The document summarizes the author's observations from visiting several clothing and toy stores. Some of the key points made about each store include: - Zara is described as classy with gray, white and blue colors and relaxing music. Customers are treated differently based on their attire. - Tommy Hilfiger has a classy and cozy feel due to its blue, pink and white color scheme with wooden floors. It has perfume testers and high prices. - Bershka is noisy with loud music but well-arranged. It attracts club-goers in their 20s. - Converse draws people in with its well-known shoes. It has a small

1. Paying attention
By Cioboata Andrei
First store Zara
A real classy store in my opinion that is reflected by the next facts:
 Name,signing and outerlook
 color theme: gray,white and blue
 smells like new clothing
 spaced and brightly lit
 not noisy and you can hear relaxing music in the background
 security is visible
 the environment influences the perceived value of the merchandise
Altough it is a classy store if a client is dressed sport or to casual you are treated differently by
the staff.
It feels a bit uncomfortable (a bit cold) because of the granit floor and they way that staff
perceive you based on your clothing.
You are approached only if you ask, they look at the way you are dressed and make
presumptions on the fact if you can buy things or not. The personnel has clothing matching the
store, they don’t have a script,they are girls and boys with an age range bettween 20-30.

2. First thing I noticed enterying the store was a display table, that had pants on sale and that
products are arranged by function and price.
The store is comparted in 3 departments: man ,women and kids, the last one is the least
accesible.
There is a lay out for products on sale, the ones that are mostly bought are put on this center
display table, and the ones that are less bought are placed on sides of the department.The cash
registered is located at the center of each department and it has impulse items that work
wonderfully on the clients psyhcology.
Regarding the customer, most people come in alone and the avarage age is 30-35.People in all
the stores taken in this study are usually browsing, but if they like something they buy it.
Avarage time in store spent by client is 15 min and 15% of the customers tend to buy
something.The price is easy to find. The product placement near the cash register is very well
thought through. The displays with items on sale attract a lot of customers, but I see an
opportunity of raising sales by improving the customer approach of the employes and they could
also make loyalty cards for customers that are attached to this brand.
Tommy Hilfinger
The store draw me in do to it’s color an inner layout, the signing is visible but what attracted me
in was the fact that is small and cousy and the brightfull collors.
The layout of the store tells me about it that is classy and cousy due to the next elements:
Classy
 color scheme blue,pink and white made with very good taste
 place very brightly lit
 the products look high quality
 it is spaced not crowded
Cousy

3.  the wooden floor
 colorfull clothing
 store is warm
 environment friendly no loud music
After entering the store I went direct to the cash register in the back of the store,the first thing
that I gaze upon where the perfume testers that where really nice.I also liked the fact that there
weren’t any personnel except the girl at the cash register, maybe do to the fact that the store was
small.The girl at cash register fit the store profile perfectly. There is a center display very nice
arranged, there aren’t any products on sale.
Custommers most of them men, not many customers do to the high prices, also customer avarege
time is 8 min.About 2% of customers purchase products.Prices are easy to find if you want to
buy something.
A posibilty for the store to attract more customers and raise sales is to make price reductions at
end of seasons or in holiday period. The perfumes as an impulse and also as a testing product
near the cash register is a very good idea.
Bambo Store
The store draw me in by the abundance of stuff seen at first site, it raises your curiosity.It doesn’t
tell me nothing about the store at first sight. The color scheme is black and yellow, the store is
birghtly lit but it doesn’t have any impact on my perception.
The store is a bit loud due to the number of people entering, it gives off a mix felling of chaotic
and calm.

