Are you paying attention?

By Diana Sofia González Danis

GUESS

Before you enter the store: •  Does the store draw you in?

Absolutely.

•  If so, how? Because of the brightness, the colours and the way of hanging the clothes.

•  Is the door open or closed? Open.

•  How does this make you feel?

You actually feel that they are inviting you to get inside the store. •  How big is the sign lettering and in what font?

Very big with a sober and simpler font in silver. •  What does it tell you about the store?

That no matter the simplicity, you will find something unique.

Environment: •  What is the colour scheme of the store?

Earth colors (brown shades).

•  How does this affect you? You feel cosy and warm, confortable with the choice of colours. •  What type of floor does the store have?

Wooden floor and carpet.

•  How does this effect the environment? Again, you feel comfortable with it. •  How high is the ceiling?

Not too high.

•  How does this feel? Habitual. •  How brightly lit is the store?

The store is full of light, one of its main characteristics is its brightness.

•  How does this affect you? You feel with a higher confidence, it gives you some sort of importance.

•  How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.

•  Is there music playing? Yes.

•  If so, does it fit the environment? Definitively.

•  Is the store warm or cold? Warm.

•  Is the store crowed with merchandise or is it sparse?

Sparse. •  Does the store have a distinctive smell?

Yes, leather. •  Where is the cash register located?

At the bottom of the store. •  How visible is the store security?

It is not visible, but there are a few cameras. •  How long do you want to stay in this store?

All the time that you like. •  Does the environment influence the perceived value of the merchandise?

No.

Personnel:  •  How long does it take before a sales person initiates contact? One minute approximately. •  Does the salesperson have a script to follow with each customer? Yes. •  Does the salesperson treat different customers differently?

No.

•  What is the ratio of salespeople to customers? Is very cordial and attentive.

•  What age and gender are the employees? Around 20 to 30.

•  Are the salespeople using the store products?

No. •  Do the salespeople have a uniform?

Yes. •  Do the salespeople match the stores image?

Sometimes.

Products: •  What is the first product that you notice?

Jeans.

•  Is there a central display table with featured products? Yes.

•  Where are items that are “for sale” located in the store?

All over the store. •  How are the products arranged? By function?  By price? By color?

By colour. •  Are there free samples or demonstrations?

No, just the mannequins.

•  What products are at eye level?

Blouses, sweaters, jeans and skirts.

•  What items in the store are in the least accessible locations? Bags and accessories.

•  Where are the most and least expensive products located?

At the front of the store. •  Are the prices of the products easy to find?

Yes. •  Are there impulse items near the cash register?

Yes, accessories and sunglasses.

Customers: •  Are most customers alone or with someone else?

Alone. •  What is the average age and gender of the customers?

Between 20 and 35 and both female and male. •  When a customer enters the store, do they tend to walk in the same path

or direction? No.    

•  How long do customers stay in the store, on average? Two or three hours.

•  Do customer touch the products? Yes.

•  Is this encouraged?

Yes. •  Do most customers appear to be on a mission or are they browsing?

No. •  What percent of customers purchase products in the store?

70%.

MARSEL

Before you enter the store: •  Does the store draw you in?

Not really. •  Is the door open or closed?

Open. •  How does this make you feel?

You feel that they are inviting you to get inside the store. •  How big is the sign lettering and in what font?

Just big with a sober and simpler font in black. •  What does it tell you about the store?

That there are just sober and simple clothes in there.

Environment: •  What is the colour scheme of the store?

White and grey colors.

•  How does this affect you? You feel sober. •  What type of floor does the store have?

Ceramic floor tiles.

•  How does this effect the environment? It does not create any effect on you at all. •  How high is the ceiling?

Too high.

•  How does this feel? Habitual. •  How brightly lit is the store?

The store is full of light, one of its main characteristics is its brightness.

•  How does this affect you? You feel attracted because of so many light.

•  How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.

•  Is there music playing? Yes.

•  If so, does it fit the environment? Definitively.

•  Is the store warm or cold? Cold.

•  Is the store crowed with merchandise or is it sparse?

Sparse. •  Does the store have a distinctive smell?

Yes, new clothes. •  Where is the cash register located?

At the bottom of the store. •  How visible is the store security?

It is not visible. •  How long do you want to stay in this store?

