IN THE STOREAttention. Paying attention… How does it work?

FIRST OBSERVATION (10 STORES) The door was opened everywhere - it

really draws in! (But the next day when it started to snowing it changed)

THE DOOR IS OPENED, BUT THERE IS NO LETTERING BECAUSE OF А BIG PRICE NEEDED FOR IT.

OBSERVATION OUTSIGHT The showcases are attractive - they make

me enter

THE STORES ARE COMFORTABLE IF NOBODY FOLLOWS ME

The sign letterings are: funny, big (candies-shop), strict, good size (footwear), graffiti, big but only insight (stationery), “invisible”, big but in a corner (Appliances and Electronics), tender, call to come in (home things) - all the letterings tell us so much

What does it tell: shop’s letterings can be for men or women in its base, some are for both; some can insure, some can tell about sparse, special products in it. It depends also of the sense of the word used as a name of the store, but it’s not usual.

LETTERING IS INSIGHT

ENVIRONMENT

Scheme – small labyrints to make a customer walk around

Walls – black, white, ocre, green - neutral Floor – always clear, usualy ocre or grey

– doesn’t attractes attention Ceiling – from 3 to 5 m, I had good

feelings there Light – in averege is bright, but in a

small shop it was dim

ENVIRONMENT

Noise – music (radio), everywhere was good live noise,it would be strange without it, even sad

Temperature – warm, only in a shop with food was to cold

Smell – the best one was in a perfum store, somewhere it was not at all, somewhere fish... It tells us about speciality of the store.

Security – in 7 from 10 shops, but it did not embarrass.

Cash register – near the exit always

PERSONAL (SALES PERSON)

It takes 1-3 min before a SP initiates contact

Yes, in general SP follows each customer 50% of SP treat different each customer 80% of SP are women The SP are in average young, 20-30 years

old 67% of SP usually wear a uniform with

store image Yes, the SP are using the store products

PRODUCTS

Store The first product I noticed

Candies - shop A big colored candy

Stationery Files behind the sales person

Shop for an artist Easels

Appliances and Electronics Security

Footwear Cool shoes which I’d like to buy

Second-hand Terrible smell and a heap of clothes

Cosmetics Lipstick

Big supermarket Shoes sale

Clothes

Drugstore

Security

Shampoo

BIG BREAD FOR BIG MEN

IS THERE…?

Central display table – yes, in 10 observed stores “for sale” – in 8 The products are arranged: 9 by functions 1 by colors Free samples were in 6 stores of 10 The product in eye level have the highest price

and reflex the store’s main idea The small products, details are in least

accessible locations The prices of products are in average easy to find Impulse items near the cash – yes, in each store

CUSTOMERS

Are more customers alone or with someone?

With someone – 65%With friends – 35%With family – 30%

Average age and gender 33 years old60% - women

The same direction of walking in the store?

Yes

How long do customers stay in a store?

2 – 7 min

Do they touch the products? Yes, it encouraged

Mission or browsing? Mission – 56%Browsing – 44%

What % of customers purchase products?

Depends on the store, but in average it’s 55%

AN OLD CALCULATOR. IT IS A LONG TIME THAT IT IS NOT USED A LOT, BUT EVERY TIME I SEE IT, I’M IMPRESSED!

AT THE CASH REGISTER

AT THE CASH REGISTER OF A BIG MARKET NOT ONLY FOOD BUT CHILDREN WERE AS PRODUCTS, THREE DADDIES CAME WITH BASKETS AND IN EACH WAS A CHILD: SMALL, BIGGER, BIGGER…

AT THE END

Footwear is presented with tights, socks, gloves and this is logic, but I saw all that there for the first time!

A woman lives only of making copies on her own Xerox in a stationary.

Girls followed each my step because I noted something after watching the prices.

Guys, lovely guys in Appliances and Electronics store.

In a clothes shop were black sunglasses on black mannequins

Row with turned on TVs and the places near tables where people are taking credits make me feel bad, I felt like a zombie.

I enjoyed this work, it was interesting analysis for me.