The document summarizes observations from visiting multiple stores on a Saturday to identify hidden opportunities. The author used a spy cam app on their phone to observe without causing disruption. Key observations included the welcoming store environments, helpful personnel, creative product arrangements, average customer demographics and behaviors, and potential areas for improvement like communication tools in dressing rooms or baby services in stores. The author concluded by thanking the reader and encouraging continued observation.

1. Mission (if) possible!!!
Visit at least six stores ,observe carefully the
activity and take pictures of your
observations!!!
Find, if any, hidden opportunities!!!

2. Problem
 Who wants a strange guy photo shooting his/her store, especially
during Saturday, even if this guy in on a course mission?
 So , I had to find ways to stay unnoticed and not cause any trouble
to the standard operation of the stores.
 Solution: A spy cam app on my cell
phone !!!!!!

3. I visited a mega store with home products on Saturday
morning and 7 stores in a mall during Saturday
afternoon ( clothes, shoes, books, gadgets, hi tech, art ).
Most of them are branches of multinational or local
enterprises – all being admired brands.

4. What made me enter the store
Store window’s
set up
A distinctive
offer
A brand , I trust(all
the brands mentioned in the
assignment are absolutely trustworthy)
A clear message
on the sign

5. 
Environment
Warm ,neutral or friendly colors , that made
me feel comfortable.
 High ceilings, very good lighting and some
times decorated.
 Warm atmosphere.
 Music matching the store’s theme (lounge,
pop, jazz in low volume).
 I couldn't smell anything-I have a cold!!!
 Full of merchandise.
 Not a standard place for the cash register
(depending on store’s layout).
 Wooden, tiles or marble floor – conveying
the brand's image (luxury, convenience, hi
tech, etc).
 Visible store security near entrance(in most
of the cases).
 The environment in all cases was attractive
enough for keeping the customers inside for
much time.

6.  I experienced all cases (With or
Personnel
without uniform , with or without
badges).In the cases where uniform
dressing was used, the type of the
uniform represented the image of
the store .Of course the uniform or a
badge, helped me identify the staff
easily.
 In the cases, where the store
encouraged customers browsing the
merchandise, the salespeople were
very distinctive but eager to
respond when their help was
needed.
 Contact initiation happened in
three cases (shoes store, gadgets
and art shop) by the salesperson.
Extremely polite and eager to help.
 There was a salesperson every 30 -
40 square meters.
 Both genders represented , with an
average age of 30.

7. Products
 The products were arranged
by gender, in clothes and
shoes stores and then by
various criteria , e.g. forming
combinations, by elegant or
casual style, by color e.t.c.
 In the home equipment
mega store, the products
were arranged by function
but also by thematic
recreation (very creative).
 In the art and gadget
stores, there wasn't a clear
way of product
arrangement.
 In most of the cases, there
was a central display table
with featured products .

8. Products (cont)
 The items on sale, as
well as the prices of all
products, were easy to
find.
 Sales or new collection
items were on eye level.
 Small and easy to ‘be
removed’ items were
located at less accessible
areas(closed showcases)
or near the cash register
.
 More expensive items
were placed at unique
positions and with less
availability in quantity.
 Low cost items, for
impulse buying, near
cash register in all cases.

9. Customers
 Most of the times,
customers were not
alone .They came along
with family or friends.
 The average age was 35-
40 with both genders
represented.
 Most of the times male
and female visitors
followed the path to the
relevant (regarding
gender) section of the
store. They didn’t seem
to be on a mission ,but
they were browsing.
 In most of the cases ,
especially where
browsing was
encouraged ,customers
stayed more than 25
minutes on average .
 About 25 to 30% made
a final purchase.

10. Other observations
 Little painted
footsteps guide you to
a children’s area.
 A digital printing can
hide the emptiness of
an unused store.
 Supportive tools make
your experience
easier.
 Not only security
guards but safety
personnel ,with
distinctive badges, for
medic assistance and
fire control.

11. Other observations (cont)
 Avoiding columns ,that are
obstacles in loading areas, by
supporting the roof from
above.
 A piece of Art can decorate a
door in a wrong place.
 A bookstore can have a
dedicated place for its
customers to read , comment
upon various subjects or make
a presentation.
 Efficient packaging for easy
storage and delivery.

12. Other observations (cont)
 Being in a dressing room
How can I communicate with
a salesperson, especially when
there are many customers in
the shop??
Is there a way that I can see
how the suit ,I want to buy
,looks from behind without
having to twist my neck??
How could I easily see what
other items in the shop would
much the one I want to buy
and ask for them, from the
salesperson without having to
exit the dressing room??
 Being in the clothes store
How can I check the
availability of items that are
not displayed at the moment
without having to ask the
salesperson to check the
warehouse or other branches??

13. Other observations (cont)
 Bored and tired babies and
toddlers, while their
parents were shopping.
 Stressed and nervous
parents of infants and
toddlers, that forgot to
bring along with them hot
water for preparing milk,
sterile soothers or diapers.
 May be a ‘pit stop’ point
for babies and kids , with
all these necessary
services, would be very
much appreciated by
them!!!!

14. KEEP OBSERVING!!!
Thank you!!!