Paying attention

Are you paying attention ??

Methodology

• Visited different brands of stores • Tried to capture pictures from outside as

security guards and staff don’t allow to do so inside

• Filled the Observation Lab form with in ten minutes of coming out of stores ..or else I

might have skipped important points• Average time Spent in and around a store

was thirty minutes• Was trying to portray myself as regular

browser.• And most important had a note with me in

my mind which said

Forever 21Before you enter the store: Forever 21

Does the store draw you in? If so, how?Yes, Huge

attractive façadeIs the door open or closed? Open

How does this make you feel? Welcoming

How big is the sign lettering and in what font?Readable from

DistanceWhat does it tell you about the store? Style

Environment: What is the color scheme of the store? How does this affect

you?Blue and White,

Very Casual

What type of floor does the store have? How does this effect the environment?

Tiles, Not Premium, Casual

Stuff

How high is the ceiling? How does this feel?

Regular Height, Made be

comfortable How brightly lit is the store? How does this affect you? Bright

How loud is the environment? ComfortableWhat is causing the noise? No

Is there music playing? If so, does it fit the environment?No, some music should b there

Is the store warm or cold? perfectIs the store crowed with merchandise or is it sparse? Very Crowded

Does the store have a distinctive smell? No

Where is the cash register located?Right side of

entranceHow visible is the store security? At entry

How long do you want to stay in this store? 15 minutesDoes the environment influence the perceived value of the

merchandise? Yes

*Points highlighted in Red are Opportunity area for the store Store has huge potential to increase sale as lot of customer entry. They need to work on visuals and staff. Improvement in these two areas can do wonders to the sale of the store.

Insights and hidden Opportunities • There was not music playing in

the store, Music impact the mood of the shopper, it should have been there.

• It was so overcrowded with merchandise, it was difficult to take out merchandise from the fixtures. They must reduce merchandise for the comfort of the store

• There was nobody to assist me. In a fashion store, it is I believe must to have very proactive fashion consultants to educate customers and cross sell

• Some products were placed so high that I just could not manage to get them, I had to ask a staff four times to get me something. After that I felt so uncomfortable that I stopped asking. Loss of opportunity

• NONE OF THE STAFF SMILED

Forever 21Personnel:

How long does it take before a sales person initiates contact? Nobody contacted me

Does the salesperson have a script to follow with each customer? NoDoes the salesperson treat different customers differently? No

What is the ratio of salespeople to customers? 20:01What age and gender are the employees? 20-30

Are the salespeople using the store products? YesDo the salespeople have a uniform? Yes

Do the salespeople match the stores image? YesProducts:

What is the first product that you notice? Earrings Is there a central display table with featured products? Yes

Where are items that are “for sale” located in the store? No such item

How are the products arranged? By function? By price? By color? functionAre there free samples or demonstrations? no

What products are at eye level?yes, but some were really

high What items in the store are in the least accessible locations? Apparel

Where are the most and least expensive products located?

Expensive Jackets near aisle, Least expensive

accessories near cash pointAre the prices of the products easy to find? yes

Are there impulse items near the cash register? yesCustomers:

Are most customers alone or with someone else? What is the relationship? Someone else, friends

What is the average age and gender of the customers? 25When a customer enters the store, do they tend to walk in the same

path or direction? - noHow long do customers stay in the store, on average? 20 minDo customer touch the products? Is this encouraged? yes

Do most customers appear to be on a mission or are they browsing? missionWhat percent of customers purchase products in the store? 10

Reebok JuniorsBefore you enter the store:

Reebok Juniors

Does the store draw you in? If so, how?Yes, Lighting was bright

Is the door open or closed? OpenHow does this make you feel? Welcoming

How big is the sign lettering and in what font?

Readable from

DistanceWhat does it tell you about the store? Nothing

Environment:

What is the color scheme of the store? How does this affect you?

