Assignment 2- ARE YOU PAYING ATTENTION?

1. Assignment 2
ARE YOU PAYING ATTENTION?

2. For the assignment I visited six stores in a
shopping mall, but I focused only in two, GAP
and TENNIS; both are clothing stores for men,
women and children.

3. Before enter the stores
GAP has a large store situated in a main corner inside the mall. It has
two wide doors, one for adult’s section and other for children’s section.
The local looks very brightly lit due, it has lot of lights inside. The le-
ttering is not too big; but it draws enough attention anyway.
On the other hand, TENNIS has a smaller store and is darker than
GAP. The good thing is that TENNIS has a thematic atmosphere which
includes low lighting and old stuff decoration that makes it very inter-
esting from the outside.
In short, both stores drew my attention in their own way by going for
different styles, although GAP had had more number of visitors.

4. Environment
In shopping malls is very difficult to draw attention because there are
too many shops trying so hard to do the same; so color schemes and
decorations only make us understand that the product is high quality
and consequently it is expensive. So, sale offers and/or a preference for
any store would be the key factor for choosing between one to other.
The floor of the stores is different. GAP, by going for a very brightly lit
environment has a very white floor which helps enhancing the lit, whereas
TENNIS has a scruffy dark floor which also enhances that old style.
In both stores there are music playing that effectively fits the envi-
ronment, and makes the visit pleasanter. In GAP there are more mer-
chandise exhibited than TENNIS, but in both, the merchandise is well
organized and one couldn´t find anything in disorder.
Both stores has a distinctive smell that definitively makes the envi-
ronment more relaxed and makes people don’t want to go out, also it
draws attention of people passing outside.
Finally, let’s talk about security. In GAP there is only one security
guard in the entrance, in TENNIS there isn’t any security guard. So,
in my experience, it was more comfortable getting into the last store
because I felt freer and less observed, which it is something that drives
me mad.

5. Personnel
I’ve always thought one thing about the labor of salespeople in stores.
Based on my previous experiences in shops and while doing this exercise,
for example when I entered a store called “Arturo Calle” -which is the
local leading clothing store in Colombia specialized in men’s clothing-
no sooner had I entered than a salesperson came to me to offer their
assistance or guidance in what I was looking for. The salesperson didn’t
separate away from me and he followed me all the time until I quitted
the store; that was very uncomfortable and very aggressive.
So returning the idea, I think the salespeople should be there only
when requesting for their support in whatever, so, you can feel free and
not like you were a prey waiting to be hunted for a salesperson.
In the two stores I’ve been evaluating, GAP and TENNIS, the sales-
people experience wasn’t too dramatic, it was normal and contrary to
I expected, in TENNIS no one came to me and I could see the clothes
and shoes freely.
On the other hand, I found that salespeople in GAP were wearing the
GAP’s clothing as a uniform, which I think it’s a very good idea when it
comes to make publicity and encourage sales.

6. Products
Products were the best I saw in my “quick-review” in terms of organi-
zation and displaying. The first items I noticed immediately I entered
the stores were sweaters and jerseys in GAP and shoes and boots in
TENNIS. I think because they were in mannequins and because they
were exhibited in frontal displays for promoting.
The products were arranged by children/adult, genre, type of clothing,
colors and sizes. Also one could touch and try the clothing if wanted.
Prices in GAP were easy to find, but in TENNIS not much; I barely no-
ticed the price label in some products, in the case of a pair of boots I
wanted to know the price, I had to ask for help to a salesperson.
I also found that the size which fits my body, because I’m skinny,
there wasn’t available in any of the stores. That was too disappointing,
because my size is XS (Extra-small) and I always expect to find the per-
fect size for me. In any case, I think there’s a target market underrated.

7. Costumers
I noticed that most of the GAP’s costumers stayed for an average of
fifteen minutes and they didn’t buy anything. They entered the store
just for browsing and maybe for trying. Off course, there were people
who bought something too. Instead, in TENNIS most of the people, who
were less numerous, seems to be sure and willing to buy something.
I think it happens because TENNIS makes more investment in deco-
ration and customization and people who entered the store go sure of
what they want to buy.

8. Insights
• I realized that, the freer the better. I mean the less salespeople or
security guards trying to get contact to you, the better. So, people
can feel less observed and more comfortable inside the store. In
case they want some help, the can request for a salesperson. At
least, that’s what I perceive here in Colombia. In this case, security
cameras would be more appropriate for this purpose.
• The more customized, the more seriously people are going to take
the store. I don’t know if it applies for all stores, but in my analysis,
this was the most conclusive.
• Stores are underrating a target market with -not ordinary- sizes
available. I know that most of the people are sizes S to XL, so sizes
like XS or XXL are not common and a huge market could be waiting
for this.