My in- (and out-)sights:six shops in Estonian countryside

Mari Sarv

Shops visited:

• an old-type supermarket, in the center of my home parish (300 inhabitants in the village)• 5 shops in the closest town (3000 inhabitants) visited during my daughter had music-school lessons• 2 new and cheap supermarkets• 1 old-type supermarket• 2 liquor(+ other things) shops

Before I enter the shop!Huge signs:

Normal signs:

Modest signs: :

(hidden around the corner)

The doors were closed (or automatic), and it is normal because of the coldish weather.

Liquor (+ other things) shops had moderate name-signs, but the merchandise was well-presented on the windows:

Environment• modern chains tend to have distinct color-scheme• 5 shops had bright fluoro-lamps, 1 was dimly lit, cozy• 2 shops had lowered ceiling (cheap, modern), 3 normal white ceiling and the biggest supermarket had no ceiling, only painted tin roof (unusual, leaves a cheap impression)• all the shops were pleasantly (surprisingly) unloud (2 had radio softly playing)• all the shops were pleasantly warm• two biggest supermarkets were overloaded with merchandise, one old-type shop had lots of empty shelves• in the smallest shop was cash register back in the shop, all the rest had cash register next to the door• two biggest supermarkets had visible security

All the shops had similar floors!!

Personnel• in the two biggest supermarkets the personnel greets you when you are leaving (and willing to pay), in the other shops it is normal to pay a greeting when coming in the shop• the salespeople in the bigger supermarkets are somewhat younger (30) than in the rest of the shops (40-60)• all the sellers were women• communication was quite informal, pleasant, warm, even in the supermarkets• in the village shop the sellers know almost everyone entering the shop• in the smallest shop the approach was personal

Products• first product to notice in the supermarkets were fruits, in the old-type supermarkets newspapers, and toilet papers (did not dare to take a picture), in the small shop sauna whisks• no tables with featured products• in the supermarkets there were carrets with the best-before-passed goods

• in the smallest shops there were almost no discounts

• in the biggest supermarkets almost half of the goods seemed to be (aggressively) discounted

• in the old-type stores discounted only unsold goods

• the goods were organized by function (sometimes price)• there were no free samples available• alcocholic beverages were placed behind the back of seller in the small shops

• most of the customers do buy somethingso did I ...

As a result of this assignment ...

I bought • a new collar for my puppy• 2 discounted pomegranates• 2 pairs of cheap gloves for my daughter (she lost her ones yesterday)• a knife• 5 dishwashing sponges• a light bulb (made in China)• 2 spiced christmas juice - glögg (best before passed)

I learned• that the shops in the countryside do not have loud music• that the sellers are friendly, warm, and tend to be informal• that there is a special floor type for shops• that the sellers in modern cheap supermarkets are younger than elsewhere•that the small shops combine in its sortiment alcochol with everything (e.g footwear or candles); and the groups of goods sold occur to be more important than the name of the shop• that the sellers in a• village shop are familiar with everyone• that the small stores do not make exaggerated discounts• that an old-type store may occurto be abandoned when there areplenty of new or special shopsaround (no discount )