Yellow, Blue, White Very bright and

lively


Tile, Wooden, Premium



comfortable How brightly lit is the store? How does this affect you? Very Bright


Is there music playing? If so, does it fit the environment?Yes, very

peppy musicIs the store warm or cold? Perfect

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


Where is the cash register located?

on the center of left

WallHow visible is the store security? No Security


merchandise? Yes

*Points highlighted in Red are Opportunity area for the store Store was sparsely merchandised, which was actually resulting in customers browsing and leaving the storeProblem statement of the store is loss of sale due to lack of merchandise

Insights and hidden Opportunities

• Store had sparse merchandise, customers were coming and

leaving the store as they didn’t have sizes.

• Store Sign was readable but actually did not make any connection to kids, fun,

excitement, it was too boring for a kids store

• Store Staff was also unexciting to look at, they didn’t have personality to be in a kids

sports brand. They were very low in energy.

• Some footwear were placed at higher level. I had to ask staff

the show the same• A4 Sheets Print signage were

there in the store on front, which made store look really

unprofessional. How can a MNC brand be so unprofessional. I

was shocked?

Reebok Juniors Personnel:

How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each

customer? Yes Does the salesperson treat different customers differently? No


Are the salespeople using the store products? YesDo the salespeople have a uniform? Yes

Do the salespeople match the stores image? NoProducts:

What is the first product that you notice? Floaters Is there a central display table with featured products? Yes

Where are items that are “for sale” located in the store? Entire store was on saleHow are the products arranged? By function? By price? By

color? genderAre there free samples or demonstrations? no

What products are at eye level?yes, but some were

really high What items in the store are in the least accessible locations? Accessories


Expensive footwear at the center of the

footwear wall, least expensive accessories:

near cash point Are the prices of the products easy to find? No


Are most customers alone or with someone else? What is the relationship?

Someone else, kids and parents together

What is the average age and gender of the customers?35 ( calculated for

parents, excluding kids)When a customer enters the store, do they tend to walk in the

same path or direction? - same pathHow long do customers stay in the store, on average? 5 mins Do customer touch the products? Is this encouraged? yes

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

What percent of customers purchase products in the store? 5

Ritu KumarBefore you enter the store: Ritu Kumar

Does the store draw you in? If so, how?

Yes, Window Mannequins

were appealing

Is the door open or closed? OpenHow does this make you feel? Welcoming


Very Thin Font,

Difficult to read from Distance

What does it tell you about the store? Nothing Environment:


Dark brown, It made me

little gloomy


Wooden/Very

Premium



comfortable How brightly lit is the store? How does this affect

you? Very Dull How loud is the environment? Comfortable

What is causing the noise? No

Is there music playing? If so, does it fit the environment?

No, some music

should b their

Is the store warm or cold? Very WarmIs the store crowed with merchandise or is it

sparse? Perfect


Where is the cash register located?Extreme

EndHow visible is the store security? No Security

How long do you want to stay in this store?

20 minutes for

merchandise

Does the environment influence the perceived value of the merchandise? Yes

*Points highlighted in Red are Opportunity area for the store • Design Myopia can be term used for

this store. They have overly designed the store overlooking the customer benefit, shopping psyche.

• Some senses have been completely ignored like temperature was way to warm, no fragrance , overly dull lighting.

• A designer store MUST touch each and every sense in soothing manner, but here some were uncomfortably smothered and some were uncomfortable left to wander.

• Sign Lettering also have been made overly stylish and unreadable from distance

• Lighting of the store was really dull. Being a designer store may be they wanted a different look and feel but somehow I felt that I made store too dull

• There was no music in the store and store was uncomfortably warm

• Staff was underdressed for a designer store, they were wearing formal trousers and shirt, which was not gelling with the store ambience

• There was no impulse item near the store, they could have kept some designer scarfs, clutches etc.

• Worst trial rooms to enter, Trial Room had torn curtains as doors, which made me really uncomfortable, which means less trial and eventually less sale.

Ritu Kumar Personnel:

How long does it take before a sales person initiates contact? One minute

Does the salesperson have a script to follow with each customer? No

Does the salesperson treat different customers differently? No


Are the salespeople using the store products? NoDo the salespeople have a uniform? Yes

Do the salespeople match the stores image? YesProducts:

What is the first product that you notice? DressIs there a central display table with featured

products? Yes

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

at the very beginning of the store right side

behind entry gate

How are the products arranged? By function? By price? By color? color

Are there free samples or demonstrations? no

What products are at eye level? yesWhat items in the store are in the least accessible

locations?Apparel,

discounted


Expensive dresses: center fixture and least expensive: right

side behind entry gate

Are the prices of the products easy to find? yesAre there impulse items near the cash register? no

Customers:


Someone else, daughter,

friendsWhat is the average age and gender of the

customers? 35When a customer enters the store, do they tend to

walk in the same path or direction? - same pathHow long do customers stay in the store, on average? 30 minsDo customer touch the products? Is this encouraged? yesDo most customers appear to be on a mission or are

they browsing? missionWhat percent of customers purchase products in the

store? 20


CatwalkBefore you enter the store: Catwalk

Does the store draw you in? If so, how? NoIs the door open or closed? Open



Thin Font, Readable from


Environment:


Light green and white, Bright, easy to shop


Tiles, Not no Premium





Is there music playing? If so, does it fit the environment?No, some music should b their

Is the store warm or cold? PerfectIs the store crowed with merchandise or is it sparse? Perfect

Does the store have a distinctive smell?

Yes, footwear like unpleasant

smell

Where is the cash register located? Extreme EndHow visible is the store security? No Security


merchandise? Yes

*Points highlighted in Red are Opportunity area for the store

Store was overly dull, display, fixtures, staff, no music, unpleasant smell all attributed to the dullness of the store

Catwalk

• There was no window, façade or fixtures to highlight,

emphasize products. Display was extremely straight and

failed to excite me as a shopper. A little emphasize on products using center display and/or window display could

have created something exciting for any shopper and

would have pulled her in.• There was no music which

added to the dullness of store.

• It was a women store, but all male attendants were there, therefore, were not using the products. Women staff should

be added to the store.

CatwalkPersonnel:

How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each

customer? NoDoes the salesperson treat different customers differently? No


Are the salespeople using the store products? No Do the salespeople have a uniform? Yes

Do the salespeople match the stores image? NoProducts:

What is the first product that you notice? SandalsIs there a central display table with featured products? No

Where are items that are “for sale” located in the store? No such itemHow are the products arranged? By function? By price? By

color? functionAre there free samples or demonstrations? no

What products are at eye level?yes, but some

were high What items in the store are in the least accessible locations? Footwear


Expensive at front, and least

expensive at the corner of

the wallAre the prices of the products easy to find? yes

Are there impulse items near the cash register? noCustomers:


Someone else, friends

What is the average age and gender of the customers? 30When a customer enters the store, do they tend to walk in the

same path or direction? - Different directions

How long do customers stay in the store, on average? 10 minsDo customer touch the products? Is this encouraged? yes

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

What percent of customers purchase products in the store? 5


Marks and Spencer

Before you enter the store:Marks and Spencers

Does the store draw you in? If so, how? No Is the door open or closed? Open




Environment:


Dark Brown/Black/Blue/V

ery formal atmosphere

What type of floor does the store have? How does this effect the environment? Wooden, Premium



comfortable How brightly lit is the store? How does this affect you? Dull


Is there music playing? If so, does it fit the environment?

Yes, but very low level

Is the store warm or cold? WarmIs the store crowed with merchandise or is it sparse? Crowded


Where is the cash register located?Right to the

entranceHow visible is the store security? At entry

How long do you want to stay in this store? 10 minutesDoes the environment influence the perceived value

of the merchandise? Yes

*Points highlighted in Red are Opportunity area for the storeStore façade was very dark and unimpressive. It was cluttered. And the clutter got carried to each and every corner of the store. It was very complex to understand the store. I got confused what to look at where.To add to the confusion, nobody attended me in the store.

