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Observation LabRafael Font
4 shops. Brussels. 29/10/2012
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1: SportsDirect (1/3)● Open doors, but just half of the space is
open. Doesn't invite in. ● Big lettering in italics, red&blue. Sports store.● Tiled floor, obscure. High ceiling, pipes seen.
Quite bright. Radio music on, doesn't fit the sports environment. Warm. Smells like clothes.
● Crowded. Cash at the back. No security. I'd like to stay because it's huge.
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1: SportsDirect (2/3)● Personnel waits to be asked. No script.
Ratio: 1/10. Young employees 75% women. Uniform red&blue.
● Footballs are first product. Everywhere there are sales. Products arranged by sport. Any of them at eye level. Impulse items (socks). Packed with material.
● People alone and accompanied. All ages including kids. Random walk on the shop. Stay:15 mins. Browsing.
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1: SportsDirect (3/3)Insights● A cheap sports shop, packed with
merchandise, that looks like a cheap sports shop.
● Radio could be adapted to sports themes.● There should be a way to get non accessible
products, like ramps)● There could be something to entertain kids,
as they come often in.
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2: FNAC (1/3)● Far, open door, black logo, a "brand" store.● Parquet floor, dim light, 3-4 mts ceiling. Light
music fits. Invites to stay with calm.● A lot of material but clear corridors. Cash
registers are all around the area. ● Vendors wait, 1/50, young and gender
mixed. Vest as uniform.● 1st product: Telecom (another company).● Random products at eye level. Strange
books are difficult to access.
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2: FNAC (2/3)● Impulse items (electronic)● Mixed customers (alone and accompanied)● They all do the same circuit around the shop● Touching products (books) is ok. Users are
browsing.
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2: FNAC (3/3)Insights● Better choice of 1st product to show, so that
it's belongs to the shop● More sofas to read the books.
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3: Nature et Decouvertes (1/3)● Located in a corner, no doors, invites you in.
Light colour scheme. Sufficiently lit. ● Music & Radio playing at the same time:
noise. A lot of material but space to walk.● Smells of candles. Cash register located at
the entrance.● No security, you stay but it's not big. Looks
like an expensive place.● Vendors wait, 1/20. Young 75% men. Apron
as uniform.
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3: Nature et Decouvertes (2/3)● Kids toys are 1st product. Central display.
No special sales. Products arranged by category. Prices not very easy to find.
● Customers are not alone. They walk in the same direction.
● Browsing.
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3: Nature et Decouvertes (3/3)Insights● Small space that could benefit being less
dense. ● Music could be better fitted to the
environment.● Social & Environmental side to be pushed
more.
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4: Sandwich You&Me (1/3)● Doesn't draw you in. Light green color not
attractive. Open to the public. Small text size.
● No floor to the public. Lightly lit. Crowded environment around making noise.
● No music. Distinctive smell (food place). Cash register in front of the client. No security.
● You want to ask for the food and leave.It seems they have less options to eat.
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4: Sandwich You&Me (2/3)● Too long until contact personnel.● 2/3 ratio. Women older than 45. Uniform.
Matching the store (poor) image.● Sandwiches as 1st product, no sales.
Desserts are displayed.● Users come alone, stay a short time.● They go to shop, and they all buy.
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4: Sandwich You&Me (3/3)Insights● Should be more dynamic, have more variety,
something to distingüish from the others.