Store 1

Before you enter the store:

Does the store draw you in? If so, how? The location of the store is awesome, such that people are

forced to cast a glance at it. Therefore the store did draw me in.

Is the door open or closed? The door was open

How does this make you feel? It made me feel good; however it could also be a sign that not too

many people visited this store, so the door was left open to attract customers.

How big is the sign lettering and in what font? The sign is quite big and I am not sure of the font, so

here is the picture:

What does it tell you about the store? It tells me that the brand is quite proud of itself and that it

plans on simplicity as its motto.

Environment:

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

basically bands of green lines on off white backgrounds. It makes me feel like I am in a

medicine shop.

What type of floor does the store have? How does this affect the environment? It has tiled floor, which

does not affect the environment in any way, except for the fact that it will be much easier to

clean.

How high is the ceiling? How does this feel? The ceiling is about 2.5m higher from my head. It feels

spacious.

How brightly lit is the store? How does this affect you? Very bright indeed. It made me feel confident

of the items that I chose.

How loud is the environment? Moderately loud, as the public corridor is nearby.

What is causing the noise? People commuting.

Is there music playing? If so, does it fit the environment? Music was playing in the corridor, but not

inside the store.

Is the store warm or cold? It was pleasant. Air conditioned and climate controlled.

Is the store crowed with merchandise or is it sparse? Very crowded.

Does the store have a distinctive smell? Nothing as such.

Where is the cash register located? Towards the interior of the store, just in front of the cashier.

How visible is the store security? They just have those modern detectors; that’s all.

How long do you want to stay in this store? I stayed in the store for about 25 minutes.

Does the environment influence the perceived value of the merchandise? Yes it does.

Personnel:

How long does it take before a sales person initiates contact? 60 seconds

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

Does the salesperson treat different customers differently? Yes. Depending on their needs.

What is the ratio of salespeople to customers? 2:8

What age and gender are the employees? 30y female/male

Are the salespeople using the store products? Not that I’m aware of.

Do the salespeople have a uniform? Yes

Do the salespeople match the stores image? Yes

Products:

What is the first product that you notice? Umbrella

Is there a central display table with featured products? No

Where are items that are “for sale” located in the store? Inside, at different racks.

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

Are there free samples or demonstrations? Yes, but mostly for cosmetics.

What products are at eye level? Cosmetics, medicines

What items in the store are in the least accessible locations? None

Where are the most and least expensive products located? Most expensive ones are located in a

glass cabinet and the cheapest ones are out on the shelves.

Are the prices of the products easy to find? Yes

Are there impulse items near the cash register? Yes, quite a few, I must say.

Customers:

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

I did see an elderly woman with her daughter here.

What is the average age and gender of the customers? 38, female

When a customer enters the store, do they tend to walk in the same path or direction? - More often

than not.

How long do customers stay in the store, on average? 18 minutes

Do customers touch the products? Is this encouraged? Yes. It is encouraged.

Do most customers appear to be on a mission or are they browsing? Both. Some already know what

they are going to buy and yet others just browse through till they reach a decision.

What percent of customers purchase products in the store? About 85%

Store 2

Before you enter the store: Does the store draw you in? If so, how? By welcoming those who even look a tad bit interested. Is the door open or closed? Open How does this make you feel? Good and welcome How big is the sign lettering and in what font? The lettering is quite big and again since I am not

certain of the font, here is the image: What does it tell you about the store? Well, the name doesn’t resound anything, let alone its’

dictionary meaning, but it is clean and decent enough for me to venture in.

Environment: What is the color scheme of the store? How does this affect you? It is orange and white. No personal

conditions. What type of floor does the store have? How does this affect the environment? White tiled. It is in a

mall, so the standard is well maintained. How high is the ceiling? How does this feel? Very high. Its feels good and spacious to be in such a

store. Moreover, it’s a two storied store, so the immense pleasure of browsing is never marred. How brightly lit is the store? How does this affect you? Quite bright, I must say. How loud is the environment? Just like any electronics store. There is a significant buzz all about

the store. What is causing the noise? The customers. The DVD and Home theatre system areas had some

videos being played, so that was more like it. Is there music playing? If so, does it fit the environment? Not exactly. It varied from department to

department.

Is the store warm or cold? Just perfectly controlled temperature. Is the store crowed with merchandise or is it sparse? Quite crowded, yet easy to browse and touch

the items. Does the store have a distinctive smell? None whatsoever. Where is the cash register located? Right at the end of the store at the centre of the back wall. How visible is the store security? Not glaringly visible, however they do have those sensors at all

exit points. How long do you want to stay in this store? About half an hour. Does the environment influence the perceived value of the merchandise? Yes. Personnel: How long does it take before a sales person initiates contact? 3 seconds Does the salesperson have a script to follow with each customer? More or less, to the tune of

“Welcome, how may I help you?” Does the salesperson treat different customers differently? Yes, based on the language spoken. What is the ratio of salespeople to customers? 2:12 What age and gender are the employees? 25y to 45y males; 22y to 35y females Are the salespeople using the store products? Yes. The windows surface tablet. Do the salespeople have a uniform? Yes. Quite vivid and distinctive along with the name tag. Do the salespeople match the stores image? Of course

Products: What is the first product that you notice? A Canon Printer Is there a central display table with featured products? No Where are items that are “for sale” located in the store? All departments have got certain items that

are on sale, so it is hard to say, what items exactly were for sale. How are the products arranged? By function? By price? By color? By function and then by price. Are there free samples or demonstrations? Yes. All products have got a demo sample. What products are at eye level? Earphones, laptops, printers, TV sets, What items in the store are in the least accessible locations? The electronic shavers Where are the most and least expensive products located? At the central table – most expensive.

Near the entrance and exit – the least expensive. 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? What is the relationship? Most are with someone

else. Family or friends. What is the average age and gender of the customers? 30y males When a customer enters the store, do they tend to walk in the same path or direction? No. They

disperse in the direction of their product. How long do customers stay in the store, on average? 30 minutes Do customers touch the products? Is this encouraged? Yes. It is. Do most customers appear to be on a mission or are they browsing? Appear to be on a mission, and

some browse till they reach a confident decision.

What percent of customers purchase products in the store? 75%

The logo as described above in reality, as I’ve managed to

take this picture despite protests from the store employees.

Store 3

Before you enter the store: Does the store draw you in? If so, how? Yes. Because it is situated along the road. Is the door open or closed? Open How does this make you feel? No certain feelings. How big is the sign lettering and in what font? The lettering is in Century Gothic and about 1.5 ft in

width and about 4 ft in length. What does it tell you about the store? The name suggests that it is a bakery and that it sells bakery

items.

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

store is quite unique as the walls are brazen with white paint, yet the surface has a kind of

matt finish, and this makes the walls look inviting; just like cheesecake. What type of floor does the store have? How does this affect the environment? The floor is wooden and

that’s a remarkable feat for a bakery. How high is the ceiling? How does this feel? Quite low and kind of domed, so as to retain the smell,

I guess.

How brightly lit is the store? How does this affect you? The store is moderately lit, but the items are

brightly lit. How loud is the environment? The natural hum of humans is all that there is. What is causing the noise? People transacting. Is there music playing? If so, does it fit the environment? No Is the store warm or cold? A bit cool. Is the store crowed with merchandise or is it sparse? Moderately sparse. The items are displayed in

great grandeur. Does the store have a distinctive smell? Yes. That of bread and cakes. Where is the cash register located? At the entrance. How visible is the store security? Not visible. Probably it doesn’t have any. How long do you want to stay in this store? 5 minutes at the most, but I spend at least about 20 to

get a better insight. Does the environment influence the perceived value of the merchandise? No Personnel: How long does it take before a sales person initiates contact? 3 minutes, as people are expected to

pick up their items of choice and proceed to the checkout counter. Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? Yes. Depending mostly on age. Children

get free candy. What is the ratio of salespeople to customers? 3:7 What age and gender are the employees? 27y female

Are the salespeople using the store products? None that I know of. Do the salespeople have a uniform? Yes. Very pretty. Do the salespeople match the stores image? Yes they do.

Products: What is the first product that you notice? Brown bread. Is there a central display table with featured products? Yes. Where are items that are “for sale” located in the store? Bread and cheesecakes How are the products arranged? By function? By price? By color? By their category. Such as bread,

brown bread, multi grain bread, sandwich bread, butter bread, etc. Are there free samples or demonstrations? Unfortunately not. What products are at eye level? Cookies What items in the store are in the least accessible locations? None Where are the most and least expensive products located? Most expensive would be located inside

the see through display freezer. Least expensive on the shelves facing the exit. Are the prices of the products easy to find? Yes. Are there impulse items near the cash register? Yes.

Customers: Are most customers alone or with someone else? What is the relationship? Alone What is the average age and gender of the customers? 50y female When a customer enters the store, do they tend to walk in the same path or direction? Yes. They tend to

follow a circular pattern till they again return to the other side of the entrance which is the

exit. How long do customers stay in the store, on average? 15 minutes on average. Do customers touch the products? Is this encouraged? Yes, but only on the outside packaging. Do most customers appear to be on a mission or are they browsing? Appear to be on a mission, as

they already know what they are going to buy. What percent of customers purchase products in the store? 99% I would say.

