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ECCO Before you enter the store: Does the store draw you in? If so, how? YES - brand, space, light Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 50cm x 200cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
Environment: What is the color scheme of the store? How does this affect you? White colors, massive food flour – fells classic and reliable What type of floor does the store have? How does this effect the environment? Massive wood flour – feels solid How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music from shopping mall alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Not too crowded Does the store have a distinctive smell? No Where is the cash register located? End of store How visible is the store security? Not visible How long do you want to stay in this store? 5-10 min Does the environment influence the perceived value of the merchandise? yes
Personnel: How long does it take before a sales person initiates contact? Too long Does the salesperson have a script to follow with each customer? Maybe Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:5 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Yes middle of the shop How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
What products are at eye level? Main stream What items in the store are in the least accessible locations? Up sale products (accessories) Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Yes Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Families What is the average age and gender of the customers? 35-40 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 10 Other Observations:
SPORTLAND Before you enter the store: Does the store draw you in? If so, how? No Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 30cm x 20cm to small What does it tell you about the store? Lack attention to details
Environment: What is the color scheme of the store? How does this affect you? Red colors, related to sports What type of floor does the store have? How does this effect the environment? Red imitation of sport arena / trek How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Not to bright, cozy How loud is the environment? Normal What is causing the noise? Customers and music Is there music playing? If so, does it fit the environment? Yes, Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Lots of space Does the store have a distinctive smell? No Where is the cash register located? Middle of store How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 10-15 min Does the environment influence the perceived value of the merchandise? Not really
Personnel: How long does it take before a sales person initiates contact? Too long Does the salesperson have a script to follow with each customer? No just opening line Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:3 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? Yes Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
What products are at eye level? Main stream What items in the store are in the least accessible locations? Expensive (watched etc) are lock away Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people What is the average age and gender of the customers? 25 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 15min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 10 Other Observations:
MEXX Before you enter the store: Does the store draw you in? If so, how? YES - brand, window, space, light Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
Environment: What is the color scheme of the store? How does this affect you? White/grey colors, feels modern What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music from shopping mall alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Not too crowded Does the store have a distinctive smell? No Where is the cash register located? Middle left side of store How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 15 min Does the environment influence the perceived value of the merchandise? yes
Personnel: How long does it take before a sales person initiates contact? Medium fast Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:3 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? No Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near the entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
What products are at eye level? Main stream What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people What is the average age and gender of the customers? 25-30 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 15 Other Observations:
BALTMAN Before you enter the store: Does the store draw you in? If so, how? Not to much – 0 customers Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 200cm sign, but its not lighted, looks old fashioned What does it tell you about the store? Does not pay attention to sign
Environment: What is the color scheme of the store? How does this affect you? Very simple, not to attractive What type of floor does the store have? How does this effect the environment? Simple light grey floor – nothing special How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Not too bright, normal How loud is the environment? Normal – quiet What is causing the noise? Only sound from alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Empty Does the store have a distinctive smell? No Where is the cash register located? Left side of store near the entrance How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 5 min Does the environment influence the perceived value of the merchandise? yes
Personnel: How long does it take before a sales person initiates contact? Fast Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 2:1 What age and gender are the employees? Women 25-35 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near the entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
What products are at eye level? Main stream What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Seniors What is the average age and gender of the customers? 40 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product What percent of customers purchase products in the store? 1 from 5 Other Observations:
ELEKTROMARKT Before you enter the store: Does the store draw you in? If so, how? YES – big sign, entrance Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 500cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
Environment: What is the color scheme of the store? How does this affect you? Red/black colors, feels modern What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special How high is the ceiling? How does this feel? 10m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music Is there music playing? If so, does it fit the environment? Yes Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Not too crowded Does the store have a distinctive smell? No Where is the cash register located? Near the exit (have to go out over cash register) How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 30 min Does the environment influence the perceived value of the merchandise? yes
Personnel: How long does it take before a sales person initiates contact? Medium fast Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:5 What age and gender are the employees? Man 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near the entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No What products are at eye level?
