1. Store: Pull and Bear
Time: 25 min.
Before I enter the store
Store drayed me in by nice interior.
The door was opened. I felt interested to go in. It wasn’t so large but not so little too. Name of
the store told me that I can pull clothes and bear them, so I went to this store or buy some
clothes.
Environment
The color scheme is in dark tones, so this makes to me a sense of comfort. Floor has type like
some kind of tile. It is comfortable to go on it and without sliding. The ceiling is about 3 meters.
It is spacious and chandeliers do not interfere.

2. Store isn’t so brightly but it is enough to normally examine products.
The environment isn’t loud and other sounds do not interfere. Music and people conversations
are causing the noise. Music is playing. It is really fit the environment. The store is warm and
sparse. The store hasn’t any distinctive smells.

3. Cash register located in the meddle of the store between men’s and women’s sections.
The store security is invisible. I want to stay in this store for hours.
Personnel
Time for contact salesperson to customer takes for about 1-5 min. The salesperson has a script
but too small.The salesperson treats rarely different customers differently. The ratio of
salespeople to customers is 20% to 80%. Age of the employees is for about 20-25 years and
gender is male and female. The salespeople haven’t any uniform.

4. Products
The first product that I noticed was jeans. This store hasn’t a central display table with featured
products.
The products arranged by function.
There are jeans, T-shirts, pullovers, jackets at eye level. There are women’s jackets in the least
accessible locations. Prices of the products are at everyone product on the label.
Customers
Most customers aren’t alone; mostly they are with their boyfriends/girlfriends. The average age
of customers is ~30 years and average gender is female. On average customers stay in the store
for about 30min. Customers can touch the products, it isn’t forbid.
Most customers are only browsing. Percent of customers that purchase products in the store are
~25%.