Paying attention

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

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

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

Reebok Juniors Reebok
Before you enter the store: Juniors

Yes, Lighting
Does the store draw you in? If so, how? was bright
Readable
from
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 brightly lit is the store? How does this affect you? Very Bright
Yes, very
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

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
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

Ritu Kumar
Before you enter the store: Ritu Kumar
Yes, Window
Mannequins
were
Does the store draw you in? If so, how? appealing
Very Thin
Font,
Difficult to
read from
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 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.
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

Ritu Kumar
Personnel:
How long does it take before a sales person initiates
contact? One minute
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

Catwalk
Before you enter the store: Catwalk

Does the store draw you in? If so, how? No
Thin Font,
Readable from
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
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
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

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
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

Marks and Spencer
Before you enter the store: Marks and Spencers

Does the store draw you in? If so, how? No

Readable from
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 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
merchandise? Yes store.

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
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

ALDO
Before you enter the store: Aldo

Does the store draw you in? If so, how? Yes

Readable from
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 loud is the environment?
What is causing the noise?
Comfortable
No
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
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
merchandise? Yes

Personnel:
How long does it take before a sales person initiates
contact? One minute
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
• 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

Ooooops
Are you paying enough attention ??? There is still a scope ,
lets improve ……………………….together

Paying attention

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Paying attention