www.venture-lab.org MOOC on creativity from Stanford University. Assignment for practicing to observe and learn from that :)

1. Carsten Weerth ObservationLab Fall 2012
Observation Lab
All observations were made on October 25th / 26th 2012 in Bremen/Germany, downtown (about 5 º C).
Photo: Carsten Weerth
Store # 1: C & A www.cunda.de A clothing multistore
Before you enter the store:
Does the store draw you in? If so, how? no, looks cheap (but is also cheap and
quality)
Is the door open or closed? Closed
How does this make you feel? OK
How big is the sign lettering and in what font? Small (back door)
What does it tell you about the store? Everybody knows what to expect
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2. Carsten Weerth ObservationLab Fall 2012
Environment:
What is the color scheme of the store? How does this affect you? Bright (not nice)
What type of floor does the store have? How does this effect the environment?
Easy to care of & carpet but nobody cares…
How high is the ceiling? How does this feel? Very high (4 m), spacious
How brightly lit is the store? How does this affect you? Very bright, not nice
How loud is the environment? not loud
What is causing the noise? -
Is there music playing? If so, does it fit the environment? no music
Is the store warm or cold? warm, nice.
Is the store crowed with merchandise or is it sparse? crowded
Does the store have a distinctive smell? yes, smells like new clothes (chemical).
Where is the cash register located? Ground floor at the right side.
How visible is the store security? Not at all (electronic security devices)
How long do you want to stay in this store? 20 mins.
Does the environment influence the perceived value of the merchandise?
looks cheap, is cheap.
Personnel:
How long does it take before a sales person initiates contact? does not happen…
Does the salesperson have a script to follow with each customer? -
Does the salesperson treat different customers differently? -
What is the ratio of salespeople to customers? 1 : 100
What age and gender are the employees? mostly females about 45 - 50
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3. Carsten Weerth ObservationLab Fall 2012
Are the salespeople using the store products? do no know
Do the salespeople have a uniform? no
Do the salespeople match the stores image? yes
Products: Department store All sorts of clothing…
What is the first product that you notice? shirts
Is there a central display table with featured products? no, many side tables
Where are items that are “for sale” located in the store? yes, many.
How are the products arranged? By function? By price? By color? By function.
Are there free samples or demonstrations? Yes.
What products are at eye level? Shirts, Jackets, etc.
What items in the store are in the least accessible locations? -
Where are the most and least expensive products located? Least: on display
Are the prices of the products easy to find? Yes.
Are there impulse items near the cash register? no.
Customers:
Are most customers alone or with someone else? What is the relationship? pairs, mothers/
infants
What is the average age and gender of the customers? from infant to elder person.
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average? 20 mins?
Do customer touch the products? Is this encouraged? Yes.
Do most customers appear to be on a mission or are they browsing? most are on a mission
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4. Carsten Weerth ObservationLab Fall 2012
What percent of customers purchase products in the store? 80 %
Other Observations: Here price and quality win over shop interior…
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5. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 2: Oxfam www.oxfam.de A charity shop
Before you enter the store:
Does the store draw you in? If so, how? Nice display, green sign.
Is the door open or closed? Closed
How does this make you feel? OK
What does it tell you about the store? Hope?
Environment:
What is the color scheme of the store? How does this affect you? nicely lit.
What type of floor does the store have? How does this effect the environment?
Easy to care of & carpet but nobody cares…
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6. Carsten Weerth ObservationLab Fall 2012
How high is the ceiling? How does this feel? high (3 m)
How brightly lit is the store? How does this affect you? nicely lit.
How loud is the environment? quiet
What is causing the noise? -
Is there music playing? If so, does it fit the environment? no music
Is the store warm or cold? warm, nice.
Is the store crowed with merchandise or is it sparse? crowded
Does the store have a distinctive smell? old books, old stuff.
Where is the cash register located? left hand side, middle of shop.
How visible is the store security? No security
How long do you want to stay in this store? 30 mins.
