Observation is key

Assignment 2

Plain Looking Shop1

Cues attracting the customer

Plain looking shop 2

Discount Pillars at Entrance

Before you enter

• Shops have transparent glass for you to peek in and generate desire to buy

• Shops usually have close doors for Air Conditioner/Security reasons however eager to entertain anyone looking inside

• Security outside for screening miscreants

Logo Design

• Fastrack– Young– BOLD

– Futuristic

• French Connection– Sleek– Elegant

Ceiling and Flooring

• Ceiling– Blue & Yellow lights– Mimicking Sky & Sun?

– 10 feet high

– Feels Claustrophobic

• Flooring– Blue reflective

– Feels cooler

Environment

• Music playing that suits the brand• Cooler than room temperature• Crowded with Merchandise• Distinctive smell• Cash register closest to entrance (even though it

may be prone to thievery)• Visible store security• Perceived Value of merchandise increased

because of environment

Personnel

• Uniform colors and logo colors matching

• Personnel using store products

• Young personnel matching brand image as well as age group of customers

Other Observations

• Usually notice the items in center first

• Items in corner are for sale

• Products arranged by function the by color

• Products at eye level or a little lower

• Delicate products least accessible

• Free samples & product Handling encouraged in most cases