More expensive products What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Easy Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people, friends What is the average age and gender of the customers? 25-30 When a customer enters the store, do they tend to walk in the same path or direction? - Yes How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 10 Other Observations:
IDEAL Before you enter the store: Does the store draw you in? If so, how? YES - brand, window, space, light Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
Environment: What is the color scheme of the store? How does this affect you? White colors, feels modern What type of floor does the store have? How does this effect the environment? Wooden light floor – nothing special, but nice How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music from shopping mall alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Lot of space Does the store have a distinctive smell? No Where is the cash register located? End of store How visible is the store security? Yes security gates, products are fixed to counters How long do you want to stay in this store? 20 min Does the environment influence the perceived value of the merchandise? yes
Personnel: How long does it take before a sales person initiates contact? Very fast Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:10 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? None How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
What products are at eye level? Most expensive ones What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people What is the average age and gender of the customers? 25-30 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes, but not all and yes Do most customers appear to be on a mission or are they browsing? Browsing What percent of customers purchase products in the store? 1 from 50 Other Observations:

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2 paying attention

  • 1. ECCO Before you enter the store: Does the store draw you in? If so, how? YES - brand, space, light Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 50cm x 200cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
  • 2. Environment: What is the color scheme of the store? How does this affect you? White colors, massive food flour – fells classic and reliable What type of floor does the store have? How does this effect the environment? Massive wood flour – feels solid How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music from shopping mall alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Not too crowded Does the store have a distinctive smell? No Where is the cash register located? End of store How visible is the store security? Not visible How long do you want to stay in this store? 5-10 min Does the environment influence the perceived value of the merchandise? yes
  • 3. Personnel: How long does it take before a sales person initiates contact? Too long Does the salesperson have a script to follow with each customer? Maybe Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:5 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Yes middle of the shop How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
  • 4. What products are at eye level? Main stream What items in the store are in the least accessible locations? Up sale products (accessories) Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Yes Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Families What is the average age and gender of the customers? 35-40 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 10 Other Observations:
  • 5. SPORTLAND Before you enter the store: Does the store draw you in? If so, how? No Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 30cm x 20cm to small What does it tell you about the store? Lack attention to details
  • 6. Environment: What is the color scheme of the store? How does this affect you? Red colors, related to sports What type of floor does the store have? How does this effect the environment? Red imitation of sport arena / trek How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Not to bright, cozy How loud is the environment? Normal What is causing the noise? Customers and music Is there music playing? If so, does it fit the environment? Yes, Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Lots of space Does the store have a distinctive smell? No Where is the cash register located? Middle of store How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 10-15 min Does the environment influence the perceived value of the merchandise? Not really
  • 7. Personnel: How long does it take before a sales person initiates contact? Too long Does the salesperson have a script to follow with each customer? No just opening line Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:3 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? Yes Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
  • 8. What products are at eye level? Main stream What items in the store are in the least accessible locations? Expensive (watched etc) are lock away Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people What is the average age and gender of the customers? 25 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 15min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 10 Other Observations:
  • 9. MEXX Before you enter the store: Does the store draw you in? If so, how? YES - brand, window, space, light Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
  • 10. Environment: What is the color scheme of the store? How does this affect you? White/grey colors, feels modern What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music from shopping mall alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Not too crowded Does the store have a distinctive smell? No Where is the cash register located? Middle left side of store How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 15 min Does the environment influence the perceived value of the merchandise? yes
  • 11. Personnel: How long does it take before a sales person initiates contact? Medium fast Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:3 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? No Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near the entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
