The document describes observations made while visiting different types of stores. It notes key details about the environment, products, personnel, and customers for each store. The stores observed include a discount store, pharmacy, kiosk, grocery store, bakery, and open air market. Common themes across stores include the use of impulse items near the cash register to encourage additional purchases and the role of signage, smells, and open versus closed doors in attracting or discouraging customers from entering.

1. Zailand

2. Before you enter the store: Products:
• In this case the store drew me because of the • I noticed first few umbrellas that are over the
big advertisements of discount. counter.
• Door closed = STOP • The products for sale are located around the
entire place. In every wall on shelves, on the
• Very big sign lettering, in a regular font and in counter, on the floor on the walls…
capital letters suggest to me that is a cheap
shop • At the eyes level are many different kind of
products. Teddy bears, decoration staff, boxes,
• The personal was two young girls around 35 candles…
• The less available products are common
Personnel: products that could be necessary like disses, or
pillows, but actually it doesn´t seems the
• They don´tpay me any attention, but if someone
location follows any logic cause there are a lot of
ask the salespeople something they help them.
things everywhere
• The salespeople treat everybody in the same
• In general the products are arranged by function
way.
• There is not free demonstration or samples
• There is like 3 customers for salespeople.
• The prices are in the articles but the discount is
• The salespeople are two medium age women,
not still include, so you must do the calculation.
around 35.
• There are impulse items next to the cash
• The salespeople don´t wear any uniform.
register, smells soups and magnetics.

3. Customers: Environment:
• 10 persons, around 5 people at the same • Main color is white.
time.
• The shop is a little disaster, many things in
• Here the customers are quite specific, few space. Not a big order, this atmosphere
women of medium age, around 35-40. give the feeling of cheap things.
• Here the customers are mostly browsing. • There is not music
• Every people takes a different direction, • Any specific smell
nothing suggest you to go in some way.
• The store has a normal temperature, nothing
• In average the customers will stay around 12 special.
min.
• There is just one cash register located in the
• I would say 50 % of customers buy entrance in a counter.
something.
• I don´t want to stay much more time here
• Everyone can touch the products. That´s but at the same time I have the feeling that
allowed.. inside so many things should be something
that I like.

7. Pharmacy

8. Pharmacy
Before you enter the store: Personnel:
• The store doesn´t draw me especially is more • It takes 10 min the first contact.
a shop where you go to buy something
specific. • The salespeople treat normal everyone but if
they know the people the situation is more
• The door is closed but you don´t need call to informal and personal.
open it
• There is like 2 customers for sales people.
• Just with the sign lettering you know exactly
what you going to find inside. • The sales people are in general young
people, around 30 but there is also some
person older, about 45.
• The salespeople have a uniform, white, the
typical for pharmacists.
• Absolutely, the image of the sales people is
coherent with the store image

9. Environment:
• Main color is white. In this case I think is a good option because the color
combined with many glass used in the decoration produce a feeling of cleaning
and hygiene very convenient in a health sector. Also the floor is perfectly clean and
very bright and is an important detail that got my attention always.
• There is not music
• Any specific smell
• The store has a normal temperature, nothing special.
• There are few cash registers, and they are located in the counter.
• It´s brightly and the environment is not loud.
• I like this place cause is very clean, and organized, and that make feel good, so I´m
not harry up, but there´s not chair or any other thing to wait. I think with purpose,
cause many people would stay more time that the necessary disturbing if they can
be sit.

10. Products: Customers:
• I noticed first a mint that is next to the cash • 14 persons, around 5 people at the same
register. time.
• The products for sale are located around the • Children, young parents, Here there´s many
entire place. In every wall on shelves, on the people, old people… here the customers are
counter and in the staff area. very very diverse. After all, many of the
products that are sold here are
• At the eyes level are lotions, or others necessary, not optional… I guess that’s why
hygienic products that you can buy there, but there´s not a determined public of
probably is not the product that you´re destination.
searching.
• Here the customers mostly are in a mission.
• The products are arranged by function
• Everyone walk in the same direction, to the
• There is not free demonstration or samples counter or the queue.
• You can´t know the price without ask. • In average the customers will stay around 6
min.
• As always, there are impulse items next to
the cash register, in this case, mint and lip • I would say 98 % of customers buy
balsams. something.
• No one touch the products, everything is
inside of glass doors so it´s not possible

