Observation Lab

Grading / my subjective perception

1 positiv (+1) 0 neutral (+0) -1 negativ (-1)

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TOTAL SCORE Before you enter the store:

Does the store draw you in? If so, how? Is the door open or closed? How does this make you feel? How big is the sign lettering and in what font? What does it tell you about the store?

-12
not really closed negative/i'm not welcome large letterng brand to know -1 -1 -1 0 0 -3 -1 -1 0 -1 0 -1 0 1 -1 -1 1 1 -1 -1 -5 -1 -1 -1 -1 0 0 1 0 -3 0 -1 0 1 -1 0 0 0 1 0 0

7
yes, smell open positiv/i'm welcome large letterng brand to know 1 1 1 0 0 3 1 -1 1 1 0 0 -1 1 -1 0 -1 1 -1 1 1 0 1 1 0 0 1 1 1 5 0 -1 1 1 0 0 0 -1 -1 0 -1

11
yes, view from outside open positiv/i'm welcome large letterng brand to know 1 1 1 0 0 3 0 -1 0 0 0 0 0 1 -1 1 1 -1 1 1 2 -1 0 0 -1 0 0 1 1 0 0 1 0 1 0 0 0 0 1 1 4

-7
no, overcrowded on entry open positiv/i'm welcome large letterng brand to know -1 1 1 0 0 1 0 -1 0 0 -1 0 0 1 -1 -1 0 0 0 0 -3 -1 -1 -1 -1 1 1 -1 1 -2 0 -1 0 0 0 0 0 0 -1 0 -2

24
yes, bears and mickey mouses 1 open 1 positiv/i'm welcome 1 large lettering, friendly font 1 funstion/mission 1 5 brown and orange, positive large, no crowded appr. 3 m. high, neutral bright, neutral rather loud children no warm sparse no on entry/on exit no security > 30 min yes 1 1 0 0 0 0 0 1 1 1 1 1 1 1 9 1 0 1 1 0 0 0 1 4 0 1 0 1 1 0 0 0 1 0 4

11
yes, nice books on entry open, no doors at all positiv/i'm welcome large lettering, friendly font brand name 1 1 1 1 1

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yes, friendly personal open, no doors at all positiv/i'm welcome small lettering brand name/function/product

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TOTAL Environment:
What is the color scheme of the store? How does this affect you? What type of floor does the store have? How does this effect the environment? How high is the ceiling? How does this feel? How brightly lit is the store? How does this affect you? How loud is the environment? What is causing the noise? Is there music playing? If so, does it fit the environment? Is the store warm or cold? Is the store crowed with merchandise or is it sparse? Does the store have a distinctive smell? Where is the cash register located? How visible is the store security? How long do you want to stay in this store? Does the environment influence the perceived value of the merchandise? TOTAL red/yellow, negativ large, overcrowded floor appr. 3 m. high, neutral bright but to artifical/neon not annoying refrigerators no warm overcrowded yes on exit no security 15 min - no more yes, negatively

blue, positive large, overcrowded >3m, positive (space) bright and pleasant not annoying music no (country music) warm crowded yes in the middle no security up to 30 min yes, positiv

orange and white, neutral large but overcrowded appr. 3 m. high, neutral bright, neutral not annoying people no warm crowded no on exit very visible >30 min yes

orange, neutral large but overcrowded appr. 3 m. high, neutral bright, neutral loud music rather yes but to loud warm overcrowded yes apprx. 50 m. before exit not annoying 15 min yes, neutral

blue-green-white, neutral large, rather crowded floor >3m, positive (space) bright and pleasant not loud people no warm crowded no in the middle no security > 30 min yes, positiv

0 0 1 1 1 0 0 1 -1 1 -1 1 1 1 6 -1 -1 -1 0 0 1 0 1 -1 1 0 0 1 0 1 1 0 -1 1 4

orange, neutral very large floor :) sky bright street lit loud people no cold sparse - one product rather no by product immediatly no security 2 min rather no

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0 1 1 1 -1 0 0 -1 1 0 1 1 1 0 5 1 0 1 1 1 1 1 1 7 1 1 0 0 0 1 0 0 1 0 4

