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Tells about some observations done in 5 stores.
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Assignment 2:Observation Labs
- By Shruti
Observed Six Stores
• Shoppers Stop• Lifestyle• Sapna Book House• Reliance Footprints• Relaince Fresh• Bata
Footwear shop
Fashion & lifestyle store
Grocery shop
Footwear shop
Book Store
Fashion & lifestyle store
Lets look at each store
one by one
ATTRACTIONS
• Automatic glass door that welcomes you
• Big sign board with big and clear letters
• Big glass building at prominent location attracts customers
ENVIRONMENT
• House color: Black –followed throughout the store• Bright store : gives positive feelings and customer can clearly
see the products• Cash register location at the end of each floor• Background music with latest songs suits stores young image• Separate floors for
– Ladies Apparel– Gents Apparel– Kids Zone– Ground floor with footwear and fashion accessories
• Customer can stay for 2-3 hours in the store easily.
PERSONAL
• After 2-3 minutes the salesperson comes and ask if customer require any help.
• Customer is free to browse and can ask for help to salesperson if required
• Ratio of salesman to customers : 1:5• Both male and female (age 20-30yrs )
employees• Employees using uniform and match store
image
PRODUCT
• First product to notice: Watches• Central display table: NO• No on-going sale• Product are arranged by brands and then by
type• New arrivals are kept at eye level • Price of few products are not so easy to find• Impulse item is not present near cash counter
CUSTOMER
• Customers are with friends and families• Average age of customer: 30• Gender Ratio-50:50• Customer touches and try various products before
buying• Customer stays for 1-2 hours in the store • Customers first browse and buy whatever they like• 50% customers have bought something from the
store
OBSERVATIONS
• Store employees are not irritating• Gives customer his space, comes only when
you ask for help• Many people walk in to the store and browse
for long time and go without taking anything• Multiple items and brands gives vast variety
and range• Many family comes together to buy for
various members
LIFESTYLE
ATTRACTIONS
• Big building with 6 floors at prominent location attracts customers
• Multiple sign boards of all the stores in the mall • Open door with security guards to welcome
you
ENVIRONMENT• House color: orange, pink and white
– followed throughout the store
• Bright store : gives positive feelings and customer can clearly see the products
• Cash register is located at both end of each floor• Background music with latest songs suits stores young image• Customer noise makes environment loud• Separate floors for
– Ladies – Gents – Kids Zone– Home store
• Customer can stay for 3-4 hours in the store easily.
PERSONAL
• No salesperson comes and talks to you although they are present there and ready to help you anytime
• Customer is free to browse and can ask for help to salesperson if required gives sense of freedom in the store
• Ratio of salesman to customers : 1:10• Both male and female (age 20-30yrs ) employees• Employees using uniform and match store image
PRODUCT
• First product to notice: Perfumes and cosmetics products
• Central display table: yes• Various offers and sale items present• Product are arranged by brands and then by
type• New arrivals are kept at eye level • Price of products are easy to find• Impulse item is not present near cash counter
CUSTOMER• Customers are with friends and families• Average age of customer: 30• Gender Ratio (F/M)-70:30• Customer touches and try various products
before buying• Customer stays for 2-3 hours in the store • Customers first browse and buy whatever they
like• Only 30% customers have bought something from
the store
• Store employees are not irritating• Gives customer his space, comes only when you
ask for help• Many people walk in to the store and browse for
long time and go without taking anything• Multiple items and brands gives vast variety and
range• Many family comes together to buy for various
members
OBSERVATIONS
SAPNA BOOK HOUSE
Attractions
• Building with 4 floors at prominent location attracts customers
• Big sign board of all with clear font “Sapna Book House- India’s largest book store” to attract customer
• Open door with security guards to welcome you
Environment• House color: grey and white
– followed throughout the store• Very Bright store : gives positive feelings and customer can
clearly see and read the books• Cash register is located at the entrance of ground floor• Light Background music suits stores• Quite environment • Separate floors for
– Books– CD,DVDs and others– Stationary
• Customer can stay for 1-2 hours in the store easily.
