paying attention
DESCRIPTION
TRANSCRIPT
Are you paying attention ??
Methodology
• Visited different brands of stores • Tried to capture pictures from outside as security
guards and staff don’t allow to do so inside • Filled the Observation Lab form with in ten minutes of
coming out of stores ..or else I might have skipped important points
• Average time Spent in and around a store was thirty minutes
• Was trying to portray myself as regular browser.• And most important had a note with me in my mind
which said
Forever 21Before you enter the store: Forever 21
Does the store draw you in? If so, how?Yes, Huge
attractive façadeIs the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?Readable from
DistanceWhat does it tell you about the store? Style
Environment:
What is the color scheme of the store? How does this affect you?Bule and White,
Very Casual
What type of floor does the store have? How does this effect the environment?
Tiles, Not Premium, Casual
Stuff
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?No, some music should b there
Is the store warm or cold? perfectIs the store crowed with merchandise or is it sparse? Very Crowded
Does the store have a distinctive smell? No
Where is the cash register located?Right side of
entranceHow visible is the store security? At entry
How long do you want to stay in this store? 15 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the store Store has huge potential to increase sale as lot of customer entry. They need to work on visuals and staff. Improvement in these two areas can do wonders to the sale of the store.
• There was not music playing in the store, Music impact the mood of the shopper, it should have been there.
• It was so overcrowded with merchandise, it was difficult to take out merchandise from the fixtures. They must reduce merchandise for the comfort of the store
• There was nobody to assist me. In a fashion store, it is I believe must to have very proactive fashion consultants to educate customers and cross sell
• Some products were placed so high that I just could not manage to get them, I had to ask a staff four times to get me something. After that I felt so uncomfortable that I stopped asking. Loss of opportunity
• NONE OF THE STAFF SMILED
Forever 21Personnel:
How long does it take before a sales person initiates contact?Nobody contacted
meDoes the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 20:01
What age and gender are the employees? 20-30Are the salespeople using the store products? Yes
Do the salespeople have a uniform? YesDo the salespeople match the stores image? Yes
Products: What is the first product that you notice? Earings
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? No such itemHow are the products arranged? By function? By price? By color? function
Are there free samples or demonstrations? no
What products are at eye level?yes, but some were
really high What items in the store are in the least accessible locations? Apparel
Where are the most and least expensive products located?
Expensive Jackets near aisle, Least
expensive accessories near
cash pontAre the prices of the products easy to find? yes
Are there impulse items near the cash register? yesCustomers:
Are most customers alone or with someone else? What is the relationship?
Someone else, friends
What is the average age and gender of the customers? 25When a customer enters the store, do they tend to walk in the same
path or direction? - noHow long do customers stay in the store, on average? 20 minDo customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? missionWhat percent of customers purchase products in the store? 10
Insights and hidden Opportunities
Reebok JuniorsBefore you enter the store: Reebok Juniors
Does the store draw you in? If so, how?Yes, Lighting was
bright Is the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?Readable from
DistanceWhat does it tell you about the store? Nothing
Environment:
What is the color scheme of the store? How does this affect you?
Yellow, Blue, White Very bright
and lively What type of floor does the store have? How does this effect the
environment?Tile, Wooden,
Premium
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Very Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?Yes, very peppy
musicIs the store warm or cold? Perfect
Is the store crowed with merchandise or is it sparse? Sparse
Does the store have a distinctive smell? No
Where is the cash register located?on the center of
left WallHow visible is the store security? No Security
How long do you want to stay in this store? 5 minutesDoes the environment influence the perceived value of the merchandise? Yes
*Points highlighted in Red are Opportunity area for the store Store was sparsely merchandised, which was actually resulting in customers browsing and leaving the storeProblem statement of the store is loss of sale due to lack of merchandise
Insights and hidden Opportunities
Reebok Juniors Personnel:
How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each customer? Yes
Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 2:01
What age and gender are the employees? 18-25Are the salespeople using the store products? Yes
Do the salespeople have a uniform? YesDo the salespeople match the stores image? No
Products: What is the first product that you notice? Floaters
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? Entire store was on saleHow are the products arranged? By function? By price? By color? gender
Are there free samples or demonstrations? no
What products are at eye level?yes, but some were
really high What items in the store are in the least accessible locations? Accessories
Where are the most and least expensive products located?
Expensive footwear at the center of the
footwear wall,leat expensive acessories:
near cah point Are the prices of the products easy to find? No
Are there impulse items near the cash register? yesCustomers:
Are most customers alone or with someone else? What is the relationship?
Someone else, kids and parents together
What is the average age and gender of the customers?35 ( calculated for
parents, excluding kids)When a customer enters the store, do they tend to walk in the same
path or direction? - same pathHow long do customers stay in the store, on average? 5 mins Do customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? missionWhat percent of customers purchase products in the store? 5
• Store had sparse merchandise, customers were coming and leaving the store as they didn’t have sizes.
