1. IKEJA SHOPPING CENTER
LAB OBSERVATION

2. SHOP ONE: KIDS COUNTRY SHOP

3. OBSERVATIONS : SHOP ONE
• BEFORE ENTERING THE STORE:
 The store drew me in , the door was wide opened and I felt welcomed.
 The font size was quite big , it says kids store.
• ENVIRONMENT:
 Multicolor- wall, cream floor, not too high ceiling and it felt peaceful
 Brightly lite, yes eye catching goods on display.
 Very quiet, no music very warm.
 Crowded with merchandize, has a distinctive smell
 Cash register located close to the entrance, No visible security, I
would like to spend 10mins.
 The environment has an influence on the perceived value of the
merchandize

4. OBSERVATIONS : SHOP ONE
• PERSONNEL:
 Contact was initiated immediately I stepped in, don’t think the
sales person has any script to follow for each customer. Each
customer was treated differently.
 Ratio of 1:1 (one sales person to one customer)
 Female employees in their mid and late 20s. they don’t make
use of their products .
 No uniforms and they match the store’s image
• PRODUCTS:
 The first product I noticed were Kids clothes. Then central
display of featured products.
 All the products were at eye level. Kids stationery were least
accessible because they were placed behind the counter.
 .All the products were at eye level. Kids stationery were least
accessible because they were placed behind the counter.

5. OBSERVATIONS : SHOP ONE
• Prices were on tags quite easy to find. Some impulse
items were placed near the cash register
• CUSTOMERS:
 Most customers came in with relatives, Adults/children (30s/3-
10years) male and female.
 No they go to different sections of the shop and they spend an
average of 15-20mins.
 Customers touch the product because it is encouraged to
make they feel relaxed and welcome.
 Some were on a mission while others were browsing
through.
 About 20% of customers purchased products

6. SHOP TWO: ENNZO ACCESSORIES

7. OBSERVATIONS : SHOP TWO
• BEFORE ENTERING THE STORE:
 The store drew me in , the door was wide opened and I felt
welcomed.
 The font size was quite big , it says ENNZO. It says Nothing
about the store.
• ENVIRONMENT:
 White- wall, cream floor, not too high ceiling and it felt
busy
 Brightly lite. I felt a bit out of place.
 Warm music at the back ground suits the environment
 Crowded with merchandize, has a distinctive smell
 Cash register located at the end of the shop, No visible
security, I would like to spend 15mins.

8. OBSERVATIONS : SHOP TWO
 The environment has an influence on the perceived value of the
merchandize
• PERSONNEL:
 Contact was initiated immediately I stepped in, I think the sales person
a sales script rehashed. Each customer was treated differently.
 Ratio of 1:1 (one sales person to one customer)
 Female / Male employees in their mid and late 20s and mid 30s. They
make use of their products (male) .
 No uniforms and sales reps match the store’s image
• PRODUCTS:
 The first products I noticed male shoes, clothes and a central
display of featured products – belts.
 No items were on sale, products were arranged by function and
no free samples.

9. OBSERVATIONS : SHOP TWO
• All the products were at eye level and at accessible
locations
• Prices were on tags quite easy to find. Some impulse
items were placed near the cash register-belts
• CUSTOMERS:
 Most customers came in alone, Adults (30s/40years) male.
 No they go to different sections of the shop and they spend an
average of 15-20mins.
 Customers touch the product because it is encouraged to
make them feel relaxed and welcome.
 Some were on a mission while others were browsing
through.
 About 50% of customers purchased products

10. SHOP THREE: PRAG BUY RIGHT SHOP

11. OBSERVATIONS : SHOP THREE
• BEFORE ENTERING THE STORE:
 The door was closed and I felt unsure whether to go in or
not.
 The font size was quite big , it says PRAG. It says a lot about
the store and product.
• ENVIRONMENT:
 White- wall, cream marble floor, not too high ceiling
Brightly lite, no music and it felt staid and cold.
 The store was sparse, has a distinctive smell, Cash register
located at the end of the shop, No visible security, I would
like to spend 5mins.
 The environment has an influence on the perceived value
of the merchandize

12. OBSERVATIONS : SHOP THREE
• PERSONNEL:
 Contact was initiated immediately I stepped in, Each customer was
treated differently.
 Ratio of 1:1 (one sales person to one customer)
 Female / Male employees in their mid and late 20s and early
+ 30s. They make use of their products.
 No uniforms and sales reps don’t match the store’s image
• PRODUCTS:
 The first products I noticed Prag pressing irons, these were
centrally displayed. No items were on sale, products were
arranged by function and no free samples.
 All products were at easily accessible locations and no
segregation between expensive and cheap products. Prices
were easy to find on the tags. No impulse item near the cash
register.