  • 12. What products are at eye level? Main stream What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people What is the average age and gender of the customers? 25-30 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 15 Other Observations:
  • 13. BALTMAN Before you enter the store: Does the store draw you in? If so, how? Not to much – 0 customers Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 200cm sign, but its not lighted, looks old fashioned What does it tell you about the store? Does not pay attention to sign
  • 14. Environment: What is the color scheme of the store? How does this affect you? Very simple, not to attractive What type of floor does the store have? How does this effect the environment? Simple light grey floor – nothing special How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Not too bright, normal How loud is the environment? Normal – quiet What is causing the noise? Only sound from alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Empty Does the store have a distinctive smell? No Where is the cash register located? Left side of store near the entrance How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 5 min Does the environment influence the perceived value of the merchandise? yes
  • 15. Personnel: How long does it take before a sales person initiates contact? Fast Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 2:1 What age and gender are the employees? Women 25-35 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near the entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
  • 16. What products are at eye level? Main stream What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Seniors What is the average age and gender of the customers? 40 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product What percent of customers purchase products in the store? 1 from 5 Other Observations:
  • 17. ELEKTROMARKT Before you enter the store: Does the store draw you in? If so, how? YES – big sign, entrance Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 500cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
  • 18. Environment: What is the color scheme of the store? How does this affect you? Red/black colors, feels modern What type of floor does the store have? How does this effect the environment? Simple light floor – nothing special How high is the ceiling? How does this feel? 10m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music Is there music playing? If so, does it fit the environment? Yes Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Not too crowded Does the store have a distinctive smell? No Where is the cash register located? Near the exit (have to go out over cash register) How visible is the store security? Yes security gates / tags How long do you want to stay in this store? 30 min Does the environment influence the perceived value of the merchandise? yes
  • 19. Personnel: How long does it take before a sales person initiates contact? Medium fast Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:5 What age and gender are the employees? Man 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? Near the entrance How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No What products are at eye level?
  • 20. More expensive products What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Easy Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people, friends What is the average age and gender of the customers? 25-30 When a customer enters the store, do they tend to walk in the same path or direction? - Yes How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes and yes Do most customers appear to be on a mission or are they browsing? Searching for product / offer What percent of customers purchase products in the store? 1 from 10 Other Observations:
  • 21. IDEAL Before you enter the store: Does the store draw you in? If so, how? YES - brand, window, space, light Is the door open or closed? Open How does this make you feel? Invited How big is the sign lettering and in what font? 100cm x 200cm massive lighted sign, catches eye What does it tell you about the store? Sign is strong and important for the shop
  • 22. Environment: What is the color scheme of the store? How does this affect you? White colors, feels modern What type of floor does the store have? How does this effect the environment? Wooden light floor – nothing special, but nice How high is the ceiling? How does this feel? 4m, feels nice and big space How brightly lit is the store? How does this affect you? Too bright, feels like in hospital How loud is the environment? Medium loud What is causing the noise? Customers and music from shopping mall alley Is there music playing? If so, does it fit the environment? No music in store Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Lot of space Does the store have a distinctive smell? No Where is the cash register located? End of store How visible is the store security? Yes security gates, products are fixed to counters How long do you want to stay in this store? 20 min Does the environment influence the perceived value of the merchandise? yes
  • 23. Personnel: How long does it take before a sales person initiates contact? Very fast Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1:10 What age and gender are the employees? Women 20-25 Are the salespeople using the store products? No Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Near the entrance Is there a central display table with featured products? Yes Where are items that are “for sale” located in the store? None How are the products arranged? By function? By price? By color? Function (product line/type) Are there free samples or demonstrations? No
  • 24. What products are at eye level? Most expensive ones What items in the store are in the least accessible locations? Up sale products (accessories) locked behind glass Where are the most and least expensive products located? Lower shelf Are the prices of the products easy to find? Medium Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Yung people What is the average age and gender of the customers? 25-30 When a customer enters the store, do they tend to walk in the same path or direction? - No How long do customers stay in the store, on average? 10-20min Do customer touch the products? Is this encouraged? Yes, but not all and yes Do most customers appear to be on a mission or are they browsing? Browsing What percent of customers purchase products in the store? 1 from 50 Other Observations: