The document describes 6 different retail store environments through observations of their design features, merchandise placement, customer and employee demographics, and atmospherics. Store 1 cultivates a warm, welcoming environment with cosy lighting and relaxing music. Store 2 attracts customers through bright displays but distracts them with loud music far from the registers. Store 3 aims for a luxurious impression with all-white décor and classical music. It has uniformly dressed middle-aged employees. Store 4 also feels welcoming without doors and uses brown and white colors with interesting merchandise placement. Store 5 is crowded with merchandise and always busy, often with whole families. Store 6 has dominant dark colors but bright lights and uniformly dressed young salespeople near impulse purchase areas

1. Acctive observation

2. 1

3. • There is no doors and it makes feel like you're
always welcome.
• In wall stead place showcase full of cakes and
pies.
• Cafe logo is steaming coffee cup.
• Warm tones, hushed light and not hight ceiling
provides cosiness.
• Environment is not loud, music is relaxing and
calm.

4. • In store is warm, smells like coffe and pies.
• The personnel is young, beautiful people,
always with smile.
• Near the register are impulse items like small
candies and chocolate.

5. 2

7. • The store is draw in because of beautiful
showcase and bright light.
• Personnel is young people, which are wearing
clothes what are selling in this store.
• Music in store is loud and distract.
• „For sale" products are in the end of the store,
so you have to walk through all store.
• Near the cash register are impulse items like
rings, sunglasses ant etc.

8. 3

9. • Store environment is all white with bright
lights, this creates luxury impression.
• In store is warm, playing classical music.
• Personnel is middle aged women. They are
uniformly dressed.
• There is central display with bags.
• Products in store are arranged by function.
• Most customers are just browsing.
• In store customers stay about 15 min.

10. 4

11. • There is no doors and it makes feel like you're
always welcome.
• Dominant colors are white and brown.
• Sign letters are white and big with a nice
frame.
• Items placed on the beautiful tables and some
placed at sort of picture frame, it looks really
interesting.
• In store is warm.
• Store is full of merchandise.

12. 5

13. • Store is all white with bright lights.
• Store is crowded with merchandise.
• Always full of people.
• Usually people come with the whole family.
• The cash register is located in the centre of
store.
• Salespeople are middle aged woman, whose
are wearing uniforms.
• Goods arranged by function.

14. 6

15. • Salespeople are young girls.
• In store are dominant dark colors, but with
bright lights.
• Salespersons wearing uniformly, with black
clothes.
• Prices are easily to find.
• Near the cash register are impulse items, like
shoes clearing products.