OBSERVATION LAB Shop 1

Store type drugstore, regionalStore size medium

Before you enter the store:

Does the store draw you in? If so, how? yesit is colorful, bright, people are mingling

Is the door open or closed? openHow does this make you feel? it feels invitingHow big is the sign lettering and in what font? size about 60 cm high

font similar to type-writer (lower-case)color blue

What does it tell you about the store? it is fun but professional at the same time

Environment:

What is the color scheme of the store? How does this affect you? purple and baby pinkit is feminine

What type of floor does the store have? How does this effect the environment? white tilesit seems brighter and maybe even larger

How high is the ceiling? How does this feel? about 3 mit feels larger

How brightly lit is the store? How does this affect you? the store has a lot of small lamps (dots) on the ceiling that give smooth lightthe space seems pleasant

How loud is the environment? not loudWhat is causing the noise? musicIs there music playing? If so, does it fit the environment? yes

yesIs the store warm or cold? warmIs the store crowded with merchandise or is it sparse? moderately crowdedDoes the store have a distinctive smell? yes, in a way (cosmetics)Where is the cash register located? near the exitHow visible is the store security? not visibleHow long do you want to stay in this store? long (maybe up to half an hour could be possible)Does the environment influence the perceived value of the merchandise? yes, it seems as an even more suitable choice for women

Personnel:

How long does it take before a sales person initiates contact? does notDoes the salesperson have a script to follow with each customer? yes (at the cash register)Does the salesperson treat different customers differently? very pleasant to everyoneWhat is the ratio of salespeople to customers? 20%What age and gender are the employees? female, 20s or 30sAre the salespeople using the store products? yes (I overheard them talking about their user experience)Do the salespeople have a uniform? yes, white working robesDo the salespeople match the stores image? yes

Products:

What is the first product that you notice? juiceIs there a central display table with featured products? yes, close to the cash register and at the cash registerWhere are items that are “for sale” located in the store? everywhere, with special price red tagHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? noWhat products are at eye level? unreduced productsWhat items in the store are in the least accessible locations? perfume (most expensive) are behind glass and customers are not encouraged to touch themWhere are the most and least expensive products located? most expensive (perfume) close to the cash register

least expensive next to the cash registerAre the prices of the products easy to find? yes, they are well displayedAre there impulse items near the cash register? yes, for example sweets

Customers:

Are most customers alone or with someone else? What is the relationship? most customers are women without company

What is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes

and mainly counter-clockwiseHow long do customers stay in the store, on average? about 10 minutes

Do customer touch the products? Is this encouraged? yes, in most casesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 95%

Other Observations: they have special shopping carts for kidsthere are magnifiers at the shopping cartsthey have a very valuable customer clubhealth is a big topic (healthy food, bio-food, bio-cosmetics)the personnel is very friendly

OBSERVATION LAB Shop 2

Store type female fashion store, EuropeanStore size medium

Before you enter the store:

Does the store draw you in? If so, how? yespretty clothes in the shop window, bright lights and colors, music

Is the door open or closed? openHow does this make you feel? makes me feel invitedHow big is the sign lettering and in what font? size about 25 cm high

font smooth (lower-case)color pink

What does it tell you about the store? cool and feminine store

Environment:

What is the color scheme of the store? How does this affect you? bright pinkthe color is appealing

What type of floor does the store have? How does this effect the environment? white, large and shiny tilesit seems elegant

How high is the ceiling? How does this feel? about 3 mspacy and nice

How brightly lit is the store? How does this affect you? small lamps (dots)it seems to be an inviting environment

How loud is the environment? pretty loudWhat is causing the noise? musicIs there music playing? If so, does it fit the environment? yes, pop/rock

yes, it suits young womenIs the store warm or cold? warmIs the store crowded with merchandise or is it sparse? rather crowdedDoes the store have a distinctive smell? not reallyWhere is the cash register located? to the left of the shop, close to exitHow visible is the store security? not visibleHow long do you want to stay in this store? quite long (half an hour or more)Does the environment influence the perceived value of the merchandise? yes, it does

Personnel:

