OBSERVATION LABObserving the unobserved

STORES VISITED

ARCHIES GALLERY

The store draw us in with its beautiful antique items displayed in the showcase.A guard is standing to open the door and collect the bags and other items that customers are carrying.This gives us an idea about the quality of the things present inside the store.The sign lettering is very creative. The first name is written in UPPER CASE whereas the last name is written in the lower case with a beautiful design in between.

Before entering the store

STORE ENVIRONMENT

The walls of the gallery are wooden framed with lights in all parts of the gallery.There is a silent atmosphere and light smell of fresh flowers.Ceiling is around 13 feet high and a lot of space is there to walk freely.Store consists of two Air- conditioners providing suitable temperature and soft music adds to life to the store.Cash counter is located on the left side of the exit gate and belongings are properly checked before leaving the store.

ARCHIES GALLERY

PERSONNELSalesperson know enough about the products in the store.They are all dressed in the same color code.For every two customers there is a one salesperson and the average age of the employees is around 20-25 years.The best quality of the employees is that they treat customers according to their age and according to their likes and dislikes.

ARCHIES GALLERY

PRODUCTSAs you enter the store the first thing you I noticed was a big teddy bear and then around hundreds of cards sorted according to their prices.There is a central display table with antique products.Most expensive products are antique items ranging from 15000 to 20000 whereas the cheapest items available are key–chains starting from Rs.50.There is no items on sale in the store.

ARCHIES GALLERY

CUSTOMERSThe customers are generally seen with children or they are group of students with an average age varying from20-40 years accounting to 60% females.On an average a customer stays for around 15-20 minutes in the store and they are free to touch all the products.Generally, 20% of the customers are found to buy the stuff.

IN ALL THIS STORE IS A PERFECT PLACE TO BUY GIFTS AND THE QUALITY OF THE PRODUCTS IS EXCELLENT.

ARCHIES GALLERY

Before Entering the storeWell, it’s a perfect store having all possible branded clothing for men, women and children.Similar to the store mentioned above this store also have a guard standing next to the door and the belongings of the customers are checked properly.A uniqueness that adds to the beauty of the store is the vast entry of the store.You can clearly a lot of people roaming inside the store.The tag line of the store “YOUR STYLE. YOUR STORE.” is also such that customers can relate to themselves.

LIFESTYLE

• We can find many people roaming around in the store • A slow romantic music at a very low volume provides a

suitable environment to the customers.

STORE ENVIRONMENT

• The salesperson in the store are all dressed in same color code(orange shirt and black trousers) , ageing around 25-30 years and attending only customer at a time.

• For each brand (Levis, Peter England etc.) there is different salesman who knows all the qualities of that particular brand.

PERSONNEL

• The products are very nicely arranged. Ground floor consists of clothing for men , first floor for women and third for women with a ceiling height of 15 feet each and the escalators are provided at two places for the convenience of the customers.

• As told by the managers the store has clothing of almost 50 brands.

PRODUCTS

Most of the customers come with family and few are there just to have a look at the latest products which have arrived last week. The reasonable prices of the products allow customers to buy the products and the vastness and the number of brands available are the key factors for average time spent by a

customer being 30 minutes.

MY MART

A five story building with a wonderful display from outside is enough in itself to draw a customer to the store.To add on, the name of the store is written in bold UPPER CASE letters and with a catchy tag line- “Its all about my world”This tells us about the huge variety of the things present in the store.

The environment of the store is pleasant and quiet.The walls are painted pink having a height of about 12-15 feet with cash counter located at the corner of the store.The store is lightened such that the light falls even on the tiniest item in the store.

At every floor there are 4 salesman present to attend the customers.The unique feature of this store is that you can get everything of daily use. Even my favorite Crazy Ball was also available.70% percent of the employees are girls aged around 25-30 years

Due to the cheap rates of the products the sales are pretty good. In fifteen minutes span the store-keeper sold 5 products worth Rs.9750.The customers are even allowed to test the products and one year warranty on every small and 3 year warranty on every big electronic gadget is provided with free service from the store in the warranty span.In short, I found the store “A COMPLETE DEPARTMENTAL STORE”.

MY MART

RELIANCE FRESH MART

Reliance Fresh is a food-product store.The walls are least visible which are painted white and ceiling is pretty low in height around 12 feet with three billing counters just after the entry gate. A security guard stands at the door to check the bill during the exit.

The only Unique feature about the store is that it attracts the customers by giving discounts on various products. (eg. Hide and Seek Biscuits is sold for Rs 36 in the market and it is sold at Rs. 32 here). Moreover people get all the eatables and cosmetics in one particular store.

Rest the store doesn’t have any special addition.

NIKEBEFORE ENTERING THE STORE

• This is a shoe brand and manufactures T-Shirts too and due to the best product shown in the display which can be seen from outside people (mostly teenage) get attracted towards the product.

STORE ENVIRONMENT

• The store is nicely maintained and the unique feature of the store is its display. Two products are kept at significant distance and that adds to the already perfect display.

• The clothes are hanged in the middle of the store so that they can easily be checked out and a changing room is also provided.

PRODUCTS AND

PERSONNEL

• Nike products are already known in the market for their quality.• The products are available in huge variety and colors and the salesmen try their best to satisfy the needs of

customers• The only different thing in the staff of Nike from the other stores is that they don’t have a particular dress code.

CUSTOMERS

• Customers are mostly teens. In the fifteen minutes span 3-4 customers visit the store with 0.75 probability being a teenager.

• Most of the customers buy the products that are ranging between Rs. 2,000- Rs. 6,000.