The document provides observations from visits to four different stores in Warsaw and Helsinki: Carrefour market, Five o'clock, Aelia Duty Free, and Kiasma. It describes the environment, personnel, products, and customers observed at each store and compares their characteristics.

1. Observation Lab

2. Warsaw
Carrefour market

3. Carrefour market
● Before you enter the store
I was looking for a place to do groceries. Shop was placed on the ground floor of the mall. Just
like in other malls I know. I guess I was expecting it to be there. Door were wide open , space
invites to get into.
● What does it tell you about the store?
You can instantly tell what is inside and what kind of store it is.

4. Carrefour market

5. Carrefour market
● Environment:
Colours are white and blue. Makes me feel a bit like in a hospital. Especially tiles on the floor.
Floor is made of white ceramic tiles on the floor does not feel nice. I have impression I can slip
and they remind me of hospital. Easy to clean but not very nice to walk at. Since this is in the
basement it is not very tall. And surprisingly nice. Not "warehouse-like" like in many stores.
It is quite bright. Make products better visible.
Ceramics make it quite loud. Rather unpleasantly noisy. Random music from the radio. No
special theme. Shop is pleasantly warm. Articles are crowded.
Cash registers are next to the entrance in front of the shop. Unlike other shops , customers are
forming one line from which they are redirected to given register by automated system. It make
one big queue. Although moving fast. I guess it is easier to display impulse products for people
in the queue.
I want to spend as little time in the store as possible.

6. Carrefour market
● Personnel
Nobody approached me. I think in the big markets like this nobody cares about you unless you
ask. There was about 20 people working and each have different approach for the clients. Some
were even unhelpful and refuse to help.
● Do the salespeople have a uniform? Do the salespeople match the stores image?
Yes they were but they do not match the colours of the store.
● Products:
First product I found in the store were fruits , just after the entrance. Products are placed on the
shelves forming alleys. Some promoted products had special displays. Products are arrange by
functions but because some featured products have prefered place it is very difficult to find a
product. As products from the same category are in two places. A lot of effort were putted into
placing products. More expensive products are on the eye level. Price tags are easy to locate.

7. Carrefour market
● Customers
You can find multiple kind of customers in the shop. Families, singles, friends, males, females ,
young and old. As it is a big store customers have various routes but there are some patterns.
People who know what they want and people browsing around.
High number of customers buys.
● Other
Store looks more like utility then an nice and cosy place. People go there with specific purpose
in mind. Clients are drawn by brand and not necessary by shop look like

8. Warsaw
Five o'clock

9. Five o'clock
● Before you enter the store
I was drawn inside by the look of the store. It look like a colonial store. Nice wood interior make it
looks warm and cosy. Name of the store refers to typical stereotype of having a tea at five
o'clock. Doors were open , store encourage to get inside.
● Environment
Shop is in a green colour. It makes me feel calm. Also at least for me green reminds me of eco
products which I guess is what you want when you sell tea and coffee. As it is in the mall ceiling
is on same height as previous shop.
Shop is slightly darker but still very bright. Making nice atmosphere inside. Music is same as in
the mall which destroys mood a bit. Shop is small and goods are crowded. Tea and coffee mix
in the air making specific smell. Which is bad as I do not like coffee and it destroys the overall
feeling for me.
Cash register is located next to the exit. There is no security. Environment influence perceived
value of the product. Whole fits making product looking more desirable.

10. Five o'clock
● Personnel
There is only one person serving customers. Dressed in nice uniform that fits shop colours.
Depending on the queue she approach customers asking how can she be of any help. If there is
a queue customers are left without any help. Salespeople are usually females in different age
groups
● Products:
First product you notice are tees in metal boxes on the shelves. Some samples are put on the
display along queue line so people can smell them waiting to be served. Sale and featured
products are on the display next to cash register. Products are organized by category. Tea and
coffee on main display while pots and other extra goods a bit on the side.