How long does it take before a sales person initiates contact? a few minutesDoes the salesperson have a script to follow with each customer? yesDoes the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? 25%What age and gender are the employees? female, 20sAre the salespeople using the store products? yesDo the salespeople have a uniform? yes, but casualDo the salespeople match the stores image? yes

Products:

What is the first product that you notice? a white short skirtIs there a central display table with featured products? yes, close to the entranceWhere are items that are “for sale” located in the store? close to the changing roomsHow are the products arranged? By function? By price? By color? more or less by functionAre there free samples or demonstrations? ---What products are at eye level? accessories are at eye-levelWhat items in the store are in the least accessible locations? also accessoriesWhere are the most and least expensive products located? most expensive (but reduced) are displayed in the window shop

least expensive near the cash registerAre the prices of the products easy to find? not at allAre there impulse items near the cash register? yes, for example stockings and earrings

Customers:

Are most customers alone or with someone else? What is the relationship? customers are mainly women with their moms, friends or boyfriends

What is the average age and gender of the customers? 20-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? most of them do

and mainly counter-clockwiseHow long do customers stay in the store, on average? when browsing: 5 minutes

when on a mission: maybe 20 minutesDo customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? approximately 25%

Other Observations: male company is feeling boredthere are not enough items or combinations visibly displayeduniforms should be changed (it is more interesting when the personnel wears different latest products)the form of the shop is a triangle which is not practical (one part is being avoided)there are two entrances which is a double invitationwhite tiles and bright colors are much more appealing than gray tiles and darker colors

OBSERVATION LAB Shop 3

Store type female accessory shop, EuropeanStore size small

Before you enter the store:

Does the store draw you in? If so, how? yeslots of pretty colorful accessories are visible from outside

Is the door open or closed? openHow does this make you feel? makes me feel invitedHow big is the sign lettering and in what font? size about 30 cm high

font imitating hand-writing, with a large capital lettercolor golden

What does it tell you about the store? elegant and feminine store

Environment:

What is the color scheme of the store? How does this affect you? golden and silverit seems luxurious, although it is not

What type of floor does the store have? How does this effect the environment? gray tilesit completes the theme of the store

How high is the ceiling? How does this feel? about 3 min a way roomy

How brightly lit is the store? How does this affect you? small lamps (dots)the store looks brighter than it is

How loud is the environment? loudWhat is causing the noise? musicIs there music playing? If so, does it fit the environment? yes, urban

yes, totallyIs the store warm or cold? warmIs the store crowded with merchandise or is it sparse? pretty crowded with hundreds of pieces of jewellery, bags, hats...Does the store have a distinctive smell? noWhere is the cash register located? at the backHow visible is the store security? not visibleHow long do you want to stay in this store? long (up to 15 minutes)Does the environment influence the perceived value of the merchandise? yes, it seems luxurious, although the products aren't

Personnel:

How long does it take before a sales person initiates contact? does not contact (too busy?)Does the salesperson have a script to follow with each customer? can't tellDoes the salesperson treat different customers differently? I guess notWhat is the ratio of salespeople to customers? 20%What age and gender are the employees? female, 20s or 30sAre the salespeople using the store products? I think soDo the salespeople have a uniform? can't tell (only one person)Do the salespeople match the stores image? yes

Products:

What is the first product that you notice? colourful hatIs there a central display table with featured products? noWhere are items that are “for sale” located in the store? everywhereHow are the products arranged? By function? By price? By color? more or less by functionAre there free samples or demonstrations? ---What products are at eye level? smaller products (jewellery)What items in the store are in the least accessible locations? bigger items, also more expensive requiring assistance to be checked outWhere are the most and least expensive products located? most expensive above or close to least expensive (bags)

least expensive near the cash register and on eye-levelAre the prices of the products easy to find? higher prices are better displayed, lower prices are tinyAre there impulse items near the cash register? yes, toys and small accessories

Customers:

Are most customers alone or with someone else? What is the relationship? customers are mainly younger women with company (family, friends, boyfriends)

What is the average age and gender of the customers? 20-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? not really

How long do customers stay in the store, on average? when browsing: 5 minuteswhen on a mission: maybe 10 minutes

Do customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? approximately 35%

Other Observations: I like bright environment colors betterthere are too many things hanging around, I would emphasize a few articles in between othersI guess it is not a good idea to write higher prices on bigger signs and lower prices on smaller, justbecause the sign matches the accessory's sizemusic is OK, but I would choose other

