The document provides observations from a shopping trip to various stores including an Apple store, department store, clothing store, beauty store, and children's clothing store. Key details noted include store layouts, decor, product placement, customer demographics, and behaviors. The concluding section reflects on insights from the experience, such as the influence of store environment on shopping behaviors and potential opportunities for retailers to better utilize technology in promoting products.

1. Let's go shopping

2. Part 1
My little day trip to stores

3. The Apple store
●The shop is wide open and inviting
●The sign is large, no text but a large
logo to recognize
●I like the modern feeling when it
comes to technology
●Colours are mostly white and gary
●The store is bright with high ceiling
●Smell of new electronic device
●Always busy but not too loud
●Cash register on the left side
●No Music,
●Concrete floor
●Not too crowded with the merchandize
●I like to spend time here

4. The Apple store
●A young sale person at each table
●They treat everybody the same
●Blue Uniform with the Apple logo on it
●Iphone 5 is the first product you see
●Products are arranged by functions, cellphones, laptops,etc.
●Prices easy to find?
●Impulse items or accessories close to the cashier
●Some customers alone and some with others
●Customers mostly young males in their 20s
●They usually go to the right side first
●Spend a long time there
●Everybody is touching and experimenting products
●Most people seem to be browsing but the cashier is busy too

5. ●The shop is wide open and inviting
●The sign is large and tells me that
it is a large store
●Neutral colour walls and floor, but
trendy elsewhere, this fall mostly red!
●The store is bright with high ceiling
●Moderately busy
●Cash registers in the middle and located
in different places
●Soft pop Music
●Not too crowded with the merchandize
●I like to spend time here mostly browsing

6. ●Sale people largely available in beauty
department
●They treat everybody nicely
●Uniform
●There multiple doors to the store and each opens to certain
products, clothing, furniture, male or female products
●Products are arranged by functions
●Prices easy to find
●No impulse items by the cashier
●Customers mostly alone
●Young or middle age ladies
●They go to every direction
●Spend moderate time there
●Some touching or trying products
●Most people seem to be only browsing

7. ●The door is open
●The sign is in average size
●Red is being used everywhere, so much that it's boring
●The lighting is poor and ceiling looks low
●Moderately busy
●Cash registers on the right close to the door
●No Music
●Too crowded with the merchandize and not pleasing
●I like to get away from the store

8. ●Sale people fairly available
●They treat everybody with not much affection
●Red uniform
●On sale products are the first to see, too much products, feels
messy and not attractive
●Products are arranged by functions
●Prices easy to find
●Impulse items by the cashier
●Customers mostly alone
●Young but mostly middle age customers
●They go to every direction
●Spend moderate time
●Some touching or trying products
●Most people are buying but not as much as other department stores

9. ●Very open and inviting
●The sign is large, cute text
●Colours are mostly pinkish which attract ladies
●The store is bright
●Nice smell of soaps and spa products
●Mostly busy
●Cash register in the back
●Wood floor, spa nature feeling
●Soft pop Music
●I like to spend time here

10. ●Sale people available, mostly young
●Friendly
●Wear uniform
●New arrivals are the first to see
●Products are arranged by colours mostly
●Prices easy to find
●Impulse items by the cashier
●Customers mostly alone
●Young and some middle age female customers, mostly in their 30's
●They go to every direction
●Spend moderate time
●Most people testing or smelling products
●Most people are buying

11. ●Open and inviting
●The sign is fairly large
●Light purple, white, black and grey colours, feels casual chic
●The store is fairly bright
●Smell?
●fairly busy
●Cash register in the back
●modern floor
●Music?
●I like to spend time here

12. ●Sale people available, young and Friendly
●Wear store products
●New arrivals are the first to see
●Products are arranged by price and function
●Prices easy to find
●Impulse items by the cashier
●Customers mostly alone
●Young and some middle age female customers, mostly in their 30's
●They go to every direction
●Spend moderate time
●Most people browsing but the cashier is always busy
●Most people are buying

13. ●Open and inviting
●The sign is not very large and looks
casual
●Neutral colours for design, posters of models and season appropriate
colours for clothing
●The store is bright
●No specific smell
●Not very busy
●Cash register in the middle front, on the right
●wood floor
●Pop Music
●I like to spend time here, but not long

14. ●Sale people available, young girls
●Very Friendly
●Wear shop's products
●New arrivals are the first to see
●Products are arranged by function and price but mixed too, Gap kids products
are arranges based on the age group
●Prices easy to find
●Impulse items not by the cashier, but close, not many impulse items available
●Sales products are in the back, you always know where to find them and not
worried to be spotted by someone you know when browsing sale products, for
some people it's embarrassing to be seen
●Customers mostly with family
●Young customers, mostly in their 20's, in Gap kids, usually mothers with kids
●They go to every direction but mostly to the right
●Spend short time
●Most people browsing products
●Many people are buying

15. Part 2
●
● My insight

16. ● What surprised me:
● I realized that, I never, ever looked at any store's ceiling and light
fixtures
● The environment can be more important and more influential that
the product and price, I like to buy if it feels good
● Although technology has improved quickly during the past decade,
not many retail stores has been able to utilize it as part of their
system and many are using same old strategies for retail
● My suggestion
● A possible opportunity can be using part of the front window of
a store as an screen or LCD to promote the products of the
store. For example if the store sells clothing, the LCD can show
images of:
1. Models wearing the products so that costumers can see them
on real people.

17. 2. They can demonstrate how to select and match cloth and
accessories as fashion tips. This makes customers more excited and
also want to buy more products

18. 3. Since people are more willing to buy something that makes them
feel good, it is a good idea to show lots of images of models using
store products in interesting and inspiring environments, so that
people can imagine themselves in same situations

19. I went to the mall today and felt like I see things
differently, more clearly and in a lot more details
This is just awesome!
Thank you!