The LOOP Footware store draws customers in with a wide open entrance that allows visibility of the entire store interior from outside. The store has a clean, open environment with white walls and shoes displayed in a way that allows customers to easily see, touch, try on, and compare products without feeling crowded. Customers tend to enter and browse the left side for women's shoes and the right side for men's shoes before proceeding to the central display table and cash registers in the back. The store aims to provide a welcoming, self-service experience for browsing and selecting shoes.

1. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention, than
any other talent. Isaac Newton: (1642-1727)
This assignment reflects only the experience with the stores of a Portuguese brand named
LOOP Footware. I’ve chosen this example because it reflects a different position in the market
and represents also an attempt to break with the traditional way shoes stores present
themselves. http://www.loopfootwear.pt/#/home/
Before you enter the store:
Does the store draw you in? If so, how?
Yes because the store is organized in a different away to assure large spaces for customers to
move inside the store. The entrance is a very wide open door with the dimension of the full
width of the space. This is very important because it makes the inside of store visible and
appellative to get in to all the persons that are passing by.
Besides the entrance, the store space is very open, with white walls and the shoes are exposed
in a very interesting way making it easy to everyone to see them, touch them, to try and to
compare with others of the same style or colours.
It’s almost a self-service shoe store, where you have the chance to see, try and choose without
being bordered.
Is the door open or closed?
Completely and widely open allowing seeing the full space from outside and the all range of
products.
How does this make you feel?
It’s like an invitation to get in and it makes me feel good about a possible purchase experience.
How big is the sign lettering and in what font?
The sing lettering is on top of the entrance and is very well visible from a distance of at least
100meters. Don’t know the type or size of the font.
What does it tell you about the store?
It’s a concept that is telling me that costumer is the center of their attention. Everything is wide
open, very clean. All the shoes collections are visible and at a distance of our hands. We can
feel the products, try them, compare with similar ones etc, and also request for assistance if
needed.
Environment:
What is the color scheme of the store? How does this affect you?

2. The mild green colour creates a good atmosphere and also some kind of protection feeling…
the colous does not go into your eyes or brain and it is not offensive,
What type of floor does the store have? How does this effect the environment?
The store as the walls is white painted giving a good ambience and of course showing to the
costumers that everything is clean. Nevertheless some wall displays are dark but there area is
not so big thus a balance is guaranteed.
How high is the ceiling? How does this feel?
Didn’t notice
How brightly lit is the store? How does this affect you?
Widely bright and it makes me feel OK
How loud is the environment?
Didn’t quite understood the question… nevertheless if its refereeing to music or noise in the
store, there is some music, not very loud and it’s not commercial music. Kind of alternative,
modern and calm music. As it is not very crowdedly store, there is not so much noise coming
from customers neither employees.
What is causing the noise?
Not applicable
Is there music playing? If so, does it fit the environment?
Yes and it affects in a positive away. The store and the shoes collections are very modern and
targeting young people. The music is of the same kind: modern, alternative and targeting young
people. Would say it’s urban music 
Is the store warm or cold?
I feel warm there in the sense of “welcome”  But if the question is referring to thermal
conditions, the atmosphere is normal.
Is the store crowed with merchandise or is it sparse?
I think that is well balanced. Not crowed neither sparse
Does the store have a distinctive smell?
Didn’t notice… except the smell of new shoes
Where is the cash register located?
At the back of the store. It’s the last thing that you see.
How visible is the store security?
It has the normal security detectors at the entrance and video cameras.

3. How long do you want to stay in this store?
The time that I need to choose a pair of shoes or tennis
Does the environment influence the perceived value of the merchandise?
Yes in the sense that is in accordance with the average prices of the shoes and tennis. The
store is targeting young persons aged between 18-35 and at medium class income, but with a
very urban style.
Personnel:
How long does it take before a sales person initiates contact?
They tend to not contact directly the customers… except if you need.
Does the salesperson have a script to follow with each customer?
Not really because they are reacting to specific customer doubts.
Does the salesperson treat different customers differently?
Yes, because it’s tailored contacts. The contacts are of the initiative of the costumers.
What is the ratio of salespeople to customers?
Don’t know.
What age and gender are the employees?
Mostly girls and around 22-30Y
Are the salespeople using the store products?
Yes
Do the salespeople have a uniform?
Yes
Do the salespeople match the stores image?
Think so
Products:
What is the first product that you notice?
Colored tennis
Is there a central display table with featured products?
Yes there are 2: one for girls shoes and other for boys shoes with some promotion prices and
last notice arrivals
Where are items that are “for sale” located in the store?

4. Yes
How are the products arranged? By function? By price? By color?
By type and target. Girls shoes and tennis at the left and boys ones at the right. In each side,
colored tennis are first visible at the entrance and then normal shoes. At the payment boxes it’s
possible to find kids shoes and extra materials for shoes care.
Are there free samples or demonstrations?
What products are at eye level?
The most colored ones and not so expensive. Would say the ones at average prices
What items in the store are in the least accessible locations?
Extra materials for shoes care
Where are the most and least expensive products located?
Some promotions at a central display table
Are the prices of the products easy to find?
Yes in each one
Are there impulse items near the cash register?
No
Customers:
Are most customers alone or with someone else? What is the relationship?
Difficult to say…
What is the average age and gender of the customers?
18-30
When a customer enters the store, do they tend to walk in the same path or direction? -
Yes, would say that girls to the left and boys to the right near the walls shelving’s and then to
the central display
How long do customers stay in the store, on average?
Don’t know…
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
Don’t konw

5. What percent of customers purchase products in the store?
Don’t konw
Other Observations: