Paying Attention

Observations from 6 retail stores in Kingston, Jamaica

The Stores

Woolworth Variety Goods

Kids' Cobbler Products for Children

Sangster's Books and Stationery

Lee's 5th Avenue Male/Female Clothing

Watt's New Electronics, Computers, Games

Singer Furniture & Appliances

Locations

The stores were locatedDowntown (near the harbour) Woolworth, Kid's Cobbler and Sangster's

Uptown (in the corporate district) Lee's, Watt's New and Singer

Outside

Does the store draw you in?

Is the door open or closed?

How does this make you feel?

How big is the sign lettering and in what font?

What does it tell you about the store?

Open Doors = Open Invitation
Open or large, transparent glass doors tended to invite curiosity, and invite you in

I Saw the Sign
Most stores used medium-sized fonts for signage, but they were large enough to grab your attention

Signs also tend to give an indication of what to expect inside

Woolworth

Kids' Cobbler

Sangster's

Lee's 5th Avenue

Watt's New

Singer

Step Inside, Said the Spider to the Fly

Colours tended to be light, helping with lighting, although two choices were along brighter lines. Burnt orange & gold in a furniture store, and purple & green in an electronics store

White tiles were common, also helping with lighting and giving the store a more open feel but some stores still had in old tiles which detracted from ambience

The actual lighting varied from bright to warm tones

High ceilings were common making for an open feeling

Cash registers were typically at front of stores

Take a look...

Kids' Cobbler

Woolworth

Sangster's

...here are the others

Watt's New

Singer

Lee's

Tiles everywhere...

The good, the bad and the ugly

Out of Reach

Stores typically placed smaller items or bags and luggage in inaccesible areas. Makes sense, these are the easiest things to walk off with

Small items

Bags/Luggage

The People

Most stores had female sales staff, with ages ranging from 22 45. The males were predominantly found in the electronics store and in the appliance section of the furniture store

Staff members usually asked if they could assist upon entry or within 90 seconds, but there was no apparent script used at any of the stores

For the most part, employees were in uniform

Some Observations

Stores seemed to be designed to lead customers along a set path upon entry

Smaller items were usually placed at eye-level

Jamaican stores love their music! There was almost always a radio on (not always appropriate for store)

Colours influence your mood the green & white of Kids' Cobbler, for example, was very calming

Impulse buy items at cashier was very common small, low-priced items

Now let's see if YOU were paying attention

What two areas of Kingston did I say the stores were located?

Thanks for sparing a few minutes for this presentation :}