1. Before you enter to 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?
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?
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?
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?
Customers:
2. Are most customers alone or with someone else? What is the relationship?
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?
Other Observations:
3. Store 1 Store 2 Store 3
yes yes yes
open open open
good Good Good
very big and italic very big and bold very big and arial
colourful and attractive dark colour but lovely half white n pleasant
maroon,cool white coffee colour,fine
normal 8-10ft 8-10ft
too bright,Attracted less bright less bright
silent music silent
nothing songs nothing
nope yes no
cold cold cold
sparse sparse crowded
yes yes yes
Back of the store middle of the store middle of the store
high high high
30 mins 30 mins 20 mins
not much short span some time
yes yes yes
yes yes yes
1:02 1:05 1:03
female,male,20 to 30 females,20-30 females,males,20-30
yes yes no
nope no yes
yes yes yes
bands watch skirt
yes yes yes
at the end middle of the store at the end
by product by product mixed
no no no
watches,bands,ties ,shirts,pants most of them most of them
all are accessible pants few tops
pants,bands single piece,bands one piece,tops
yes yes yes
yes yes yes
4. accompained accompained accompained
20 to 30 all ages 20-40
yes no no
10 to 15 mins 15 mins 20 mins
yes yes yes
both both both
50% 40 45
5. Store 4 Store 5 Store 6
yes yes yes
open closed closed
Good
very big and arial very big and arial very big and arial
light colour,good black and white,nice white and sweet
white,pleasant cream,good looking white
8ft 8ft 10 feet
normal brightness too bright normal brightness ,pleasant
silent silent silent
nothing nothing announcements
no no nope
cold warm warm
crowded sparse crowded
yes no nope
back of the store front At the entry
low medium medium
15mins 20 mins 1 hour
short span immediately
yes yes yes
yes yes yes
1:03 1:02 1:10
females,20-25 20-25 20-50
yes yes yes
yes no yes
no yes yes
eye colours shampoos cupcake
yes yes yes
no where display all around
by product by product by product
yes yes no
most of them most of them lot of them
none few are not accessible
not able to identify because of lot of items
yes yes yes
no yes yes
6. single single alone
20-40 20-30 all ages
yes same path no
15-20 mins 15-30 mins 30 mins
yes no yes
both both yes
70 80 80
