Analyzing 6 stores

[BEL LLODRÀ]

ARE YOU PAYING ATTENTION?
This week's assignment is done as an INDIVIDUAL.

Print out a copy of the OBSERVATION LAB.
Another copy is on SlideShare, too.
1) Go to at least 6 different stores. They can be at the same shopping center or different locations. Spend at
least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos to
capture your observations.
2) Create a presentation that captures your INSIGHTS and HIDDEN OPPORTUNITIES. What types of things
had you missed before? What were your biggest surprises? Are there opportunities hidden in plain sight?
Use your photos to highlight your insights. Your presentation can be in the form of slides or a short video.

Add the link to your presentation so that everyone can see it.

El Corte Inglés. Palma de Mallorca Airport.

Many people spend in front of the store at the airport and just go. They have nothing in the entry you
invite to come

Starbucks. Málaga Airport.

Charm. Sofa. A good reason for having a coffee there

Ferrary Store.

So cold for deciding come in. It seems that the seller is waiting to sell the whole store

Grab @Go. Málaga Airport

The slogan is enough to buy in this shop. The sandwiches are very tempting

La Canasta. Málaga.

All corners are utilized to stay, quid, and eat candy

Restaurante Hotel Don Curro. Málaga

You could upgrade but it has its charm. The space is exploited tables and chairs, and bar and also
buffette.

El Corte Inglés. Starbucks Restaurante
Ferrari Store. Grab @Go. La Canasta.
Palma de Coffee. Málaga Hotel Don Curro.
Málaga Airport Málaga Airport Málaga
Mallorca Airport Airport Málaga
Before you
enter the
store:
YES. Sofa,
Does the store YES. Very open YES. Very open
coach, NO. Very hidden
draw you in? If NO NO and near the and near the
comfortable in the 1st floor.
so, how? hall street
chairs.
Is the door
open or OPEN OPEN OPEN OPEN OPEN CLOSE
closed?
How does this
make you COLD WARM OUTSIDER PLEASED PLEASED CHEST
feel?
How big is the
sign lettering VERY BIG, VERY BIG, VERY BIG, VERY BIG, SMALL. SANS
BIG, DEMODÉ
and in what CURSIVE VERY BOLD SANS SERIF CURSIVE SERIF
font?
What does it
INDUSTRIAL, ENOUGH
tell you about EXPENSIVE LIGHT SWEET ECONOMY
EMPTY COMERCIAL
the store?

Environment:
What is the
GREEN AND
color scheme LOOKING LOOKING NECESSITY TO
YELLOW. DOES BROWN. INVITE RED. ONLY FOR
of the store? FORWARD TO FORWARD TO HAVE
NOT INVITE TO TO SIT DOWN RICH PEOPLE
How does this TRYING TRYING BREAKFAST
COME IN
affect you?
What type of
floor does the
LIKE THE
store have? LIKE THE LIKE THE
PARQUE AIRPORT PARQUE OLD
How does this AIRPORT FLOOR STREET FLOOR
FLOOR
effect the
environment?
How high is
the ceiling? HIGH, OPEN HIGH, OPEN
HIGH, CLOSE HIGH, CLOSE HIGH, OUT LOW, HOMELY
How does this AIR AIR
feel?
How brightly lit
is the store? BRIGHTLY, SO NORMAL, BRIGHTLY, SO BRIGHTLY, NORMAL,
WARM, COZY
How does this WHITE, HOMELY LIGHT NATURAL HOMELY
affect you?
How loud is
the NORMAL NORMAL NORMAL NORMAL NORMAL SILENCE
environment?
PEOPLE IN THE
What is PEOPLE IN THE HALL OF THE PEOPLE IN THE
RAINING IN THE CUPS AND
causing the HALL OF THE AIRPORT. MUSIC HALL OF THE
STREET DISHES
noise? AIRPORT VOICES AOBUT AIRPORT
FLIGHTS
Is there music
playing? If so,
NO NO YES, NO NO NO NO
does it fit the
environment?
Is the store
COLD WARM COLD WARM WARM WARM
warm or cold?
Is the store
crowed with
CROWED SPARSE CROWED SPARSE CROWED SPARSE
merchandise
or is it sparse?
Does the store
have a
NO YES NO NO YES NO
distinctive
smell?
Where is the
cash register YES YES YES YES YES YES
located?
How visible is
the store INVISIBLE INVISIBLE INVISIBLE INVISIBLE INVISIBLE INVISIBLE
security?
How long do
you want to
0 1 HOUR 0 10 MIN 5 MIN 20 MIN
stay in this
store?
Does the
environment
influence the
YES YES YES YES YES YES
perceived
value of the
merchandise?