Does the environment influence the perceived value of the merchandise? 2nd hand, charity.
Personnel:
How long does it take before a sales person initiates contact? does not happen…
Does the salesperson have a script to follow with each customer? -
Does the salesperson treat different customers differently? -
What is the ratio of salespeople to customers? 1:3
What age and gender are the employees? mostly females 60-70, volunteers
Are the salespeople using the store products? do no know
Do the salespeople have a uniform? no
Do the salespeople match the stores image? yes
Products: Charity store Clothing, books, All sorts of clothing…
What is the first product that you notice? books
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7. Carsten Weerth ObservationLab Fall 2012
Is there a central display table with featured products? no, many stacks
Where are items that are “for sale” located in the store? none or all
How are the products arranged? By function? By price? By color? By function.
Are there free samples or demonstrations? Yes.
What products are at eye level? Jackets, books etc.
What items in the store are in the least accessible locations? -
Where are the most and least expensive products located? Least: on display
Are the prices of the products easy to find? Yes.
Are there impulse items near the cash register? Fair traded Coffee, Tea, Choclates
Customers:
Are most customers alone or with someone else? What is the relationship? alone/elder persons
What is the average age and gender of the customers? 50-70 yrs., female.
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average? 20 mins?
Do customer touch the products? Is this encouraged? Yes.
Do most customers appear to be on a mission or are they browsing? most are browsing
What percent of customers purchase products in the store? 20 %
Other Observations:
Good design of logo and idea of shop plus volunteering elders win the competition ☺
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8. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 3: Unterwegs Outdoor experts shop (high priced)
Before you enter the store:
Does the store draw you in? If so, how? Good outer appearance, nice windows, good sign.
Is the door open or closed? Open.
How does this make you feel? Welcome.
How big is the sign lettering and in what font? moderate, but nicely designed.
What does it tell you about the store? They want you in and like what they do.
Environment:
What is the color scheme of the store? How does this affect you? Lots of wood, natural colors.
What type of floor does the store have? How does this effect the environment? Wood.
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9. Carsten Weerth ObservationLab Fall 2012
Feels good.
How high is the ceiling? How does this feel? Moderately high, 2,5 m, Feels like home.
How brightly lit is the store? How does this affect you? Nicely lit, feels good.
How loud is the environment? Quiet, only talk about the outdoor gear.
What is causing the noise? No noise…
Is there music playing? If so, does it fit the environment? -
Is the store warm or cold? Warm.
Is the store crowed with merchandise or is it sparse? Crowded.
Does the store have a distinctive smell? No smell.
Where is the cash register located? Center of shop.
How visible is the store security? No Security. Electronically safety devices.
How long do you want to stay in this store? YES, 30 mins.
Does the environment influence the perceived value of the merchandise? Feels good /
expensive.
Personnel:
How long does it take before a sales person initiates contact? 2 mins.
Does the salesperson have a script to follow with each customer? Ask you what you search.
Does the salesperson treat different customers differently? No.
What is the ratio of salespeople to customers? 1:2
What age and gender are the employees? about 35, mostly male.
Are the salespeople using the store products? YES.
Do the salespeople have a uniform? NO.
Do the salespeople match the stores image? YES.
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10. Carsten Weerth ObservationLab Fall 2012
Products:
What is the first product that you notice? Backpacks (outdoor display).
Is there a central display table with featured products? NO.
Where are items that are “for sale” located in the store? NO.
How are the products arranged? By function? By price? By color? Function.
Are there free samples or demonstrations? NO.
What products are at eye level? All sorts.
What items in the store are in the least accessible locations? Electronic devices (locked).
Where are the most and least expensive products located? -
Are the prices of the products easy to find? NO, shoes were without!
Are there impulse items near the cash register? NO.
Customers:
Are most customers alone or with someone else? What is the relationship? single.
What is the average age and gender of the customers? females, 30 yrs.
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average? 20 mins.
Do customer touch the products? Is this encouraged? YES.
