1. Observa(on
Lab
Assignment
30
Oct
2012

2. 1.
Challenger
Before
entering
the
store:
-­‐ Entrance
is
widely
opened
-­‐ Outside
shows
some
promo(on
of
latest
gadgets
-­‐ Being
a
gadgets
lover,
I
love
to
know
what’s
the
latest
Environment:
-­‐ The
color
is
plain
and
simple,
I
like
it
as
it
made
me
feel
relax.
-­‐ Simple
(le
flooring.
So
my
focus
is
more
on
the
products
rather
than
the
environment.
-­‐ Ceiling
is
preMy
high
which
makes
the
store
looks
big.
-­‐ Lots
of
white
ligh(ng,
bright
and
clear.
-­‐ It
is
usually
very
loud
because
many
people
trying
out
the
gadgets.
-­‐ No
music,
as
people
could
be
trying
the
audio
of
PC,
ipad,
speaker,
etc…
so
no
need
for
music.

3. 1.
Challenger
Environment
-­‐ Store
temperature
is
appropriate.
-­‐ Merchandise
is
well
placed
and
allow
people
to
explore.
-­‐ Cashier
located
near
the
side
of
the
entrance.
-­‐ Not
that
visible
but
there
are
a
number
of
staff
around
helping
-­‐ I
like
to
stay
there
as
long
as
I
could
as
there
is
so
much
to
see.
-­‐ Yes,
the
environment
does
influence
me,
as
I
tend
to
buy
something
unplanned
if
I
stay
longer.
Personnel:
-­‐ Usually
sales
person
won’t
bother
me
un(l
I
request,
which
is
what
I
preferred.
-­‐ No
script.
No
different
in
treatment.
-­‐ Salesperson
to
customer
ra(o
is
about
7:
1

4. 1.Challenger
Personnel:
-­‐ Cannot
tell
if
salesperson
is
using
store
products
-­‐ They
all
wear
Challenger
polo
shirt
-­‐ They
look
technical
and
professional.
Products:
-­‐ Tablets
-­‐ There
is
a
central
display
like
an
experience
table,
featuring
latest
products.
-­‐ The
sales
items
are
usually
near
the
entrance
-­‐ Products
are
arranged
by
func(on
-­‐ You
can
request
staff
to
demonstrate
-­‐ Many
products
are
at
eye
level
-­‐ Usually
the
soWware
items
are
in
the
least
accessible
loca(ons
-­‐ It
is
by
func(on
rather
than
by
price
-­‐ Yes,
prices
are
clearly
indicated.
-­‐ Yes
there
are
impulse
items
near
cash
register.

5. 1.
Challenger
Customers:
-­‐ Most
customers
are
alone,
usually
are
men
-­‐ Average
age
about
30
–
40
years
old
-­‐ Most
customers
walk
to
respec(ve
sec(ons
of
their
interest.
-­‐ Customers
usually
stay
at
least
30
minutes.
-­‐ Customers
are
encouraged
to
touch
the
products.
-­‐ Most
are
browsing.
-­‐ 50%
would
buy
something

6. 2.
Bread
Society
Before
entering:
-­‐ Yes
it
draws
me
because
the
bread
displayed
is
so
seducing.
-­‐ The
door
is
wide
opened
-­‐ It
is
very
welcoming
and
smell
fantas(c
-­‐ Very
big
sign
leMering,
simple
font
-­‐ This
is
a
bread
lover
place!
Environment:
-­‐ Yellow
ligh(ng
with
chandelier
-­‐
Simple
(le
flooring,
clean
-­‐ High
ceiling,
make
the
space
seems
big
-­‐ Bright
so
can
see
bread
clearly
-­‐ Noise
level
is
ok,
people
talking
-­‐ SoW
music
playing,
yes
fine
with
the
environment.
-­‐ Temperature
is
fine
-­‐ Store
full
of
all
kinds
of
delicious
bread
-­‐ Great
smell
of
freshly
baked
bread
-­‐ Cash
counter
beside
the
glass
display