13. Kiosko

14. Before you enter the store: Environment:
• The store draw me cause has a lot of colors and • Color of the shop is blue, that make me feel
I know there is candies. more comfortable that a normal white color
• The door is closed but you don´t need call to • There is music but not too loud. Here if there
open it. That made that I don´t enter just to are people could be noisy.
have a look…
• what made me think that the people use to buy
• Regular size of sign lettering with regular font in for impulse as much as for necessity…
black.
• Smells good, make you want buy candies.
Personnel: • The store has a normal temperature, nothing
special.
• It takes 5 min they attend to me, but when I
come inside they say hi. • There is just one cash register located in front of
the door in a counter.
• The salespeople treat good everyone, it´s a very
familiar treat in general, especially with the kids. • I could be here many time cause there is many
products that I like, interesting magazine about
• There is just one young boy, around 24. nature, candies, and the colors take my
attention, also and the people is nice.
• Hi doesn´t wear any uniform.
• The image of the sales people is coherent with
the store image

15. Products: Customers:
• I noticed first the sweets. • 4 people
• The products for sale are located around • Here is very general the old people with their
the entire place. In every wall on shelves, grandson, so there are children, medium age
on the counter and even on the floor. woman that buy magazine, and some young
people for the candies.
• At the eyes level are magazine and
• Here the customers mostly are browsing but
sweets. finally buy something.
• There are impulse items near the cash • The direction depends of the interest, right if
register, chromes for the children and they want candies, left if they want magazine or
other toys. paper staff, and directly to the cash register if
they want something specific of tickets for public
transport for example.
• In average the customers will stay around 8 min.
• I would say 97 % of customers buy something.
• The people can touch the magazine and have a
look, but not the food.

19. Grocery

20. Before you enter the store: Environment:
• In this case the store drew me • Main color is white.
because of the big
advertisements of discount. • There is not music
• The door is open, but even • There is a specific smell cause
more one wall is open to the there is wine, and fruit, and
street. That’s make easier that natural food.
people enter to the shop. • The store has a normal
• The sign letters are not so bit temperature, nothing special.
and also no so important. Is a • There is just one cash register
neighborhood shop and the located in the entrance in a
people know it, the name is counter.
not so important.

21. Personnel: Products:
• The personal is one men around 45 • I noticed first a khakis.
and other older man, maybe 65.
• The products for sale are located around
• They ask me in the moment that I the entire place. In every wall on shelves
inside boxes, and also on the counter or
enter to the shop. on the floor inside boxes.
• The salespeople treat everybody in • At the eyes level are many different kind
the same way. of vegetables..
• The salespeople are two medium age • The less available products not the kind of
women, around 35. products that will be wasted next days.
• The salespeople don´t wear any • The products are arranged in some
uniform, but they wear an apron. division like fruit together, vegetables,
legums.. There is not free demonstration
or samples
• The prices are very clears, euros by kg.
• Next to the cash register are some fruit or
vegetables that they selected, maybe
cause they want to sell that first or quickly.

22. Customers:
• 1 person.
• I guess here the customers are not so specific but
I just could see a men maybe cause it was a little
bit late to buy fruit. The men was 60 years old or
older.
• Here the customers are in a misson but I think
they can buy more things that they are searching
if they seems fresh.
• Every people goes almost in the same direction.
• In average the customers will stay around 7 min.
• I would say 90 % of customers buy something.
• Here is not convenient touch the products but is
possible.

25. Open wall

26. Bakery

27. Before you enter the store: Personnel:
• The door is open • It takes 2 min they attend to me.
• The store draw me because of the good smell • Just one person is working there. One young
arrive to me in even in the street woman, around 38.
• The door is open • The salespeople treat good everyone, it´s a very
familiar treat in general.
• Regular size of sign lettering.
• She wears a white uniform.
Environment: • The image of the sales people is coherent with
• Main color is white the store image
• There is not music Products:
• Smells very good, make you want eat these • I noticed first the bread.
products.
• The products for sale are located in fromt and in
• The store has a normal temperature, nothing the left part of the shop separated by glass
special.
• At the eyes level are just the bread, the rest of
• There is just one cash register located in front of products are in a lower level.
the door in a counter.
• There are impulse items near the cash register,
salad snaks, some chocolat…

28. Customers:
• 5 people
• Here is very general the old
people, the women and the kids
who comes to buy the bread or
some food after the school.
• Everybody goes in the same
direction cause there is not
choice
• I would say 98 % of customers
buy something.
• The people cannot touch the
food.

29. Open door

31. Some general observations…
The treat of the personal will influence in come
back or not to the shop
The smell could be very persuasive.
Always there are impulse items near the cash
register, what made me think that the people use to
buy for impulse as much as for necessity…
A closed door always make me think more if go
inside or not…