let’s observe!

7/31/2019 Lets observe!

1/23

Lets observe!6 different stores in one week

Vilnius, Lithuania

By Jurgita Jankauskaite


2/23

Where I was

3 supermarkets - IKI, Maxima, Rimi;

1 second-hand shop Humana

1 outdoor activity shop Montis Magia1 military shop Armijai ir civiliams


3/23

The entrance


4/23

Before you enter the store:

Huge supermarketsdraw me in.

Their doors are always

open. The sign lettering is

seen from a longdistance and itsglowing in the dark.

Montis magia doesnteven have a sign on thedoor.

The other two are smallor down not verynoticeable


5/23

Environment: IKI Apple green colour gives cosiness

and warmth for the store. The ceiling is high and the

brightness is full. Environment is loud due to the

size of the store itself. Plays music. Not annoying at all. Warm inside. The store is broad enough. 14 cash registers close to the

entrance. Security is visible. Very much. The environment influences the

perceived value of the merchandise.In a good way.


6/23

Environment: Maxima Blue-red combination. Not so

cozy. The ceiling is high and the


size of the store itself. No music. Didnt notice thatbefore. Strange. Warm inside. The store is broad enough. 25 cash registers close to the

entrance.

Security isnt so visible. The environment influences the

perceived value of the merchandiseIn normal way. But just normal


7/23

Environment: Rimi

Red gives vividness to the store. The ceiling is high and the


size of the store itself. Music. Pop songs. Warm inside. The store is broad enough. 20 cash registers close to the

entrance. Security is visible next to the each

cash register. The environment influences the

perceived value of the merchandiseIn a good way.


8/23

Environment: Montis Magia

All colour spectrum. Everythingis vivid.

The ceiling is low but thebrightness is good enough.

Its quiet inside. The store issmall.

No music. Would be nice some.

Warm inside.

The store is crowed with

merchandise. A cash register is located near

the door.

Didnt notice any security.


9/23

Environment: Armijai ir civiliams Camouflage/greed/brown. The

store looks like a warehouse.

The ceiling is low. Thebrightness is bad.

Its quiet inside. The store issmall.

No music. Would be nice some.

Warm inside.

The store is crowed with

merchandise. Very very much A cash register is located in

front of the door.

Didnt notice any security.


10/23

Environment: Humana Yellow. Looks nice.

The ceiling is normal. Thebrightness good enough.

Its quiet inside. The store is

small. Music playing.

Warm inside.

The store is crowed withmerchandise. Very very much

A cash register is located in thecenter of the store.

Some security cams are visible.


11/23

Personel: IKI

Sales person neverinitiates contact.

Employees mostly arewomen, ~30 years old.

Salespeople use the storeproducts. I saw thembuying some.

Salespeople have auniform green fleece

jackets and green t-shirts.


Employees mostly arewomen, ~30 years old,students

Salespeople have auniform red t-shirts.

Personel: Rimi


12/23

Personel:Humana


Employees are only

women, ~35 years old. No uniform. But salespeople match

the store image.


Employees mostly are

women, ~30 years old. Salespeople use the

store products. I sawthem buying some.

Salespeople have auniform blue/red/purple aprons.

Personel: Maxima


13/23

Personel:Montis Magia

Sales person immediatelyinitiates contact.

Employees are men, ~25years old.

No script to follow thecustomer.

Salespeople use the storeproducts

No uniform. Salespeople match the store

image

Sales person initiatescontact after 10-15minutes.

Employees are men, ~35

years old. No script to follow the

customer. Salespeople use the store

products No uniform but wears so Salespeople match the store

image me camouflage.

Personel: AIC


14/23

Products: IKI

The first product I notice hot coffee-cakes and coffee.

For sale items are locatedin different places in thestore.

Products arranged byfunction.

There are free breadsamples.

At eye level there are bread,cookies, sour cream, juices.

In the least accessiblelocation there are ice-scream and mineral water.

Most expensive products arelocated in one side of thestore (The back side).

The least expensive nearthe cash registers.

Prices of the products iseasy to find.

There are impulse itemsnear the cash register.Cookies or preserve.


15/23

Products: Maxima The first product I notice

books. For sale items are located

in front of the entrance.

Products arranged byfunction.

No free samples ordemonstrations.

At eye level there areyogurts, cookies, eggs,juices.

In the least accessiblelocation there are meat, ice-scream and alcohols.

Most expensive products are

located in one side of thestore (The back side). The least expensive near

the cash registers. Prices of the products is

easy to find. There are no impulse items

near the cash register.


16/23

Products: Rimi

The first product I notice ice-scream.

For sale items are locatedin front of the entrance.

Products arranged byfunction. There are free bread

samples, free cookies At eye level there are milk,

cheese, beer.

In the least accessiblelocation there are milkproducts, pasta.

Most expensive products arelocated in the middle of thestore.

The least expensive nearthe cash registers.

Prices of the products iseasy to find.

There are impulse itemsnear the cash register.Postcards, chocolate.


17/23


18/23

Products: Humana The first product I

notice scarf. For sale items are

located in differentplaces in the store. Products arranged by

color and type.

At eye level there aredresses.

In the least accessiblelocation there areclothing for kids.

Most expensiveproducts are locatednear the cash register.

The least expensive

near the entrance. Prices of the products is

easy to find.


19/23

Products: Montis Magia The first product I

notice backpacks. For sale items are

located in differentplaces in the store. Products arranged by

function.

At eye level there arejumpers, sleeping bags,shoes.

In the least accessiblelocation there are pants.

Most expensive

products are located inthe centre of the store. The least expensive

near the entrance.

Prices of the products ishard to find.


20/23

Customers: IKI, Rimi, Maxima

Customers come aloneor with family.

Average age 35 years

old. When enter the store,

customers walk in thedifferent directions.

Customers stay in theshop 15-30 minutes.

Customers touch theproducts all the time.

Most customers are just

browsing in the firstplace.

99% of customerspurchase products inthe store because itsfood store.


21/23

Customers: Humana Customers come alone.

Average age 30 yearsold.

When enter the store,customers walk in thesame direction.

Customers stay in theshop ~20 minutes.




30% of customerspurchase products inthe store.


22/23

Customers: Armijai ir civiliams Customers come alone.


When enter the store,customers walk in thedifferent directions.

Customers stay in theshop ~15 minutes






23/23

Customers: Montis Magia Customers come alone.


When enter the store,customers walk in thesame direction.

Customers stay in theshop ~15 minutes





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