7. 2.
Bread
Society
Environment:
-­‐ No
security
seen
-­‐ Will
stay
about
15
minutes
-­‐ Yes,
I
tend
to
buy
more
than
I
need
because
the
bread
looks
so
good!
Personnel:
-­‐ There
is
no
salesperson,
only
cashier
and
service
staff
-­‐ Employees
are
young
women,
early
20s
-­‐ There
is
no
difference
in
treatment
to
customer
-­‐ All
employees
wear
very
preMy
uniform.
-­‐ Yes,
the
employees
look
clean
and
like
a
professional
baker

8. 2.
Bread
Society
Products:
-­‐ The
first
thing
to
no(ce
is
the
new
products
displayed
near
the
entrance
–
mouth-­‐watering
-­‐ There
are
full
of
display
of
bread,
featured
are
usually
in
the
glass
display.
-­‐ Products
are
arranged
by
type
-­‐ No
free
samples
L
-­‐ Yes
many
are
at
eye-­‐level
-­‐ Only
those
need
to
be
kept
at
certain
temperature
are
not
accessible.
-­‐ No
much
difference
in
prices.
-­‐ Prices
are
well
displayed
-­‐ Near
the
cashier
is
the
glass
display
showing
all
kinds
of
bakery.

9. 2.
Bread
Society
Customers:
-­‐ Customers
are
usually
alone
-­‐ Average
age
around
35
-­‐ Mostly
women
-­‐ They
tend
to
walk
in
all
direc(ons,
no
same
path
-­‐ Usually
stay
around
10-­‐15
minutes
-­‐ Products
cannot
be
touched,
strongly
discouraged.
-­‐ Most
are
on
mission.
-­‐ Almost
100%
of
the
people
in
the
store
would
buy
something.

10. 3.
Paper
Market
Before
entering:
-­‐ Colorful
display
of
products
-­‐ Door
is
widely
opened
-­‐ It
makes
me
wan(ng
to
check
up
what
they
have
-­‐ Big
sign
with
simple
font
-­‐ It
is
all
about
“Paper”
Environment:
• Color
is
very
plain
with
simple
(le
flooring,
partly
because
products
are
too
colorful.
• High
ceiling,
store
looks
big
• Brightly
lit
with
white
ligh(ng,
help
you
to
see
items
clearly
• Not
noisy
at
all,
with
soW
music
• Appropriate
temperature
• With
many
items
but
orderly
placed
• No
smell
• Cash
register
located
near
the
front
entrance

11. 3.
Paper
Market
Environment:
• Store
security
is
not
obvious
• Like
to
stay
for
at
least
30
minutes
• In
this
environment,
Items
are
very
aMrac(ve
but
costly.
Personnel:
• Sales
person
will
leave
me
alone
(ll
I
request
for
help.
• No
script,
but
know
their
products
well
• No
different
in
treatment
• Usually
only
2
salesperson
in
the
store
• They
are
young
women,
early
20s
• No
uniform
• Don’t
see
any
matching
of
image

12. 3.
Paper
Market
Products:
-­‐ All
the
preMy
journal
displayed
right
at
the
entrance
-­‐ There
is
a
central
display,
side
display
-­‐ Sales
items
are
normally
place
at
the
front
-­‐ Products
arranged
by
func(on
-­‐ No
free
samples
-­‐ Got
classes
to
teach
you
how
to
make
some
stuff
using
their
papers
-­‐ Products
are
usually
at
eye
level
-­‐ Least
accessible
are
large
size
paper
-­‐ Prices
are
not
according
to
loca(on
-­‐ Prices
are
stated
on
the
items
itself.

13. 3.
Paper
Market
Customers:
-­‐ Most
customers
are
alone.
-­‐ Usually
teenagers
and
mostly
female
-­‐ Customers
tend
to
walk
different
direc(on
-­‐ They
usually
stay
about
30
minutes
-­‐ Yes
they
do
touch
the
products
to
feel
the
quality.
But
many
products
are
sealed
with
plas(c
covers
-­‐ Most
are
browsing
-­‐ 40%
of
the
customers
will
buy

