1. Consumer Observations
INSIGHTS AND HIDDEN OPPORTUNITIES
Nicoleta Nistor
Bucharest, October 30th 2012

2. Starbucks – ‘before you enter’
 door always open
 looks like it has a cozy atmosphere
 big windows
 no windows if warm outside
 sign lettering is visible from any angle
 the font for the lettering is done in white and
green, both relaxing colors
 overall impression is that the store looks inviting

3. Starbucks – ‘environment’
 the environment has a very homey look to it
 the color scheme for the interior is done in light brown,
green and white, relaxing colors that go with coffee house
 dim lighting inviting for relaxation
 the music is very low and peaceful
 the merchandise is valued more due to efforts on the
calming, inviting atmosphere
 adhesive merchandise like sandwiches, cookies, sodas, is
sold due to clever placement in line with the serving
queue

4. Starbucks – ‘personnel’
 the sales person greets customers
using same script
 sales person are friendly, young and
energetic
 sales persons are dressed in branded
green aprons, indicating familiarity
and ease

5. Starbucks – ‘products’
 non-coffee products are
conveniently places in the
window in line with the
queue
 bean coffee bags are stored
rustically for grabs next to
the cashiers
 coffee products are written
on big boards viewable from
all over the store, along with
funny or attractive drawings
 impulse items (of small
value) are places in front of
the cashiers

6. Starbucks – ‘customers’
 customer base is diverse in age
and gender
 customers first approach the
line for ordering and then look
for a place to drink the coffee or
they leave immediately
 estimated medium stay is 45
minutes per customers
 customers are usually in groups
of 3 or 4 and they use the space
for socializing
 solitary customers are usually
reading or working on a
computer

7. ZARA – ‘before you enter’
 doors always open
 draws in younger or hipper
type of clientele due to loud
screaming music that is
heard from outside
 lettering on the store is huge and is done in Chrystal like
font, instantly telling it’s customers they are a luxury
brand
 windows are filled with their newest entry products and
they have price tags as to indicate the customer what is
the expected level of merchandise value

8. ZARA – ‘environment’
 the color scheme chosen for the store is in metallic shiny white, black and
silver making it quite clear what is to expect from the brand = luxury
 the general atmosphere is one of rush from the loud music, and the shiny
floors, to the bright artificial lighting
 the store feel cold and impersonal
 the security is very visible, they are the first person you see when entering
the store, giving you the sensation that you should be engarde from the
beginning

9. ZARA – ‘personnel’
 the salespeople are invisible, they even wear black
suites as to go unnoticed
 salespeople does not make contact with customers,
they wait to be solicited
 the ratio of salespeople to customers is
disproportioned
 salespeople are matching the store’s image in the
sense that they convey coldness, strict business
relation, no familiarity
 salesperson convey the idea that working for this
brand makes them feel important

10. ZARA – ‘products’
 products are beautifully displayed
according to fashion style (classic
look, evening wear, outwear)
 ‘for sale’ items are placed in bins
near to the cashier
 the most expensive products have a
designated area for display in
rarefied space whereas the most
inexpensive are placed in bins in
the middle of the store
 price tags are inconveniently
hidden inside the clothes, and it
takes extra effort to check them;
after checking a few, if you’re on a
budget, you feel ashamed to keep
doing that and quit

11. ZARA – ‘customers’
 most customers shop accompanied (by
friends or family)
 most customers will touch and  the majority of the customer base in formed
check product prices but not for by female customers for all the divisions
long due to the inconvenient (women, men, babies, interior design)
placement of price tags  customers walk first to the new collection
section in front of the entry
 most of the customers just browse
items they would want to buy when
the first discount season arrives
(very few customers will buy full
priced items) thus making
customers believe they paid less for
something that was worth a lot
more (not always true!)
 around 30% of the customers that
walk in the store purchase
something

12. Shoulda’ coulda’
woulda’..fact of the
matter is, this is what I
came up with for this
assignment.
Personally, for this I
blame:
 my boss
 my boyfriend
 the weather
 Chuck Norris
 
The End!