OBSERVATION LAB Shop 4

Store type supermarket, EuropeanStore size super large

Before you enter the store:

Does the store draw you in? If so, how? yesfoot prints are drawn on the floor in front of the shop and all over the mall

Is the door open or closed? closed (but these are automatic sliding doors)How does this make you feel? makes me feel less invitedHow big is the sign lettering and in what font? size about 20 cm high, but the whole sign is almost 1 m

font massive bold font (uppercase)color blue and red

What does it tell you about the store? the store is fun, but professional at the same time(yellow being fun, blue being professional)

Environment:

What is the color scheme of the store? How does this affect you? blue and yellowit seems happy and bright

What type of floor does the store have? How does this effect the environment? tiles, beige with yellow spots (marble-like)it seems classier

How high is the ceiling? How does this feel? about 3 mthe ceiling is suitably high considering it is a large supermarket

How brightly lit is the store? How does this affect you? long lamps (neon lamps?)I can see everything better (and better read the prices)

How loud is the environment? moderately loudWhat is causing the noise? peopleIs there music playing? If so, does it fit the environment? no

---Is the store warm or cold? warmIs the store crowded with merchandise or is it sparse? very crowded, looks like a warehouse in a wayDoes the store have a distinctive smell? yes, but not a pleasant oneWhere is the cash register located? far from the entrance, where the exits are

How visible is the store security?visible (customers are warned about security tags on articles with a poster at the entrance and a guardwas also visible in the shop)

How long do you want to stay in this store? as short as possible (mostly because of the smell)Does the environment influence the perceived value of the merchandise? yes, the environment seems like a happy place although the goods are low-budget goods

Personnel:

How long does it take before a sales person initiates contact? does notDoes the salesperson have a script to follow with each customer? ---Does the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? 10%What age and gender are the employees? female, 30 years old on averageAre the salespeople using the store products? I guess yesDo the salespeople have a uniform? yes, blue and yellow (and sometimes green)Do the salespeople match the stores image? completely

Products:

What is the first product that you notice? bread (the bakery is near the entrance)Is there a central display table with featured products? there are more display tables and basketsWhere are items that are “for sale” located in the store? everywhere, very emphasizedHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? noWhat products are at eye level? mainly reduced productsWhat items in the store are in the least accessible locations? products are stacked so most articles are equally accessibleWhere are the most and least expensive products located? most expensive articles are in the parts of the shop that are far from entrance and exit

least expensive on eye-level and near the cash registerAre the prices of the products easy to find? yes, they are well displayed, yellow and with large digitsAre there impulse items near the cash register? yes, for example gum and chocolates

Customers:

Are most customers alone or with someone else? What is the relationship? customers are mainly family people

What is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes

and mainly counter-clockwiseHow long do customers stay in the store, on average? maybe 15 minutes

Do customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 99%

Other Observations: there are too many reductions (inflation of reduction signs)fresh air would be greatthere are no baskets in use, just carts

OBSERVATION LAB Shop 5

Store type supermarket, CroatianStore size large

Before you enter the store:

Does the store draw you in? If so, how? yesyou can tell there is a variety of products and the environment seems alive

Is the door open or closed? openHow does this make you feel? invitedHow big is the sign lettering and in what font? size about 20 cm high

font plain (uppercase)color red with green

What does it tell you about the store? the store is vivid

Environment:

What is the color scheme of the store? How does this affect you? red, green, yellowit animates

What type of floor does the store have? How does this effect the environment? white tilesseems clean

How high is the ceiling? How does this feel? about 3 mthe shop seems even larger

How brightly lit is the store? How does this affect you? pretty brightlyit animates

How loud is the environment? moderately loudWhat is causing the noise? people, announcementsIs there music playing? If so, does it fit the environment?

