Observation journey

Observation JourneyAdrián Catalán (@ykro)

looking for an insight

Bookstore

quiet atmosphere, wood floor and furniture (felt like home) and season decoration

employees uniform(gray vest) seem strange and felt out of place

most of the customers were accompanied and in the age range of 30+

they have security cameras I’ve never noticed before

even when they have a kids section no kid came while I was there

there’s a coffeshop in the store, the smell of fresh coffe invite you to stay and read a

book

Electronics

very clean and shiny, space and layout make you feel like you were in an open place

hostesses and salesmen chased me everytime I were close to a product

some of the brands were at the spotlight and the others were in places difficult to reach

some small expensive items (ipod nano, headphones, etc) where behind a glass

items of the same category (tv, refrigerator, stove, etc) have the price only if they are the cheapest (for

expensive items you have to ask the price)

Decoration & antiques

brightly place, layout properly distributed(products are easy to find)

weird smell (because some antiques and essences they have for sale I presume)

toys were located at lower height and expensive antiques at higher shelves

they have some bestselling books at the front but most of them were at the back and

in shelves(no central display)

Shoes

the salesmen were kind and friendly and seem interested in helping

the environment was awful, they didn’t have AC, aisles were small and the smell was odd

even that they only had 2 sales representatives and were several customers at the time, they approached me(and

everyone else) like every minute :S

small sizes of men shoes were at the very back of the store

impulse items near register were all for women

Clothes

big shopwindow, brightly store and big open door

music was loud, store products seem really expensive (but they were normally priced)

they have 2 visible security persons, one at the front and one at the back (both women)

sales representatives don't have a uniform but you can easily spot them (don’t ask how)

floor had a pattern different for each side of the store (men/women)

clothes were at eye level, high and low shelves had shoes

Dollar store

brightly place

loud music (from the mall and another track from the store, both reggaetón :S)

toys were located at lower height and expensive antiques at higher shelves

Make your store tell a story to the customers through the products

With insights we can change and improve the experience

Setup the layout to take maximun advantage of the space available (don’t over fill)

Use smells, sounds and colors in your benefit (even if you can’t control them)

Don’t sell a product, build a experience for the customers

Observation JourneyAdrián Catalán (@ykro)

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