Download to read offline
More Related Content
Paying attention
- 1. Are you payingattention ??
- 2. Methodology • Visited different brands of stores • Tried to capture pictures from outside as security guards and staff don’t allow to do so inside • Filled the Observation Lab form with in ten minutes of coming out of stores ..or else I might have skipped important points • Average time Spent in and around a store was thirty minutes • Was trying to portray myself as regular browser. • And most important had a note with me in my mind which said
- 3. Forever 21 Before you enter the store: Forever 21 Yes, Huge Does the store draw you in? If so, how? attractive façade Is the door open or closed? Open How does this make you feel? Welcoming Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Style Environment: What is the color scheme of the store? How does this affect Blue and White, you? Very Casual Tiles, Not What type of floor does the store have? How does this effect Premium, Casual the environment? Stuff Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Bright How loud is the environment? Comfortable What is causing the noise? No No, some music Is there music playing? If so, does it fit the environment? should b there Is the store warm or cold? perfect *Points highlighted in Red are Is the store crowed with merchandise or is it sparse? Very Crowded Opportunity area for the store Store has huge potential to increase Does the store have a distinctive smell? No Right side of sale as lot of customer entry. They Where is the cash register located? entrance need to work on visuals and staff. How visible is the store security? At entry Improvement in these two areas can How long do you want to stay in this store? 15 minutes do wonders to the sale of the Does the environment influence the perceived value of the store. merchandise? Yes
- 4. Forever 21 Personnel: How long does it take before a sales person initiates contact? Nobody contacted me Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No Insights and hidden What is the ratio of salespeople to customers? 20:01 What age and gender are the employees? 20-30 Opportunities Are the salespeople using the store products? Yes • There was not music Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes playing in the store, Music Products: impact the mood of the What is the first product that you notice? Earrings shopper, it should have Is there a central display table with featured products? Yes been there. • It was so overcrowded Where are items that are “for sale” located in the store? No such item with merchandise, it was difficult to take out How are the products arranged? By function? By price? By color? function merchandise from the Are there free samples or demonstrations? no yes, but some were really fixtures. They must reduce What products are at eye level? high merchandise for the What items in the store are in the least accessible locations? Apparel comfort of the store Expensive Jackets near • There was nobody to aisle, Least expensive assist me. In a fashion Where are the most and least expensive products located? accessories near cash point store, it is I believe must Are the prices of the products easy to find? yes Are there impulse items near the cash register? yes to have very proactive Customers: fashion consultants to Are most customers alone or with someone else? What is the educate customers and relationship? Someone else, friends cross sell • Some products were What is the average age and gender of the customers? 25 placed so high that I just When a customer enters the store, do they tend to walk in the same path or direction? - no could not manage to get How long do customers stay in the store, on average? 20 min them, I had to ask a staff Do customer touch the products? Is this encouraged? yes four times to get me something. After that I felt Do most customers appear to be on a mission or are they browsing? mission What percent of customers purchase products in the store? 10 so uncomfortable that I
- 5. Reebok Juniors Reebok Before you enter the store: Juniors Yes, Lighting Does the store draw you in? If so, how? was bright Is the door open or closed? Open How does this make you feel? Welcoming Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Nothing Environment: Yellow, Blue, White Very bright and What is the color scheme of the store? How does this affect you? lively What type of floor does the store have? How does this effect the Tile, Wooden, environment? Premium Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Very Bright How loud is the environment? Comfortable What is causing the noise? No Yes, very *Points highlighted in Red are Is there music playing? If so, does it fit the environment? peppy music Opportunity area for the store Is the store warm or cold? Perfect Store was sparsely merchandised, Is the store crowed with merchandise or is it sparse? Sparse which was actually resulting in Does the store have a distinctive smell? No customers browsing and leaving the on the center store Where is the cash register located? of left Wall Problem statement of the store is How visible is the store security? No Security loss of sale due to lack of
