The document provides observations of the environments, personnel, products, and customers of 5 different stores - Desigual retail, Casa Viva home retail, Caprabo supermarket, Alain Affelou glasses store, and Base sports store. Key details are provided about the lighting, music, displays, personnel uniforms, product organization, and types of customers observed at each location. The stores are compared in terms of their invitingness, atmosphere, and perceptions they aim to portray to customers.

1. CHASH COURSE ON
CREATIVITY.
OBSERVATION LAV
STORES OBSERVATION
Cristina Caballero Cros

2. STORES:
• DESIGUAL RETAIL
• CASA VIVA HOME RETAIL
• CAPRABO Food super market
• ALAIN AFFLELOU GLASSES STORE
• BASE SPORTS STORE

3. BEFORE ENTER:

4. Before to enter...
• Desigual: is a very known retail shopping (competence to Custo), so it is why draw me in, the
lettering is no so big, but it doesn’t matter. As you can see, the door is open so ths make me feel
“Wellcome... Why you don’t visit me?”. The perfume store was very attractive.
• CASA VIVA: is know as a home retail, no so expensive neither cheap. The lettering is big, and
the door is open. What draws me in is the colour, white, and it looks like a fashion store that tells
“Hey, you want to have a “could home”?”.
• CAPRABO: is a very known supermarket chain in Catalonia. The door is close but open
automatically. The lettering is very big and hat “extra ad” with opinions and products in promotion.
Nothing draws to me, but I use to buy on it because is in the way to go home.
• ALAIN AFFLELOU: What it draw me in is the offer “1 year to pay the glasses”. The door were
closed but what I felt is “get quality and individual consulting”.
• BASE: What it was attractive is the Showcase that is very cool, like a fashion shop, that tells me
“you can do sport and be cool at the same time”. Lettering is no so big and the door was open.
• CONCLUSION: many shops wants to offer the concept “Be cool” with no so big lettering, nice
lighting, nice showcase and the colour of the shop. Open doors invites to come on, closed door
shows privacy, individually consulting.

5. ENVIRONMENT: DESIGUAL
• Entrance with open doors which invites to
come in and have a look around.
• Multi-colour store, quite brightly, with
many lighted signs.
• Light colour of the floor and the ceiling,
that in combination of the store, I feel like
to be in a non “traditional” store.
• The store has disco music, quite noisy,
that feet completely with the store.
• The store is warm, with a distinctive smell.
• The cash register is in the bottom of the
store, and the store security is visible.
• The shop fits with the idea of non-
conventional clothes, with many colours
and drawings.

6. PERSONNEL: DESIGUAL
• Salespeople are around 25 years
old, and wears store T-shirts, that
are at the same time the uniform,
and match completely with the
store.
• They contact the customer when is
looking for help.
• Because the crisis, not too much
customer are in the shop.

7. PRODUCTS: DESIGUAL
• As a new fashion brand products
are more expensive
• The first products you see are the
“discount” products and the
central display.
• Male and female clothes are not
together, but they are placed by
function, colours and prices.
• They are easy to catch, people
can try them without any problem.
• All the prices are labeled.
• Impulse items are near the cash
register.

8. COSTUMERS: DESIGUAL
• Many customers went in group,
mother + father + daughter, or
girlfriends.
• The customers are young, in
exception of the families.
• People are free to walk, to touch, and
to move with the clothes or bags.
• Mainly purchases where done by
families, and people that were alone.
Groups didn’t buy.
• I suppose that 25% of the customers
hat purchase something.

9. ENVIRONMENT: CASA VIVA
• Mono-colour store, white, and, many clear
lighting, the store is quite brightly.
• Grey colour of the floor and a white ceiling
• White stands, .
• No music is playing.
• You enter in the store through a big open
door but with a barrier system which don’t
let you go out through this door. After
crossing the shop you come to the exit
door with the cash register just beside.
• The store security is visible.
• The store looks modern but no cold.

10. PERSONNEL: Casa Viva
• Salespeople is between 30 and 40
years old and wears a black
uniform with the letter of th shop.
• They contact directly the customer
“May I help you”.
• Because it was late, only a few
customer were in the shop.

11. PRODUCTS: Casa Viva
• The first products you see are the
“discount” products just in front of
the entrance.
• The household product are sorted
by functions and colours and not
by price.
• The products are neither cheap
nor expensive.
• Prices are from 0,1€ to 300€.
• All the products are labeled with
the price.
• Impulse items are near the cash
register.

