9. Store # 3 (continued)
Impulse items
near cash
register
10. Store # 4
Dark interior
makes it
difficult to
see
merchandise
11. Store 4 (continued)
Pictures on
the wall look
nice but give
away feeling
that I have
entered
someone
else’s house
12. Observation Lab Store 1 Store 2 Store 3 Store 4
Before you enter the store:
Does the store draw you in? If so, how? no yes no no
Is the door open or closed? closed open yes open
How big is the sign lettering and in what font? not too large medium small small
What does it tell you about the store? n/a n/a n/a n/a
Environment:
both neutral neutral and
What is the color scheme of the store? How does this affect you? and dark subtle multi color black and white
What type of floor does the store have? How does this effect the very expensive tiles but wok
environment? tiles tiles is in progress black tiles
medium high ; not
How high is the ceiling? How does this feel? height 12 ft personable not high
dark; do not
How brightly lit is the store? How does this affect you? brightly lit easy on eyes bright want to enter
How loud is the environment? very loud not loud not loud not loud
What is causing the noise? n/a n/a n/a n/a
Is there music playing? If so, does it fit the environment? yes yes, yes yes; yes yes; yes
Is the store warm or cold? warm comfortable comfortable comfortable
Is the store crowed with merchandise or is it sparse? crowed sparse sparse crowed
Does the store have a distinctive smell? no no no no
near
Where is the cash register located? at the back at the back entrance at the back
How visible is the store security? none none none none
How long do you want to stay in this store? 10 min 30 min 15 min 5 min
Does the environment influence the perceived value of the merchandise? yes yes no yes
13. Personnel: store 1 store 2 store 3 Store 4
How long does it take before a sales person initiates contact? none immediately n/a immediately
Does the salesperson have a script to follow with each customer? no no n/a no
Does the salesperson treat different customers differently? no no n/a no
What is the ratio of salespeople to customers? 1 to 8 1 to 15 1 to 15 1 to 3
What age and gender are the employees? 18-22 22-35 20-25 18-20
Are the salespeople using the store products? no no no no
Do the salespeople have a uniform? no no no no
Do the salespeople match the stores image? yes yes yes yes
Products:
What is the first product that you notice? skirt ot dress dress coat coat
central display
table with no
featured
Is there a central display table with featured products? product yes no no
Where are items that are “for sale” located in the store? at the back at the back back back
How are the products arranged? By function? By price? By color? by function by color function by function
Are there free samples or demonstrations? no no no no
tops,
dress, skirt and sweaters,
What products are at eye level? jewellery everyting pants T shirts, coats
What items in the store are in the least accessible locations? N/A nothing coat denim
expensive at
Where are the most and least expensive products located? random front at the back n/a
Are the prices of the products easy to find? No yes yes yes
Are there impulse items near the cash register? yes yes yes no
14. Customers:
Alone and alone or with with
Are most customers alone or with someone else? What is the relationship? with someone friends someone with someone
27 -32,both male
What is the average age and gender of the customers? 18-22 and female 24-40 15-20
When a customer enters the store, do they tend to walk in the same path or
direction? - yes no yes yes
How long do customers stay in the store, on average? half an hour 20-30 min 30 min 15-20 min
Do customer touch the products? Is this encouraged? yes yes yes yes
Do most customers appear to be on a mission or are they browsing? in a mission browsing browsing mission
What percent of customers purchase products in the store? 35% 35% 20% 20%
4 sofas in the
middle of the
store for
Other Observations customers
