Observation Lab

K. Simms

Tropic Pharmacy

New Liguanea Fashion

The Cake Shop

House of Jada

Before you enter the store:

• Does the store draw you in? If so, how? – Yes; The display of items on the outside as well as the brightly

coloured products in the window display.• Is the door open or closed?

– closed• How does this make you feel?

– Anticipation• How big is the sign lettering and in what font?

– Large bold capitals• What does it tell you about the store?

– The type of store and what it sells

Environment:

• What is the color scheme of the store? How does this affect you?– Bright colours

• What type of floor does the store have? How does this effect the environment?– Tiles

• How high is the ceiling? How does this feel?– Not too high

• How brightly lit is the store? How does this affect you?– The front of the store

• How loud is the environment?– Not too loud

• What is causing the noise?– Radio

• Is there music playing? If so, does it fit the environment?– Yes

• Is the store warm or cold?– Cold, AC

• Is the store crowed with merchandise or is it sparse?– Crowded

• Does the store have a distinctive smell?– Smell of new merchandise

• Where is the cash register located?– At the front of the store

• How visible is the store security?– None

• How long do you want to stay in this store?– As long as possible to explore the different items in the store

• Does the environment influence the perceived value of the merchandise?– Yes

Personnel:

• How long does it take before a sales person initiates contact?– As soon as you walk in the store

• Does the salesperson have a script to follow with each customer?– “Do you need any assistance”?

• Does the salesperson treat different customers differently?– No

• What is the ratio of salespeople to customers?– 1:3

• What age and gender are the employees?– Both male and female; 20-35

• Are the salespeople using the store products?• No• Do the salespeople have a uniform?

– No• Do the salespeople match the stores image?

– Yes

Products:

• What is the first product that you notice?– Items on the outside- Bicycles, Tricycles

• Is there a central display table with featured products?– Yes

• Where are items that are “for sale” located in the store?– Scattered throughout

• How are the products arranged? By function? By price? By color?– Mixture of all

• Are there free samples or demonstrations?– no

• What products are at eye level?

• What items in the store are in the least accessible locations?

• Where are the most and least expensive products located?– Items are scattered throughout the store. Because

of the nature. However cribs, playpens, strollers are located at the front of the store.

• Are the prices of the products easy to find?– Yes

• Are there impulse items near the cash register?– Yes

• Customers:• Are most customers alone or with someone else? What is

the relationship?– Some persons were alone and some were in groups

• What is the average age and gender of the customers?– Female; 30

• When a customer enters the store, do they tend to walk in the same path or direction? – No

• How long do customers stay in the store, on average?– About 15 minutes

• Do customers touch the products? Is this encouraged?– Yes, the items are on display

• Do most customers appear to be on a mission or are they browsing?– Both

• What percent of customers purchase products in the store?– 15%