Few hours. •  Does the environment influence the perceived value of the merchandise?

No.

Personnel:  •  How long does it take before a sales person initiates contact? Five minutes approximately. •  Does the salesperson have a script to follow with each customer? Yes. •  Does the salesperson treat different customers differently?

No.

•  What is the ratio of salespeople to customers? Is very cordial and attentive.

•  What age and gender are the employees? Around 30 to 40.

•  Are the salespeople using the store products?

No. •  Do the salespeople have a uniform?

Yes. •  Do the salespeople match the stores image?

Sometimes.

Products: •  What is the first product that you notice?

Suits for women.

•  Is there a central display table with featured products? No.

•  Where are items that are “for sale” located in the store?

All over the store. •  How are the products arranged? By function?  By price? By color?

By colour. •  Are there free samples or demonstrations?

No, just the mannequins.

•  What products are at eye level?

Blouses, sweaters and skirts.

•  What items in the store are in the least accessible locations? Bags.

•  Where are the most and least expensive products located?

In a corner. •  Are the prices of the products easy to find?

Yes. •  Are there impulse items near the cash register?

No.

Customers: •  Are most customers alone or with someone else?

Alone. •  What is the average age and gender of the customers?

Between 30 and 50 and just female. •  When a customer enters the store, do they tend to walk in the same path

or direction? Yes.    

•  How long do customers stay in the store, on average? Two hours.

•  Do customer touch the products? Yes.

•  Is this encouraged?

Yes. •  Do most customers appear to be on a mission or are they browsing?

No. •  What percent of customers purchase products in the store?

50%.

BARI

Before you enter the store: •  Does the store draw you in?

For sure.

•  If so, how? Because of the brightness, the colours and the garments in the mannequins.

•  Is the door open or closed? Open.

•  How does this make you feel?

You actually feel that they are inviting you to get inside the store. •  How big is the sign lettering and in what font?

Is enormous with a extravagant font in silver. •  What does it tell you about the store?

That you will find something amazing for you .

Environment: •  What is the colour scheme of the store?

Just white colours.

•  How does this affect you? You feel a warm environment, just as the beach. •  What type of floor does the store have?

White ceramic floor tiles and carpet.

•  How does this effect the environment? Creates the sensation of being under the sunlight of the beach. •  How high is the ceiling?

Not too high.

•  How does this feel? Habitual. •  How brightly lit is the store?

The store is full of light, one of its main characteristics is its brightness.

•  How does this affect you? You feel with a higher confidence, it gives you some sort of importance.

•  How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.

•  Is there music playing? Yes.

•  If so, does it fit the environment? Definitively.

•  Is the store warm or cold? Warm.

•  Is the store crowed with merchandise or is it sparse?

Sparse. •  Does the store have a distinctive smell?

Yes, like tanning lotion (coconut). •  Where is the cash register located?

At the bottom of the store. •  How visible is the store security?

It is not visible, but there are a few cameras. •  How long do you want to stay in this store?

All the time that you like. •  Does the environment influence the perceived value of the merchandise?

No.

Personnel:  •  How long does it take before a sales person initiates contact? One minute approximately. •  Does the salesperson have a script to follow with each customer? Yes. •  Does the salesperson treat different customers differently?

No.

•  What is the ratio of salespeople to customers? Is very cordial and attentive.

•  What age and gender are the employees? Around 20 to 30.

•  Are the salespeople using the store products?

No. •  Do the salespeople have a uniform?

Yes. •  Do the salespeople match the stores image?

Sometimes.

Products: •  What is the first product that you notice?

Bikinis.

•  Is there a central display table with featured products? Yes.

•  Where are items that are “for sale” located in the store?

All over the store. •  How are the products arranged? By function?  By price? By color?

By price. •  Are there free samples or demonstrations?

No, just the mannequins.

•  What products are at eye level?

Swimsuits and bikinis.

•  What items in the store are in the least accessible locations? Beach hats and sunglasses.

•  Where are the most and least expensive products located?

In the middle of the store. •  Are the prices of the products easy to find?

Yes. •  Are there impulse items near the cash register?

Yes, accessories, beach hats and sunglasses.

Customers: •  Are most customers alone or with someone else?

Alone. •  What is the average age and gender of the customers?

Between 20 and 30 and just female. •  When a customer enters the store, do they tend to walk in the same path

or direction? No.    

