Observation LabRafael Font

4 shops. Brussels. 29/10/2012

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

4: Sandwich You&Me (3/3)Insights● Should be more dynamic, have more variety,

something to distingüish from the others.