Paying Attention - A Day At the Mall with Open Eyes - Insights and Hidden Opportunities discovered by visiting 6 different stores in a mall in Canada.

1. Paying
Attention –
A day at the
mall with
open eyes…
By Nkemdilim Uwaje

2. INSIGHTS ABOUT SHOPS
Stores selling
Stores with HIGH consumables are
set up / work in a
ceilings look as if they have
different way
more space.
than retail stores.
White spaces and bright
Buying rate is very
light or soft light & natural &
high in stores that
neutral Spaces both create
sell consumables.
a nice and friendly
atmosphere that will make
Spontaneous
people stay & shop
buys are higher in
retail stores with
Open / invisible doors
impulse items.
make shops look bigger &
inviting – airy
spaces, organized displays
& nice music make you
want to shop until you drop

3. INSIGHTS ABOUT SHOPS
The least bought products are in the most hard to reach places
The most appealing items are at eye level
Items are organized by CATEGORIES

4. INSIGHTS ABOUT SHOPS
Shoppers in retail stores are seldom alone.
They often shop with peers or family members.
Depending Displays near the
on price of entrance are eye
items store catchers
Most common
attendants
shop attendant
pay more or Most cash registers are located in the
to customer
less attention MIDDLE ratio is 1 to 10
to shoppers of the store.
Clothes shops
use their own
clothes as
uniform. A lot of
other store
Avg. time attendants just
spent in store wear black.
is 20 mins.

5. INSIGHTS ABOUT MYSELF I prefer
I LOVE PRODUCTS WITH BRIGHT COLOURS brands that
I already
know
Stores
I Stores with
was products I liked
drawn distracted me from
to were: my assignment
I like stores that look
inviting – soft light – Orderly
natural & neutral colours Mature
– open / invisible doors – Friendly
airy spaces – organized Open
displays – nice music – Modern
high ceiling Classy
Homely

6. HIDDEN OPPORTUNITIES
Placing
unexpected items
in a specific
section with
directions on how
to find more of the Making shoppers feel
item will spur special by offering them
shoppers to look at tea or coffee during a
all corners of shop. consultation can go a
E.g if female De-cluttering store long way in relaxing
accessories are and changing shopper and activating
placed in male colours in stores buying mode
section, accompa will change
nying female will shoppers attitude
be transformed and behaviour in
into active a positive way
shoppers.