•  How long do customers stay in the store, on average? Two hours.

•  Do customer touch the products? Yes.

•  Is this encouraged?

Yes. •  Do most customers appear to be on a mission or are they browsing?

No. •  What percent of customers purchase products in the store?

45%.

SCAPPINO

Before you enter the store: •  Does the store draw you in?

No. •  Is the door open or closed?

Open. •  How does this make you feel?

You feel that they are inviting you to get inside the store. •  How big is the sign lettering and in what font?

Big with an elegant white font and bright letters in italics. •  What does it tell you about the store?

That is extremely elegant.

Environment: •  What is the colour scheme of the store?

Earth colors (brown shades).

•  How does this affect you? You feel cosy, warm and sober with the choice of colors. •  What type of floor does the store have?

Wooden floor with white ceramic tiles.

•  How does this effect the environment? You feel the luxury in there. •  How high is the ceiling?

Not too high.

•  How does this feel? Habitual. •  How brightly lit is the store?

The store is full of light, one of its main characteristics is its brightness.

•  How does this affect you? You feel with a higher confidence, it gives you some sort of importance.

•  How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.

•  Is there music playing? Yes.

•  If so, does it fit the environment? Definitively.

•  Is the store warm or cold? Warm.

•  Is the store crowed with merchandise or is it sparse?

Sparse. •  Does the store have a distinctive smell?

Yes, leather. •  Where is the cash register located?

At the bottom of the store. •  How visible is the store security?

It is not visible. •  How long do you want to stay in this store? Few minutes. •  Does the environment influence the perceived value of the merchandise?

No.

Personnel:  •  How long does it take before a sales person initiates contact? One minute approximately. •  Does the salesperson have a script to follow with each customer? Yes. •  Does the salesperson treat different customers differently?

No.

•  What is the ratio of salespeople to customers? Is very cordial and attentive.

•  What age and gender are the employees? Around 20 to 30.

•  Are the salespeople using the store products?

No. •  Do the salespeople have a uniform?

Yes. •  Do the salespeople match the stores image?

Sometimes.

Products: •  What is the first product that you notice?

Men suits.

•  Is there a central display table with featured products? No •  Where are items that are “for sale” located in the store?

All over the store. •  How are the products arranged? By function?  By price? By color?

By colour. •  Are there free samples or demonstrations?

No, just the mannequins.

•  What products are at eye level?

Suits.

•  What items in the store are in the least accessible locations? Ties and fragrances.

•  Where are the most and least expensive products located?

At the front of the store. •  Are the prices of the products easy to find?

Yes. •  Are there impulse items near the cash register?

Yes, just ties.

Customers: •  Are most customers alone or with someone else?

Alone. •  What is the average age and gender of the customers?

Between 35 and 50 and just male. •  When a customer enters the store, do they tend to walk in the same path

or direction? No.    

•  How long do customers stay in the store, on average? Two or three hours.

•  Do customer touch the products? Yes.

•  Is this encouraged?

Yes. •  Do most customers appear to be on a mission or are they browsing?

No. •  What percent of customers purchase products in the store?

95%.

photofolio

Before you enter the store: •  Does the store draw you in?

Yes •  Is the door open or closed?

Open. •  How does this make you feel?

You feel that they are inviting you to get inside the store. •  How big is the sign lettering and in what font?

Big and simple in a black font. •  What does it tell you about the store?

That you will find something that could be just a simply detail but that means more.

Environment: •  What is the colour scheme of the store?

White and grey.

•  How does this affect you? You feel comfortable. •  What type of floor does the store have?

Grey ceramic tiles.

•  How does this effect the environment? You feel the simplicity. •  How high is the ceiling?

Not too high.

•  How does this feel? Habitual. •  How brightly lit is the store?

The store is full of light.

•  How does this affect you? You feel with the desire of buying everything.

•  How loud is the environment? It is not really loud, in the contrary the environment is just appropriate.

•  Is there music playing? Yes.

•  If so, does it fit the environment? Definitively.

•  Is the store warm or cold? Warm.

•  Is the store crowed with merchandise or is it sparse?

Crowed. •  Does the store have a distinctive smell?

Yes, candles. •  Where is the cash register located?

At the bottom of the store. •  How visible is the store security?