12. COSTUMERS:Casa Viva
• Only a few customer, men and
women, all alone.
• Middle age, casual dressed.
• People are free to walk, to touch.
• I suppose that 50% of the customers
has purchased something.

13. ENVIRONMENT: Caprabo
• Big glass front with the corporated colours blue and
white
• Inside clear lighting, grey-white colour of the floor
• Products are placed in stands but also on tables to give
an impression of big size
• Products are placed directly in the stand and not in
carton boxes (more exclusively).
• Fresh Fish and meat area behind a counter for
customized preparing
• Backround music is playing, sometime products are
advertised.
• You first enter in a long floor and the you enter in the
sales area through a unic barrier door (no exit possible).
beside you have a line of about 10 cash register .
• The store security is visible.
• The store looks more luxury then most of competitors,
although the image is changing because of lower
prices and products because of crisis

14. PERSONNEL: Caprabo
• Salespeople are young an older,
wearing a blue and white uniform
with the letter of th shop.
• No free personal to attend the
people in the sales area but friendly
and helpful when being asked .
.

15. PRODUCTS: Caprabo
• The first products you see are fresh
products and season products and also
discount products placed on tables.
• Further you see quickly the “discount”
products placed at the beginning of
each stand
• Products are looking very fresh, all
known brands are present and prices
are consequently some higher than
competition .
• All the prices are standing at the bottom
of the stand.
• Impulse items are near the cash
register.

16. COSTUMERS:CABRABO
• In the late afternoon a lot of
customer ,all cash registers are open
to avoid longer waiting time for
customers.
• A lot of mothers and fathers with her
children.
• Most are Middle age, well dressed.
• Less people from the lower society
because of higher prices.

17. ENVIRONMENT: Alain Affelou
• Mono-colour store, white, clear lighting.
• Grey colour of the floor and a white ceiling
• You enter in the store through a closed door.
• The complete left wall is filled with stands full of glasses.
• On the right side is a table with several chairs for personal
adapted consulting.
• At the bottom of the shop is the cash register but because
of the small size well visible
• The store security is visible.
• The store is looking traditional and some modern, but
seriously The close door does not invite people to come
in and look around but people looking for a individually
consulting

18. PERSONNEL: Alain Affelou
• 2 young saleswoman about 25-30
years are behind the cashregister.
They wear nice red uniform,
supposed to attend younger people
for fashion glasses
• The manager of the shop is sitting
and consuling a couple of older
people for normal glasses
• When entering one of the
saleswoman is coming and asking
discretly “May I help you”.

19. PRODUCTS: Alain Affelou
• In the shop window you could see
some fashion glasses for young and
old and a few “discount” products.
• The glasses are sorted by brands,
function and fashion.
• The products are neither cheap nor
expensive.
• All the products are labeled with the
price.

20. COSTUMERS: Alain Affelou
• Because it was late, and because of the crisis only a
few customer were in the shop.
• A couple midsize age are sitting and is being consulted
by the shop manager
• A younger girl is looking alone the stands of sun
glasses.
• People are free to walk, to touch.
• I suppose the couple getting consulted is going to buy
glasses.

21. ENVIRONMENT: Base
• Double floor with glass front,
• Big bright photos of sportmen doing different sports.
• Beside the big oversized photos it looks like a traditional
sport shop.
• The shop is full of sport clothes, perhaps to much.
• The ground floor could be some brigther. The different
sports are separated by functins.
• The floor has a red painted walking area for guiding.
• .
• The cash register is rigth to the main entrance. of the
store, and the store security is visible.
• The shop fits with the idea of a conventional no luxury
sport shop. But the lightend photos are calling for
entrance.

22. PRODUCTS: BASE
• The products are sorted by area
and function
• “discount” products are well place
in the different areas .
• Male and female clothes are closed
together, placed by brands.
• They are easy to catch, people can
try them without any problem.
• All the prices are in labeled.
• Impulse items are near the cash
register.

23. PERSONNEL: Base
• Salespeople are around 25 years old,
except the boss who is about 50 years
old. They wear a darkstore T-shirts, that
are at the same time the uniform, and
match completely with the store.
• When available the personnel contact
directly the clients.
• Because of the crisis, only a few
customer were in the shop.

24. COSTUMERS: Base
.
• The customers are young and older.
• People are free to walk, to touch, and
to move with the clothes or sport
products.
• Most of the people are casual
dressed.
• I suppose that 50% of the customers
purchase something.