The document describes the author's observations of 6 different stores - a coffee shop, travel bag store, auto accessories store, bookstore, office furniture store, and bank. For each store, the author lists various details noticed about the store's appearance, products, staff, customers, and overall impression. The coffee shop, bookstore, and bank were the most positively observed stores with welcoming atmospheres and friendly staff, while the auto accessories and office furniture stores offered less appealing experiences.

1. Are You Paying
Attention?
David Ndungu
Kenya

2. INSIGHTS
 Store 1 – Coffee Shop
 The store draws me in
 The door is open
 It is welcoming
 The sign is large and highly
visible
 It has a large open seating area
 The colours are earthy and
welcoming
 The staff smile and are friendly
 It has a predominant smell of
coffee
 I could stay here for at least 1
hour
 The staff are always looking out
if the customers need anything
 Their pastries are well displayed
 Most customers are
accompanied

3.  Store 2 – Travel bags
 The store is bright & attractive
 The products are well displayed
 The sign is large and clearly
written
 The floors are bright and clean
 The environment and quiet and
serious
 The cash register is near the
door
 I cannot see store security
 The salesperson is slow to initiate
contact (at least 5 mins)
 Pricing for the items isn’t clearly
visibile
 There’s only one other customer
in the store
 There are no trial or demo
products on offer

4. INSIGHTS
 Store 3 – Auto Accessories
 The store is at a corner and not easily
seen
 There are plenty of products on the
shelves within
 Most of the products are squeezed in
the space available
 The salespeople are indifferent
 They aren’t in uniform
 I am the only customer in the store
 There are products on shelves and on
the floor (eg tyres)
 There are some impulse items near
the cash register
 I do not intend to stay in this store for
more than 3 mins

5.  Store 4 – Bookstore
 The attendant is friendly and
says hello
 The sign is large and visible
 The books are categorized by
type and audience
 All books have prices clearly
marked
 There are a few books on
special offer
 There’s some good
background music that makes
one want to stay in the store
longer
 The attendant is helpful with
one of the other customers in
the store

6. INSIGHTS
 Store 5 – Office Furniture
 The sign is dull and not very catchy
 The arrangement of products inside is
neat but not creatively done
 The prices of the products are clearly
marked
 The salesperson is courteous but not
very helpful
 Most customers in the store are
browsing
 They seem to be aged at least 30
and above
 The most expensive furniture is
located at the back
 I have no incentive to stay long at
this store

7.  Store 6 – Bank
 The sign is large and inviting
 The door is open
 The space in the bank is small
and crowded
 The staff seem tired and are not
very friendly
 Not all teller counters have staff
 There are many customers who
appear frustrated by the slow
pace of service
 The security men are clearly
visible near the entrance/exit
 The tellers do not use a specific
script on each customer
 The re are signs around the
banking hall showing various
products available on offer

8. Thank You