Store 4

Before you enter the store: Does the store draw you in? If so, how? Yes. It is a superstore. Is the door open or closed? Open wide. How does this make you feel? Good and comfortable. How big is the sign lettering and in what font? Since I’m not sure of the font, here is the picture of

the logo: What does it tell you about the store? It tells me that it is a place where I can park my car and

shop at my leisure. However, the name also sounds like a superstore like any Wal-Mart or

Tesco.

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

white with occasional blue labels. What type of floor does the store have? How does this affect the environment? Tiled floor. It does not

affect the environment on any way whatsoever. How high is the ceiling? How does this feel? Quite high as things are piled on top of the very high

shelves. How brightly lit is the store? How does this affect you? Very bright and this makes me feel good, as I

can see the products as and when I lay my eyes on them, rather than having to focus and

concentrate. How loud is the environment? Quite loud actually, even though there is a pleasant background

music trying to hush out the loud murmur.

What is causing the noise? People speaking. Cash registers being used. The electronic sound of

beeps. Is there music playing? If so, does it fit the environment? Yes. It does. Is the store warm or cold? Cool, I must say. Is the store crowed with merchandise or is it sparse? Very crowded and very huge. Does the store have a distinctive smell? Yes, that of food products and the smell changes with the

area where the different items are located. Where is the cash register located? At the exit points. How visible is the store security? Very much visible. How long do you want to stay in this store? One hour at the most. Does the environment influence the perceived value of the merchandise? Yes. It is quite posh. Personnel: How long does it take before a sales person initiates contact? Immediately on entry. Does the salesperson have a script to follow with each customer? Yes. Does the salesperson treat different customers differently? Yes, again depending on age and gender.

What is the ratio of salespeople to customers? 1: ~15 What age and gender are the employees? 35y females; 40y males Are the salespeople using the store products? No Do the salespeople have a uniform? Yes. Yellow and blue for females. White and blue with an

occasional yellow for males. Do the salespeople match the stores image? Yes

Products: What is the first product that you notice? Oranges Is there a central display table with featured products? Yes at every department. Where are items that are “for sale” located in the store? At the periphery of the entrance. How are the products arranged? By function? By price? By color? By function, or rather by their

product category. Like all types of spinach in the spinach section, similar with sausages and

yoghurt and ice cream and toiletries, etc. Are there free samples or demonstrations? Yes, but mostly milk and yoghurt. What products are at eye level? The tasty ones like frankfurters and cheese and peanuts. What items in the store are in the least accessible locations? The tissue papers. Where are the most and least expensive products located? Wine and paper. Are the prices of the products easy to find? Yes Are there impulse items near the cash register? Yes. Very impulse oriented indeed!

Customers: Are most customers alone or with someone else? What is the relationship? Mostly alone, or with

servants and/or family; or only servants. What is the average age and gender of the customers? I cannot figure out the average, so I’ll just

give the lowest and highest: (10y – 80y) males, (15y – 85y) females. Yes that’s true! When a customer enters the store, do they tend to walk in the same path or direction? Yes, as the

entrance in shaped in that manner. How long do customers stay in the store, on average? 25 minutes Do customers touch the products? Is this encouraged? Yes. It is encouraged, provided they don’t

break or destroy any. Good to touch, good to hold, if broken, consider it sold. Do most customers appear to be on a mission or are they browsing? On a mission, as they tend to

know where their product is shelved. What percent of customers purchase products in the store? 99%

Store 5

Before you enter the store: Does the store draw you in? If so, how? Yes Is the door open or closed? Open How does this make you feel? Brilliant How big is the sign lettering and in what font? No lettering as it is just a logo of a huge apple with a

bite taken off its side. What does it tell you about the store? Impressive, as I know of the connection between the logo and

the products to be found within.

Environment: What is the color scheme of the store? How does this affect you? Wood and lots of wood and glass

staircases, and again lots of wood and glass. What type of floor does the store have? How does this affect the environment? Wooden. Posh feel. How high is the ceiling? How does this feel? Extremely high. Pompous. How brightly lit is the store? How does this affect you? Very bright, but this kind of brightness does

not hurt the eyes. How loud is the environment? Moderately loud. What is causing the noise? The employees explaining stuff to the customers. Is there music playing? If so, does it fit the environment? Yes, very gentle music. Soothes the

customer. Is the store warm or cold? Actually, it is quite warm in this store compared to the others. Is the store crowed with merchandise or is it sparse? It is crowded at the accessories sections,

whereas the rest of the store has just got products in display, so I would say that overall it is

sparsely crowded. Does the store have a distinctive smell? No Where is the cash register located? At the tables beside the accessories area, and also at the end

of the store on the upper floor. How visible is the store security? Quite visible with guards and all. How long do you want to stay in this store? One hour at the most Does the environment influence the perceived value of the merchandise? Yes, it does. Personnel: How long does it take before a sales person initiates contact? 10 seconds at most Does the salesperson have a script to follow with each customer? Not exactly. I think it is according

to the perception that the employee has of the customer.