It is not visible. •  How long do you want to stay in this store? Hours. •  Does the environment influence the perceived value of the merchandise?

No.

Personnel:  •  How long does it take before a sales person initiates contact? One minute approximately. •  Does the salesperson have a script to follow with each customer? Yes. •  Does the salesperson treat different customers differently?

No.

•  What is the ratio of salespeople to customers? Is very cordial and attentive.

•  What age and gender are the employees? Around 20 to 25.

•  Are the salespeople using the store products?

Yes. •  Do the salespeople have a uniform?

No. •  Do the salespeople match the stores image?

Not really.

Products: •  What is the first product that you notice?

Candles.

•  Is there a central display table with featured products? Yes. •  Where are items that are “for sale” located in the store?

All over the store. •  How are the products arranged? By function?  By price? By color?

By function. •  Are there free samples or demonstrations?

No, just all the items.

•  What products are at eye level?

Candles, portraits and garments.

•  What items in the store are in the least accessible locations? Wrapping paper.

•  Where are the most and least expensive products located?

At the front of the store. •  Are the prices of the products easy to find?

No. •  Are there impulse items near the cash register?

Yes, too many.

Customers: •  Are most customers alone or with someone else?

With friends. •  What is the average age and gender of the customers?

Between 15 and 60 and both female and male. •  When a customer enters the store, do they tend to walk in the same path

or direction? No.    

•  How long do customers stay in the store, on average? Two or three hours.

•  Do customer touch the products? No.

•  Is this encouraged?

No. •  Do most customers appear to be on a mission or are they browsing?

Yes. •  What percent of customers purchase products in the store?

25%.

gandhi.

Before you enter the store: •  Does the store draw you in?

Yes •  Is the door open or closed?

Open. •  How does this make you feel?

You feel that they are inviting you to get inside the store. •  How big is the sign lettering and in what font?

Little and simple in a purple font. •  What does it tell you about the store?

That you will find something little but interesting.

Environment: •  What is the colour scheme of the store?

Purple, yellow and grey.

•  How does this affect you? You feel comfortable. •  What type of floor does the store have?

Carpet.

•  How does this effect the environment? You feel comfortable. •  How high is the ceiling?

Not too high.

•  How does this feel? Habitual. •  How brightly lit is the store?

The store is full of light.

•  How does this affect you? You feel with the desire to read.

•  How loud is the environment? It is not loud, in fact its very quiet. •  Is there music playing?

No.

•  Does it fit the environment? Definitively.

•  Is the store warm or cold? Warm.

•  Is the store crowed with merchandise or is it sparse?

Sparse. •  Does the store have a distinctive smell?

Yes, new books. •  Where is the cash register located?

At the bottom of the store. •  How visible is the store security?

It is not visible. •  How long do you want to stay in this store? Hours. •  Does the environment influence the perceived value of the merchandise?

No.

Personnel:  •  How long does it take before a sales person initiates contact? One minute approximately. •  Does the salesperson have a script to follow with each customer? Yes. •  Does the salesperson treat different customers differently?

No.

•  What is the ratio of salespeople to customers? Is very cordial and attentive.

•  What age and gender are the employees? Around 20 to 25.

•  Are the salespeople using the store products?

No. •  Do the salespeople have a uniform?

Yes. •  Do the salespeople match the stores image?

Yes.

Products: •  What is the first product that you notice?

Books.

•  Is there a central display table with featured products? No. •  Where are items that are “for sale” located in the store?

All over the store. •  How are the products arranged? By function?  By price? By color?

By function. •  Are there free samples or demonstrations?

No, just all the books.

•  What products are at eye level?

Books.

•  What items in the store are in the least accessible locations? Unusual and rare books.

•  Where are the most and least expensive products located?

At the back of the store. •  Are the prices of the products easy to find?

Yes. •  Are there impulse items near the cash register?

Yes, more books.

Customers: •  Are most customers alone or with someone else?

With friends. •  What is the average age and gender of the customers?

Between 20 and 60 and both female and male. •  When a customer enters the store, do they tend to walk in the same path

or direction? No.    

•  How long do customers stay in the store, on average? Three or four hours.

•  Do customer touch the products? Yes.

•  Is this encouraged?

Yes. •  Do most customers appear to be on a mission or are they browsing?

No. •  What percent of customers purchase products in the store?

90%.