Active observation

1

• There is no doors and it makes feel like you're always welcome.

• In wall stead place showcase full of cakes and pies.

• Cafe logo is steaming coffee cup.• Warm tones, hushed light and not hight ceiling

provides cosiness.• Environment is not loud, music is relaxing and

calm.

• In store is warm, smells like coffe and pies.• The personnel is young, beautiful people,

always with smile.• Near the register are impulse items like small

candies and chocolate.

2

• The store is draw in because of beautiful showcase and bright light.

• Personnel is young people, which are wearing clothes what are selling in this store.

• Music in store is loud and distract.• „For sale" products are in the end of the store,

so you have to walk through all store. • Near the cash register are impulse items like

rings, sunglasses ant etc.

3

• Store environment is all white with bright lights, this creates luxury impression.

• In store is warm, playing classical music.• Personnel is middle aged women. They are

uniformly dressed.• There is central display with bags.• Products in store are arranged by function.• Most customers are just browsing.• In store customers stay about 15 min.

4

• There is no doors and it makes feel like you're always welcome.

• Dominant colors are white and brown.• Sign letters are white and big with a nice

frame.• Items placed on the beautiful tables and some

placed at sort of picture frame, it looks really interesting.

• In store is warm.• Store is full of merchandise.

5

• Store is all white with bright lights.• Store is crowded with merchandise.• Always full of people.• Usually people come with the whole family.• The cash register is located in the centre of

store.• Salespeople are middle aged woman, whose

are wearing uniforms.• Goods arranged by function.

6

• Salespeople are young girls.• In store are dominant dark colors, but with

bright lights.• Salespersons wearing uniformly, with black

clothes.• Prices are easily to find.• Near the cash register are impulse items, like

shoes clearing products.