Are you paying attention?

By Isabel Ruiz

6 Stores

• Baby clothing store• Ice cream store• Fashion accessories store• Woman clothing store• Shoe store• Music store

I present the most representative observations

Baby clothing store

Entrance

Floor

crowded

Salespeople:

Women25-40 years oldUse uniformNo speach

Products:

At eye level: bows & baby walkersImpulse items near cash register

Environment:

High celingWarmly litMusic doesn't fitWarm temperature

Ice cream store

High celing

All ages customers

Visible prices

Brightly lit

A sales person initiates contact before 1

minute

In the store there were also natural products as body cream and pills

The 95% of the customers purchase

products

Fashion accessories store

Products arrange by function, color and style

Warmly lit, with a lot of shadows

There were a central display table with seasonal products

“For sale” products were located at the back of the store

Salespeople:WomenUse store products20-30 years old

Customers:Women12-50 years oldUsually in pairs60% purchase products

The cash register were located next to the entrance

Woman clothing storeBig lettering sign

No music

Easy to find prices

A sales person made contact immediately

Crowed with merchandise

Women customers between 27-55 years old

Temperate

No special smell

Coats and jackets were placed in the least accessible locations

Shoe storeMusic

Warmly lit

Salespeople have uniform

Central display table with featured products

Easy to fin prices

Sales person doesn’t have a script to follow

No visible security

The cash register is located at the back of the store

Music

Boots at eye level

Music storeCeling

Sign lettering

Crowed merchaidise

Brightly lit

Loud environment

No distinctive smell

Visible security

Sales person never made contact

Impulse products next the cash register

Sales people:Men20-35 years oldUniformNo script to follow

Customers:Women & Men12-55 years oldAlone and with someone30% purchase

Insigths and Hidden opportunities

• I notice that almost all the stores have crowed merchandise, that doesn’t seem to be the best way to made the distribution, for me customers lose the opportunity to appreciate the products and to find what they are looking for.

• I really like the “Fashion accessories store” because of the environment they create playing with lights and shadows I have never notice that

• Other think that I notice is the influence of music, people flow with the music no matter if it is calm or upbeat.

Conclusion

• Doing this observations, remember me that the answer to a problem or to improve in something, could be in our nose and we don’t see it, maybe because sometimes we try to find complex solutions

• Also, I enjoy a lot being around observing people, places and products, I noticed that people rarely observe and I think that living these way we will lose a lot of opportunities.