The document provides observations from visiting different retail stores. It describes the environment, personnel, products, and customers observed at each location, including a women's fashion boutique, sporting goods store, tea room, wine shop, supermarket, and home goods store. Details like store layout, music, lighting, product placement, and customer demographics are discussed for each.

1. Observation lab
Jana Štěrbová

2. Observation of observation
• First I would like to say few words about doing this task.
• On one hand I really enjoyed just walking in the shop and
looking around me, but on the other hand especially in
smaller shop I felt like I want to steal something – maybe
because I am young, my clothes are average and I am shy
person-that can make the impression to salesmen – in none
shop was security separately.
• So I didn´t take any picture and all my photos are from
internet.
• I chose six different shops/places to observe cause I wanted
unlike experiences.

3. zebra
• About shop: women fashion, luxurious, but not too
overpriced
• Before entering:
– I like orange colour – so the shop attracted me.
– The doors were open - it looks better, than closed ones,
cause you can easily take a look and go back if you don´t
like what you see. And if you are not decided to go in, the
closed doors will create new obstacle which can
discourage you to enter.
– The sign you can see at the picture. Actually I don´t
understand the first small letter. On one hand it´s
something which can capture you, but on contrary for me
it makes impression of disorder.

4. • Environment:
– The colours are orange, but in cubicles area there are also
green stripes – I like the differentiation from the rest of
the shop.
– Floor is same as in the rest of the shopping center, which
means no interface between shop and corridor. I am not
sure if I like it or not.
– Ceiling is really low, it doesn´t feel good – the shop is
already small and I think the low ceiling making it even
smaller and cramped.
– The lights were fine, but in the window there were too
much to light up a lot of figurines. This was weird – so
small shop and so many figurines. On the other hand it
shows various combination of the clothes.
– No music was playing, but nearby there were restaurants
and children´s corner. It was a little bit disturbing.

5. – Store was warm, no distinctive smell occurs.
– It was sparse.
– The cash register was located right in front of the
entrance in the middle of the shop, close to the
cubicles. In that way it was handy, but it also
appears to me that the salesman has view to the
whole shop and he can watching you as you
watching clothes.
– I stayed there just few minutes.
– I think the environment was developed to attract
elegant middle-aged ladies.

6. • Personnel
– It took about 3 minutes before saleswoman asked me
about my wish. I think they has some introduction phrases
as :“How can I help you?“
– I think they treated everyone the same, but e.g.I didn´t see
any male customer to walk in.
– The salespersons were two middle-aged elegant-dressed
women, according to my opinion they were encouraged to
dress elegant but not forced to were shop´s products.
They matched the store and customers.
• Products
– First which I noticed it was ballgown in front of the
entrance.
– For sale I actually didn´t notice at all, which now I consider
as weird, so if there where some signs they were really
well hidden.
– Products were arranged by type (dress/coats…).
– In the window there are figurines, no free samples(but it
would be weird in clothes shop).

7. – In my eye-level were some products by walls, then
jackets and jewellery in back part of the store – which
were also least accesible.
– The cheapest clothes were located in front part of the
shop, the most expensive ones at the left part by
wall , not so close to entrance.
– The prices were easy to find, but they were written by
hand, it looked kind of unprofessional.
– If there were impulse products I didn´t notice them.
Customers
- most of the customers were alone, women, middle-
aged or younger around 30. I think they walked in the
same pathways cause the shop was small.
- they were staying around 5 minutes, mostly
browsing and didn´t buy products, I think one of six
did. I think customers could touch the clothes but it
wasn´t directly encouraged.

8. Intersport
• About shop
– big sport shop
• Before entering
– Door was opened, the sign of the shop was too high in compare with
other shops, there were also 2 side signs – but they were a little bit
blocking the passage. I think they wanted big and impressive entrance
and I guess it´s working well.
• Environment
– The color scheme is mostly white, or maybe light grey, the logo
contains also blue and red colours, but they don´t appear in the shop
interior. I think that´s ok, cause they´re offering a lot of colourful staff,
so it would be too overdecorated.
– Floor is made from grey wood-shaped lino, it fits with the rest of the
shop.
– Ceiling was high and the upper space was covered with lights and
pipes but I think it was ok. One part of the shop has lower ceiling – in
this section was also service – place with lot of mess, trash and no
salesman – this could look differently. Offered staff here was to
summer or not so often sports – also least accesible.

