2. Before I enter the store:
• Closed doors make me hesitant to walk • Open doors make me feel welcome
into • Nice and creative decorated windows
• Two much information on the first sight grasp my attention
make me nervous – SUPRISE • Big sign lettering is more important in
grocery stores or cafes that cannot “play” a
lot with their windows – MISSED BEFORE
3. Environment:
•Intense white lighting makes the
products seem expensive – SURPRISE •Music that does not fit in the
•Relaxing music relaxes me and I stay environment hurries me up
more inside the store •Narrow corridors make me feel
•Flower odours make me happy and I am uncomfortable
not paying attention to prices – •Excessive merchandise makes it harder to
OPPORTUNITY choose something – MISSED BEFORE
•Warm temperatures on cold days make •Low ceilings make the room cozier
me to stay more inside the store
•I buy items than initially wanted when the
•Clean, well preserved and organized cash register is in the back of the shop –
environment encourages me buy OPPORTUNITY
4. Personnel:
• Personnel that give enough time to look • Personnel behaves equally toward
around makes me feel more comfortable customers in shops selling necessities, but
• Clothing and cosmetics stores employ not in apparel stores – MISSED BEFORE
young people • Stores selling expensive goods tend to
• I am more impressed of a product when have a high ratio of salespeople to
I see a salesperson to wear it – SURPRISE customers
• Uniforms give a feeling of safety and
eliminate tension
5. Products:
•Apparel stores arrange products by •Items “on sale” are found in the least
color, technology stores arrange products accessible areas
by price, home stores arrange products by
•Least expensive items are located near
similarity or complementarity
the floor – MISSED BEFORE
•Most expensive items are located directly
•Expensive items do not denote the price
at eye level
•High-priced items are kept in locked
•High-priced items might be allowed more
showcases
retail space
•I usually notice at first the most expensive
item
6. Customers:
• Most of the customers are alone in shops • Usually customers do not walk in the
with low-priced items or in shops selling same direction, to avoid congestion
necessities, but they are accompanied when • Customers want to touch the products
in shops with high-priced items and do it whenever this is possible
• The majority of customers are women • Stores selling fragile items do not allow
• The majority of customers are between to touch the merchandise
20 and 50 years old - MISSED BEFORE • Most of the customers are just browsing
• The average time that customers stay in until they find something really interesting
the store is around 20 minutes • 50% of the customers proceed to a
purchase
