The document observes consumer behavior in stores and notes that stores draw in customers through creative window displays, natural lighting, attractive color schemes, and salespeople who are neat in appearance. Certain scents, wooden floors, and sparse merchandise that implies higher prices make stores feel more comfortable and upscale. Personnel, product diversity and displays, and the social nature of shopping influence customer experiences in stores.

1. Observation Lab
Dulce Amaral Santos

2. Note: Portuguese legislation does not allows photos inside the
stores. This images are available in internet

3. Before entering the store….
• Some stores draw me in, some don’t.
– I was draw to the stores that sell products related with my
consumer habits
– I was draw to the stores with windows that show creativity
and color
– I wasn't draw to stores that have little interest or
investment in advertising and marketing, what I call low
profile stores, but I experience a enormous pleasure in
going to places that I have to know in advance where they
are and what they sell. Makes me feel like I control the
process instead of being an easily manipulated consumer
– I wasn't draw into stores that are crowded , dark or messy

4. Environment
Original detailed
decor

5. Environment
• I am very affected by the color scheme, lightening and perceived
warmth in the stores. I feel very comfortable and willing to spend
more time in stores that have natural light and attractive and
vibrant color scheme.
• Music in crowded spaces increases the messy feelings and over
stimulation, making me want to leave .
• Smell is my first sense. Love the smell of fresh linen, citrus, green
tea. Everything else might have the opposite effect
• Wooden floor, high ceilings, are interesting if well combined with
other decorative elements. Natural elements in décor “ real
materials” make stores look more expensive.
• Decoration and the amount of merchandising is what makes me
“deduct” on merchandise price. Sparse merchandise usually tells
me its an expensive store.

6. Personnel

7. Personnel
• Personnel is key factor. They are sometimes absent ( they
just don’t care if you find what you need) some times
annoying and intrusive.
• People in stores have an higher impact on me when using
uniforms or at least store products
• Sales people should always be beautiful and very neat
looking.
• Most sales people are part time students, so they clearly
have a script to talk to us
• Some stores manage to recruit and retain because its
common knowledge that looks is an important
criteria, so, being an employee gives young people a “good
look” status

8. Products
• Diversity
• Amount
• Display
• Touch
• Color
• Find
• Try

9. Products
• Most stores have several focal points instead just one. Creates an
idea of “ a lot to choose from”
• For sale items are located in dark corners. In sales season, they are
moved to the front
• Products are mores frequently arranged by stile and / or function.
Stile arrangements makes you wanna by related products that
“goes” with your first choice, like wine and cheese, Port and
Chocolate, Trousers and cardigans.
• Most expensive products are high and least expensive are low in
the shells
• Most stores have impulse items near the cash register
• Prices in more expensive stores are difficult to find, - price should
be the last piece of information about the product
• Prices in less expensive stores are displayed openly and can be the
first attraction item

10. Customers

11. Customers
• Customers rarely walk alone. They have
spouses, children, friends with them. I must be an
exception, I love shopping alone.
• There is never a place to sit your child and so after 15 m
you have to leave the store
• Most customers are women. Women are the most
important group in consumer goods. Children are
important decision makers
• Visiting stores is a common social activity this days, only
30% of consumers reach the cash register ( except in the
local market)
• People spend 20 minutes average in stores, but it depend a
lot on the kind of store.