The document observes and records details about 6 different stores - Hamleys, Lulu, Claire's, Ikea, Toys R Us, and Hallmark. It examines aspects of each store like the environment, personnel, and products to understand what draws customers in and influences their shopping experience. Key factors noted include store layout, signage, lighting, music, cleanliness, staff engagement and helpfulness, prominent displays of featured items, and free samples or demonstrations.

1. Insights and Hidden
Opportunities
Team:15051
Creativity Course
Abeeha Arshad

2. This assignment contains six stores which I have visited in order to record the
observations stated in the table below…
Before you enter the store
Hamleys Lulu Claire’s Ikea Toys R Hallmark
Us
Does the store draw you in? Draws in Draws in Draws in Draw s in Draws in Draws in
If so, how? New toys are Offers on the Delicate Stylish Sales, fun Elegant look
displayed glass walls accessories furniture loving look
through sales
people at
door
Is the door open or closed? Open Closed Open Closed Open Open
How does this make you feel Welcoming Shopper’s place Welcoming Casual Welcoming Welcoming
?
How big is the sign lettering Size 36 Size 24 Size 20 Size 26 Size 48 Size 28
and in what font? Forte Arial Comic Sans Arial Ravie Lucida
MS Handwriting
What does it tell you about Fun, Kids and Shopper’s place Young Girls Furniture Toys for all Greeting cards.
the store? Adult shopping casual , Mugs,
Enjoyment accessories affordable key chains.

3. Environment:
Hamleys Lulu Claire’s Ikea Toys R Hallmark
Us
What is the color scheme of the Red Blue and Red Purple Yellow Yellow Purple and
store? Attracts Gives a and Red Yellow or
How does this affect you? shopping feel Mesmerize Blue Blue White
d Classic Orange Elegant feel
Green
Attracts
What type of floor does the store Tiles but with White tiles White tiles Wooden Red tiles White
have? glitter to give Normal young look furniture a toy classy look
How does this effect the it a young look shopping store shop look store look
Environment? look
How high is the ceiling? V High V High Normal High High Small
How does this feel? Open Open Not much Fit Open Not much
spacious congested enough to congested or
or open consume open
space
How brightly lit is the store? Dim Brightly lit Brightly lit Normal Brightly lit Normal light
How does this affect you? Kids fun loving Indicates Glittery Enough to Indicates elegance
environment Liveliness image see the Liveliness indicated
color
scheme
How loud is the environment? Loud V Loud Normal Normal Loud Low
What is causing the noise? Toys, Kids Customers, Music Customer Mainly Music
Sales person Toys
Is there music playing? Music fits the Music fits the Music fits Music fits Music fits Music fits the
If so, does it fit the environment? environment environment the the the environment
environme environm environm
nt ent ent
Is the store warm or cold? Cold Cold Cold Normal Cold Cold
Is the store crowded with merchandi Crowded Crowded Sparse Crowded Crowded Sparse
se
or is it sparse?
Does the store have a distinctive sm No Yes Yes Yes No No
ell?
Where is the cash register located? Near entrance At exit At store At exit Near At store end
end entrance
How visible is the store security? Normally Normally visible Normally Quite Normally Normally
visible located located in mall visible visible visible visible located
in mall located in located in in mall
mall mall
How long do you want to stay in this 1 hour 4 hours 30mins 3hours 1 hour 30mins
store?
Yes No Yes Yes Yes Yes
Does the environment influence the
perceived value of

4. The merchandise?
Personnel
Hamleys Lulu Claire’s Ikea Toys R Us Hallmark
How long In a min 15 mins 2 – 3 mins 5-10 mins 5 mins 2 –3 mins
does it take before a
sales person initiates
contact?
Does the salesperson Yes No Yes No No No
have a script to follow
with each customer?
Does the salesperson No No No No No No
treat different customers
differently?
What is the ratio of sales 2:1 1:30 1:2 1:5 1:2 3:1
people to customers?
What age and gender are Young (in20’s Young (in20’s Young(in20’s Middle Young(in20’s Young(in20’s and
the employees? and 30’s) and 30’s) and 30’s) aged , and 30’s) 30’s) Male and
Male and Male and Mostly Female adults Male and Female
female Female and Male Male Female
Mostly Male Mostly
Are the salespeople No Yes Yes No No No
using the store
products?
Do the salespeople have Yes Yes Yes Yes Yes Yes
a uniform?
Do the salespeople Yes Yes Yes Yes Yes Yes
match the stores image?

5. Products
Hamleys Lulu Claire’s Ikea Toys R Hallmark
Us
What is the first product Remote cars Laptops Earrings Sofas Dolls Greeting cards
that you notice?
Is there a central display No No No No No No
table with featured products?
Where are items that are In their End caps and Special In random At Specific area
“for sale” located in the store? specific specific display area entrance
sections promotion area
near entrance
How are the products arranged? Function Function Function Function Function function
By function? By price? By color?
Are there free samples Yes Yes No No Yes Yes
or demonstrations?
What products are at eye level? Soft toys Merchandise Watches Mirrors Soft toys Greeting cards,
which is less in and lamps albums and
size, easy to wrapping
handle paper
What items in the store are Swings Bedroom Handbags Garden Swings Frames
in the least accessible locations? accessories and accessories and bigger
toys toys
Where are the most and Most Most in their Most in their Most in Most in Most in their
least expensive products located? expensive in specific specific their their specific
their specific sections and sections and specific specific sections and
sections and least at end least at sections sections least in sale
least at caps, kiosks counters and and least and least areas and
counters and promotion sale areas in baskets at counter counters
areas and end and sale
caps areas
Are the prices of the Mostly Yes Yes Yes Yes Yes
products easy to find?
Are there impulse items near Yes Yes Yes Yes Yes Yes
the cash register?

6. Customers
Hamleys Lulu Claire’s Ikea Toys R Hallmark
Us
Are most customers alone or With someone With With With With Alone mostly
with someone else? else mostly; someone someone someone someone
What is the relationship? parents and else mostly; else mostly; else else mostly;
children families friends mostly; parents with
couples kids
What is the average age and 5-15 15-45 13-20 22-50 5-15 13-30
gender of the customers? Female Female Female Female Female Female
When a customer enters the store, No Yes Yes Yes No No
do they tend to walk
in the same path or direction?
How long do customers 30mins 1hr 20mins 2hrs 30mins 30mins
stay in the store, on average?
Do customers touch the products? Yes Yes Yes Yes Yes Yes
Is this encouraged? It is It is It is It is It is It is
mostly
Do most customers appear On a mission On a mission Browsing Both Both On a mission
to be on a mission mostly mostly mostly
or are they browsing?
What percent of customers 75% 99% 70% 80% 75% 90%
purchase products in the store?

7. Other Observations
Attracts mainly due to the saving sales and elegant accessories for young girls…casual store style!
Lulu has its own merchandise line which is stacked into the first few shelves of the detergent section
allowing convenience for customer and encouraging sale of their personal merchandise

8. In Ikea, paper bags are used of polythene bags to create an image of being an environment
friendly brand which encourages customer to shop more from socially responsible company.
At Toys r Us, the products placed just after the entrance are small sized toys, easy to carry…
and lower priced as compared to other products in the store, which include small cars, stuff toys,
cartoon merchandise.
Shopping carts and plastic bags are also located at every corner of shelf.

9. This picture is from Hamleys which shows the different ways to attract kids towards the
store…they help make an environment of a particular store
Elegant entrance-Hallmark

10. Lulu- Merchandise at eyelevel is of medium size range usually with the motive of being sold at
a price which has the greatest profit margin.