The document summarizes observations from several stores, noting common overall insights and opportunities across stores. Generally, stores were overfilled with too few employees, and organized products mostly by function. However, opportunities existed to have less exhibited products and more staff contacts with customers, improve security, organize and train staff better, provide advice on using products, and optimize the buying path and customer communication.

1. Observation lab
#CCC – assignment 2
Sašo Stanojev

3. Overall insight Opportunities
O wide entrance, big O Store is too dark, items
window showcase and should be more accurately
brand logo, actions identified
pannels
O My kids don’t like this
O dark blue-black color
combination, without day store – that mean thay
light should move more
O Items arranged by sport children related items
and gender towards the front of the
O Only two employees store
O Loud music, mixed by O The shop is understaffed
employees  (in time of my visit was 10
O Costumers are costumers
encouraged to touch and O They sholud have better
try items music taste

5. Overall insight Opportunities
O wide entrance, very O I really miss reading
bright, blue-orange-red corner
colors O Store is too small. I can
O most read books right at not see book covers
the entrance O In bookstore I don’t need
O wooden floors and high other products like
ceilings souvenirs, baby toys,
O no music playing, staff are O I should be feeling
middle aged comfortable, so I miss
employees smile, small
O Books are sorted by
detail (like
genre. Special corner for
flowers), recommendation
paper products
s

7. Overall insight Opportunities
O wide entrance, all-in-one O Cash register obstruct
cash register and brand view at the products
sign at the entrance O there should be more
O only one outstanding colors and
employee, electronic pannels with action
security system, very information
bright, full of promo signs O floor should be in pastel
O mostly young (age 15-25) color
costumers, modern, but O more impulse items at
discrete music the register, mostly for the
O costumer spent a fair kids
while in the store deciding O there should be more
what items to buy reviews about new
products and more staff
explanation

9. Overall insight Opportunities
O wide glass windows, big O to filled store for my taste
store logo, red-blue O employees sometimes
combination don’t know much about
O quiet music, many selling products
employees, cash register
left at the entrance O employess are not
uniform dressed and
O security guy walk around
difficult to recognized
O buying path is plotted as a
running track O in some part of store can
O items are aranged by be heard TV audio and
type, style, gender, brand. also store music
Buy island with newer O only two spaces for trying
products on clotes
O Costumer are all ages O miss some strong lead
and families, spent at least color
20 min. in store

11. Overall insight Opportunities
O all in glass store, white O just stay in that mood –
color with some black it’s my kind of store
datails O corner where you can sit
O very bright with white down
light, wooden floor, very
simple sales tables with O access to internet with all
products information exhibited products
O only one product for each O lower prices 
sales line
O big promotions posters on
walls
O cash registry at the end of
store, perfectly informad
emplyees

12. General overall General opportunities
insight
O less is more (less
exhibited products and
O overfilled stores with too more staff contacts with
less sales staff costumers)
O organized products O be very careful with
(mostly by functions) security measures
O impulse items at the O organized and trained
cashier staff
O poorly marked prices O advice and ideas for using
O stores are mostly in colors products
of their brand O well organized buying
O wide open entries with paths
action items on front O pre and post
communication with
costumers