a small presentation covering my observations on two specific retail formats

1. Observation Lab -Exercise
Karthik Shankar

2. Elements observed
• Food World Super Market
• Ice Cream Parlor

3. Food World –Super Market – Observations
Before I enter the store
 The merchandizing display and the offers draw my attention to visit the super market,
offers with vibrant colors and bold numbers
 The store’s door are open.. Inviting and the ambience encourages you to visit the store
 the signage is big in yellow with red font displaying “ Food world “
 It tells about the Varity of products available there and the range of products
Environment
 walls painted in cream, flashy yellow and red display panels, wooden racks with bright
yellow product tags
 Mossiac flooring, ceiling should be about 10 feet from the floor -white false ceiling
 Brightly lit floors with yellow lights changes the ambience and the effectiveness of the
display
 Warm environment with mild instrumental music playing in the background
 Store is filled with merchandize of different types, colors.. Multiple product lines and
varieties
 Cash register located at the entrance
 Store security personnel at the entrance of the store
 want to say in the store to pick some convenience good – would stay for half hour
 The environment does add to benefit the perceived value on a slight premium

4. Food world super market observations
continued:
Personnel
 The sales person initiate contact the moment I enter the store and asks if she could be of
any assistance
 No script / the sales person is courteous and treats all customers equally
 Ratio of sales person to customers 1:15
 Average age 25 yrs ,gender :female
 Yes they wear a yellow overcoat branded food world
 They do match the store’s image
Product
 First product displayed are Chocolate gift hampers as it’s a festive season , displayed in the
center display area
 Its for sale are located across the store
 Products arrange based on purchase behavior .. Impulse purchase goods.. Convenience
goods and other goods
 Free samples and demonstrations at the entrance (nutella)
 Most products in eye levels
 Personal care products.. Lentils are placed at a low level
 Most expensive products near the fag end counters
 Impulse products near the billing counter
 Prices of products easy to find with bold yellow offer labels
Customer
 most customers shop with family
 Average age 25+, mostly female
 Most customer do not walk the same path n pick other products the y require first
 They spend d about half hr ,they are encourage to touch without opening the package , most
of them purchase what they want to buy % could be around d80-85%

5. ICE Cream Parlor
Before I enter the store
 The merchandizing display of posters raw my attention to visit the super market,
offers with vibrant colors and bold numbers with multiple flavors in the freezer
display
 The store’s door are open.. Inviting and the ambience encourages you to visit the
store
 the signage is in read fonts with a stylish font displaying ibacco
 Yummy flavor and loads of fun to experience
Environment
 walls painted in cream, flashy yellow and round circles wooden racks attractive
poster tags product tags colorful chairs
 White tiled flooring , ceiling should be about 10 feet from the floor -white false
ceiling
 Brightly lit floors with yellow /white lights changes the ambience and the
effectiveness of the display
 Warm environment with mild instrumental music playing in the background
 Store is filled with merchandize of different types, colors.. Multiple flavors and
varieties
 Cash register located at the center
 Store security personnel at the entrance of the store
 – would stay for half hour
 The environment does add to benefit the perceived value on a high premium

6. Ibacco
Personnel
 The sales person initiate contact the moment I enter the store and asks if she could be of any assistance
 No script / the sales person is courteous and treats all customers equally
 Ratio of sales person to customers 1: 10
 Average age 20-25 yrs ,gender :female
 Yes they wear a ibacco branded cap , yellow t-shirts
 They do match the store’s image
Product
 First product displayed are the caramel ice cream
 Its for sale are located across the store
 Products arrange based on color shades lighter n plain varieties in the front
 No samples
 products below eye levels
 Prices of products easy to find with bold yellow offer labels
Customer
 most customers shop with family or friends
 Average age 25+, mostly female
 They pick and sample flavors before they buy
 They spend d about half hr ,they are encourage to taste , most of them purchase rate is a humengous 100%