My  Observa+on  Results  

by  André  Mohr  

How  does  it  affect  me?  

1st  Shop:  

Par++on  is  made  of  glass  

Display  for  latest  product  

Big  entrance  

You  are  welcome  +  we  have  interes+ng  products  

Chairs  for  wai+ng  

You  have  to  wait  a  long  +me  

Big  logo  

Everything  is  magenta  

Corporate  Iden+ty  

Furniture  is  white  

Backlight  

Dark  wooden  floor  

Upper-­‐class  shop  

Just  products  at  eye  level  

Very  pleasant  to  browse  

Sales  person  always  uses  a  loud  clear  voice  

Elderly  people  are  wai+ng  to  be  adviced  

Shop  seems  to  be  just  for  the  older  

genera+on  

2nd  Shop:  

Par++on  is  made  of  glass  

Big  entrance  

Latest  offers  

You  are  welcome  +  we  have  interes+ng  products  

Big  logo  

Everything  is  red  

Corporate  Iden+ty  

Visible  security  system  

Security  personell  behind  each  entry  

No  trust  to  customers?  

High  ceiling  without  covering  

Cheap  lights  

Cheap  carpet  

A  hugh  hall  

A  lot  of  products  

Just  the  price  is  important?  

Cold  inside  

A  big  range  of  customers  

One  sales  person  per  5  customers  

Pleasant  atmosphere  

3rd  Shop:  

Hugh  logo    

Everything  with  red  border  

Corporate  Iden+ty  

Expensive  lights  

High  ceiling  

Escalator  to  shop  

Impressive  Entrance  

High  ceiling  

Large  corridors  

A  lot  of  products  are  visible  at  one  

+me  

We  have  everything  

Good  smell  of  fresh  rolls  

Cool  air  

We  have  high  quality  products  

4th  Shop:  

Par++on  is  made  of  glass  

Big  entry  

You  are  welcome  

Wooden  floor  

Expensive  lights  

Expensive  shelves  

Upper  class  shop  

People  drinking  coffee  

Smell  of  fresh  coffee  

People  just  browsing  through  

the  shop  

Great  atmosphere  

5th  Shop:  

Par++on  is  made  of  glass  

Big  entry  

You  are  welcome  

Logo  with  le]ers  in  different  direc+ons  

Products  appear  colorful  an  chao+c  

A  lot  of  people  are  walking  through  

the  shop  

Shop  invites  to  browse  

Products  are  randomly  placed  

Small  Corridors  

People  are  blocking  the  way  

Customers  need  a  lot  of  pa+ence  

6th  Shop:  

High  ceiling  with  window  

Shop  is  built  into  the  malls‘  corridor  

Small  walls  seperate  it  

By  visi+ng  the  mall  you  are  automa+cally  in  the  shop  

People  si`ng  there  enjoying  the  

products  of  the  shop  behind  

All  products  are  at  eye  level  and  well  

illuminated  

The  air  has  the  smell  of  cookies  

People  are  automa+cally  animated  to  

buy  something  

Most  convincing  elements  of  all  shops  

Transparent  shops  

Good  smell  Behavior  of  other  

customers  

Visible,  organized  structure  in  shop    

ligh+ng  

But  the  implementa+on  in  

each  shop  is  complete  different