4. Chaotic felling is given by the crowded merchendise, lit scented sticks that give off a lot of
smells. Calm feeling is given off by music and the fact that security isn’t visible,you don’t feel
followed.The environment influences the percieved value of the merchendise, it creates the
impresion off cheap things, but you can fiind thing that cost a good sume, like the statues.
Personel is a key element, first contact in a min, doesn’t follow a script and treats all customers
equally. They give the impresion that they take extra care of the customer and that is dedicated to
that customer. Employees are man and women with an age range between 20-28, they have a
uniforms. First products I noticed were halloween decorations at the entrance an they were also
on sale. The products are arranged by functions and at the eye level like in all the stores you fiind
different thing like towels,pillows, etc. Prices are easy to find on the products, you also have
impulse items near the cash register.
Most custmers are with a friend, people don’t have a predefined path and people browse around.
You can touch the products freely and 30% of customers buy something due to the price range
for all the targets.
There are some opportunities here. First they have to decide what they want to transmit to
customers. If you want a customer to be calm and stay longer in the store, you need to space up
the products layout, also get rig of the scented sticks because some people get nauseous from it.
Also the theme of the store should transmit something, I asked a friend to go inside the store and
tell me there opinion regarding the team, with out influenceing him in any way. The reaction was
the same,although we are a lot different like personalities and things we like. Also you can
decorate the shelves in different ways and create courners with decorations that gaze the look of
the passing people.
Bershka Store

5. The thing that drove me in when I was passing by was the price tag for t-shirts that was very low.
After I entered the place I looked at the color shceme that was nice black,blue and white but after
2 min I feelt tired of the store. Very noisy you couldn’t talk with some one if you didn’t came
alone. The noise was created by the loud music. Although it was spaced and well aranged I
didn’t want to sit around. The volume of the music is an important factor, even though I like to
party a lot, I didn’t enjoyed it, but other customers did. There isn’t personnel on the floor except
the 2 guys at the cash register in the left part of the store, and near the cash registrer there aren’t
any products althogh the place were the cash register is is huge, the space goes unused. You can
find clothing at eye level , and the shoes ar ethe less reacheble products. The price tag is easy to
find. Most customers are alone and the store attracts people that like clubbing and that is the
theme of the place. The customers age is an average 25 and the 10% customers purchase
products.
Things to change: add impulse items near register, if you target a specific group off people (in
this case clubbing people) also sale accessories that go for this kind of market and put some staff
on the floor so you can ask some one for help.One last thing use the space in an more adequate
manner and bring more products.
Converse Store
The store draw me in by the well known fact that Converse shoes are awessome.The place is
small, but well spaced the color team is pink and blue also the fact that the flor is split in wooden
floor and granit floor, makes the place interesting.
The place make me feel comfertable do to the roomy layout and the color scheme seleted.It has
nice music in the backgroung and smells nice like Turbo Bubble gum.It feels realy nice.

6. Security of the store is not to visible and the enviroment doesn’t influence the value of the
merchandise.
The place has a cash register on the left side when you enter, this cash register doesn’t have
impulse items. This place doesn’t need any other personnel because the space is small, and the
guy at the register is about 20 years old fits the profile of store perfectly.
Product most noticeable were the shoes, the price tag is not so easy to find,you can only found it
on the shoes base. Every item is accesible, most expensive item in the store are the shoes.
Customers have an average age of 24 years the spend less then 10 min in the sotre and 5% of the
customers buy products.
There is only one thing that the store needs is more items so you have a larger range of models
from which you can choose from.
Noriel Store
The entrance of the store caught my attention due to the 1,5m signing and the color of it. The
color scheme of the store is red and yellow and it fits the image perfectly.The store is very
brightly lit like a play ground and the place isn’t loud. The store is also crowded with products
but is fun because you have all different kind of toys. I can’t tell if the environment influences
the perceived value of the store.
There is a register at center of the store, it has to many impulse items near it (I don’t know if you
can stil call them impulse items), products are arranged by type,the most expensive are the lego
toys and the less expensive some stickers.Products are easy to find, they have a wide range of
products. The plastic bowling pins are the less accesible items, they are in the back of the store
on a low shelve. There is only one employee in the store at the cash register, it doesn’t fit the
image of the store. She is a lady at about the age of 40 not very enthusiastic.

7. Things thatt would help the store are to have testing products, so people can see how some
games look outside the box, add 2 energic employees on the floor so they would change the vibe
of the place in a more playful one and make a bit of space between products and decorate the
palce to attract kids, because if you attract the kids you can reach out to the parents.