4. BEFORE I ENTER AT THE STORE!
Does the store draw you in? !
Not really… The store seemed dark!
Is the door open or closed? !
It is open. In fact, I could not !
Percived the door!
How does this make you feel?!
It didn't invited me to enter!
How big is the sign lettering and in what font? !
As tou can see… pretty big sign, with clear font!
What does it tell you about the store?!
They care about the brand so that people can !
recognize them!
5. ENVIRONMENT!
What is the color scheme of !
the store? How does this !
affect you? !
It has not a homogeneous color,!
it depends on the sections of the!
store. Lingerie section is lighter !
than the male section. Yes it affects!
me. I want to take a look at the!
lingerie section, but not atmen’s!
What type of floor does the !
store have? How does this !
effect the environment?!
It has a vinilic floor, bright and again lighter at lingerie section!
6. ENVIRONMENT (cont.)!
How high is the ceiling? !
How does this feel? !
Is quite high, it makes the space !
look bigger!
How brightly lit is the store? !
How does this affect you?!
Lighting is very clear, encourages !
me to take a look at the clothes!
How loud is the environment? !
It is pretty loud!
What is causing the noise? !
People talking (cultural aspect?)!
Is there music playing? If so, does it fit the environment? !
Yes there is. The intention is good, but the !
noisy people does not let hear it!
7. ENVIRONMENT (cont.)!
Is the store warm or cold? !
Warm store!
Is the store crowed with !
merchandise or is it sparse?!
It is crowed and messy!
Does the store have a distinctive !
smell?!
Not really!
Where is the cash register located? !
The store has two floors and each one has cash !
register located to the left of the entrance door, !
seems hidden, and you have to cross part of the store!
again to exit!
8. ENVIRONMENT (cont.)!
How visible is the store security?!
The desk is at the entrance of the !
store and security personnel is !
Located at the entrance!
How long do you want to stay!
in this store? !
In lingerie area I might be up to !
review all clothing!
Does the environment influence !
the perceived value of the merchandise?!
I would not know what to say !
9. PERSONNEL!
How long does it take before !
a sales person initiates contact? !
Nobody contacted me during the !
twenty minutes I spent in the store!
Does the salesperson have a !
script to follow with each !
customer?!
I can not answer because I could !
not see interaction between staff and customers, only at the !
cash register !
Does the salesperson treat different customers differently? !
No at the cash register !
10. PERSONNEL (cont.)!
What is the ratio of salespeople !
to customers? !
A very slow ratio!
What age and gender are the!
employees? !
Gender: Fifty, fifty. Age: late !
twenties!
Are the salespeople using the store products? !
Not, definitely!
Do the salespeople have a uniform?!
Yes!
Do the salespeople match the stores image? !
The personnel image seems more serious!
11. PRODUCTS!
What is the first product that !
you notice? !
The mannequins along with a!
chest of clothes!
Is there a central display table !
with featured products? !
There is not a central display,!
instead there are lots of diplay tables
Where are items that are “for sale” located in the store?
Yes there are, mixted with other similar items!
How are the products arranged? By function? By price? By
color? !
First by fuction and then by colour!
12. PRODUCTS (cont.)!
Are there free samples or !
demonstrations? !
No!
What products are at eye level? !
Seasonal products!
What items in the store are in !
the least accessible locations?!
Some of the tights!
Where are the most and least expensive products located? !
They are mixed with the sale products!
Are the prices of the products easy to find? !
No, only sale products!
Are there impulse items near the cash register? !
Yes!
13. CUSTOMERS!
Are most customers alone or !
with someone else? What is!
the relationship? !
Customers are not alone, most !
Of them go with family and friends!
What is the average age and gender!
of the customers? !
Females in early twenties!
When a customer enters the store, do they tend to walk in
the same path or direction? !
It seems to follow each other. If someone comes !
forward seems people coming after walk in the same!
direction!
14. CUSTOMERS (cont.)!
How long do customers stay in !
the store, on average?!
