The document summarizes observations from visiting 6 stores in a shopping center on a Saturday morning. The key observations were: 1) All store doors were open, inviting customers inside. One store stood out for its bright, clean atmosphere. 2) Stores had similar environments - warm temperatures, same background music at a moderate volume, and ceilings of uniform height. Products were arranged by color and type. 3) Salespeople outnumbered customers 3 to 1 but mostly waited for customers to initiate contact. Salespeople were typically young females who sometimes used store products but lacked uniforms. 4) Popular products were prominently displayed near store entrances. Prices were sometimes hidden. Only 20% of browsing customers

1. Some OBSERVATIONS
about stores
By Tomas P.

2. One Saturday morning …
I visited this shopping center

3. Visited 6 shops
There were no possibility to take pictures in shops

4. • Before you enter the store:
Does the store draw you in? If so, how?
Is the door open or closed?
How does this make you feel?
How big is the sign lettering and in what font?
What does it tell you about the store?
All doors were open
Open doors is like a sign which invites to store
Only one store which was draw me in is in the picture above
Store draw me in because of bright and clean atmosphere
Half of stores has very big letters in from
Shop with big and color full sign is more attractive

5. • Environment:
What is the color scheme of the store? How does this affect
you?
What type of floor does the store have? How does this effect the
environment?
How high is the ceiling? How does this feel?
How brightly lit is the store? How does this affect you?
How loud is the environment?
What is causing the noise?
Is there music playing? If so, does it fit the environment?
Is the store warm or cold?
Is the store crowed with merchandise or is it sparse?
Does the store have a distinctive smell? Stores doesn’t have their own security;
Where is the cash register located?
How visible is the store security?
There were warm in the stores;
How long do you want to stay in this store?
Does the environment influence the perceived value of the
merchandise? Ceiling were the same in all stores;
In all store were playing the same music. Not too loud and not teasing;
Only one store had cash register at back of the store;
Because there were not too much people in the stores, so the environment was not loud;
If store is bright then it is more attractive;
If store is crowed then it is not attractive and it is uncomfortable to look goods.

6. • 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?
What age and gender are the employees?
Are the salespeople using the store products?
Do the salespeople have a uniform?
It took 5 min. to initiate contact
Do the salespeople match the stores image?
The ratio of sales people to customers is
3 of 10.
In every shop salesperson just sit and waiting to customers to come
Almost all sale people were females and all were young
Some sales people are using store products, but not all
Only in one store there were uniform which was match the store image

7. • Products:
What is the first product that you notice?
Is there a central display table with featured
products?
Where are items that are “for sale” located in
the store?
How are the products arranged? By
function? By price? By color?
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? Some prices are easy to find, but some were hidden
Are there impulse items near the cash register?
Product were arranged by color and type
First noticed product were those who were color and in from of entrance in to the store
Items for sale were near entrance to the store and mark with big letter signs
Almost all product were below eye level
Cheapest and not usually used product were in least accessible locations of the store

8. • Customers:
Are most customers alone or with someone else? What is the
relationship?
What is the average age and gender of the customers?
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?
Do customer touch the products? Is this encouraged?
Do most customers appear to be on a mission or are they
browsing?
What percent of customers purchase products in the store?
Only 20% of customers purchase products
Customers walks in different direction when entering all the store
Yes, customers touch the products and this encouraged
Average age of customers were 30 years and gender females
Almost all customers are just watching and are not on mission

9. The end
Thank you for your attention!