14. 4.
Nespresso
Before
entering:
-­‐ Full
glass
window
with
a
glass
door
entrance.
-­‐ It
does
not
draw
me
as
it
looks
expensive
and
too
high-­‐class
for
middle
income
people
like
me
-­‐ The
door
is
closed
-­‐ If
not
because
I
need
to
buy
the
refills,
I
would
not
want
to
go
in
-­‐ It
is
clearly
for
customers
who
have
high
income
Environment:
-­‐ Color
of
wall
is
plain
but
many
display
-­‐ Simple,
plain
(le
to
allow
people
to
focus
on
the
store
display
-­‐ High
ceiling
and
bright
yellow
ligh(ng
-­‐ Very
quiet
with
soW
music

15. 4.
Nespresso
Environment
-­‐ Feel
very
cold,
may
be
because
very
few
customers
-­‐ Store
is
full
of
the
products
-­‐ Great
smell
of
espresso
-­‐ Cash
register
is
at
the
middle
of
the
store
-­‐ Cannot
see
the
store
security
-­‐ I
was
invited
to
have
a
coffee
at
the
coffee
counter,
so
stayed
about
30
minutes
-­‐ No,
do
not
feel
that
I
have
to
buy
Personnel:
-­‐ The
sales
person
ini(ated
conversa(on
immediately
-­‐ Standard
ques(ons
asked
-­‐ I
do
feel
the
different
in
treatment,
they
tend
to
treat
regular
customers
beMer

16. 4.
Nespresso
Personnel:
-­‐ As
there
are
few
customers,
ra(on
is
like
1
to
2
-­‐ They
wear
suit,
look
very
professional
-­‐ Yes
they
do
match
the
image
of
the
high-­‐class
coffee
Products:
-­‐ The
Nespresso
machines
-­‐ There
is
a
central
display
of
the
machines
-­‐ No
for
sales
items
-­‐ Products
arrange
by
func(on
-­‐ Free
samples
of
coffee
-­‐ Can
request
for
demonstra(on
on
the
use
of
the
machines
-­‐ Products
are
at
eye
level
-­‐ The
refills
would
be
least
accessible
-­‐ No
different
of
pricing
rather
by
capabili(es
-­‐ Prices
stated
clearly
-­‐ No
impulse
items

17. 4.
Nespresso
Customers:
-­‐ Most
customers
are
alone
-­‐ Average
age
about
30
–
40s
-­‐ Mix
gender
-­‐ No
fixed
direc(on,
some
directly
to
buy
refills,
some
browsing
the
machines
-­‐ Yes
they
do
touch,
I
think
its
fine
as
long
as
they
are
not
children
-­‐ Some
browsing,
most
on
mission
to
buy
refills
-­‐ 80%
buy
refills

18. 5.
Uniqlo
Before
entering:
-­‐ Yes
it
draws
me
because
it
is
very
widely
open
-­‐ Feel
relax
and
welcoming
-­‐ Sign
not
big
but
simple
-­‐ Store
is
simple
with
mechanize
for
daily
use
Environment:
-­‐ Plain
colors
with
simple
(le
flooring
-­‐ Display
cabinets
are
plain
too
so
as
to
focus
on
the
clothes
-­‐ Ceiling
high
and
store
is
brightly
lit
and
always
very
big
space
-­‐ Noisy
environment
as
it
is
normally
crowded
-­‐ Sales
persons
will
be
shou(ng
“welcoming
to
uniqlo”
-­‐ SoW
music
but
not
very
audible

19. 5.
Uniqlo
Environment:
-­‐ Store
temperature
is
ok
-­‐ No
smell
-­‐ Cash
register
is
at
the
mid
of
the
store
-­‐ Security
not
visible
-­‐ I
usually
stay
at
least
30
minutes
-­‐ Yes,
I
tend
to
buy
Personnel:
-­‐ Sales
person
won’t
bother
you
unless
you
request
for
help
-­‐ No
script
but
friendly
&
helpful
-­‐ No
different
in
treatment
-­‐ As
there
are
many
customers,
so
ra(o
can
be
1
to
10
-­‐ Young
employees,
20
–
30
years
old,
mix
gender
-­‐ They
will
wear
the
products
-­‐ No
uniform
-­‐ Match
the
image
as
they
all
portray
causal
and
friendly
image

