1. Analyzing stores
Ares

2. Before you enter the store: Book shop Electricity Wine shop Clothes Magazines Shoes Store
Does the store draw you in? If so, how? Yes, nice place No Yes, nice "aparador" nice things on the "aparador"
Yes, Big store Low prices
Closed Closed Closed
Is the door open or closed? Automatically Closed Open Closed Automatically Automatically
How does this make you feel? Comfortable Not comfortableComfortable Comfortable Comfortable Not comfortable
It's informal
What does it tell you about the store? and nice place It's an old store riginal store Smart store It's informal
O informal place
Environment:
What is the color scheme of the store? How does this affect you? Yellow Blue Wood/red black/wood grey slightly grey
What type of floor does the store have? How does this effect the environment? Old ceramic Ceramic Wood Grey ceramic
How high is the ceiling? How does this feel? About 4 m About 3 m About 2,5 m About 6 m About 4 m About 2,5 m
How brightly lit is the store? How does this affect you? A lot Not too much Not too much Normal Normal Normal
How loud is the environment? A little high small Really high small small Really high
music tools making
people coffee
What is causing the noise? People talking people talking nothing nothing High music
Is there music playing? If so, does it fit the environment? no no yes yes yes yes
Is the store warm or cold? warm cold cold warm warm cold
Is the store crowed with merchandise or is it sparse? crowded sparse sparse sparse sparse crowded
Does the store have a distinctive smell? yes no no no no no
Where is the cash register located? entrance on the desk on the desk on the desk on the desk entrance
How visible is the store security? some cameras no security no security some cameras ome cameras no security
s
How long do you want to stay in this store? 1 hour 5 minuts 30 minuts 30 minuts 15 minuts 10 minuts
Does the environment influence the perceived value of the merchandise? Yes no no yes no no
Personnel:
How long does it take before a sales person initiates contact? A lot Inmediatily Inmediatily Inmediatily A lot A lot
Does the salesperson have a script to follow with each customer? No No No Yes No No
Does the salesperson treat different customers differently? No Yes Yes Yes Yes No
What is the ratio of salespeople to customers? 20% 200% 5% 200% 50% 100%
What age and gender are the employees? 20-50 years 20-50 years 50-70 years 20-50 years 30-40 years 25-40 years
female/male female/male female/male female female female
Are the salespeople using the store products? no yes yes yes no no
Do the salespeople have a uniform? yes no no no no no
Do the salespeople match the stores image? yes yes no yes no yes

3. Products:
Before you enter the store: Book shop Electricity Wine shop Clothes Magazines Shoes Store
What the store draw youthat If so,notice?
Does is the first product in? you how? calendar place
Yes, nice No
Light bulb bottlenice "aparador" nice things on the "aparador" prices
Yes, of wine Yes,
bag Big store
magazine Low
shoes
Is there a central display table with featured products? Closed
yes no no no Closed
yes Closed
yes
Where are items or closed? sale” located in the store?
Is the door open that are “for Automatically
everywhere Closed the desk
behind Open
"estanteries" Automatically Automatically
Closed wall "estanteries" everywhere
near the
How does this make you feel?
How are the products arranged? By function? By price? By color? Comfortable
By function Not comfortableComfortable Comfortable Comfortable Size comfortable
By function Origyn of wine By function temathic Not of foot
How big is the sign lettering and in what font?
Are there free samples or demonstrations? no no no no no no
It's informal
What products are at eye level? books Light bulb bottle of wine clothes magazine shoes
What does it tell you about the store? and nice place It's an old store
Original store Smart store It's informal informal place
What items in the store are in the least accessible locations? books engines More expensive wines bags DVD
leather none
at the back
Where are the most and least expensive products located? corner of the store top shell on the shell none none
Environment: near cash
least is the color scheme of the store? How does this affect you?
What near cash register
Yellow Blue Wood/red black/wood register
near cash register cash register ne side
near o grey one shell
slightly grey
Are the prices of the products easy to find? does this effect the environment?
What type of floor does the store have? How yes no ceramic yes
Old Ceramic yes
Wood yes ceramic yes
Grey
Are there impulse items How does this register?
How high is the ceiling? near the cash feel? yes 4 m
About no
About 3 m yes 2,5 m
About yes 6 m
About no
About 4 m no
About 2,5 m
How brightly lit is the store? How does this affect you? A lot Not too much Not too much Normal Normal Normal
How loud is the environment? A little high small Really high small small Really high
Customers: music tools making
Are most customers alone or with someone else? What is the relationship? people
With some friend or family
alone coffee
With friends alone alone alone
What is causing the noise? People talking people talking nothing nothing High music
What is the average age and gender of the customers? 15-50 50 30-70 35-60 15-70 15-40
Is there music playing? If so, does it fit the environment? no no yes yes yes yes
When a customer enters the store, do they tend to walk in the same path or direction? -
no yes yes no yes yes
Is the store warm or cold? warm cold cold warm warm cold
How long do customers stay in the store, on average? 30 min 10 min 45 min 10 min 10 min 10 min
Is the store crowed with merchandise or is it sparse? crowded sparse sparse sparse sparse crowded
Do customer touch the products? Is this encouraged? yes no yes no yes yes
Does the store have a distinctive smell? yes no no no no no
Do most customers appear to be on a mission or are they browsing?
Where is the cash register located? entrance on the desk on the desk on the desk on the desk entrance
What percent of customers purchase products in the store? 0,9 0,75 1 0,2 0,9 0,2
How visible is the store security? some cameras no security no security some cameras some cameras no security
How long do you want to stay in this store? 1 hour 5 minuts 30 minuts 30 minuts 15 minuts 10 minuts
Does the environment influence the perceived value of the merchandise? Yes no no yes no no
Personnel:
How long does it take before a sales person initiates contact? A lot Inmediatily Inmediatily Inmediatily A lot A lot
Does the salesperson have a script to follow with each customer? No No No Yes No No
Does the salesperson treat different customers differently? No Yes Yes Yes Yes No
What is the ratio of salespeople to customers? 20% 200% 5% 200% 50% 100%
What age and gender are the employees? 20-50 years 20-50 years 50-70 years 20-50 years 30-40 years 25-40 years
female/male female/male female/male female female female
Are the salespeople using the store products? no yes yes yes no no

4. Insights…
After analyzing the stores…
I’m thinking about new ideas

5. Book store
 It’s a nice place… but really crowded before
Christmas & before going beginning School… so
there should be some offers before this period to
produce demand in other months.
 It could be nice introducing childhood activities
like telling fairy tales, or making masks for
carnival

6. Electricity store
 It seems a really old store….
 I think it should be improved:
 Corporate Image: establishment &
employees image
 Introduce new ecological products as well as
be a referent of new technology

7. Wine shop
 It has nice shop window with Halloween
items.
 It could be done some wine taste course.
 It should be different offers during the day
to eat a “tapa” & a cup of wine.
 Each month could be offered a wine at a
minor price or at a best price to taste it.

8. Clothes store
 There should be some friendly card to get
some points and make people feel
identified with
 There should be some celebrations like
winter arrival to show customers new
products and make it a social event.

9. Magazines & DVD’s store
 I think there should be a new
strategy in the core business of the
store, because DVD’s are going to
extinguish due to internet… so they
could create a website offering
cinema if they want to continue in
this sector.

10. Outlet Shoes store
 Women shoes could be ordered by the
heel size
 There should be weekly offers to create
rotation in the shop and people enter more
times in the shop.
 Show in a better place shoes that are
already fashion!!!
 Show the best prices! People are coming
here looking for low prices.