Does the salesperson treat different customers differently? Not exactly. What is the ratio of salespeople to customers? 1:5, I guess. The store is always so crowded. What age and gender are the employees? 25y to 35y males and 22y – 30y females Are the salespeople using the store products? Yes, and showing off too. Do the salespeople have a uniform? Yes. Do the salespeople match the stores image? Yes.

Products: What is the first product that you notice? A very thin notebook. Is there a central display table with featured products? There are lots of them. Where are items that are “for sale” located in the store? Nothing as such. How are the products arranged? By function? By price? By color? By function Are there free samples or demonstrations? Only demo items. What products are at eye level? All products. What items in the store are in the least accessible locations? The covers for phones. Where are the most and least expensive products located? All at the same area. Are the prices of the products easy to find? Very easy to find. Are there impulse items near the cash register? No. That’s one thing I’ve always liked about this

store.

Customers: Are most customers alone or with someone else? What is the relationship? Mostly with a friend.

What is the average age and gender of the customers? 28y male When a customer enters the store, do they tend to walk in the same path or direction? No, as it is open

and no such direction needs to be maintained with two floors of ultimate product browsing. How long do customers stay in the store, on average? One hour. Do customers touch the products? Is this encouraged? Yes they do touch the product. It is very

much encouraged as that is exactly what the store people want you to do: touch, feel, enjoy

and given the impulse – purchase. Do most customers appear to be on a mission or are they browsing? Appear to be browsing. What percent of customers purchase products in the store? Seemed to be about 70%

Store 6

Before you enter the store: Does the store draw you in? If so, how? Yes, it does draw me in. The very nature of the store is

such that it draws customers inside.

Is the door open or closed? Always open. How does this make you feel? Hungry. How big is the sign lettering and in what font? It is quite huge and the font would be either in

Verdana or Tahoma. What does it tell you about the store? It tells me that this store is popular for selling such stuff as

advertised outside the store.

Environment: What is the color scheme of the store? How does this affect you? It is yellow with patches of red and

off white tables and wooden chairs. The café area has plush cushioned sofas and wooden

tables just like those at Starbucks. What type of floor does the store have? How does this affect the environment? Wooden. It does not

affect the environment in any way other than cleaning. As wooded floors would certainly be

harder to keep clean. How high is the ceiling? How does this feel? High enough to see what is on the menu. How brightly lit is the store? How does this affect you? Bright enough. How loud is the environment? Loud actually, as people are just pouring in to take a bite. What is causing the noise? People/ customers Is there music playing? If so, does it fit the environment? Yes it does. 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. That of coffee and cakes Where is the cash register located? Behind every counter. The picture is given at the end of this

report. How visible is the store security? Not applicable How long do you want to stay in this store? As long as the platter lasts. Does the environment influence the perceived value of the merchandise? Yes. Personnel: How long does it take before a sales person initiates contact? Two minutes Does the salesperson have a script to follow with each customer? Yes

Does the salesperson treat different customers differently? Yes, depending on age and gender What is the ratio of salespeople to customers? 1: 50 What age and gender are the employees? 25y to 45y females and males Are the salespeople using the store products? Yes Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes

Products: What is the first product that you notice? Chocolate cake Is there a central display table with featured products? No Where are items that are “for sale” located in the store? Not applicable How are the products arranged? By function? By price? By color? By function Are there free samples or demonstrations? No What products are at eye level? Not applicable What items in the store are in the least accessible locations? Not applicable, as everything is

procured by the handler at the counter Where are the most and least expensive products located? All together Are the prices of the products easy to find? Yes Are there impulse items near the cash register? Yes

Customers: Are most customers alone or with someone else? What is the relationship? With friends mostly

What is the average age and gender of the customers? 18y male/ 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? 30 minutes Do customers touch the products? Is this encouraged? Yes, they touch their own products after

purchase has been made Do most customers appear to be on a mission or are they browsing? Yes, they browse and then

choose one particular product. What percent of customers purchase products in the store? 100%

Other Observations:

The payment options are many: Using the Octopus card, or using the

NFC enabled bank card, or just swiping the bank card and finally the

traditional method of paying in cash.