INSIGHTSINSIGHTSbased onbased on

OBSERVATIONS!!OBSERVATIONS!!ByBy

DANIA FARAHDANIA FARAH

Shops VisitedShops Visited

• Grocery stores Grocery stores Ghous e Azam storeGhous e Azam store Aghaas supermarket and PhamacyAghaas supermarket and Phamacy Home plus supermarketHome plus supermarket Jamia General StoreJamia General Store

• The BakersThe Bakers• Qasim shopQasim shop

Some that Some that allowed allowed

the pictures the pictures to be taken!!!to be taken!!!

Before entering….Before entering….• The bright stores with punchy colour combinations The bright stores with punchy colour combinations

on the outside draw attention and have magnetic on the outside draw attention and have magnetic tendency.tendency.

• The open doors were more welcoming.The open doors were more welcoming.• Bold fonts combination of capital and small Bold fonts combination of capital and small

letters!!letters!!• The carved letters in Urdu are highlights of the The carved letters in Urdu are highlights of the

cultural elementcultural element• Qasim shop could only be seen from outside, Qasim shop could only be seen from outside,

couldn’t be entered. It’s look wasn’t welcoming…couldn’t be entered. It’s look wasn’t welcoming…but it added diversity to my observation.but it added diversity to my observation.

Environment……..Environment……..• The light colour combination on the inside was The light colour combination on the inside was

basic trend…that fits the environment. Like for basic trend…that fits the environment. Like for ‘The Bakers’ the combination was according to ‘The Bakers’ the combination was according to the type of store: Dark brown and cream.the type of store: Dark brown and cream.

• Most of the stores that were visited apart from the Most of the stores that were visited apart from the Jamia store and the Qasim shop were tiled.. They Jamia store and the Qasim shop were tiled.. They gave the sophisticated look to the store but tend gave the sophisticated look to the store but tend to be slippery to walk.to be slippery to walk.

• The calm and quiet environment was more The calm and quiet environment was more appealing and cozy to be in as compared to the appealing and cozy to be in as compared to the chaotic situation of one store which was due to chaotic situation of one store which was due to the people around! the people around!

• Low ceiling of ‘The Bakers’ gave a Low ceiling of ‘The Bakers’ gave a suffocating feeling. Yet in majority the suffocating feeling. Yet in majority the ceilings were high.ceilings were high.

• The big stores didn’t let the feeling of the The big stores didn’t let the feeling of the sound being there.. Yet in the small stores sound being there.. Yet in the small stores the communication among people also the communication among people also tended to look like noise..tended to look like noise..

• Didn’t experience the music in any of the Didn’t experience the music in any of the shops.shops.

• Majority of the stores were crowded with Majority of the stores were crowded with the merchandise that gave a shabby look. the merchandise that gave a shabby look. One reason is that there were Eid holidays One reason is that there were Eid holidays that might have caused the apparent that might have caused the apparent crowdedness.crowdedness.

• No distinctive smell was observed No distinctive smell was observed • Most had high level of security with gunmen Most had high level of security with gunmen

and or otherwise grilled.and or otherwise grilled.• The outlook of the stores that appeared The outlook of the stores that appeared

esteemed were perceived to have high prices esteemed were perceived to have high prices and in some cases it was true too.and in some cases it was true too.

• Cash registers were at the exit and or in the Cash registers were at the exit and or in the centre of the shop.centre of the shop.

• Tempting and motivating Tempting and motivating items are placed near cashitems are placed near cashcounter.counter.

Personnel….Personnel….• In most stores personnel were easy to approach.In most stores personnel were easy to approach.• The stores which were sales person based were The stores which were sales person based were

easily and quickly approachable.easily and quickly approachable.• Some of the personnel are very welcoming and Some of the personnel are very welcoming and

on their toes to keep their customer chain..on their toes to keep their customer chain..• Employees are of average age group from 35 to Employees are of average age group from 35 to

50.50.• Sales people of our stores were not of very Sales people of our stores were not of very

sound background so they didn’t enjoy or use sound background so they didn’t enjoy or use the store products.the store products.

• Salesperson of stores visited didn’t have any Salesperson of stores visited didn’t have any uniforms.uniforms.

First First product product noticed………..noticed………..

• Prominent products were displayed in the Prominent products were displayed in the form of their tempting stands.. Like form of their tempting stands.. Like Safeguard soap in the form of a display of Safeguard soap in the form of a display of big soap shaped stand, Mosfree lotions big soap shaped stand, Mosfree lotions displayed in Jumbo Mosfree bottle shaped displayed in Jumbo Mosfree bottle shaped shelf and so on.shelf and so on.

• One tempting example of the display is of One tempting example of the display is of the packets of spice kept in spotlight and the packets of spice kept in spotlight and rotating on a base. rotating on a base.

Products……Products……

• Sale products included spices, medicines and Sale products included spices, medicines and detergents. Medicines were on sale as a detergents. Medicines were on sale as a common feature of two stores.common feature of two stores.

• The products were arranged according to the The products were arranged according to the functions in the grocery stores. functions in the grocery stores.

• The bakers had also arranged the items in terms The bakers had also arranged the items in terms of the categories: sweets, cakes, accessories of the categories: sweets, cakes, accessories and so on.and so on.

• Almost all the products were at eye level..Almost all the products were at eye level..• The big cartons with many items of a product The big cartons with many items of a product

were kept high in the self service based stores.were kept high in the self service based stores.• The prices could be read easily and the majority The prices could be read easily and the majority

of the items were within reach of the customer.of the items were within reach of the customer.• Items like medicines and certain cosmetic items Items like medicines and certain cosmetic items

were kept in shelves that were approachable were kept in shelves that were approachable through the salesperson only.through the salesperson only.

Customer…..Customer…..• The small stores had a majority of male individuals The small stores had a majority of male individuals

coming in with an aim to buy a specific thing. These coming in with an aim to buy a specific thing. These customers came for targeted limited item based customers came for targeted limited item based shopping that ended soon. shopping that ended soon.

• In supermarkets and the bakery, complete families In supermarkets and the bakery, complete families with small children too could be seen investing long with small children too could be seen investing long time making selection and buying a long list of items. time making selection and buying a long list of items.

• In most of the stores there was a specific direction that In most of the stores there was a specific direction that was followed by the customers from the entrance as was followed by the customers from the entrance as the path led to diversion. The diversions tend to be the path led to diversion. The diversions tend to be different for different people.different for different people.

• The super markets were totally self service based The super markets were totally self service based shops while the small scale shops were semi self shops while the small scale shops were semi self service based and some items could be touched and service based and some items could be touched and selected on own. The products could be touched selected on own. The products could be touched freely.freely.

• Most customers were Most customers were interested dealers interested dealers who bought one of who bought one of the other thing the other thing

Percentage Percentage ofof

customers whocustomers whodidn’t buydidn’t buy

Percentage Percentage ofof

customers customers who boughtwho bought

SOMESOME INTERESTING INTERESTING SIGHTS……. SIGHTS…….

How well things are being used!!How well things are being used!!

Token of appreciation in Display!Token of appreciation in Display!

I am looking at you from the roof!!!I am looking at you from the roof!!!

A new way to display!!!A new way to display!!!

Tempting Displays…Tempting Displays…

Time the most valuable asset… Time the most valuable asset…

Right at the entrance of a small Right at the entrance of a small shop…… shop……