KISS ; keep it short and simple, is definitely not followed in the store from façade to store display.


Marks and Spencers Personnel:

How long does it take before a sales person initiates contact?Nobody contacted

meDoes the salesperson have a script to follow with each customer? Na

Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 10:01

What age and gender are the employees? 20-30Are the salespeople using the store products? Yes

Do the salespeople have a uniform? YesDo the salespeople match the stores image? Yes

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

Is there a central display table with featured products? Yes

Where are items that are “for sale” located in the store? No such item How are the products arranged? By function? By price? By color? gender


What products are at eye level? yesWhat items in the store are in the least accessible locations? Apparel


Expensive: Designer dresses, near

entrance, Least expensive;

accessories: extreme corner

Are the prices of the products easy to find? yesAre there impulse items near the cash register? no

Customers:


Someone else, spouse, friends

What is the average age and gender of the customers? 40When a customer enters the store, do they tend to walk in the same

path or direction? - noHow long do customers stay in the store, on average? 20 mins Do customer touch the products? Is this encouraged? yes

Do most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? 5

Too much of merchandise, and no logic to display added to the

woe of consumer. They must add some space to for consumer to breath , a predefined aisle for customer to walk should be

added. Display should be made with

little less merchandise, at façade or inside the store.

Lighting can uplift the mood of the store. Adding light can also give clarity to customers. Lights must be added in window area

and inside the store. Impulse items were located at

extreme corner, which I believe, should be near to cash point or trail room. Customers can look at them while waiting near both

the areas and might add the shopping kitty.

Staff MUST assist customers, they were busy talking rather

than helping

ALDO

Before you enter the store: Aldo

Does the store draw you in? If so, how? YesIs the door open or closed? Open



DistanceWhat does it tell you about the store? Fashion

Environment: What is the color scheme of the store? How does this

affect you?White and

Black,, No effect What type of floor does the store have? How does this

effect the environment?Aldo, Wooden, Premium feel





Is there music playing? If so, does it fit the environment?No, some music should b their

Is the store warm or cold? ColdIs the store crowed with merchandise or is it sparse? Perfect


Where is the cash register located? Extreme End How visible is the store security? Entry


merchandise? Yes

*Points highlighted in Red are Opportunity area for the store

Most important aspect of retail store is people, if your people aren’t right, it can have detrimental effect on all other factors, and eventually sale from the store.


• Display and fixtures added life to the display of the store. One

can easily compare Catwalk and Aldo store and clearly

identify even from the pictures, how much difference center table display can make

to the store

• All staff were not wearing uniform. Some of them were

wearing very traditional apparel. Not all Staff was

gelling with the store image.

• Only contact they made with me was “ Hello Mam”. Seems, they were asked to wish every

customer, but beyond that they were clueless. Staff

should be trained to engage customers, build rapport with

them insist trials.

Personnel: How long does it take before a sales person initiates

contact? One minuteDoes the salesperson have a script to follow with

each customer? Seems so Does the salesperson treat different customers

differently? NoWhat is the ratio of salespeople to customers? 3:01

What age and gender are the employees? 20-30Are the salespeople using the store products? no

Do the salespeople have a uniform? Not allDo the salespeople match the stores image? No

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

Is there a central display table with featured products? Yes

Where are items that are “for sale” located in the store? No such item

How are the products arranged? By function? By price? By color? function


What products are at eye level?yes, but some

were really high What items in the store are in the least accessible

locations? Footwear


Expensive: on central fixture,

Least expensive: footwear extreme

left end Are the prices of the products easy to find? yes



Someone else, friends

What is the average age and gender of the customers? 30

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? 10 minsDo customer touch the products? Is this encouraged? yesDo most customers appear to be on a mission or are

they browsing? browsingWhat percent of customers purchase products in the

store? 5

Ooooops Are you paying enough attention ??? There is still a scope ,

lets improve ……………………….together

Paying attention

Education

Transcript of Paying attention