Post on 03-Aug-2015
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.