8. Conclusions
•There are areasofopportunity in theattitudeofthe sales persons, a
largepercentageattendwithbadattitude.
Probablyneedimprovedsalaryschemeandencouragethemtosellthroughc
ommissionsorbonus. Perhapstheysell more andincreaseloyalty
•A highpercentageofbrandsattendsadvancedtopicsofperception,
takingcareissues as lighting, signaturesmells,
texturesandcolorfulstorefronts.
•Itisveryinterestingtofindthatcommodityorcheap as bread forexample,
are in thedepthsofthe store ornearthe cash registers.
•Ontheotherhandi'vefoundproducts at
theentrancetotheshopsandcolorfuladsofferingmerchandise at hand.
9. Store #1 Store #2 Store #3 Store #4 Store #5 Store #6
Musical
instruments
Before you enter the store: Antiques Store Shoe store Clothes Shop Book Store store 1 dollar store
Yes, with an Yes, an
exhibition Yes, with a great interesting show Yes, with a great
Does the store draw you in? If so, how? outdoors show window window No show window Big offers poster
closed, but
Is the door open or closed? open closed open Closed Open automatic
How does this make you feel? invited i dont care absorbed Privacy invited i flet welcome
10% of the front,
How big is the sign lettering and in what font? hand script 20% 15% of the front 10% 15% of the front 20%
Looks
that the brand is the brand it's professional and it feels
What does it tell you about the store? not important important Nice Serious warm desperation
Environment:
wood and glass,
cold and warm…
Gray and white, fine i like the
What is the color scheme of the store? How does this affect you? white blue and gray calm, neutral beige and brown combination all bright
mostly white but
What type of floor does the store have? How does this effect the something like white, clear and with carpets and medium white
environment? clay - brown floor with carpet shiny white squares rugs in some squares
very high, fine a medium, nothing very high!, i felt at the PB low, the
How high is the ceiling? How does this feel? little free special high, i felt fine free 1rst high low
very bright, i very bright,
How brightly lit is the store? How does this affect you? was not brightly a little darky noticed the colors bright regular ansious
quiet, with little
waterfalls mostly silence
How loud is the environment? everywhere medium medium medium like a library medium
except when
someone try an
the people and The music of instrument, a
What is causing the noise? little waterfalls music and crowd the music demo cds piano or cymbal music
music with fast
Is there music playing? If so, does it fit the environment? yes, yes both elctronic music yes no beats
ambient
Is the store warm or cold? warm temperature cold fresh warm cold
a lot of crowed but
Is the store crowed with merchandise or is it sparse? merchandise crowed crowed crowed crowed troublesome
yes, i've visited
others stores of
yes, like a new the brand and yes, the smell of
Does the store have a distinctive smell? yes, antique and nice plastic smell similar new books yes, wood yes, like a cookie
there are 1 cash
register in each
Where is the cash register located? near the exit at the exit department near the exit in the right side at theexit
10. Musical
instruments
Antiques Store Shoe store Clothes Shop Book Store store 1 dollar store
low even with the
How visible is the store security? almost invisible low security guards almost invisible yes, visible very visible
How long do you want to stay in this store? 15 minutes 15 mins i didn't think 40 mins forever 15 mins
yes a little, but it's
weird the
difference
between the
meerchandise yes, the color
versus the temperature and yes it looks yes, everything
Does the environment influence the perceived value of the merchandise? yes enviroment the brightness yes expensive looks cheap
Personnel
How long does it take before a sales person initiates contact? 5 mins 0 mins 8 mins 3 mins 3 mins never
Does the salesperson have a script to follow with each customer? not really no yes yes no no
Does the salesperson treat different customers differently? no no i don't think so no no no
What is the ratio of salespeople to customers? 4 mts 5 mts 4 mts 3 mts 6 mts 10 mts
male and female
about 27 years
What age and gender are the employees? female, 30 yes old female 20 both, 28 38
Are the salespeople using the store products? no yes yes no no no
yes, a t-shirt
Do the salespeople have a uniform? no yes, shirt blue yes yellow yes yes
yes i think, there
Do the salespeople match the stores image? yes yes are thin people no yes yes
Products
season
scarfs, and sale merchandising,
What is the first product that you notice? small antique toys a female snickers products new arrives books and cds halloween
yes, the table of
Is there a central display table with featured products? no no yes, by discount new arrive no yes at the entry
at the middle of
Where are items that are “for sale” located in the store? there isn't at the deep at front and midle the store at the end at the beginiing
How are the products arranged? By function? By price? By color? By function by kind by kind by theme by function by function
Are there free samples or demonstrations? no no no no no no
lighteners, old i didn't notice
fashion little the "for sale" lotions, scarfs, special themes or the small things, the season
What products are at eye level? pieces products hats special prices the accesible merchandising
in general the big
products, full books about
living rooms, sociology, history the drums and
What items in the store are in the least accessible locations? tables, desk the suit's shoes suits and shoes or geography amplifiers the groceries
the least at the
center and the
at the deep of the expensive near the least, near the most at the everything cost
Where are the most and least expensive products located? store the walls at the end the cash register deep the same
the products have
tags but difficult yes, at back of
Are the prices of the products easy to find? yes, stickers yes to find every book yes no, doesn'tmatter
11. Musical
instruments
Antiques Store Shoe store Clothes Shop Book Store store 1 dollar store
the begining
and the exit are
near with cheap yes a lot, pens,
products at a yes, brushes pencils, many
Are there impulse items near the cash register? hand and socks yes! little things yes! yes!
Customers
Are most customers alone or with someone else? What is the couples and couples and singles and friend's groups
relationship? littles families little families couples alone or buddies singles
What is the average age and gender of the customers? both, 35 33 both, 32 25 to 60 24 18
no, there are
yes there are a two ways to
When a customer enters the store, do they tend to walk in the same natural way to yes, there are a face the yes, there are
path or direction? follow little way prodcuts one way yes yes
How long do customers stay in the store, on average? 10 min 25 mins 25 mins 30 mins 30 mins 20 mins
Only the big yes, that is the
ones, the small main feature of
pieces are in yes touch the the store, you no, only the
Do customer touch the products? Is this encouraged? cabinets yes products can touch demo products yes
Do most customers appear to be on a mission or are they browsing? browsing browsing both browsing browsing browsing
What percent of customers purchase products in the store? 15% 40% 70% 90% 50% 98%
Other Observations
