1. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to
patient attention, than
any other talent. Isaac Newton: (1642-1727)
Watson, Toa Payoh, Singapore
Lynette Chua

2. Before you enter the store:
• Yes, bright with wide
variety of products
• Door is open
• Cosy
• Sign is big and visible
from far. Watson, look
good, feel great
• It’s a pharmacy

3. Environment:
• White and bright. No frills.
• Ceramic tiles. Facilitate movement and cleaning
• Ceiling is high. Do not feel stress or pressured
• Store has long white fluorescent. Very bright very clinical feel.
Does not feel like an environment to hang around.
• Not very loud.
• People talking are causing the noise.
• Store was about to close when I visit. Did not notice any music
playing in the back ground.
• Store is very cold.
• Store is very crowded with merchandise, especially more so
today as they are preparing for a member sales tomorrow.
• Yes, store has distinctive smell. Suspect its coming from the
beauty products sold.
• The cash registers are located at one end of the store relatively
close to the entrance
• Store security is not very visible. The sensors at the
entrances/exits are covered with product advertisement.
Security cameras are small and attached to the ceiling.
• 15 to 20 minutes unless I am looking for or considering whether
to buy something
• Yes, the environment influence the perceived value of the
merchandise. If it looks and feel like a supermarket, it had
better charge supermarket pricing.

4. Personnel:
• Sales person did not initiate
contact. Need to go grab the
person in order to get some
attention
• No script.
• No, treat different customers in
the same manner.
• Ratio is 1:5
• Employees mainly female. Age
between 20s to 30s
• Not apparent.
• Yes, salespeople have a uniform
• No, the salespeople do not
match the stores image

5. Products:
• Olay Regenerist Serum
• No, central display table with featured products. Various block stacks all
over the store.
• Store preparing for storewide sales so sales items are dotted throughout
the store.?
• Yes, the products are organised in categories by function.
• Yes, there are many free samples or demonstrations
• There isn’t a specific patterns on the type of products at eye level but the
high margin or high value items should be at eye level?
• Bulky items are in the least accessible locations
• Most expensive products are located at the cashier counter or on wall
shelves. Least expensive items are located in bins near the cashier counter
to promote impulse purchase.
• Yes, prices of the products easy to find. Its located directly below the item.
• Yes, there are impulse items near the cash register

7. Customers:
• Most customers are alone. Some are with
friends.
• More female than male. Average age in their
20s to 30s.
• Yes, the customers tend to walk in the same
path and direction due to the arrangement
of the aisle and products display.
• Customers stay in the store, on average 15
to 20 minutes
• Yes, customers touch the products. It is not
encourage or discouraged.
• There are both customers on a mission and
browsing customers.
• Most customers buy something from the
store. Wide assortment.

8. Other Observations:
• Store is more crowded with products than
usual.
• Products were still in their original carton
boxes.
• Block stacks littered throughout the store
• Prominent promotion signs were being put up
throughout the store. I thought the offer was
already on and wanted to buy the items on
special.