This document provides a summary of different store types and observations about their environments, personnel, products, and customers. It notes that insights can provide hidden opportunities and then lists various factors about organic food stores, extreme sports stores, markets, electronics stores, banks, and clothes stores.

1. Insights and Hidden opportunities
Insights are colored! These are also hidden opportunities to be implemented in the rest of the cases when possible.
Store type:
Organic Food Extreme Sports Market Electronics Bank Clothes
Does the store draw you in? If so, how?
Before you
Nice shop window Colorful shop window products sort of clean Colorful shop window
Is the door open or closed? open door open door open door open door closed door open door
enter
How does this make you feel? welcoming welcoming welcoming welcoming welcoming
How big is the sign lettering and in what form? average minimal extra big average big big
What does it tell you about the store? importance?
What is the color scheme of the store? How does this affect you? brown red grey orange white white grey white white blue grey brown
What type of floor does the store have? How does this effect the environment?
earthy colors white tiles > light Grey tiles Grey tiles carpet carpet wood
How high is the ceiling? How does this feel? average ok average average High / airy High / airy
How brightly lit is the store? How does this affect you? average highly lit highly lit average highly lit highly lit
How loud is the environment? neutral neutral neutral neutral neutral neutral
Environment
What is causing the noise? - - - - - -
Is there music playing? If so, does it fit the environment? - so and so yes no no yes
Is the store warm or cold? warm warm warm neutral neutral warm
Is the store crowed with merchandise or is it sparse? very crowed right amount crowed crowed no crowed
Does the store have a distinctive smell? - - in some sections no no Clothes
Where is the cash register located? middle middle exits exit - exits
How visible is the store security? - - no - no -
How long do you want to stay in this store? 10mins 30mins 20mins 10mins 10mins 20mins
Does the environment influence the perceived value of the merchandise? no yes yes no yes yes
How long does it take before a sales person initiates contact? 4mins instant - 5mins 3mins 1min
Does the salesperson have a script to follow with each customer? no yes - yes yes yes
Personnel
Does the salesperson treat different customers differently? yes yes no no yes yes
What is the ratio of salespeople to customers? 1 over 3 1 over 2 1 over 10 1 over 3 1 on 1 1 to 3
What age and gender are the employees? 60 woman 25-60 men 20-60 women 45-55 men 30-45 women 30-55 women
Are the salespeople using the store products? yes yes yes - yes yes
Do the salespeople have a uniform? no no yes no yes no
Do the salespeople match the stores image? yes yes yes yes yes yes
What is the first product that you notice? rice rain cover chairs headphones invest plans jeans
Is there a central display table with featured products? no yes yes yes yes yes
Where are items that are “for sale” located in the store? no no yes no no no
Products
How are the products arranged? By function? By price? By color? function function function function function function
Are there free samples or demonstrations? no no yes no no no
What products are at eye level? food, vitamins clothes food Headphone/batteries - -
What items in the store are in the least accessible locations? bulky items shovels bulky bulky/stock - stock
Where are the most and least expensive products located? below eye level eye level floor Easily accessible - in different sections
Are the prices of the products easy to find? no yes yes so and so - yes
Are there impulse items near the cash register? yes no yes yes yes no
Are most customers alone or with someone else? What is the relationship? alone friends alone alone or couples alone alone
What is the average age and gender of the customers?
Customers
35 women 35 men 30 women 35 men 40 men 25-45 women
When a customer enters the store, do they tend to walk in the same path or yes
direction? - yes no yes yes no
How long do customers stay in the store, on average? 15' 15' 15' 10mins 15mins 15mins
Do customer touch the products? Is this encouraged? yes yes yes yes - yes
Do most customers appear to be on a mission or are they browsing? mission browsing mission mission mission browsing
What percent of customers purchase products in the store? 85% 65% 90% 80% 65% 65%
Constantinos I
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