Personnel:
How long
does it take
NOBODY
before a sales
INITIATES 4 MIN 30 SEC 4 MIN 5 MIN 1 MIN
person
CONTACT
initiates
contact?
Does the
salesperson
have a script to
I DON'T KNOW YES YES YES YES YES
follow with
each
customer?
Does the
YES. IF HE
salesperson
KNOWS THE
treat different NO NO NO NO NO
OTHER
customers
PERSON
differently?
What is the
ratio of
1 DE 25 1 DE 50 1 DE 3 1 DE 50 3 DE 6 5 DE 25
salespeople to
customers?
What age and
gender are the 40 BOTH 30 WOMEN 30 WOMEN 40 BOTH 50 WOMEN 35 BOTH
employees?
Are the
salespeople
NO NO YES NO NO NO
using the store
products?
Do the
salespeople
have a
uniform?
Do the
salespeople
YES YES YES NO YES YES
match the
stores image?

Products:
What is the
first product
BLOUSE COFFEE JACKET SANDWICH CAKE FRUIT
that you
notice?
Is there a
central display
table with YES NO YES NO NO YES
featured
products?
Where are
items that are
COUNTER AND
“for sale” EVERYWHERE BAR BAR BAR BAR
SHELVES
located in the
store?
How are the
products
arranged? By FUNCTION AND FUNCTION AND FUNCTION AND FUNCTION AND FUNCTION AND FUNCTION AND
function? By PRICE PRICE PRICE PRICE PRICE PRICE
price? By
color?
Are there free
samples or
NO NO NO NO NO NO
demonstration
s?
What products
are at eye NONE NONE NONE NONE NONE NONE
level?
What items in
the store are in
the least ACCESSORIES COFFEE ACCESSORIES COFEE BREAD ALCOHOL
accessible
locations?
Where are the
most and least
expensive EVERYWHERE EVERYWHERE EVERYWHERE EVERYWHERE EVERYWHERE EVERYWHERE
products
located?
Are the prices
of the products YES YES YES YES YES ALL INCLUSIVE
easy to find?
Are there
impulse items
YES NO YES YES NO NO
near the cash
register?

Customers:
Are most
customers
alone or with
ALL, FAMILY ALL, FAMILY ALONE AND
someone ALONE ALONE ALONE
AND FRIENDS AND FRIENDS PARTNER
else? What is
the
relationship?
What is the
average age
ALL AGES, ALL ALL AGES, ALL
and gender of WOMEN, 50 MAN, 50 WOMEN, 50 BOTH, 50
GENDER GENDER
the
customers?
When a
customer
enters the
store, do they
tend to walk in
the same path
or direction? -

How long do
customers
stay in the 10 MIN 30 MIN 10 MIN 20 MIN 5 MIN 20 MIN
store, on
average?
Do customer
touch the
products? Is YES NO YES NO NO NO
this
encouraged?
Do most
customers
appear to be
BROWSING MISSION BROWSING MISSION MISSION MISSION
on a mission
or are they
browsing?
What percent
of customers
purchase 1,00% 100,00% 1,00% 100,00% 100,00% 100,00%
products in the
store?

Analyzing 6 stores

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