Customers remain long time!
Do customer touch the !
products? Is this encouraged?!
Yes they touch the products and !
are positioned to encourage them to !
touch products!
Do most customers appear to !
be on a mission or are they browsing? !
Fifty, fifty!
What percent of customers purchase products in the store?!
Most of them !
15. BEFORE I ENTER AT THE STORE!
Does the store draw you in? !
Yes, seems so cute!
Is the door open or closed? !
It is open. In fact, I could not !
Percived the door!
How does this make you feel?!
It makes you feel good, takes you back to another place ... very
evocative!
How big is the sign lettering and in what font? !
Pretty big sign, with clear font… with colour matching the!
store colouring!
What does it tell you about the store?!
The store creates identity #!
16. ENVIRONMENT!
What is the color scheme of !
the store? How does this !
affect you? !
Light green-blue. It makes you feel !
good. Very evocative!
What type of floor does the !
store have? How does this !
effect the environment?!
Bright light green-blue. It seems that everything matches!
17. ENVIRONMENT (cont.)!
How high is the ceiling? !
How does this feel? !
Is quite high, it makes the space !
look bigger!
How brightly lit is the store? !
How does this affect you?!
Lighting is very clear, the emphasis is !
placed on the mannequins and product !
At thedisplay tables!
How loud is the environment? !
It is quiet!
What is causing the noise? !
The is no noise!
Is there music playing? If so, does it fit the environment? !
Yes there is. I think it is appropriate #!
18. ENVIRONMENT (cont.)!
Is the store warm or cold? !
Warm store!
Is the store crowed with !
merchandise or is it sparse?!
It is not crowed!
Does the store have a distinctive !
smell?!
Yes, it reminds me of new products!
Where is the cash register located? !
Is the back of the store, you have to go through the!
entire store #!
19. ENVIRONMENT (cont.)!
How visible is the store security?!
There is not visible!
How long do you want to stay!
in this store? !
Want to come and see the atmosphere, !
the staging!
Does the environment influence !
the perceived value of the merchandise?!
It seems a bit expensive store!
20. PERSONNEL!
How long does it take before !
a sales person initiates contact? !
Until you're near the cash register !
did not come to talk to you!
Does the salesperson have a !
script to follow with each !
customer?!
It seems!
Does the salesperson treat different customers differently? !
No!
21. PERSONNEL (cont.)!
What is the ratio of salespeople !
to customers? !
A very slow ratio!
What age and gender are the!
employees? !
Gender: females. Age: early!
twenties!
Are the salespeople using the store products? !
No!
Do the salespeople have a uniform?!
Yes!
Do the salespeople match the stores image? !
Yes!
22. PRODUCTS!
What is the first product that !
you notice? !
The mannequins along with a!
chest of clothes!
Is there a central display table !
with featured products? !
There is not a central display,!
instead there are lots of diplay tables separated by styles
Where are items that are “for sale” located in the store?
Yes there are, mixted with other similar items!
How are the products arranged? By function? By price? By
color? !
By style!
23. PRODUCTS (cont.)!
Are there free samples or !
demonstrations? !
No!
What products are at eye level? !
I would not know what to say!
What items in the store are in !
the least accessible locations?!
Accessories!
Where are the most and least expensive products located? !
They are mixed with the sale products!
Are the prices of the products easy to find? !
No, only sale products!
Are there impulse items near the cash register? !
Yes!
24. CUSTOMERS!
Are most customers alone or !
with someone else? What is!
the relationship? !
During my stay came only one person, !
a woman and was alone!
What is the average age and gender!
of the customers? !
Female in her thirties!
When a customer enters the store, do they tend to walk in
the same path or direction? !
Only one person came!
25. CUSTOMERS (cont.)!
How long do customers stay in !
the store, on average?!
Not much!
Do customer touch the !
products? Is this encouraged?!
Yes they touch the products !
Do most customers appear to !
be on a mission or are they browsing? !
