Observation lab assignment

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


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


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 )


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 )


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

Education

Observation lab assignment