Personal
• No salesperson comes and talks to you although they are present there and ready to help you anytime
• Customer is free to browse all the books and can ask for help to salesperson if required- gives sense of freedom in the store
• Ratio of salesman to customers : 1:5• Both male and female (age 25-40yrs ) employees• Employees using uniform and match store image
Product
• First product to notice: Newly launched books• Central display table: yes• Various offers and sale items present• Books are arranged by type and then by
author • Most selling books are kept at eye level • Price of books are easy to find• Impulse item is present near cash counter
Customer• Customers are either alone or with 1-2 friends • Average age of customer: 25• Gender Ratio (F/M)-60:40• Customer touches and read the book before
buying• Customer stays for 30 minutes in the store • Customers first browse and buy whatever they like• 90% customers have bought something from the
store
Observation
• Store employees are not irritating• Gives customer his space, comes only when you
ask for help• Many people walk in to the store and browse in
their relevance section for some time and purchase books
• Multiple books under same roof gives vast variety and range
• Mostly students and working people are customers
RELIANCE FOOTPRINTS
Attractions
• Red color building with 2 floors • Sign board of all with logo and font “Reliance
footprints” to attract customer• Open door with security guards to welcome
you
Environment• House color: red
– followed throughout the store• Not too bright store : gives dull feelings and store
looks little congested• Cash register is located at the end of ground floor• Background music suits stores• Separate floors for ladies and gents• Customer can stay for 15-30 minutes in the store
Personal
• Salesperson comes and talks to you within 2 seconds
• Customized script for salesman• Ratio of salesman to customers : 1:1• Both male and female (age 25-30yrs )
employees• Employees using uniform and match store
image
Product
• First product to notice: Shoes display• Central display table: yes• Various offers and sale items present• Footwear are arranged by brand and then by
type • Daily footwear are kept at eye level • Price of footwear is difficult to find• Impulse item is not present near cash counter
Customer
• Customers are either alone or with 1 friend• Average age of customer: 30• Gender Ratio (F/M)-50:50• Customer touches and try the footwear before
buying• Customer stays for 15-30 minutes in the store • Customers appears to be on mission• 20% customers have bought something from the
store
Observation
• Store employees are helpful• Many people walk in to the store with clear
mission and browse in their relevance section for some time but do not purchase
• Limited brands in the store gives limited collection
RELIANCE FRESH
Attractions
• 1 floor in a small building • Sign board of all with logo and font “Reliance
Fresh” to attract customer• Open door with security guards
Environment
• House color: red • Bright store but looks little congested• Cash register is located at near exit• No background music• 1 floor for all groceries• Customer can stay for 30min -1 hr in the store
Personal
• No salesperson comes and talks to you • Salesperson are available for help• Ratio of salesman to customers : 1:30• Both male and female (age 20-35yrs )
employees• Employees using uniform and match store
image
Product
• First product to notice: Offer and sale products• Central display table: yes• Various offers and sale items present• Grocery is arranged by type • Big price tags : very easy to find• Impulse item is present near cash counter
Customer
• Customers are either alone or with 1 friend• Average age of customer: 35• Gender Ratio (F/M)-50:50• Customer touches the product and keep in the
cart• Customer stays for 15-30 minutes in the store • Customers appears to be on mission• 100% customers have bought something from the
store
Observations
• Store employees are helpful• All people walk in to the store
with clear mission and browse in their relevance section and purchase the groceries
• Customers don’t spend much time in store.
Attractions
• Red and white color building• Sign board of all with logo and font
“BATA” to attract customer• Open door with no security guards • Nobody to welcome you
Environment
• House color: red– followed throughout the store
• Bright and spacious store• Cash register is located near the entrance
Background music suits stores• Same floors but different sides for ladies and
gentleman• Customer can stay for 30-40 minutes in the
store
Personal
• No salesperson comes and talks to you • Ratio of salesman to customers : 1:10• Male employees (age 30-40yrs )• Some employees not using uniform and do
not match store image
Product
• First product to notice: Ladies shoes display• Central display table: yes• No offers or sale items present• Footwear are arranged by brand and then by
type • Most selling designs are kept at eye level • Price of footwear is easy to find• Impulse item is not present near cash counter
Customer
• Customers are either alone or with 1 friend
• Average age of customer: 35• Gender Ratio (F/M)-50:50• Customer touches and try the footwear
before buying• Customer stays for 15-30 minutes in
the store • Customers appears to be on mission• 10% customers have bought something
from the store
Observations
• Store employees are not helpful• No salesperson present or visible• In case customer requires help , the
salesperson comes after 15-20 minutes• Many people walk in to the store with clear
mission and browse in their relevance section for some time but walk out without purchasing because of bad service
Thanks for watching
-Shruti
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