The document provides observations about a store environment based on the 5 senses. It notes that the store has a light color scheme, tiled floor, tall ceilings, good lighting, music playing at a moderate volume, and a warm but not overpowering smell. Products are crowded on shelves and prices are easy to find. Customers on average spend 5 minutes in the store, with 80% making a purchase.

1. ObservationLab
If I haveevermadeanyvaluablediscoveries, it has beenowing more topatientattention,
thananyothertalent. Isaac Newton: (1642-1727)
Beforeyouenterthestore:
Doesthestoredrawyou in? If so, how?
Yes
Isthedoor open orclosed?
Yes
Howdoesthismakeyoufeel?
Wanttoenter
Howbigisthesignlettering and in whatfont?
Big Font, bold, White overblack
Whatdoesittellyouaboutthestore?
An idea aboutthe shop
Environment:
Whatisthe color scheme of thestore? Howdoesthisaffectyou?
Light colors, calm
Whattype of floordoesthestorehave? Howdoesthiseffecttheenvironment?
Good, it match withtheenviorment
Howhighistheceiling? Howdoesthisfeel?
Is a tallciling, itfeelsopened
Howbrightlylitisthestore? Howdoesthisaffectyou?
Good light, gooddistribution
Howloudistheenvironment?
Cool
Whatiscausingthenoise?
Music
Istheremusicplaying? If so, doesitfittheenvironment?
Themusicis OK
Isthestorewarmorcold?
Warm, but no much
Isthestorecrowedwithmerchandiseorisitsparse?
Iscrowed
Doesthestorehave a distinctivesmell?
Yes
Whereisthe cash registerlocated?
In themidle
How visible isthestoresecurity?

2. Donthavesecurity
Howlong do youwanttostay in thisstore?
10 min
Doestheenvironmentinfluencetheperceivedvalue of themerchandise?
yes
Personnel:
Howlongdoesittakebefore a sales personinitiatescontact?
Doesthesalespersonhave a script tofollowwitheachcustomer?
Doesthesalespersontreatdifferentcustomersdifferently?
Whatisthe ratio of salespeopletocustomers?
Whatage and gender are theemployees?
Are thesalespeopleusingthestoreproducts?
Do thesalespeoplehave a uniform?
Do thesalespeople match thestoresimage?
Products:
Whatisthefirstproductthatyounotice?
Yerba mate
Isthere a central displaytablewithfeaturedproducts?
yes
Where are itemsthat are “for sale” located in thestore?
In a table at theentrance
How are theproductsarranged? Byfunction? Byprice? By color?
By country
Are there free samplesordemonstrations?
no
Whatproducts are at eyelevel?

3. Yes or no, depends
Whatitems in thestore are in theleastaccessiblelocations?
Thefirstnecesity
Where are themost and leastexpensiveproductslocated?
Mostexpensiveonthe top
Are theprices of theproductseasytofind?
yes
Are there impulse itemsnearthe cash register?
So near
Customers:
Are mostcustomersaloneorwithsomeoneelse? Whatistherelationship?
alone
Whatistheaverageage and gender of thecustomers?
Female 40 y.
When a customerentersthestore, do theytendtowalk in thesamepathordirection? -
yes
Howlong do customersstay in thestore, onaverage?
5 min.
Do customertouchtheproducts? Isthisencouraged?
yes
Do mostcustomersappearto be on a missionor are theybrowsing?
both
Whatpercent of customerspurchaseproducts in thestore?
80%
OtherObservations:
Thespaceiscomfortable
Thecostumerattentionisvo closely