Do most customers appear to be on a mission or are they browsing? Mission.
What percent of customers purchase products in the store? 30 %
Other Observations: High quality of goods and shop interior plus expert advice make
this shop special. Prices are high but adequate as well…
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11. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 4: KARSTADT Biggest multi story store in Town
Before you enter the store:
Does the store draw you in? If so, how? Huge display windows, but you know you can buy
everything inside ☺.
Is the door open or closed? Closed.
How does this make you feel? OK.
How big is the sign lettering and in what font? BOLD CAPITALS, CLEAR MESSAGE.
What does it tell you about the store? Confidence.
Environment:
What is the color scheme of the store? How does this affect you? Bright, I don’t care.
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12. Carsten Weerth ObservationLab Fall 2012
What type of floor does the store have? How does this effect the environment? White, easy to
care.
How high is the ceiling? How does this feel? Very high, 4 m. Spacious.
How brightly lit is the store? How does this affect you? Bright, do not like it.
How loud is the environment? Moderate, many people around.
What is causing the noise? Many people around.
Is there music playing? If so, does it fit the environment? No music.
Is the store warm or cold? Warm.
Is the store crowed with merchandise or is it sparse? Crowded.
Does the store have a distinctive smell? No.
Where is the cash register located? No special place, inbetween.
How visible is the store security? Not visible, electronic exit devices.
How long do you want to stay in this store? 15 mins.
Does the environment influence the perceived value of the merchandise? Looks like standard.
Personnel:
How long does it take before a sales person ini-tiates contact? Does not happen.
Does the salesperson have a script to follow with each customer? -
Does the salesperson treat different customers differently? -
What is the ratio of salespeople to customers? 1 : 100
What age and gender are the employees? female, 45-50 yrs.
Are the salespeople using the store products? -
Do the salespeople have a uniform? NO.
Do the salespeople match the stores image? standard.
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13. Carsten Weerth ObservationLab Fall 2012
Products:
What is the first product that you notice? Socks.
Is there a central display table with featured products? Many display tables.
Where are items that are “for sale” located in the store? YES.
How are the products arranged? By function? By price? By color? Function.
Are there free samples or demonstrations? NO.
What products are at eye level? -
What items in the store are in the least accessible locations? -
Where are the most and least expensive products located? -
Are the prices of the products easy to find? YES.
Are there impulse items near the cash register? NO.
Customers:
Are most customers alone or with someone else? What is the relationship? Families, pairs.
What is the average age and gender of the customers? Female, 40.
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average? 40 mins.
Do customer touch the products? Is this encouraged? YES.
Do most customers appear to be on a mission or are they browsing? Browsing.
What percent of customers purchase products in the store? 30 %.
Other Observations: Here you can buy everything…
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14. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 5: Runners Point A small running shop (in particular shoes)
Before you enter the store:
Does the store draw you in? If so, how? Display, open doors…
Is the door open or closed? OPEN.
How does this make you feel? Welcome, drawn in.
How big is the sign lettering and in what font? Big, bold, confident.
What does it tell you about the store? We know what we do.
Environment:
What is the color scheme of the store? How does this affect you? Wooden floor, I like it.
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15. Carsten Weerth ObservationLab Fall 2012
What type of floor does the store have? How does this effect the environment? Wood.
How high is the ceiling? How does this feel? Medium, 3 m. OK. Small shop anyway.
How brightly lit is the store? How does this affect you? Light is OK.
How loud is the environment? Music plays nicely.
What is causing the noise? Music plays.
Is there music playing? If so, does it fit the environment? Music fits.
Is the store warm or cold? Moderately warm.
Is the store crowed with merchandise or is it sparse? Shoes at the wall.
Does the store have a distinctive smell? New shoes.
Where is the cash register located? Right from exit.
How visible is the store security? No security.
How long do you want to stay in this store? 20 mins.
Does the environment influence the perceived value of the merchandise? NO.
Personnel:
How long does it take before a sales person initiates contact? 1 min.
