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Guide: Observation Lab

Store visits – Melbourne AUS

Observations

• Stores visited-

La Costa

Happy Lab

L’Occitane

Observations

• Stores visited-

Suzanne

Apple

PeterAlexander

La Coste

LaCoste

EnvironmentStore outline invites you with a friendly cool blue lettering an ambient crystal blue lighting scheme with clean tiled floor and a high 4 meter ceiling mostly white. The entry is thru open wide opening in the glass front. There are individual lit glass cases for fashion accessories / categories well presented without clutter. Most of them at eye level except ranges in sizes. Customers walk around winding thru the floor displays at times.This store is accented more towards male/female summer wear.

PersonnelSales people are young, stylish in attire and match the store image; alert to customer entry with a friendly smile.There is no Sale at the moment but with approaching Xmas season.

CustomersOn weekends the store has more visits and a customer spends an average 5 minutes if they are browsing and upto 3 minutes finishing a purchase.

LaCoste is located on a Shopping Mall housing both leading designer brand products and medium and vies to seek attention. Mostlyappealing to young people with fairly unrestricted open shopping habits.

Tall entry with a High skylight

Well lit cubicles with accented ceiling downlight glow

Happy Lab

Happy Lab

EnvironmentHappy Lab is unique in appearance with pleasant yellow water pipe down from the ceiling showing openings and the pipes ending on a glow bulb . The entry is 4 meter wide with partial glass front wall and a 4 meter ceiling. A lone central circular island with tapering levels showcase some aromatic/edible health products. A soft glow white lights up the display along an obtuse wall display. Colors blend well in the whole scene. A neat presentation of well catalogued products invites the curious customers to browse . A soothing music emphasises happy ambience

PersonnelSales people are young adults sporting a white , stylish attire and match the store image; alert to customer entry with a friendly smile.There is no Sale at the moment. A fire sale will liven up the Xmas New year sale period.

CustomersOn weekends the store has more visits and a customer spends an average 5 minutes if they are browsing and upto 3 minutes finishing a purchase.

Happy Lab is located on a Shopping Mall housing both leading designer brand products and medium range products and vies to seek attention. Mostly appealing to young people with fairly unrestricted open shopping habits.

Cool Attention Grabber idea !

Happiness glowing at the end of yellow pipes

L’OccitaneEnvironmentThis store is located at the corner of two walking bays of the Mall marketing branded beauty products, mainly facial/body care and fragrances. The sidewalk/front corner features wide golden rimmed glass window with colorful etched green scene with store caption in blue. The corner front window features a shiny brass distilling gadget of unknown kind, bound to arouse curiosity and make a passersby to stop to look. A clever ploy to seek attention.The side wall has curved glass ceiling letting in natural light from the mall’s higher glass ceiling. Ceiling spot lights with localisedfocus lights highlight the products in cubicles organised with different product types An uncluttered along the walls display presents a pleasing browse experience.

PersonnelYoung friendly adults with the in-style fashion attire enhance the store image with a friendly smile.

There is no Sale at the moment. A fire sale will liven up the Xmas New year sale period.

CustomersOn weekends the store has more visits and a customer spends an average 5 minutes if they are browsing and upto 3 minutes finishing a purchase.

L’Occitane is located on a Shopping Mall housing both leading designer brand products and medium and vies to seek attention. Mostly appealing to young people with fairly unrestricted open shopping habits.

L’Occitane

Golden Framed Corner

Shiny Copper vessel distilling gadget

Suzanne

SuzanneEnvironmentThis store is located at the middle of a wide walking bay of the Mall marketing designer branded products, mainly female attire. The front window features a relaxed bathing scheme with a stylish bath tub and colors of glowing yellow and Titanium white blending smooth with the bright lit glass window. The mannequins have a relaxed pose featuring stylish elegant dress. The display of neatly folded, hanging and draped towels have a matching and appealing effect on the whole scene that can not escape the attention. The entry is 4 meters wide and the whole store inside has an uniform bright pearly white glow. The display is clutter free and in various modes- conventional and stylish hanging rails with dresses, open wall lined displays, closed white closset. Very difficult to pass the store without stopping by.