• Store Sign was readable but actually did not make any connection to kids, fun, excitement, it was too boring for a kids store
• Store Staff was also unexciting to look at, they didn’t have personality to be in a kids sports brand. They were very low in energy.
• Some footwear were placed at higher level. I had to ask staff the show the same
• A4 Sheets Print signage were there in the store on front, which made store look really unprofessional. How can a MNC brand be so unprofessional. I was shocked?
Ritu KumarBefore you enter the store: Ritu Kumar
Does the store draw you in? If so, how?
Yes, Window Maneqquins
were appealing Is the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?
Very Thin Font, Difficult to read from Distance
What does it tell you about the store? Nothing Environment:
What is the color scheme of the store? How does this affect you?
Dark brown, It made me little
gloomyWhat type of floor does the store have? How does this effect the
environment?Wooden/Very
Premium
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Very Very Dull
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?No, some music should b their
Is the store warm or cold? Very WarmIs the store crowed with merchandise or is it sparse? Perfect
Does the store have a distinctive smell? No
Where is the cash register located? Extreme EndHow visible is the store security? No Security
How long do you want to stay in this store?20 minutes for merchnadise
Does the environment influence the perceived value of the merchandise? Yes
*Points highlighted in Red are Opportunity area for the store • Design Myopia can be term used for this store.
They have overly designed the store overlooking the customer benefit, shopping psyche.
• Some senses have been completely ignored like temperature was way to warm, no fragrance , overly dull lighting.
• A designer store MUST touch each and every sense in soothing manner, but here some were uncomfortably smothered and some were uncomfortable left to wander.
Ritu Kumar
• Sign Lettering also have been made overly stylish and unreadable from distance
• Lighting of the store was really dull. Being a designer store may be they wanted a different look and feel but somehow I felt that I made store too dull
• There was no music in the store and store was uncomfortably warm
• Staff was underdressed for a designer store, they were wearing formal trousers and shirt, which was not gelling with the store ambience
• There was no impulse item near the store, they could have kept some designer scarfs, clutches etc.
• Worst trial rooms to enter, Trial Room had torn curtains as doors, which made me really uncomfortable, which means less trial and eventually less sale.
Ritu Kumar Personnel:
How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 1:01
What age and gender are the employees? 20-30Are the salespeople using the store products? No
Do the salespeople have a uniform? YesDo the salespeople match the stores image? Yes
Products: What is the first product that you notice? Dress
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store?
at the very beginning of the store right side
behind entry gate How are the products arranged? By function? By price? By color? color
Are there free samples or demonstrations? no
What products are at eye level? yes
What items in the store are in the least accessible locations? Apparel, discounted
Where are the most and least expensive products located?
Expensive dresses: center fixture and least
expensive: right side behind entry gate
Are the prices of the products easy to find? yesAre there impulse items near the cash register? no
Customers: Are most customers alone or with someone else? What is the
relationship?Someone else,
daughter, friends
What is the average age and gender of the customers? 35When a customer enters the store, do they tend to walk in the same
path or direction? - same pathHow long do customers stay in the store, on average? 30 minsDo customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? missionWhat percent of customers purchase products in the store? 20
Insights and hidden Opportunities
CatwalkBefore you enter the store: Catwalk
Does the store draw you in? If so, how? NoIs the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?
Thin Font, Readable from
DistanceWhat does it tell you about the store? Nothing
Environment:
What is the color scheme of the store? How does this affect you?
Light green and white, Bright, easy to shop
What type of floor does the store have? How does this effect the environment?
Tiles, Not no Premium
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?
No, some music should b
theirIs the store warm or cold? Perfect
Is the store crowed with merchandise or is it sparse? Perfect
Does the store have a distinctive smell?
Yes, footwear like unpleasant
smell
Where is the cash register located? Extreme EndHow visible is the store security? No Security
How long do you want to stay in this store? 5 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the store
Store was overly dull, display, fixtures, staff, no music, unpleasant smell all attributed to the dullness of the store
Catwalk CatwalkPersonnel:
How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 3:01
What age and gender are the employees? 30-40Are the salespeople using the store products? No
Do the salespeople have a uniform? YesDo the salespeople match the stores image? No
Products: What is the first product that you notice? Sandals
Is there a central display table with featured products? No
Where are items that are “for sale” located in the store? No such itemHow are the products arranged? By function? By price? By color? function
Are there free samples or demonstrations? no
What products are at eye level?yes, but some were
high What items in the store are in the least accessible locations? Footwear
Where are the most and least expensive products located?
Expensive at front, and least expensive at the corner of the wall
Are the prices of the products easy to find? yesAre there impulse items near the cash register? no
Customers:
Are most customers alone or with someone else? What is the relationship? Someone else, friends
What is the average age and gender of the customers? 30When a customer enters the store, do they tend to walk in the same path or
direction? - Different directionsHow long do customers stay in the store, on average? 10 minsDo customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? 5
Insights and hidden Opportunities
• There was no window, façade or fixtures to highlight, emphasize products. Display was extremely straight and failed to excite me as a shopper. A little emphasize on products using center display and/or window display could have created something exciting for any shopper and would have pulled her in.