Does the salesperson have a script to follow with each customer? Ask what you look for.
Does the salesperson treat different customers differently? NO.
What is the ratio of salespeople to customers? 1:1
What age and gender are the employees? 25 yrs., male.
Are the salespeople using the store products? YES.
Do the salespeople have a uniform? NO.
Do the salespeople match the stores image? YES.
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16. Carsten Weerth ObservationLab Fall 2012
Products:
What is the first product that you notice? Shoes, display, outside.
Is there a central display table with featured products? NO.
Where are items that are “for sale” located in the store? YES.
How are the products arranged? By function? By price? By color? Function.
Are there free samples or demonstrations? NO.
What products are at eye level? Shoes.
What items in the store are in the least accessible locations? Shoes.
Where are the most and least expensive products located? Wall.
Are the prices of the products easy to find? YES.
Are there impulse items near the cash register? NO.
Customers:
Are most customers alone or with someone else? What is the relationship? Alone.
What is the average age and gender of the customers? Male.
When a customer enters the store, do they tend to walk in the same path or direction? YES, in.
How long do customers stay in the store, on average? 5 mins.
Do customer touch the products? Is this encouraged? YES.
Do most customers appear to be on a mission or are they browsing? Browsing.
What percent of customers purchase products in the store? 10 %
Other Observations: The manager came and asked me why I was taking pictures…
The open door policy draws buyers in. The personnel is knowledgeable, the floor helps
to make feel comfortable and the dimmed music helps to feel good…
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17. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 6: Peek & Cloppenburg Clothing shop, higher priced
Before you enter the store:
Does the store draw you in? If so, how? Nice displays.
Is the door open or closed? Closed.
How does this make you feel? Welcome, nice inner appearance.
How big is the sign lettering and in what font? Big, bold, confident.
What does it tell you about the store? We are valuable and good.
Environment:
What is the color scheme of the store? How does this affect you? Wooden floor & tables.
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18. Carsten Weerth ObservationLab Fall 2012
What type of floor does the store have? How does this effect the environment?
Wood, feels good.
How high is the ceiling? How does this feel? high, about 4 m. Spacious.
How brightly lit is the store? How does this affect you? Moderately.
How loud is the environment? Quiet.
What is causing the noise? -
Is there music playing? If so, does it fit the environment? No.
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Crowded more or less.
Does the store have a distinctive smell? No.
Where is the cash register located? Right hand side.
How visible is the store security? No Security.
How long do you want to stay in this store? 30 mins.
Does the environment influence the perceived value of the merchandise?
Looks expensive & good.
Personnel:
How long does it take before a sales person initiates contact? -
Does the salesperson have a script to follow with each customer? -
Does the salesperson treat different customers differently? -
What is the ratio of salespeople to customers? 1 : 50
What age and gender are the employees? about 50 yrs., female
Are the salespeople using the store products? YES.
Do the salespeople have a uniform? NO.
Do the salespeople match the stores image? YES.
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19. Carsten Weerth ObservationLab Fall 2012
Products:
What is the first product that you notice? Shirts.
Is there a central display table with featured products? NO, many.
Where are items that are “for sale” located in the store? YES.
How are the products arranged? By function? By price? By color? Function.
Are there free samples or demonstrations? NO.
What products are at eye level? All.
What items in the store are in the least accessible locations? -
Where are the most and least expensive products located? -
Are the prices of the products easy to find? YES.
Are there impulse items near the cash register? NO.
Customers:
Are most customers alone or with someone else? What is the relationship? Pairs, Singles.
What is the average age and gender of the customers? Female about 60.
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average? 20 mins.
Do customer touch the products? Is this encouraged? YES.
Do most customers appear to be on a mission or are they browsing? Browsing.
What percent of customers purchase products in the store? 30 %.
Other Observations:
Shop’ interior is expensive, clothing likewise. Still lovely to shop there…
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20. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 7: Douglas Perfumeries chain
Before you enter the store:
Does the store draw you in? If so, how? Music and smells…
Is the door open or closed? OPEN
How does this make you feel? Welcome and uneasy (it is smelly).
