Observation Lab - Ishan

7/31/2019 Observation Lab - Ishan

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Observation Lab

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Before you enter the store:

Does the store draw you in? If so, how?

Seems Simple, Not overcrowded

Is the door open or closed?

Open

How does this make you feel?

Not Discouraging

How big is the sign lettering and in what font?

Covering the top front of the entrance, Black

What does it tell you about the store?

Not providing a specific theme.


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Environment:

What is the color scheme of the store? How does this affect you?

Light Colored in general custom at specific sections

What type of floor does the store have? How does this effect the environment?

Tiled (White), Provides a glow with the shine.

How high is the ceiling? How does this feel?

10 feet (False Ceeling)

How brightly lit is the store? How does this affect you?

Very brightly, enables you to look further into the store

How loud is the environment?

Not Loud

What is causing the noise?

There is no noise.

Is there music playing? If so, does it fit the environment?

Party Music, at specified locations not reaching distant sections.

Is the store warm or cold?

Warm

Is the store crowed with merchandise or is it sparse?

Crowded

Does the store have a distinctive smell?

Fragrance section only.

Where is the cash register located?

Towards the exit, (comparatively darker to other sections)

How visible is the store security?

Guards at entrance and exit.

How long do you want to stay in this store?

10-15 minutes

Does the environment influence the perceived value of the merchandise?


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Yes

Personnel:

How long does it take before a sales person initiates contact?10+ minutes

Does the salesperson have a script to follow with each customer?

No

Does the salesperson treat different customers differently?

Yes

What is the ratio of salespeople to customers?

1:1

What age and gender are the employees?

Male and Female, in their 20s to mid-30s

Are the salespeople using the store products?

No

Do the salespeople have a uniform?

Not an uniform just a dress code.

Do the salespeople match the stores image?No

Products:

What is the first product that you notice?

A green halter top.

Is there a central display table with featured products?

Yes

Where are items that are for sale located in the store?

In front of the shop.

How are the products arranged? By function? By price? By color?

By function


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Are there free samples or demonstrations?

Trial room for clothes, Sun-glasses and shoes can be tried on too.

What products are at eye level?

Everything offered at the shop

What items in the store are in the least accessible locations?

A little of everything

Where are the most and least expensive products located?

Products are place according to price range.

Are the prices of the products easy to find?

Yes

Are there impulse items near the cash register?

No

Customers:

Are most customers alone or with someone else? What is the relationship?

With friends

What is the average age and gender of the customers?

Females in their 20s

When a customer enters the store, do they tend to walk in the same path or direction?

Yes

How long do customers stay in the store, on average?

30 minutes

Do customer touch the products? Is this encouraged?

Yes they touch the products.

Do most customers appear to be on a mission or are they browsing?

Mission

What percent of customers purchase products in the store?

~20%


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Other Observations:

Transparent donation box at the payment counter.

A television to promote the sales of utensils.Display boards to support the sales of merchandise.

Easily accessible office of the store manager.


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Reliance Trends



Red coloured theme, Not that inviting.


Open


Definitely different


White with gray, curled with the Reliance logo.


Focus on brand.


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Environment:


Cream colored doesnt repels me.

What type of floor does the store have? How does this effect the environment?Tiled (white)


10-11 feet.


Brightly, shows the distant collections.


Not Loud


Nothing


Yes, Cant say.


Warm

Is the store crowed with merchandise or is it sparse?Crowded


No


Near the front gate, cant be seen from outside.


Visible enough


20-30 minutes.


No


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Personnel:

How long does it take before a sales person initiates contact?

5-10 minutes


Yes


Yes


2:5


Both in their 20-30


Yes


Yes

Do the salespeople match the stores image?

Yes

Products:


One Spaghetti top.


Yes


In front of the shop, left side.


By brand.


Yes


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Clothing Items


Belt, Lingerie


In separate sections


Yes


No

Customers:


With friends


Both , 20-35


Different


20 minutes


Yes


Browsing


5-10 %


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Other Observations:

Exchange counter.