PersonnelMature adult women with distinct fashion attire manage the store. They seem to be quite familiar with the clients needs and quite helpful with suggestions.

There is no Sale at the moment. A fire sale will liven up the Xmas New year sale period.

CustomersOn weekends the store has more visits and a customer spends an average 5 minutes if they are browsing and upto 3 minutes finishing a purchase.

Suzanne is located on a Shopping Mall and is leading designer brand. Mostly appealing to mature working urban women with distinct and demanding needs.

Show window U would stop by

Vast expanse of glowing shopping space

Apple

EnvironmentThis store is distinct among other stores located at the middle of a wide walking bay of the Mall. The store sports a wide open front only the familiar Apple logo separating the stores two approach ways, can both be an entry/exit. Spacious interior- The isles are wide, allowing patrons to move freely about the store, many units of each model of computer Apple offers is on display, in full working order; and again they are all accessible with no barriers indirectly impressing that there are no barriers between the user and content. The lighting is optimally designed to enhance the space and the ivory white /black that is invariably in their product. All computers, iPod touches, and iPhones are connected to the store’s Wi-Fi network. A customer can check out the favorite sites on any device. This is makes the store visit a friendly experience.

PersonnelLot of blue shirted personnel in swarms in the store give an assurance of service. A customer is typically required to go to the far end where a blue shirt logs him/her in and lines up with the product/service need.As for technical support Apple has 2 levels- Genius and Creative. Kind of geeks who are suppose to know-it-all about the products.But, to a new buyer all this could have a negative effect. And if the person is naïve/not-so-informed may be sold a mismatched item mostly to Apple’s benefit.There is no Cash Register or counter on the floor; everything is handled out of sight at the back of the store.

CustomersRealistic Expectations – Every Mac in the store has the latest OS installed, as well as iLife and iWork. One can get a real feel for how the apps you typically use will perform on any particular machine. In many cases, Apple even installs Final Cut, and other third-party software such as Photoshop, Quark XPress, and Microsoft Office on some Macs. This is especially useful for high-end users looking to check out the latest Mac Pro

A customer on a week day spends an average 15 minutes if they are browsing and upto another 10 minutes finishing a purchase.

On weekends there is a surge into the store. There is at times waiting upto 10 minutes before a blue shirt approaches and then on it is a matter of 15 minutes at the device center and further 10 to 15 minutes finishing a purchase.

Blue Army beckons one and all !!

PeterAlexander

PeterAlexander

EnvironmentStore has well lit canopy of skylight giving the interior a pleasing blue strip of friendly sky , a high 3 meter ceiling mostly white. The entry is thru open sliding glass door with show cases on either side of the entry door. The mannequins on the show cases are among a bit of cluttered objects totally out of any theme.Customers walk around the floor displays all the time. The re spotlights on a few products though not creating any great effect.This store is accented more towards female household/domestic items .

PersonnelSales people are young, and middle age women; They are alert to customer entry with a friendly smile.There is no Sale at the moment but with approaching Xmas season.

CustomersOn weekends the store has more visits and a customer spends an average 5 minutes if they are browsing and upto 3 minutes finishing a purchase.

PeterAlexander is located on a Shopping Mall housing both leading designer brand products and medium and vies to seek attention.

Me, You, little angel and PeterAlexander

INSIGHTS & HIDDEN OPPORTUNITIES

APPARELS & FASION STORES Suzanne and LaCoste have demonstrated their mature standing by their professional layout of

the store and presentation. Suzanne put a curious / chuckle element with their Bath tub and mannequins display- a great idea to catch the eye. Peter Alexander portrays a family friendly heme on their window through the mannequins and signs on the window.

HEALTH & BEAUTY STORESHappy Lab & L'Occitane have gone to some lengths with their yellow piping and Gold frame

corner to be different from run-of-the-mill display windows. Both have an ambience and glow of health and beauty about their shops,

TECH & GADGETSThe big Apple store is what it is - big and blue all over drumming up a customer friendly outfit

and a no-barrier to the customer theme. With free access through WiFI all their gadgets are "feelable" in the store.Still, it could be a bit intimidating to the first time visitor, more so if he/she does noyt wear a Geek Tag.