observations. a new perspective

7/31/2019 Observations. a New Perspective

1/17


2/17


3/17


4/17


5/17


6/17

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Drawme in

N N Y Y Y N N

DoorOpen

Y Y Y Y Y Y Y

Feeling Open doors made it feel that people are welcome to go in the stores

Sign

Lettering

/Font

Signage present, justmade me aware of howtotally unaware I wasabout fonts

NAnosignage

Signage present, just mademe aware of how totallyunaware I was about fonts

What doesit tell meabout thestore

Seems tobetraditionaland veryfocused

onfunction

Modern,innovation

Classic

Wellestablished

Fun,playful

Straight tothe point

traditional


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Color

Scheme

Black

and

white

Green,White &Brown

White/Cream

White White White White/Cream/Wood

How itaffectsme

Noticed that the stores are more or less similar in the clean colorscheme made me focus more on the products, specifically thepackaging and labels

Floortype

Blacktiles

Whitetiles

Whitetiles

White &mustardtiles

Whitetiles

Whitetiles

Whitetiles

How itaffects me

This didnt seem tohave an effect on me, I didnt really notice this prior to the exercise

CeilingHeight

Uniform height based on mall standards

How this

feels

Stores are open and possibly bigger than they really are.


8/17


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Lighting Bright Bright a bit dim Bright Bright Bright A bit dim

How itaffects

me

Dimmer lights made me feel a bit more hesitant to stay in the storelonger.

Loudness Will not consider it loud, just the usual chatter in stores

Cause(s) Staff-clientinteraction;client chat

Staff-clientinteraction; clientchat


Staff-clientinteraction


Staff-clientinteraction

Staff-clientinteraction, passersby

MusicPlaying

N N Y N Y Y N

Does it fittheEnvironm

ent

Y Y N Y Y Y Y


9/17

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Temperature Temperatures in the store were fairly consistent with the cool mall conditions

Merchandise

:Crowded/Sparse

C S C C C C S

Smell N N N N N N Food

Cash

RegisterBack Left Back

middleBack Left Middle

near doorBack right By door

rightBy doorright

Store Security Guard,cctv,locks

Cctv, norealproductson display

Sensor Guard,cctv,sensor

Cctv Security,and staff

Register byentrance

Length oftime in store

Considerable time

Considerable time

Considerable time

Considerable time

Quick,unless Iintend tobuy

Considerable time

Quick visit

Perceivedvalue ofmerchandise

Y Y Y Not somuch

Y Y Y


10/17

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Time ofsalescontact

after 20secs

After 30secs

No contactuntilapproached

Nocontactuntilapproached

Rightaway

After 20secs

Nocontactuntilapproached

Script Basic

greeting

NA NA NA Basic

greeting

NA NA

TreatCustomersdifferently

N N N N N N N

Sales:clientratio

5:9 5:varied 3:varied 5:varied 2:varied 4:8 2:varied

Age -gender

20s-30smixed

20s-30smostlyfemale

20s30s,female

30s40smixed

20s-30sFemale

20s-30sMostlyfemale

30s40sfemale

Use of ownproducts

uncertain

Yes Yes Yes Uncertain Uncertain Uncertain

Uniform Y Y Y Y Y Y Y

Matchesstore image

Y Y Y Y Y Y Y


11/17


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Firstproductnoticed

laptops

Mobilephone

shoes Books Backpacks

Organicjuice

Breadrolls

Centraldisplay

laptops

Mobilephones

Shoes Newtitles

Newitems

NA NA

Forsale NA NA Shoes,bags,clothes

Oldbooks

NA NA NA

Arrange

ment

Functio

n

Price Color,

price

function function Functio

n

Food

type

Samples/demonstrations

Demo Demo Fitting NA Demo NA NA

Eye level

products

Mixed NA Mixed New

titles

Mid

rangedproducts

Mixed mixed


12/17

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Items leastaccessible

Smalleritems

Realphones

Non saleitems

Pens,specialistitems

Complimentary items

Those inhighershelves

Out ofstock items

Location

most(M)/least (L)expensive

A good

mix ofdisplaysfeaturingvariousprices allover

A good


M

towardsthe back,Lupfront

Mlocked

cases; Leasilyaccessibleall over thestore

Msides, L

scatteredall over thestore

A good


A good


Prices easyto find

Y N Y Y N Y Y

Impulseitems nearthe register

N N Y Y N Y Y


13/17


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Customers

alone?Mostlynot

Mostly not Mostly not Mostlynot

Mostlynot

Mostlyalone

Mostlynot

relationship Family Family Family Family Family Family Family

Pathwhenentering

Middle

then

any

side

Middlethenany side

Middlethenany side

Usuallyto theright

Straight Usuallyto theleft

Usuallyto theleft

Averagetime


14/17


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On amission /

browsing

Browsing

Browsing

Browsing

Mix Mix On amission

mix

Percentag

e of who

purchase

Smalltonone

Small tonone

30-45% 20-25% Small tonone

60% 50%


15/17

I was more hesitant and reserved intaking photos in stores with tight security

or if the staff were more attentive The feeling of importance or irritation

depends on the staffs approach to

clients and myself

Specialty stores have more or lessestablished a loyal clientele who knowwhat to buy and where to buy


16/17

Sales on products will definitely draw in

crowds and are more likely to result tounplanned sales despite lack ofattention from staff

Some stores are more particular aboutphotos than others with some havingsigns and staff explicitly communicatingthe message


17/17

observations. a new perspective

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