1. Observation Lab
Dulce Amaral Santos

2. Note: Portuguese legislation does not allows photos inside the
stores. This images are available in internet

3. Before entering the store….
• Some stores draw me in, some don’t.
– I was draw to the stores that sell products related with my
consumer habits
– I was draw to the stores with windows that show creativity
and color
– I wasn't draw to stores that have little interest or
investment in advertising and marketing, what I call low
profile stores, but I experience a enormous pleasure in
going to places that I have to know in advance where they
are and what they sell. Makes me feel like I control the
process instead of being an easily manipulated consumer
– I wasn't draw into stores that are crowded , dark or messy

4. Environment
Original detailed
decor

5. Environment
• I am very affected by the color scheme, lightening and perceived
warmth in the stores. I feel very comfortable and willing to spend
more time in stores that have natural light and attractive and
vibrant color scheme.
• Music in crowded spaces increases the messy feelings and over
stimulation, making me want to leave .
• Smell is my first sense. Love the smell of fresh linen, citrus, green
tea. Everything else might have the opposite effect
• Wooden floor, high ceilings, are interesting if well combined with
other decorative elements. Natural elements in décor “ real
materials” make stores look more expensive.
• Decoration and the amount of merchandising is what makes me
“deduct” on merchandise price. Sparse merchandise usually tells
me its an expensive store.

6. Personnel

7. Personnel
• Personnel is key factor. They are sometimes absent ( they
just don’t care if you find what you need) some times
annoying and intrusive.
• People in stores have an higher impact on me when using
uniforms or at least store products
• Sales people should always be beautiful and very neat
looking.
• Most sales people are part time students, so they clearly
have a script to talk to us
• Some stores manage to recruit and retain because its
common knowledge that looks is an important
criteria, so, being an employee gives young people a “good
look” status

8. Products
• Diversity
• Amount
• Display
• Touch
• Color
• Find
• Try

9. Products
• Most stores have several focal points instead just one. Creates an
idea of “ a lot to choose from”
• For sale items are located in dark corners. In sales season, they are
moved to the front
• Products are mores frequently arranged by stile and / or function.
Stile arrangements makes you wanna by related products that
“goes” with your first choice, like wine and cheese, Port and
Chocolate, Trousers and cardigans.
• Most expensive products are high and least expensive are low in
the shells
• Most stores have impulse items near the cash register
• Prices in more expensive stores are difficult to find, - price should
be the last piece of information about the product
• Prices in less expensive stores are displayed openly and can be the
first attraction item

10. Customers

11. Customers
• Customers rarely walk alone. They have
spouses, children, friends with them. I must be an
exception, I love shopping alone.
• There is never a place to sit your child and so after 15 m
you have to leave the store
• Most customers are women. Women are the most
important group in consumer goods. Children are
important decision makers
• Visiting stores is a common social activity this days, only
30% of consumers reach the cash register ( except in the
local market)
• People spend 20 minutes average in stores, but it depend a
lot on the kind of store.