• There was no music which added to the dullness of store.
• It was a women store, but all male attendants were there, therefore, were not using the products. Women staff should be added to the store.
Marks and Spencer
Before you enter the store: Marks and Spencers
Does the store draw you in? If so, how? No Is the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font? Readable from DistanceWhat does it tell you about the store? Nothing
Environment:
What is the color scheme of the store? How does this affect you?
Dark Brown/Black/Blue/Very
formal atmosphere What type of floor does the store have? How does this effect the
environment? Wooden, Premium
How high is the ceiling? How does this feel?Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Dull
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment? Yes, but very low levelIs the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Crowded
Does the store have a distinctive smell? No
Where is the cash register located? Right to the entranceHow visible is the store security? At entry
How long do you want to stay in this store? 10 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the storeStore façade was very dark and unimpressive. It was cluttered. And the clutter got carried to each and every corner of the store. It was very complex to understand the store. I got confused what to look at where.To add to the confusion, nobody attended me in the store.
KISS ; keep it short and simple, is definitely not followed in the store from façade to store display.
Too much of merchandise, and no logic to display added to the woe of consumer. They must add some space to for consumer to breath , a predefined aisle for customer to walk should be added.
Display should be made with little less merchandise, at façade or inside the store.
Lighting can uplift the mood of the store. Adding light can also give clarity to customers. Lights must be added in window area and inside the store.
Impulse items were located at extreme corner, which I believe, should be near to cash point or trail room. Customers can look at them while waiting near both the areas and might add the shopping kitty.
Staff MUST assist customers, they were busy talking rather than helping
Insights and hidden Opportunities
Marks and Spencers Personnel:
How long does it take before a sales person initiates contact?Nobody contacted
meDoes the salesperson have a script to follow with each customer? Na
Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 10:01
What age and gender are the employees? 20-30Are the salespeople using the store products? Yes
Do the salespeople have a uniform? YesDo the salespeople match the stores image? Yes
Products: What is the first product that you notice? Top
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? No such item How are the products arranged? By function? By price? By color? gender
Are there free samples or demonstrations? no
What products are at eye level? yesWhat items in the store are in the least accessible locations? Apparel
Where are the most and least expensive products located?
Expensive:Designer dresses, near
enterance, Leat expensive;
accessories: extreme corner
Are the prices of the products easy to find? yesAre there impulse items near the cash register? no
Customers:
Are most customers alone or with someone else? What is the relationship?
Someone else, spouse, friends
What is the average age and gender of the customers? 40When a customer enters the store, do they tend to walk in the same
path or direction? - noHow long do customers stay in the store, on average? 20 mins Do customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? 5
ALDO
Before you enter the store: Aldo
Does the store draw you in? If so, how? YesIs the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?Readable from
DistanceWhat does it tell you about the store? Fashion
Environment: What is the color scheme of the store? How does this affect
you?White and
Black,, No effect What type of floor does the store have? How does this effect the
environment?Aldo, Wooden, Premium feel
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?No, some music should b their
Is the store warm or cold? ColdIs the store crowed with merchandise or is it sparse? Perfect
Does the store have a distinctive smell? No
Where is the cash register located? Extreme End How visible is the store security? Entry
How long do you want to stay in this store? 10 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the store
Most important aspect of retail store is people, if your people aren’t right, it can have detrimental effect on all other factors, and eventually sale from the store.
Insights and hidden Opportunities
• Display and fixtures added life to the display of the store. One can easily compare Catwalk and Aldo store and clearly identify even from the pictures, how much difference center table display can make to the store
• All staff were not wearing uniform. Some of them were wearing very traditional apparel. Not all Staff was gelling with the store image.
• Only contact they made with me was “ Hello Mam”. Seems, they were asked to wish every customer, but beyond that they were clueless. Staff should be trained to engage customers, build rapport with them insist trials.
Personnel:
How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each customer? Seems so
Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 3:01
What age and gender are the employees? 20-30Are the salespeople using the store products? no
Do the salespeople have a uniform? Not allDo the salespeople match the stores image? No
Products: What is the first product that you notice? Heels
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? No such itemHow are the products arranged? By function? By price? By color? function
Are there free samples or demonstrations? no
What products are at eye level?yes, but some were
really high What items in the store are in the least accessible locations? Footwear
Where are the most and least expensive products located?
Expensive: on central fixture, Least
expensive: footwear extreme left end
Are the prices of the products easy to find? yesAre there impulse items near the cash register? yes
Customers:
Are most customers alone or with someone else? What is the relationship?
Someone else, friends
What is the average age and gender of the customers? 30When a customer enters the store, do they tend to walk in the same
path or direction? - noHow long do customers stay in the store, on average? 10 minsDo customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? 5
Ooooops Are you paying enough attention ??? There is still a scope ,
lets improve ……………………….together