20. 5.
Uniqlo
Products:
-­‐ The
sales
items,
placed
right
in
front
of
the
entrance
-­‐ No
central
display
-­‐ Products
are
arranged
according
to
type
and
gender
-­‐ No
free
samples
but
can
try
the
products
-­‐ Most
at
eye
level
-­‐ Least
accessible
are
inner
wear
-­‐ Products
arrange
not
according
to
prices
-­‐ Price
clearly
stated
on
items
-­‐ No
impulse
items

21. 5.
Uniqlo
Customers:
-­‐ Most
customers
are
with
someone,
usually
friends
-­‐ Big
range
as
customers
can
be
young
to
middle
age
customers
-­‐ Mix
gender
-­‐ Customers
tend
to
walk
all
different
direc(on
-­‐ Usually
they
stay
about
30
minutes
-­‐ Yes
they
touch
the
products
and
are
encourage
to
try
them
-­‐ Customers
are
usually
browsing
-­‐ 70%
of
the
customers
will
purchase

22. 6.
Kinokuniya
Bookstore
Before
entering:
-­‐ Wide
glass
window
with
wide
open
door
-­‐ Feel
welcoming
-­‐ Sign
is
big
and
with
simple
font
Environment:
-­‐ Did
not
no(ce
any
par(cular
color
scheme,
it
is
simple
and
spacious
-­‐ Flooring
is
plain,
simple
(le.
The
children
sec(on
is
carpeted,
for
kids
to
sit
down
to
read
-­‐ Very
brightly
lit,
good
for
reading
-­‐ Quite
quiet,
with
soW
music
-­‐ Good
for
reading
-­‐ Temperature
ok
-­‐ Store
full
of
products,
orderly
placed
-­‐ No
dis(nct
smell

23. 6.
Kinokuniya
Bookstore
Environment:
-­‐ Cash
register
located
near
entrance,
there
is
more
than
one
of
them
-­‐ There
are
several
security
guards
and
have
security
detectors
at
all
the
entrances
and
exits
-­‐ Can
be
easily
an
hour
in
the
store
-­‐ Yes,
tend
to
buy
books
Personnel:
-­‐ Sales
person
will
not
bother
you
unless
you
ask
for
help.
Usually
friendly
and
knowledgeable
-­‐ No
different
in
treatment
-­‐ Ra(on
can
be
20:1
because
store
is
very
big
-­‐ Employees
are
about
~40
years
old
-­‐ Mainly
female
-­‐ Wear
uniform
-­‐ Don’t
feel
that
there
is
any
kind
of
image
they
try
to
portray.

24. 6.
Kinokuniya
Bookstore
Products:
-­‐ Books
on
sales
near
the
entrance
-­‐ Central
display
for
new
books
-­‐ Items
arranged
according
to
categories
-­‐ Most
books
are
available
for
reading,
some(mes
got
book
reviews
by
authors
-­‐ Most
products
are
at
eye
level
-­‐ Least
accessible
would
be
those
at
the
highest
shelf
–seem
to
be
storage
-­‐ Products
not
arranged
by
prices
-­‐ Prices
are
tagged
on
items
-­‐ Yes
several
impulse
items
near
the
cash
register

25. 6.
Kinokuniya
Bookstore
Customers:
-­‐ Most
customers
are
alone
-­‐ Wide
range
of
age,
from
young
children
to
elderly
-­‐ Mix
gender
-­‐ Customers
walk
in
all
direc(ons
-­‐ They
usually
stay
quite
long,
like
an
hour
-­‐ Yes
they
are
encouraged
to
touch
the
products,
though
some
books
are
sealed.
They
can
request
to
open
them.
-­‐ Customers
are
usually
browsing.
-­‐ 50%
of
the
customers
would
purchase.

26. Insights
&
Hidden
Opportuni(es
• Spacious
and
simple
design
is
welcoming
• Explora(on
enhances
shopper’s
experiences
• Regular
updates
and
changes
give
surprise
and
something
to
look
forward
• Knowledgeable
staff
give
confidences
and
increase
trust
• Interest
is
individual
and
personalized,
so
store
design
should
promote
these