How big is the sign lettering and in what font? Big, blue, handwriting.
What does it tell you about the store? Wants to be sensitive…
Environment:
What is the color scheme of the store? How does this affect you? Bright light, bright floor.
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21. Carsten Weerth ObservationLab Fall 2012
What type of floor does the store have? How does this effect the environment? Stone, marble.
How high is the ceiling? How does this feel? medium hight, 3 mts. OK.
How brightly lit is the store? How does this affect you? Bright, do not like it.
How loud is the environment? Loud. Girls speak and lough, aggressive music.
What is causing the noise? see above.
Is there music playing? If so, does it fit the environment? YES.
Is the store warm or cold? WARM.
Is the store crowed with merchandise or is it sparse? Sparse, only at the walls.
Does the store have a distinctive smell? Overall smelly ☺
Where is the cash register located? Left hand side.
How visible is the store security? No Security.
How long do you want to stay in this store? 2 mins.
Does the environment influence the perceived value of the merchandise? Feels expensive.
Personnel:
How long does it take before a sales person initiates contact? 2 mins.
Does the salesperson have a script to follow with each customer? Asks what you look for.
Does the salesperson treat different customers differently? According to their needs.
What is the ratio of salespeople to customers? 1:1.
What age and gender are the employees? 25 yrs., female.
Are the salespeople using the store products? YES.
Do the salespeople have a uniform? YES, T-Shirt.
Do the salespeople match the stores image? YES.
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22. Carsten Weerth ObservationLab Fall 2012
Products:
What is the first product that you notice? Displays in entrance.
Is there a central display table with featured products? NO.
Where are items that are “for sale” located in the store? Not seen.
How are the products arranged? By function? By price? By color? Functions.
Are there free samples or demonstrations? Samples when you buy.
What products are at eye level? All.
What items in the store are in the least accessible locations? -
Where are the most and least expensive products located? Entrance.
Are the prices of the products easy to find? NO. You must ask.
Are there impulse items near the cash register? NO.
Customers:
Are most customers alone or with someone else? What is the relationship?
Single women. Friends.
What is the average age and gender of the customers? Female, 16-20 yrs.
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average? 10 mins.
Do customer touch the products? Is this encouraged? NO.
Do most customers appear to be on a mission or are they browsing? Browsing.
What percent of customers purchase products in the store? 30 %.
Other Observations: Much of the personnel is standing around without customers.
Shop is smelly and loud (music), uniform of personnel is ridiculous
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23. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 8: Thalia Bookshop www.thalia.de Bremens biggest chain.
Before you enter the store:
Does the store draw you in? If so, how? Displays & open door.
Is the door open or closed? OPEN.
How does this make you feel? Welcome.
How big is the sign lettering and in what font? Freedom & Inspiration.
What does it tell you about the store? The world of books for you.
Environment:
What is the color scheme of the store? How does this affect you? Grey, OK as background.
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24. Carsten Weerth ObservationLab Fall 2012
What type of floor does the store have? How does this effect the environment? Carpet. Nice.
How high is the ceiling? How does this feel? Very high, about 4 m. Spacious.
How brightly lit is the store? How does this affect you? Bright, but good for reading.
How loud is the environment? Quiet.
What is causing the noise? -
Is there music playing? If so, does it fit the environment? -
Is the store warm or cold? Warm.
Is the store crowed with merchandise or is it sparse? Crowded.
Does the store have a distinctive smell? New books.
Where is the cash register located? Right hand side before exit.
How visible is the store security? NO Security.
How long do you want to stay in this store? 30 mins.
Does the environment influence the perceived value of the merchandise? NO.
Personnel:
How long does it take before a sales person initiates contact? -
Does the salesperson have a script to follow with each customer? What do you search?
Does the salesperson treat different customers differently? YES, according to taste.
What is the ratio of salespeople to customers? 1 : 50.