Personnel:
How long does it take before a sales person initiates contact? Does the salesperson have a script to follow with each customer? Does the salesperson treat different customers differently? What is the ratio of salespeople to customers? What age and gender are the employees? Are the salespeople using the store products? Do the salespeople have a uniform? Do the salespeople match the stores image? TOTAL no contact with sales no contact with sales no contact with sales apprx. 1 to 30 18-30 don't know yes yes about 5 min yes yes apprx. 1 to 10 both, 18-50 suppose yes yes yes about 10 min no rather yes apprx. 1 to 30-40 both, 20-60 don't know yes yes no contact with sales no contact with sales no contact with sales apprx. 1 to 30 both, 18-30 yes no yes 2 min no yes apprx. 1 to 5 women, 20-30 rather no yes yes no contact with sales no contact with sales no contact with sales apprx. 1 to 15 female, 40-60 rather yes no rather yes immediately rather no yes 1 to 1 1 male, 30-35 rather yes rather yes yes, totally

Products:
What is the first product that you notice? Is there a central display table with featured products? Where are items that are for sale located in the store? How are the products arranged? By function? By price? By color? Are there free samples or demonstrations? What products are at eye level? What items in the store are in the least accessible locations? Where are the most and least expensive products located? Are the prices of the products easy to find? Are there impulse items near the cash register? TOTAL apples no everywhere by function/by type no no logic behind no logic behind no logic behind yes yes body shop no on entry by function only by purchasing perfume generally add-on products expensive better placed no yes photo service yes, several everywhere by function no usefull small gudgets add-ons like handy covers no logic behind yes yes, usefull caps no in corners rather by function no different, no logic behind different, no logic behind different, no logic behind no rather no bear yes no items rather by color and type yes toys add-on-products different yes yes books no no items to sale found by function no bestseller worst-seller different no yes sausages yes no items to sale found not needed - one product no sausages nothing one price yes, totally not needed

Customers:
Are most customers alone or with someone else? What is the relationship? rather alone 0 rather alone 0 rather alone 0 together friend & family 0 families with children 1 rather alone 0 with friends 1

What is the average age and gender of 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 store, on average? Do customer touch the products? Is this encouraged? Do most customers appear to be on a mission or are they browsing? What percent of customers purchase products in the store? TOTAL

20-50 yes up to 30 min yes, yes on a mission 100%

0 0 0 0 1 1 2 -1 -1 -1 -3 -12

20-60 no up to 30 min yes, yes browsing apprx. 15-20%

0 0 0 1 0 -1 0 -1

14 - 60 no suggest > 30 min yes, yes browsing apprx. 30%

1 0 0 1 -1 -1 0 1 1

14-40 no > 30 min yes, yes rather browsing apprx. 15-20%

0 0 0 1 -1 -1 -1

2-40 yes > 30 min yes, yes rather browsing 30-40%

0 0 0 1 -1 0 1 1

20-70 no >30 min yes, yes rather browsing 30-40%

1 0 1 1 -1 0 2

15-50 yes 2-3 min after purchaising - yes rather purchaising apprx. 100%

1 1 1 1 1 1 7

Other Observations:
dirty, negative for a food store disordered products, negative for browsing over-worked/busy pesonal running back and forth TOTAL TOTAL The overall perception is rather negative, positive perception only by customers' category because of their efficiency (on a mission and 100% purchasing products) was thrown out because of filling the survey! welcome drink coupon was delivered on entry Addvertisement for 0% loan on entry innovative idea to build bear in the store

-1 7 The overall perception is positive, in customers' category is rather negative because of lower percentage of real buyers The overall perception is positive, in customers' category is rather negative because of lower percentage of real buyers

2 11 The overall perception is rather negative, the only positive is seeing from outside

0 -7 The overall perception is highly positive innovative idea and good implementation

1 24 The overall perception is positive - some improvements by sales contact and products are needed

11 The overall perception is highly positive - cool concept

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SUMMARY

Hidden Opportunities:

Althrough is a discounter, more attention have to be paid to cleanness and support to attract customers to come in and to stay longer inside

This store is not a discounter but is overcrowded with various Add-On-products (annoying). Better selection of additional products - concetrationg on core business is needed.

Most customers are browsing for gudgets, see and touch them but not buy. I claim that they are buying later online. Some effort should be invested there. Annoying presence of security - should be more hidden?

A lot of improvements suggestions could be done the most important should be better organise products and reduce the overcrowding.

The product line can be extended to allow build own toys and increase revenues

The store is very pleasant but overcrowded with addon-products. Posible improvements should be to deliver to customer abstracts for books on entry and generally more information about products

Product line can be extended (marginally because of restricted space :) )