours
• What type of floor does the store have? How does this effect the
environment?
– Tiles
• How high is the ceiling? How does this feel?
– Not too high
• How brightly lit is the store? How does this affect you?
– The front of the store
• How loud is the environment?
– Not too loud
• What is causing the noise?
– Radio
• Is there music playing? If so, does it fit the environment?
– Yes
• Is the store warm or cold?
– Cold, AC
9. • Is the store crowed with merchandise or is it sparse?
– Crowded
• Does the store have a distinctive smell?
– Smell of new merchandise
• Where is the cash register located?
– At the front of the store
• How visible is the store security?
– None
• How long do you want to stay in this store?
– As long as possible to explore the different items in the store
• Does the environment influence the perceived value of the
merchandise?
– Yes
10. Personnel:
• How long does it take before a sales person initiates contact?
– As soon as you walk in the store
• Does the salesperson have a script to follow with each customer?
– “Do you need any assistance”?
• Does the salesperson treat different customers differently?
– No
• What is the ratio of salespeople to customers?
– 1:3
• What age and gender are the employees?
– Both male and female; 20-35
• Are the salespeople using the store products?
• No
• Do the salespeople have a uniform?
– No
• Do the salespeople match the stores image?
– Yes
11. Products:
• What is the first product that you notice?
– Items on the outside- Bicycles, Tricycles
• Is there a central display table with featured products?
– Yes
• Where are items that are “for sale” located in the store?
– Scattered throughout
• How are the products arranged? By function? By price? By color?
– Mixture of all
• Are there free samples or demonstrations?
– no
• What products are at eye level?
• What items in the store are in the least accessible locations?
12. • Where are the most and least expensive products
located?
– Items are scattered throughout the store. Because of
the nature. However cribs, playpens, strollers are
located at the front of the store.
• Are the prices of the products easy to find?
– Yes
• Are there impulse items near the cash register?
– Yes
13. • Customers:
• Are most customers alone or with someone else? What
is the relationship?
– Some persons were alone and some were in groups
• What is the average age and gender of the customers?
– Female; 30
• When a customer enters the store, do they tend to
walk in the same path or direction?
– No
• How long do customers stay in the store, on average?
– About 15 minutes
14. • Do customers touch the products? Is this
encouraged?
– Yes, the items are on display
• Do most customers appear to be on a mission
or are they browsing?
– Both
• What percent of customers purchase products
in the store?
– 15%
