paying attention

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Are you paying attention ??

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Page 1: Paying attention

Are you paying attention ??

Page 2: 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

Page 3: Paying attention

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.

Page 4: Paying attention

• 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

Page 5: Paying attention

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

Page 6: Paying attention

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?

Page 7: Paying attention

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.

Page 8: Paying attention

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

Page 9: Paying attention

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

Page 10: Paying attention

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.

Page 11: Paying attention

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.

Page 12: Paying attention

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

Page 13: Paying attention

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.

Page 14: Paying attention

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

Page 15: Paying attention

Ooooops Are you paying enough attention ??? There is still a scope ,

lets improve ……………………….together