1. Assignment 2 : ARE YOU PAYING ATTENTION?
By : Behrouz Kashani

2. Toys Shop

3. Toys Shop – Before You Enter The Store :
Does the Was the How does How Big is What does
Store Draw door open this make the sign it tell you
You In ? or close ? you feel ? lettering about the
• Yes. Cause it • Open • Exciting and in store ?
was full of what font? • I could
interesting easily
toys. • Small
banner with understood
a name of it is a toys
the shop shop

4. Toys Shop – Environment:
Method to Check Short Answer Details
Color Scheme : White Decorate Matched with products colors. Was nice
Type of Floor White Ceramic I actually hardly noticed that.
Ceiling 3 meters high Made store a bit more specious
Light Mixture of yellow and It was a bit dark for this store, although there were no
white color problem for checking out products.
Loud and Noisy Quiet store
Music No
Temperature Quite Good
Crowed with merchandise Different types and specials toys.
or sparse
Security Visibility Hard to notice One camera in the left corner
Staying in this store Like 8 – 10 min
Perceived value of the It was a bit expensive
merchandise.

5. Toys Shop – Personnel:
Method to Check Short Details
Answer
Initiate Contact Like 3 – 5 min
Have script to follow Yes He started with this question : for what range you need a toy?
Treat differently Yes Different treat proportionally with different ages.
Ratio There was just one salesman for all customers
Age and Gender One 25ish male salesman
Using Store Products No
Have Uniform No
Match the Store Images Yes

6. Toys Shop – Products:
Method to Check Short Details
Answer
First Notice - A Chinese wooden toy.
Central feathered products Yes A shelf in the center of the store.
“for sale” locate products
Arrange By Functions
Free Samples No
Eye Level - Small ones , you could see many off them with one shot
Least accessible - Big and huge ones
Most Expensive location - More on the top shelves
Least Expensive Location - More on the bottom where you could reach them easily
Easy To Find Prices Yes All of them had price label
Impulse Item near the No
Counter

7. Toys Shop – Customer:
Method to Check Short Details
Answer
Customer Mostly Family Mother-Sons/Daughters– young couples sometimes
Avg Age and Gender 15-26 years Old Both genders
Walk in the same path ? Yes mostly This side of the shops had more interesting toys .
Staying Time 5-7 min If they wanted to buy something it took them more
Touch the products ? Yes Mostly liked to feel the toys with their fingers.
Be On the Mission ? No Mostly just got themselves inside for browsing.
Percent purchase by 2 out of 5 Like 40%
Customer

8. Toys Shop – Drawing:
Counter
Feature Products
Merchandise Shelves

9. Luxury Shop

10. Luxury Shop– Before You Enter The Store :
Does the Was the How does How Big What
Store door this make is the sign does it tell
Draw You open or you feel ? lettering you about
In ? close ? • Free to go and in the store ?
• Yes , Grace • Open in what • ---
of products font?
that how
put in • It didn’t
showcase have any
banner

11. Luxury Shop – Environment:
Method to Check Short Answer Details
Color Scheme : White decorate Which was suitable with golden products
Type of Floor White Ceramic ---
Ceiling 2.5 meters high It is thought that the store is full of products.
Light Very shining It was affected positively. Specially in reflects in
golden products
Loud and Noisy Very Quiet Not many customers went in.
Music No
Temperature A Bit Cold
Crowed with merchandise Sparse ---
or sparse
Security Visibility Didn’t have any ----
Staying in this store 4-5 min -
Perceived value of the Kinda If I had that much money I’d like to but from that
merchandise. store.

12. Luxury Shop – Personnel:
Method to Check Short Details
Answer
Initiate Contact 2 – 3 min
Have script to follow No I don’t think so.
Treat differently No
Ratio There was just one salesman for all customers
Age and Gender One 35-40 years old male salesman
Using Store Products No
Have Uniform No
Match the Store Images No What he wore was very simple and typical

13. Luxury Shop – Products:
Method to Check Short Details
Answer
First Notice - A Golden Vase
Central feathered products Yes Small products where there.
“for sale” locate products
Arrange By Types more
Free Samples No
Eye Level - The new products I think.
Least accessible - Big and very expensive ones
Most Expensive location - Top of the shelves and some of them were back shelf of shop
assistant.
Least Expensive Location - More on the bottom where you could reach them easily
Easy To Find Prices No You have to ask for each of them.
Impulse Item near the No -
Counter

14. Luxury Shop – Customer:
Method to Check Short Details
Answer
Customer Mostly Women Sometimes couples in middle aged.
Avg Age and Gender 25 – 40 Women more.
Walk in the same path ? - It’s got just one direction
Staying Time 5-7 min If they wanted to buy something it took them more
Touch the products ? Yes – Just Touch
Be On the Mission ? No Mostly just got themselves inside for browsing.
Percent purchase by 2 out of 10 Like 20%
Customer