11. Warsaw
Aelia Duty Free

12. Aelia Duty Free
● Before you enter the store
Aelia is duty free shop on the airport. Located just behind security gates it welcomes you with big
open space. It looks more like a part of a path , part of the environment then separate shop.
Name of the shop and nature of the environment immediately tells you what it sells.
● Environment
Shop is in a white colour. It is colour of the airport but also make place looks very clean and
shiny. It also make product more visible. Shop is very bright and loud. Both by customers and by
airport radio announcements and music inside.
Product are sparsely displayed leaving a lot of space for walking. Customers are browsing
between alleys in random routes. Cash registers are placed in the center of the shop. Selected
product have own special display.
Shop looks clean and somehow makes you wanna stay longer.

13. Aelia Duty Free
● Personnel
There are just cashiers and security. Nobody approach customers. Security have separate
uniforms that make them quite distinguishable . They looks a bit like simplified police suits.
Cashiers are mostly women dressed all in black. All personnel is <30.
● Products
First product you notice is definitely alcohol. It is probably nature of the place. Other noticeable
product are cosmetics. On the side are sweets. Products are grouped by categories. In the least
accessible place in the corner are cigarettes. Prices are easy to find.
● Customers
There is no specific clientele. Most people who travel goes through duty free shop. Male , female
, single , pairs. Most is buying something. Some customers stay in store long. Most touch
products. Most are browsing. Some women seems to come here with specific cosmetics in
purpose.

14. Helsinki
Kiasma

15. Kiasma
● Before you enter the store
Kiasma is a modern art museum , restaurant and gift shop. Shop draw attention of customers
by displaying goods outside it's area. It is located near the museum cash registers so it is quite
obvious to every visitor there is a shop.
● Environment
Shop is in a dark stone and white colour. It is located in the corner of the building and big part of
the shop contain windows which makes it very bright. It contrast nicely with dark stone floor.
Environment is quiet. You can only hear individual customers talking. Products are crowded.
There is no security. Shop have central display area. There is no security. Being museum shop
influence perception of the products. All seems more carefully selected and not being just
random set of products.

16. Kiasma
● Personnel
There is just one person , male around 35. Does not wear uniform. His cloth color does not
correlate with museum or products colours. He is interacting with customers unless directly
bothered.
● Products
First product you notice are postcards. Usually theme is Helsinki or museum itself. There are
number of books , posters , t-shirts , pens and even matches. Cheapest products are next to the
register. Interior although small is very cosy and interesting. Makes me want to stay long. Books
are in Finnish , Swedish and English. Prices are often hidden.
● Clients
Clients are school pupils and tourists. Couples and singles. Age 19-30 mostly. People circulate
around central display. Most follow same path.

17. Kiasma

18. Helsinki
R-Kioski

19. R-Kioski
● Before you enter the store
R-Kioski is a chain of small convenience stores with tickets , newspapers, lotto, drinks and
snacks. It's located near communication hubs in this case railway and bus station. It looks
suggest you do shopping here on the go , in a hurry.
● Environment
Shop is in a yellow white and blue. It's very small , have two central shelves , standing on the
floor inside. Other products are on the shelves hanging on the wall or display next to cash
register. There is quite radio on. There is a separate stand with dvd for rent and two of slot
machines.

20. R-Kioski
● Personnel
Usually one or two people per shift. Mostly <30 , sometimes older. Personnel wears uniforms.
Does not approach customers unless asked for help. Everybody is treated same.
● Products
Shops are small and crowded. Some products have distinguishably separate place. Like slot
machines or dvd rental. Candy bars and gossip newspapers are located next to registers. Soft
Drinks and alcohol is located in the fridge in the far corner of the shop. In the central place there
is a fridge with ice creams. Even in the middle of winter it is full of ice creams.
● Clients
Clientele is general population in the area. People passing by that forgot to do shopping at their
regular place , people who forget a ticket. Mostly singles. Aged 16-80.