What age and gender are the employees? 30 yrs., female.
Are the salespeople using the store products? YES.
Do the salespeople have a uniform? NO.
Do the salespeople match the stores image? YES.
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25. Carsten Weerth ObservationLab Fall 2012
Products:
What is the first product that you notice? Books on display on the outside.
Is there a central display table with featured products? Many tables.
Where are items that are “for sale” located in the store? YES, outside & around exit.
How are the products arranged? By function? By price? By color? Function.
Are there free samples or demonstrations? YOU can read…
What products are at eye level? Books.
What items in the store are in the least accessible locations? -
Where are the most and least expensive products located? -
Are the prices of the products easy to find? YES.
Are there impulse items near the cash register? NO.
Customers:
Are most customers alone or with someone else? What is the relationship? Alone.
What is the average age and gender of the customers? 30 yrs., female.
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average? 20 mins.
Do customer touch the products? Is this encouraged? YES.
Do most customers appear to be on a mission or are they browsing? Browsing.
What percent of customers purchase products in the store? 40 %
Other Observations: Carpet makes shop quiet. You can read books, that helps selling.
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26. Carsten Weerth ObservationLab Fall 2012
Observation Lab
Photo: Carsten Weerth
Store # 9: Lidl www.lidl.de Supermarket store chain
Before you enter the store:
Does the store draw you in? If so, how? Everybody knows what to expect.
Is the door open or closed? Closed
How does this make you feel? OK
How big is the sign lettering and in what font? Small
What does it tell you about the store? Colerful, playful?
Environment:
What is the color scheme of the store? How does this affect you? Bright – I do not care.
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27. Carsten Weerth ObservationLab Fall 2012
What type of floor does the store have? How does this effect the environment?
White, easy to care.
How high is the ceiling? How does this feel? moderate, 3 m. OK.
How brightly lit is the store? How does this affect you? Bright but OK.
How loud is the environment? normal.
What is causing the noise? normal talking, pushing cars, etc.
Is there music playing? If so, does it fit the environment? NO:
Is the store warm or cold? Moderately warm.
Is the store crowed with merchandise or is it sparse? Crowded.
Does the store have a distinctive smell? NO:
Where is the cash register located? End of shopping mall, Exit.
How visible is the store security? Clearly visible!
How long do you want to stay in this store? 15 mins.
Does the environment influence the perceived value of the merchandise? NO: Cheap prices vs.
Quality.
Personnel:
How long does it take before a sales person initiates contact? Does not happen.
Does the salesperson have a script to follow with each customer? -
Does the salesperson treat different customers differently? -
What is the ratio of salespeople to customers? 1:50
What age and gender are the employees? female, 20-50 yrs.
Are the salespeople using the store products? -
Do the salespeople have a uniform? YES.
Do the salespeople match the stores image? -
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28. Carsten Weerth ObservationLab Fall 2012
Products: Everyday life articles (food, hygienic articles. etc.)
What is the first product that you notice? Bread.
Is there a central display table with featured products? Offers of the week.
Consumer goods.
Where are items that are “for sale” located in the store? -
How are the products arranged? By function? By price? By color? Function.
Are there free samples or demonstrations? -
What products are at eye level? -
What items in the store are in the least accessible locations? -
Where are the most and least expensive products located? -
Are the prices of the products easy to find? YES.
Are there impulse items near the cash register? YES, Chewing gums,
Cigarettes, choclates, etc..
Customers:
Are most customers alone or with someone else? What is the relationship? Pairs, singles.
What is the average age and gender of the customers? female, 30
When a customer enters the store, do they tend to walk in the same path or direction? YES.
Lane 1
How long do customers stay in the store, on average? 15 mins.
Do customer touch the products? Is this encouraged? NO.
Do most customers appear to be on a mission or are they browsing? Mission.
What percent of customers purchase products in the store? 100 %.
Other Observations:
Amazing, everybody buys… ☺
Security is very much visible, unusual for Germany…
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