15. Luxury Shop – Drawing:
Feature Products
Counter
Merchandise Shelves

16. Slippers Shop

17. Slippers Shop – Before You Enter The Store :
Does the Was the How does How Big What
Store door this make is the sign does it
Draw You open or you feel ? lettering tell you
In ? close ? • Nothing and in about the
• No • Open Special what store ?
font? • Nothing
• Very Big
letters sign

18. Slippers Shop– Environment:
Method to Check Short Answer Details
Color Scheme : Brown Decorate
Type of Floor White Ceramic
Ceiling 2.5 meters high Made the shop smaller than really it was
Light Not Very Shining You had problem to see top products clearly
Loud and Noisy Quiet store
Music No
Temperature Quite Good
Crowed with merchandise Yes, Full of merchandise
or sparse
Security Visibility Didn’t have any -
Staying in this store Like 2-4 min
Perceived value of the No Really The prices were perceivable but if you really need to
merchandise. buy one of these.

19. Slippers Shop– Personnel:
Method to Check Short Details
Answer
Initiate Contact No One Came
Have script to follow No Just one person stayed at counter .
Treat differently No -
Ratio - There was just one salesman for all customers
Age and Gender One 20-21 woman salesman
Using Store Products Yes He used a pair of slipper.
Have Uniform No
Match the Store Images No

20. Slippers Shop – Products:
Method to Check Short Details
Answer
First Notice - A Dark Slipper with funny shape
Central feathered products No All the products were next to walls
“for sale” locate products In the vertical rods and hangers on the wall
Arrange By Model
Free Samples No
Eye Level - Popular ones , the one customers buy more
Least accessible - Old products
Most Expensive location - They were separated on a different shelf
Least Expensive Location - More on the bottom where you could reach them easily
Easy To Find Prices Yes Most of them had lable on themselves.
Impulse Item near the No
Counter

21. Slippers Shop– Customer:
Method to Check Short Details
Answer
Customer Mostly Men But there were ladies too
Avg Age and Gender 20-50 years Old Both genders
Walk in the same path ? - -
Staying Time 5-7 min -
Touch the products ? No Sometimes just to check the quality.
Be On the Mission ? No Mostly just got themselves inside for browsing.
Percent purchase by 3 out of 10 Like 30%
Customer

22. Slippers Shop – Drawing:
Merchandise Shelves
Counter

23. Underwear Shop

24. Underwear Shop – Before You Enter The Store :
Does the Was the How does How Big What
Store door this make is the sign does it
Draw You open or you feel ? lettering tell you
In ? close ? • Nothing and in about the
• No • Open Special what store ?
font? • Nothing
• Didn’t
have any

25. Underwear Shop– Environment:
Method to Check Short Answer Details
Color Scheme : Steel Decorate
Type of Floor Brown Parquet
Ceiling 2.5 meters high Made the shop smaller than really it was
Light Medium Quite good for this shop.
Loud and Noisy A Bit Noisy Because the type of music.
Music Yes
Temperature Cold The window was opened
Crowed with merchandise Yes, Full of merchandise
or sparse
Security Visibility Didn’t have any -
Staying in this store Like 1 – 2 min
Perceived value of the No Really The prices were perceivable but if you really need to
merchandise. buy one of these.

26. Underwear Shop– Personnel:
Method to Check Short Details
Answer
Initiate Contact Immediately
Have script to follow Yes Start with this question : what do you need ?
Treat differently No -
Ratio - There was just one salesman for all customers
Age and Gender One 27-30 Salesman
Using Store Products I Think so No way to check
Have Uniform No
Match the Store Images Yes

27. Underwear Shop – Products:
Method to Check Short Details
Answer
First Notice - Nothing Specially
Central feathered products No All the products were next to walls
“for sale” locate products In the steel shelves.
Arrange By Type
Free Samples No
Eye Level - New Products
Least accessible - The expensive and original products which were located
behind the counter.
Most Expensive location - -
Least Expensive Location - On the shelves
Easy To Find Prices No You have to ask for the price.
Impulse Item near the No
Counter

28. Underwear Shop– Customer:
Method to Check Short Details
Answer
Customer Mostly Men It was a men shop.
Avg Age and Gender 22-40 years Old Male
Walk in the same path ? - -
Staying Time 1-2 min -
Touch the products ? No Most of the products covered in the plastic bags
Be On the Mission ? Yes The usually asked for a kind of product
Percent purchase by 3 out of 5 Like 60%
Customer

29. Underwear Shop – Drawing:
Counter
Merchandise Shelves