Customer care counter.

One trial room for ladies and kids.


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Big Baazar



No


Open


Nothing in particular


White, Big


Vast collection


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Environment:


Custom colors for the sections

What type of floor does the store have? How does this effect the environment?It doesnt lets the store have a particular theme.


20 feets makes feel big


Ambient


Not Loud


Nothing


Bollywood music, Not specifically.


Cold

Is the store crowed with merchandise or is it sparse?Crowded


No


Near the exits


At the exits and entrances


5 minutes


No


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Personnel:


None of the salespersons initiated contact.


No


Yes


1:20


Male 25-40


No


Yes with an I.D. Card


No

Products:


A pair of jeans


No


In specified sections


By function


Trial room for clothes


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Toiletries., Makeup materials


Electronics


Products are located as per the price groups.


Yes


No

Customers:


With family


Both ranging from 15-45 years


Different


30-40 minutes


Yes


Mission


50%


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Other Observations:

A general purpose store with everything avaialbe. From door mats to plasma TVs.


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Vishal-Megamart



Looks big


Open


At least take a peek inside.


Big and red/blue colored. Covering the front face of the building.


The store is big.

Environment:


No color scheme.


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Marble floor.


15 feet, shows the availability of many a things.


Not brightly, it does reduces the urge to go to next sections.


Not Loud


Nothing


No


Warm


Crowded


No


Towards the exit.


At the entrance and exit


10 minutes.


No


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Personnel:


They do not make contacts unless asked.

Does the salesperson have a script to follow with each customer?No


yes


1:20


Males, in their 20-35 years of age.


No


No, but they have a dress code.


Yes

Products:


Scraves


yes


Specified sale sections


By function


No


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Clothing, Toys


Daily use products like toothpaste, Soaps, house cleaning products etc.


Expensive products are visible, least expensive products are harder to find.


Yes


No

Customers:


Famil and friends.


Both 20-35 years of age.


Yes


15-20 minutes.


Yes


Mission


60%


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Other Observations:

Although not well organized, but the collection of merchandise enables you to find at least

something that you can put use to.


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HP World



Have lots of laptops


Closed


It does not discourages me from going inside.

How big is the sign lettering and in what font?Blue colored. With background lighting.


The store has sophisticated appliacnces.

Environment:


Vibrant colors


Tiled Gray


10 feet, Cosy


Ambient.

How loud is the environment?Not Loud


Nothing


Yes, Yes it fits the environment.


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Warm


Neither crowded nor sparse.


No


At the front end.


No security


10-15 minutes


Yes

Personnel:


Less than a minute. They can be given credit for this.


No


yes


2:5


Males, in their 20s


No


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No.


Yes

Products:


Pavillion m6


No


No For Sale Section


By Series.


No


External Hard Disks, Headphones.


Bigger Speakers.


Both type of products are at the same place.


Yes


No

Customers:


Friends


25/29


Both 20-25 years of age. (Mostly Males)


Yes


10-15 minutes.


Yes


Mission


25%

Other Observations:

Although not well organized, but the collection of merchandise enables you to find at least

something that you can put use to.


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Woodland



The brownish-yellow ambience is kind of inviting.


Open


This encourages to go inside.


Blue colored. With background lighting.


White letters with green background.

Environment:


Yellowish brown


Tiled Gray


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10 -12 feet, nothing special.


Sufficiently bright


Not Loud


Nothing


Yes, No it doesnt fits the environment.


Warm


Crowded


Yes


On the left side towards the middle of the shop.


No security


15-20 minutes


No

Personnel:


Less than a minute.


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Every range of price is at same locations.


Yes


No

Customers:


Friends


Males 20-25 years of age.


Yes


20-25 minutes.


Yes


Browsing


8-10%

Other Observations:

Although the products are expensive they still make profits with low sales and large profits on

those sales. The employee arent misleading and honest.

Documents

Observation Lab - Ishan