Is the store warm or cold? warmIs the store crowded with merchandise or is it sparse? pretty crowdedDoes the store have a distinctive smell? not reallyWhere is the cash register located? near the exitHow visible is the store security? visible in the space in front of the storeHow long do you want to stay in this store? long, but not too long (up to 15 minutes)Does the environment influence the perceived value of the merchandise? yes, the environment is sometimes of higher quality than the goods

Personnel:

How long does it take before a sales person initiates contact? does notDoes the salesperson have a script to follow with each customer? ---Does the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? maybe 15%What age and gender are the employees? female, 40+ on averageAre the salespeople using the store products? yes (you see them also as customers)Do the salespeople have a uniform? yes, redDo the salespeople match the stores image? completely

Products:

What is the first product that you notice? peppersIs there a central display table with featured products? I guess notWhere are items that are “for sale” located in the store? near the cash register are those specially reducedHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? noWhat products are at eye level? less popularWhat items in the store are in the least accessible locations? less popularWhere are the most and least expensive products located? most expensive (alcohol) not too far from the cash registers

least expensive at the cash registerAre the prices of the products easy to find? yesAre there impulse items near the cash register? yes, for example gum and sweets

Customers:

Are most customers alone or with someone else? What is the relationship? customers are alone or with their spouses/families

What is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes

and mainly clockwiseHow long do customers stay in the store, on average? maybe 10 minutes

Do customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 95%

Other Observations: goods on sale are announced over the speakersshopping baskets have small wheelsthere is a nice green corner in the market where they sell plants (near the cash register)milk and bread is at the farthest point of the shop

OBSERVATION LAB Shop 6

Store type eco food store, CroatianStore size small

Before you enter the store:

Does the store draw you in? If so, how? yesbecause of the announcement board in front

Is the door open or closed? open when the weather is fineHow does this make you feel? invited (when it is open)How big is the sign lettering and in what font? size maybe 20 cm high, but the whole sign is much larger

font imitating hand-writing, with a capital lettercolor blue

What does it tell you about the store? it is professional

Environment:

What is the color scheme of the store? How does this affect you? no special color theme

What type of floor does the store have? How does this effect the environment? tilestidy

How high is the ceiling? How does this feel? standardOK, it is a small shop

How brightly lit is the store? How does this affect you? the shorter lasting products are better litit animates to buy them

How loud is the environment? not loudWhat is causing the noise? only people cause a little noiseIs there music playing? If so, does it fit the environment? no

Is the store warm or cold? warmIs the store crowded with merchandise or is it sparse? not crowdedDoes the store have a distinctive smell? not reallyWhere is the cash register located? close to the exitHow visible is the store security? not visibleHow long do you want to stay in this store? long enough (up to 10 minutes)Does the environment influence the perceived value of the merchandise? not really

Personnel:

How long does it take before a sales person initiates contact? a few minutesDoes the salesperson have a script to follow with each customer? yesDoes the salesperson treat different customers differently? noWhat is the ratio of salespeople to customers? maybe 30% (one salesperson)What age and gender are the employees? 30+Are the salespeople using the store products? yesDo the salespeople have a uniform? yes, working robesDo the salespeople match the stores image? more or less

Products:

What is the first product that you notice? pastaIs there a central display table with featured products? yes, in the middle of the shopWhere are items that are “for sale” located in the store? on eye-levelHow are the products arranged? By function? By price? By color? by functionAre there free samples or demonstrations? yes, in the middle of the shopWhat products are at eye level? reduced as well as less soldWhat items in the store are in the least accessible locations? juice and marmalade (longer lasting)Where are the most and least expensive products located? most expensive products are on the shelves

least expensive products are in the fridgesAre the prices of the products easy to find? yesAre there impulse items near the cash register? not really (flour and apples are near the cash register)

Customers:

Are most customers alone or with someone else? What is the relationship? most customers are alone women or spouses or parents

What is the average age and gender of the customers? 30-somethingWhen a customer enters the store, do they tend to walk in the same path ordirection? yes

and mainly clockwiseHow long do customers stay in the store, on average? maybe 5 minutes

Do customer touch the products? Is this encouraged? yes, yesDo most customers appear to be on a mission or are they browsing? on a missionWhat percent of customers purchase products in the store? approximately 90%

Other Observations: people are coming back because of the quality of the productit is an atypical store, but popularthe personnel is very nice

To view parallel results, go to:https://docs.google.com/spreadsheet/ccc?key=0AooCILY4MljjdHdvRDJiUFlxSGVaaXpVU1pJWnFtcVE