- 6. Reebok Juniors Personnel: How long does it take before a sales person initiates contact? One minute Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 2:01 Insights and hidden What age and gender are the employees? 18-25 Yes Are the salespeople using the store products? Opportunities Do the salespeople have a uniform? Do the salespeople match the stores image? Yes No Products: • Store had sparse What is the first product that you notice? Floaters merchandise, customers Is there a central display table with featured products? Yes were coming and leaving the store as they didn’t Where are items that are “for sale” located in the store? Entire store was on sale have sizes. How are the products arranged? By function? By price? By color? gender • Store Sign was readable Are there free samples or demonstrations? no but actually did not make yes, but some were any connection to What products are at eye level? really high kids, fun, excitement, it was What items in the store are in the least accessible locations? Accessories Expensive footwear at too boring for a kids the center of the store footwear wall, least • Store Staff was also expensive accessories: Where are the most and least expensive products located? near cash point unexciting to look at, they Are the prices of the products easy to find? No didn’t have personality to Are there impulse items near the cash register? yes be in a kids sports brand. Customers: They were very low in Are most customers alone or with someone else? What is the Someone else, kids and energy. relationship? parents together 35 ( calculated for • Some footwear were What is the average age and gender of the customers? parents, excluding kids) placed at higher level. I When a customer enters the store, do they tend to walk in the had to ask staff the show same path or direction? - same path How long do customers stay in the store, on average? 5 mins the same Do customer touch the products? Is this encouraged? yes • A4 Sheets Print signage Do most customers appear to be on a mission or are they were there in the store on browsing? mission 5
- 7. Ritu Kumar Before you enter the store: Ritu Kumar Yes, Window Mannequins were Does the store draw you in? If so, how? appealing Is the door open or closed? Open How does this make you feel? Welcoming Very Thin Font, Difficult to read from How big is the sign lettering and in what font? Distance What does it tell you about the store? Nothing Environment: Dark brown, It made me What is the color scheme of the store? How does this little affect you? gloomy What type of floor does the store have? How does this Wooden/Very *Points highlighted in Red are effect the environment? Premium Regular Opportunity area for the store Height, Made • Design Myopia can be term used for be this store. They have overly designed How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Very Dull the store overlooking the customer How loud is the environment? Comfortable benefit, shopping psyche. What is causing the noise? No No, some • Some senses have been completely Is there music playing? If so, does it fit the music should ignored like temperature was way environment? b their to warm, no fragrance , overly dull Is the store warm or cold? Very Warm Is the store crowed with merchandise or is it sparse? Perfect lighting. • A designer store MUST touch each and Does the store have a distinctive smell? No every sense in soothing manner, but Where is the cash register located? Extreme End here some were uncomfortably How visible is the store security? No Security 20 minutes smothered and some were for uncomfortable left to wander. How long do you want to stay in this store? merchandise
- 8. Ritu Kumar Personnel: How long does it take before a sales person initiates contact? One minute Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers Insights and hidden differently? No Opportunities What is the ratio of salespeople to customers? 1:01 • Sign Lettering also have been What age and gender are the employees? 20-30 Are the salespeople using the store products? No made overly stylish and Do the salespeople have a uniform? Yes unreadable from distance Do the salespeople match the stores image? Yes Products: • Lighting of the store was What is the first product that you notice? Dress really dull. Being a designer Is there a central display table with featured products? Yes store may be they wanted a at the very beginning of the different look and feel but store right side somehow I felt that I made Where are items that are “for sale” located in the store? behind entry gate How are the products arranged? By function? By price? store too dull By color? color • There was no music in the Are there free samples or demonstrations? no store and store was What products are at eye level? yes What items in the store are in the least accessible Apparel, uncomfortably warm locations? discounted • Staff was underdressed for a Expensive dresses: center designer store, they were fixture and least wearing formal trousers and expensive: right Where are the most and least expensive products side behind entry shirt, which was not gelling located? gate with the store ambience Are the prices of the products easy to find? yes Are there impulse items near the cash register? no • There was no impulse item Customers: near the store, they could Are most customers alone or with someone else? What is Someone else, have kept some designer the relationship? daughter, friends scarfs, clutches etc. What is the average age and gender of the customers? 35 • Worst trial rooms to enter, When a customer enters the store, do they tend to walk in the same path or direction? - same path Trial Room had torn curtains How long do customers stay in the store, on average? 30 mins