The only client seemed browse only!
What percent of customers purchase products in the store?!
The only customer did not buy!
26. BEFORE I ENTER AT THE STORE!
Does the store draw you in? !
Not really… The store seemed dark!
Is the door open or closed? !
It is open. In fact, I could not !
Percived the door!
How does this make you feel?!
It looks like a store for young women!
How big is the sign lettering and in what font? !
As tou can see… pretty big sign, with clear font!
What does it tell you about the store?!
It seems modern store #!
27. ENVIRONMENT!
What is the color scheme of !
the store? How does this !
affect you? !
At first it seems that the center color !
is violet, because we see it at the !
Window shop, but inside it is not... !
the store looks dark!
What type of floor does the !
store have? How does this !
effect the environment?!
It has a vinilic floor, dark, as the environment!
28. ENVIRONMENT (cont.)!
How high is the ceiling? !
How does this feel? !
Is quite high but as it is dark, it does!
not seem that high!
How brightly lit is the store? !
How does this affect you?!
The store is dark, but the products are lit up and highlight a lot!
How loud is the environment? !
It is not loud!
What is causing the noise? !
Nothing!
Is there music playing? If so, does it fit the environment? !
Yes there is, pop music!
29. ENVIRONMENT (cont.)!
Is the store warm or cold? !
Warm store!
Is the store crowed with !
merchandise or is it sparse?!
No crowed!
Does the store have a distinctive !
smell?!
Not really!
Where is the cash register located? !
At the back of the store#!
30. ENVIRONMENT (cont.)!
How visible is the store security?!
There is not visible!
How long do you want to stay!
in this store? !
At first the atmosphere pulled me back!
Does the environment influence !
the perceived value of the merchandise?!
The atmosphere seems focused on young people and the price!
is very affordable!
31. PERSONNEL!
How long does it take before !
a sales person initiates contact? !
As you enter the store!
Does the salesperson have a !
script to follow with each !
customer?!
It seems that the treatment is not stereotyped ... they have
different words for each person!
Does the salesperson treat different customers differently? !
Treat everyone in a very cordial way. It seems!
personalized treatment. It is what makes the difference!
32. PERSONNEL (cont.)!
What is the ratio of salespeople !
to customers? !
It seems appropriate!
What age and gender are the!
employees? !
Gender: females. Age: early!
twenties!
Are the salespeople using the store products? !
No!
Do the salespeople have a uniform?!
Yes!
Do the salespeople match the stores image? !
The external image is dark, like the store, but the!
service was very friendly and close!
33. PRODUCTS!
What is the first product that !
you notice? !
A chest of clothes!
Is there a central display table !
with featured products? !
There is not a central display,!
instead there are lots of diplay tables
Where are items that are “for sale” located in the store?
Yes there are, mixted with other similar items!
How are the products arranged? By function? By price? By
color? !
By style!
34. PRODUCTS (cont.)!
Are there free samples or !
demonstrations? !
No!
What products are at eye level? !
I would not know what to say!
What items in the store are in !
the least accessible locations?!
Accesories!
Where are the most and least expensive products located? !
They are mixed with the sale products!
Are the prices of the products easy to find? !
No, only sale products!
Are there impulse items near the cash register? !
Yes!
35. CUSTOMERS!
Are most customers alone or !
with someone else? What is!
the relationship? !
Customers are not alone, most !
of them go with friends!
What is the average age and gender!
of the customers? !
Females in early twenties!
When a customer enters the store, do they tend to walk in
the same path or direction? !
Seems to start from the right side!
36. CUSTOMERS (cont.)!
How long do customers stay in !
the store, on average?!
They begin with a tour and if something !
catches their attention they stay longer!
Do customer touch the !
products? Is this encouraged?!
Yes they touch the products and !
are positioned to encourage them to !
touch products!
Do most customers appear to !
be on a mission or are they browsing? !
Fifty, fifty!
What percent of customers purchase products in the store?!
Most of them !