9. – Shop was lighted well and also warm. There was music playing –
some modern songs which plays on the radio recently – it
matched with the shop.
– It was rather sparse but there was at least a few customers
constantly.
– Cash register was in the left part of the shop, close to the exit –
better than in the middle and handy when you decided to go
away.
– I stayed there almost 15 minutes, just wandering – actually
there were some interesting staff
• Products
– First I noticed sport shoes in discount:) But there was a little
podium arranged with winter sports outfits and equipment – it
was cute.
– Items for sale were located mostly in the front part of the shop.
– Products were arranged by sports – and the rest of clothes were
together. I think it was clever, cause when you ar interested in
one sport you have all products in one part. There were also
cubicles on different places of the shop, so you don´t have to
come far and then go back if the clothes or something doesn´t
fit you.

10. – I think there were available demonstration but salesmen didn´t
encouraged people to try anything.
– Most expensive products were located in the back part of the
shop, least in the front – guess cause of thieves.
– The prize would be easy to find but I wasn´t sure about some
products if there is one prize to all of them or some another –
so that was confusing.
– They were impulse items – like beverages and key tags.
• Customers
– Customers were families with older kids around 18, or married
couples 25+ or young people 20-40 wandering alone.
– I think firstly they walked the same way but then they are
focused on their desired items – most of them is going for
concrete things. They stayed in the shop around 10 or 15
minutes.
– I think most of the customers were buying something.

11. • Personnel
– I stayed in the shop 15 minutes and nobody initiated
contact. Even though they were around 7 employees.
One customer mixed me with the employees – I don´t
why, cause I have black coat and bag. I think they
definitely treat customers differently.
– The ration of the employees to cutomers could be
one to one or more, but they didn´t care so much.
– Salespersons were women around 20 and one young
guy.
– Uniform was unified red T-shirt with sport dark
trousers and shoes according to their choice I guess.
– I think they matched the store, but they weren´t
active, nor nice. I had bad impression of them.

12. Tea room – On the windy hill
• About the shop
– Combination of shop and „tea café“
• Before entering
– I like the look from the outside, but it can feel a little bit messy,
desorganised and not decent. And the iron bars also look hostile.
People have to ring the door to be opened. I am always nervous and
sometimes I wait a long time.
• Environment
– The floor is covered with carpets, people have to take off their shoes,
it´s homey, but for the first visitation it can feel weird and some
people could have problem with that.
– Ceiling is really low, covered with dark blanket or lighter with
ornaments – also walls, feels mysterious.
– The rooms are dark, so not good place to study or read, only on extra
places. There is always cold, even in summer.
– There is playing exotic or relaxing music which matches the interior
perfectly, but it´s not for everyone.

13. – There is distinctive smell of sweet, tea and incense sticks.
• Personnel
– First people put their shoes to the salesman and they get small
badge to not mix them up. Then people have to find their own
place to sit, nobody will show them where to choose, it can be
confusing during first visit.
– Then salesman bring them menu in few minutes, but there is no
way to decently call the person, if you want something, you
have just to call loudly on him when he´s passing by or go to the
cash register.
– They have uniform black T-shirt and black apron. Cause the
whole interior is dark, it just vanish in it.
– Sometimes it´s crowded, sometimes sparse – depends on time
and day. I think they treat customers differently.
– They are mostly young men.
• Products
– Products to sale are on the walls on both sides while you
walking from the entrance to the cash register where you put
your shoes.

14. – They are not visible or emphasise, not lightened –
just few people notice them. But there are
impulse items like bonbons.
– The prize is visible, if you notice the products.
– There are a lot of leaflets to take and read.
• Customers
– Mostly couples, friends, groups of two or more
people, young people 15-35. Walking in the same
path. Since it has character more café than a shop
they stayed about two hours or longer.
– Products for sale it´s not so much bought, mostly
teas in the time of stay or other products.

15. You can see this from entrance.

16. Wineshop
• This shop really attracted me in, cause the interior was in
warm brownish colours, looked luxurious and with good
products. Also it´s a small space with no front wall – it´s
really inviting people in.
• Inside there is well organised products, by prize, by type of
the wine. In the eye level there is rather more expensive
wines , on the bottom there is the most cheapest ones.
• The most expensive items are in the back part of the shop
or in the highest shelves, not reachable from the ground.
• Sales items were in the front part of the shop, first things
to see.
• What I was most disappointed from was the attitude of the
saleswomen. There were two of them, I stayed tehre
walking 5 minutes, they didn´t ask me, if they can advice
and when I asked question the saleswoman gave me rude
answer as I was stupid.

17. Supermarket
• Organised by the type of product.
• A lot of people, wandering or with an aim.
Crowded, sometimes with bad smell.
• Salesperson normally rude or not reachable,
with uniforms, young or middle-aged women
mostly, but also men.
• Sales almost everywhere. The most expensive
items with extra security devices. People can
touch things, but not encouraged.

18. Batavia
• I really like this shop, cause it´s so homey,
calm, relaxing music is playing in.
• There is one or two saleswomen mostly and
very pleasant, always advice me with
something.
• The products are organised a little bit messy,
but I think it belongs to the character of the
shop.