- 9. Catwalk Before you enter the store: Catwalk Does the store draw you in? If so, how? No Is the door open or closed? Open How does this make you feel? Welcoming Thin Font, Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Nothing Environment: Light green and white, Bright, What is the color scheme of the store? How does this affect you? easy to shop What type of floor does the store have? How does this effect the Tiles, Not no environment? Premium Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Bright How loud is the environment? Comfortable What is causing the noise? No No, some music Is there music playing? If so, does it fit the environment? should b their *Points highlighted in Red are Is the store warm or cold? Perfect Opportunity area for the store Is the store crowed with merchandise or is it sparse? Perfect Yes, footwear like unpleasant Store was overly dull, display, Does the store have a distinctive smell? smell fixtures, staff, no music, unpleasant Where is the cash register located? Extreme End smell all attributed to the dullness of How visible is the store security? No Security the store How long do you want to stay in this store? 5 minutes Does the environment influence the perceived value of the merchandise? Yes
- 10. Catwalk Catwalk Personnel: How long does it take before a sales person initiates contact? One minute Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 3:01 What age and gender are the employees? 30-40 Insights and hidden Are the salespeople using the store products? No Opportunities Do the salespeople have a uniform? Yes Do the salespeople match the stores image? No Products: • There was no What is the first product that you notice? Sandals window, façade or Is there a central display table with featured products? No fixtures to highlight, emphasize Where are items that are “for sale” located in the store? No such item products. Display was How are the products arranged? By function? By price? By color? function Are there free samples or demonstrations? no extremely straight and yes, but some failed to excite me as a What products are at eye level? were high shopper. A little What items in the store are in the least accessible locations? Footwear Expensive at emphasize on products front, and least using center display expensive at the and/or window display corner of the Where are the most and least expensive products located? wall could have created Are the prices of the products easy to find? yes something exciting for any Are there impulse items near the cash register? no shopper and would have Customers: pulled her in. Are most customers alone or with someone else? What is the Someone else, relationship? friends • There was no music which added to the dullness of What is the average age and gender of the customers? 30 store. When a customer enters the store, do they tend to walk in the Different same path or direction? - directions • It was a women store, but How long do customers stay in the store, on average? 10 mins all male attendants were Do customer touch the products? Is this encouraged? yes Do most customers appear to be on a mission or are they there, therefore, were browsing? browsing
- 11. Marks and Spencer Before you enter the store: Marks and Spencers Does the store draw you in? If so, how? No Is the door open or closed? Open How does this make you feel? Welcoming Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Nothing Environment: Dark Brown/Black/Blue/ What is the color scheme of the store? How does this Very formal affect you? atmosphere What type of floor does the store have? How does this effect the environment? Wooden, Premium Regular Height, *Points highlighted in Red are Made be Opportunity area for the store How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Dull Store façade was very dark How loud is the environment? Comfortable and unimpressive. It was What is causing the noise? No cluttered. Yes, but very low Is there music playing? If so, does it fit the environment? level And the clutter got carried to Is the store warm or cold? Warm each and every corner of the Is the store crowed with merchandise or is it sparse? Crowded store. It was very complex to Does the store have a distinctive smell? No understand the store. I got Right to the confused what to look at Where is the cash register located? entrance How visible is the store security? At entry where. To add to the confusion, How long do you want to stay in this store? 10 minutes nobody attended me in the Does the environment influence the perceived value of the merchandise? Yes store.
