The document summarizes the author's observations from visiting various stores, including a bookstore, electronics store, decoration and antiques store, shoe store, clothing store, and dollar store. The author notes details about the layout, products, customers, smells, and employee interactions at each location. They conclude by suggesting stores create an experience for customers through strategic use of space, smells, sounds, and product placement.

1. Observation Journey
Adrián Catalán (@ykro)

2. looking for an insight

3. Bookstore

5. quiet atmosphere, wood floor and furniture
(felt like home) and season decoration

6. employees uniform(gray vest) seem strange
and felt out of place

7. most of the customers were accompanied
and in the age range of 30+

8. they have security cameras I’ve never
noticed before

9. even when they have a kids section no kid
came while I was there

10. there’s a coffeshop in the store, the smell of
fresh coffe invite you to stay and read a
book

11. Electronics

13. very clean and shiny, space and layout make
you feel like you were in an open place

14. hostesses and salesmen chased me
everytime I were close to a product

15. some of the brands were at the spotlight and
the others were in places difficult to reach

16. some small expensive items (ipod nano,
headphones, etc) where behind a glass

17. items of the same category (tv, refrigerator, stove,
etc) have the price only if they are the cheapest (for
expensive items you have to ask the price)

18. Decoration & antiques

20. brightly place, layout properly
distributed(products are easy to find)

21. weird smell (because some antiques and
essences they have for sale I presume)

22. toys were located at lower height and
expensive antiques at higher shelves

23. they have some bestselling books at the
front but most of them were at the back and
in shelves(no central display)

24. Shoes

26. the salesmen were kind and friendly and
seem interested in helping

27. the environment was awful, they didn’t have
AC, aisles were small and the smell was odd

28. even that they only had 2 sales representatives and were
several customers at the time, they approached me(and
everyone else) like every minute :S

29. small sizes of men shoes were at the very
back of the store

30. impulse items near register were all for
women

31. Clothes

33. big shopwindow, brightly store and big open
door

34. music was loud, store products seem really
expensive (but they were normally priced)

35. they have 2 visible security persons, one at
the front and one at the back (both women)

36. sales representatives don't have a uniform
but you can easily spot them (don’t ask how)

37. floor had a pattern different for each side of
the store (men/women)

38. clothes were at eye level, high and low
shelves had shoes

39. Dollar store

41. brightly place

42. loud music (from the mall and another track
from the store, both reggaetón :S)

43. toys were located at lower height and
expensive antiques at higher shelves

44. Make your store tell a story to the
customers through the products

45. With insights we can change and
improve the experience

46. Setup the layout to take maximun advantage
of the space available (don’t over fill)

47. Use smells, sounds and colors in your
benefit (even if you can’t control them)

48. Don’t sell a product, build a
experience for the customers

49. Observation Journey
Adrián Catalán (@ykro)

50. http://www.flickr.com/photos/43419254@N06/4438362606/
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