13. OBSERVATIONS : SHOP THREE
• CUSTOMERS:
 Most customers came in twos Adults (30s/40years) male.
 They go to different sections of the shop and they spend
an average of 15-20mins.
 Customers touch the product because it is encouraged to
make them feel relaxed and welcome.
 Some were on a mission while others were browsing
through.
 About 10% of customers purchased products

14. SHOP FOUR: SHOPRITE

15. OBSERVATIONS : SHOP FOUR
• BEFORE ENTERING THE STORE:
 The doors were wide open. The font size was quite big , it
says SHOPRITE. It says a lot about the store and products.
• ENVIRONMENT:
 Cream- wall, cream marble floor, very high ceiling Brightly
lite, warm music and it felt very busy in there.
 The store was crowded with merchandize , has a
distinctive smell, Cash register located at the side close to
the entrance of the shop, visible security officials, I would
like to spend 1hour if I have the time.
 The environment has an influence on the perceived value
of the merchandize

16. OBSERVATIONS : SHOP FOUR
• PERSONNEL:
 No Contact was initiated. It was do it your self except you have an
issue then someone can come sort you out immediately.
 Ratio of 1:20 (one cashier person to 20 customers)
 Female / Male employees in their mid and late 20s and early
+ 30s. They make use of their products.
 They had uniforms and sales reps match the store’s image
• PRODUCTS:
 The first products I noticed fruits , these were centrally
displayed. Lots of items were on sale, products were arranged
by function and no free samples.
 All products were at easily accessible locations and no
segregation between expensive and cheap products. Prices
were easy to find on the tags. Lots of impulse items near the
cash register.

17. OBSERVATIONS : SHOP FOUR
• CUSTOMERS:
 Most customers came in groups Adults/children cuts
across all age grade male and female.
 They go to different sections of the shop and they spend
an average of 15-20mins some more.
 Customers touch the product because it is encouraged to
make them feel relaxed and welcome.
 Some were on a mission while others were browsing
through.
 About 98% of customers purchased products

18. SHOP FIVE: CASA BELLA

19. OBSERVATIONS : SHOP FIVE
• BEFORE ENTERING THE STORE:
 The doors were wide open. The font size was quite big , it
says CASA BELLA. It says a lot about the store and
products.
• ENVIRONMENT:
 White- wall, cream marble floor, not too high ceiling
Brightly lite, warm music and it felt peaceful there.
 The store was crowded with merchandize , has a
distinctive smell, Cash register located at the side close to
the end of the shop, visible security officials, I would like
to spend 30mins.
 The environment has an influence on the perceived value
of the merchandize

20. OBSERVATIONS : SHOP FIVE
• PERSONNEL:
 Contact was initiated immediately.
 Ratio of 1:1 (one sales person to one customers)
 Female employees in their mid and mid /late 20s. They make use of
their products.
 They had uniforms (T-shirts) and sales reps match the store’s
image
• PRODUCTS:
 The first products I noticed cosmetics and wigs , these were
centrally displayed. No item was on sale, products were
arranged by function and no free samples.
 All products were at easily accessible locations except some
wigs placed behind the cash counter and no segregation
between expensive and cheap products. Prices were easy to find
on the tags. Lots of impulse items near the cash register.

21. OBSERVATIONS : SHOP FIVE
• CUSTOMERS:
 Most customers came in alone Adults female 20s-30s
 They go to different sections of the shop and they spend
an average of 15-20mins some more.
 Customers touch the product because it is encouraged to
make them feel relaxed and welcome.
 Some were on a mission while others were browsing
through.
 About 70% of customers purchased products

22. SHOP SIX: DIVA HOUSE OF
ACCESSORIES

23. OBSERVATIONS : SHOP SIX
• BEFORE ENTERING THE STORE:
 The doors were wide open. The font size was quite big , it
says DIVA HOUSE OF ACCESSORIES. It says a lot about the
store and products.
• ENVIRONMENT:
 Pink/purple - wall, cream marble floor, not too high ceiling
Brightly lite, warm music. The store was crowded with
merchandize , has a distinctive smell, Cash register located
at the side close to the entrance of the shop, visible
security officials, I would like to spend 30mins.
 The environment has an influence on the perceived value
of the merchandize

24. OBSERVATIONS : SHOP SIX
• PERSONNEL:
 Contact was initiated immediately.
 Ratio of 1:1 (one sales person to one customers)
 Female employees in their mid and mid /late 20s. They make use of
their products.
 They had uniforms (T-shirts) and sales reps match the store’s
image
• PRODUCTS:
 The first products I noticed Big colorful bangles , these were
centrally displayed. No item was on sale, products were
arranged by function and no free samples.
 All products were at easily accessible locations except some
earrings/ neck laces placed behind the cash counter and no
segregation between expensive and cheap products.
 Prices were easy to find on the tags. Lots of impulse items near
the cash register.

25. OBSERVATIONS : SHOP SIX
• CUSTOMERS:
 Most customers came in twos Adults female/male 20s-30s-
middle age male
 They go to different sections of the shop and they spend
an average of 15-25mins some more.
 Customers touch the product because it is encouraged to
make them feel relaxed and welcome.
 Some were on a mission while others were browsing
through.
 About 80% of customers purchased products