- 12. Marks and Spencers Personnel: Nobody contacted How long does it take before a sales person initiates contact? me Does the salesperson have a script to follow with each customer? Na Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 10:01 Insights and hidden What age and gender are the employees? 20-30 Are the salespeople using the store products? Yes Opportunities Do the salespeople have a uniform? Yes Yes Too much of merchandise, Do the salespeople match the stores image? Products: and no logic to display What is the first product that you notice? Top added to the woe of Is there a central display table with featured products? Yes consumer. They must add some space to for consumer to breath , a Where are items that are “for sale” located in the store? No such item predefined aisle for How are the products arranged? By function? By price? By color? gender customer to walk should Are there free samples or demonstrations? no be added. What products are at eye level? yes Display should be made What items in the store are in the least accessible locations? Apparel with little less Expensive: Designer merchandise, at façade or dresses, near inside the store. entrance, Least expensive; Lighting can uplift the accessories: mood of the store. Adding Where are the most and least expensive products located? extreme corner light can also give clarity Are the prices of the products easy to find? yes to customers. Lights must Are there impulse items near the cash register? no be added in window area Customers: and inside the store. Are most customers alone or with someone else? What is the Someone else, Impulse items were relationship? spouse, friends located at extreme corner, which I believe, What is the average age and gender of the customers? 40 should be near to cash When a customer enters the store, do they tend to walk in the same point or trail room. path or direction? - no Customers can look at How long do customers stay in the store, on average? 20 mins them while waiting near Do customer touch the products? Is this encouraged? yes both the areas and might Do most customers appear to be on a mission or are they browsing? browsing What percent of customers purchase products in the store? 5
- 13. ALDO Before you enter the store: Aldo Does the store draw you in? If so, how? Yes Is the door open or closed? Open How does this make you feel? Welcoming Readable from How big is the sign lettering and in what font? Distance What does it tell you about the store? Fashion Environment: What is the color scheme of the store? How does this White and affect you? Black,, No effect What type of floor does the store have? How does this Aldo, Wooden, effect the environment? Premium feel Regular Height, Made be How high is the ceiling? How does this feel? comfortable How brightly lit is the store? How does this affect you? Bright How loud is the environment? What is causing the noise? Comfortable No *Points highlighted in Red are No, some music Opportunity area for the store Is there music playing? If so, does it fit the environment? should b their Is the store warm or cold? Cold Most important aspect of retail store is Is the store crowed with merchandise or is it sparse? Perfect people, if your people aren’t right, it can Does the store have a distinctive smell? No have detrimental effect on all other Where is the cash register located? Extreme End factors, and eventually sale from the How visible is the store security? Entry store. How long do you want to stay in this store? 10 minutes Does the environment influence the perceived value of the merchandise? Yes
- 14. Personnel: How long does it take before a sales person initiates contact? One minute Does the salesperson have a script to follow with each Insights and hidden customer? Does the salesperson treat different customers Seems so differently? No Opportunities What is the ratio of salespeople to customers? 3:01 What age and gender are the employees? 20-30 • Display and fixtures Are the salespeople using the store products? no added life to the display Do the salespeople have a uniform? Not all of the store. One can Do the salespeople match the stores image? No easily compare Catwalk Products: and Aldo store and What is the first product that you notice? Heels Is there a central display table with featured products? Yes clearly identify even from the pictures, how much difference center Where are items that are “for sale” located in the store? No such item table display can make How are the products arranged? By function? By price? to the store By color? function Are there free samples or demonstrations? no yes, but some were • All staff were not What products are at eye level? really high What items in the store are in the least accessible wearing uniform. Some locations? Footwear of them were wearing Expensive: on very traditional central fixture, apparel. Not all Staff Least expensive: was gelling with the Where are the most and least expensive products footwear extreme store image. located? left end Are the prices of the products easy to find? yes Are there impulse items near the cash register? yes • Only contact they made Customers: with me was “ Hello Are most customers alone or with someone else? What is Someone else, the relationship? friends Mam”. Seems, they were asked to wish every What is the average age and gender of the customers? 30 customer, but beyond When a customer enters the store, do they tend to walk that they were clueless. in the same path or direction? - no
- 15. Ooooops Are you payingenough attention ??? There is still a scope , lets improve ……………………….together