The document discusses factors that influence the shopping environment both inside and outside of stores. Outside the store, signage and doors impact how welcoming the shop feels. Inside, music, lighting, floor cleanliness, smells, and product placement all shape the atmosphere. Personnel also play a key role through their appearance, knowledge, and interactions with customers. Noticing these subtle details provides insight into how shops create appealing environments and guide shopping behaviors.

1. SHOPPING!
Details in shops that make sense

2. OUTSIDE THE SHOP. 1. LETTERING SIGN.
The bigger one with interesting design and on the blank
and contrast background attracts better attention and
shows style and quality that one can expect.

3. OUTSIDE THE SHOP. 2. THE DOORS.
 In general, open doors
makes an easier access
and creates a feeling that a
buyer is welcome.
 If the doors of the shop
enters the street, it’s more
cozy if the door are closed.
It’s make a bigger effort to
step in to a shop, but while
you are already in, it
protects from the street
noise and rush.

4. INSIDE ENVIRONMENT. 1. COLOR.
Whether a color makes a good feeling depends on the type of products. For
example, white creates a clean, sterile and reliable feeling in pharmacy,
besides, white color fits well if there is too much of colorful stuff in a shop.
On the other hand, I feel more cozy and inspired in a more colorful environment,
especially in décor shop, although it is not so easy to see small details in it.

5. INSIDE ENVIRONMENT. 2. MUSIC
 It is a very important factor for me. I love a bit
relaxing and optimistic music while techno and
music in a shop makes me run from it. Although I
can see that some young girls in clothes shops feel
energetic and are eager to stay for a longer while
listening. Again, the particular type of music fits
particular type of people.
 While doing this experiment there was no music in
3 shops at all. It was ok in bookshop, but in
cosmetics shop I would have preferred some good
music – I guess it would have stimulated to stay for
a longer 

6. INSIDE ENVIRONMENT. 3. BRIGHTNESS.
There should be a balance – I have visited a shop
where it was too bright (a rare case), and some
shops where was too dark (a more often case).
Both creates a negative feeling.
It is very important that it would be bright enough,
because a buyer should clearly see the
commodities and feel psychological comfort.

7. INSIDE ENVIRONMENT. 4. FLOOR.
 It took a long time for me to realize
what I didn’t like in that shop, I could
feel a messy feeling. Finally, I saw the
floor – the carpet under my feet was
probably cleaned last year!
 It was a thing that I never paid
attention before but now I see that it
creates atmosphere which I don’t
notice so well but I can feel it.

8. INSIDE ENVIRONMENT. 5. SMELL.
In Lithuania it is cold now, so it was warm and cozy to
feel vanilla in cosmetics and fragrance shop. And in
summer time it would be the same with fresh smell.
Most shops don’t have its smell or you
can feel a smell of fabric materials
which doesn’t create value 
Smell is one of very strong associates,
so it is brilliant if a shop can create its
own attractive smell.

9. INSIDE ENVIRONMENT. PERSONNEL.
 I felt ok where personnel didn’t ask me anything, but told everything
they knew when I asked (a bookshop).
 I felt very bad when a bothering personnel was asking me questions
and chasing every step (cosmetics shop nr.1).
 I felt the best and did a buying decision when personnel asked what I
was looking for and gave some useful advice (cosmetics shop nr.2).
It is possible to be useful and friendly salesperson, but it depends on:
 the distance that is left for a particular buyer;
 Info a buyer needs and a salesperson have;
 Good questions, tone of voice and body language.
No chasing – it makes one feel like a thief!

10. INSIDE ENVIRONMENT. PERSONNEL.
I heard that in most of the shops the salespersons
uses the same script to follow with customers. It
disappointed me a little bit and made me feel as all
the customers are treated the same and the
personnel is indeed not interested in their needs.

11. INSIDE ENVIRONMENT. PERSONNEL.
 Some personnel with uniforms looked professional,
some just looked the same but in general they all
looked standardized.
 A personnel without uniforms looked more
interesting, unique, I could imagine what kind of
persons they are and I wanted to talk to them more.
I believed to those salespersons more if they said
that they use the products that they sell and I could
imagine that those products fit to their personality.

12. INSIDE ENVIRONMENT. PERSONNEL.
 It was interesting to notice that the age of the personnel is selected
so well:
 Women about 40 years old work in jewellery store, bookstore, watch
store, kids staff store as they better know these products;
 Women about 25-30 years old work in fashion clothes and shoes
stores for the same reasons.

13. INSIDE ENVIRONMENT. PERSONNEL.
It is really the truth that salesperson match the store
image! It’s not so clear in most shops because
usually salespersons look stylish, have a good
makeup. But it was more clear in pet shop – sales
persons looked sportive and ready to go for an
active walk with the dogs 

14. INSIDE ENVIRONMENT. PRODUCTS.
 What I have never noticed in cosmetics shop before
was that the least valuable products with a discount
are near the doors. It creates a feeling that there
are good discounts in a shop but actually these
products are not valuable for a customer.
 The more valuable products with discounts are at
the end of the shop. A customer has to walk
through all the shop and see all the products before
she/he reaches good offers 

15. INSIDE ENVIRONMENT. PRODUCTS.
 Products at eye level:
 the latest news,
 higher price,
 the most popular ones.
 Products above eye level:
 High price;
 More exclusive products but brands are not so popular.
 Products below eye level:
 a lower price,
 products and brands I have never seen before.

16. INSIDE ENVIRONMENT. PRODUCTS.
Not always easy to find!
In less exclusive shops you can see one price but as
you explore labels more carefully you can find that
prices and especially discounts are mixed in order
to mislead.

17. TO SUM UP
 While doing this experiment in shops, I explored
new thing which I hadn’t ever noticed.
 Although it might be only details, when I noticed
them I understood that they make sense for the
hole picture.
 If I had to give advice for a newly opening shop, I
would feel much more competent after this week’s
explorations and findings 

18. THANK YOU!