7/31/2019 Observation Lab - Ishan
1/29
Observation Lab
?
7/31/2019 Observation Lab - Ishan
2/29
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.
7/31/2019 Observation Lab - Ishan
3/29
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?
7/31/2019 Observation Lab - Ishan
4/29
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
7/31/2019 Observation Lab - Ishan
5/29
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%
7/31/2019 Observation Lab - Ishan
6/29
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.
7/31/2019 Observation Lab - Ishan
7/29
Reliance Trends
Before you enter the store:
Does the store draw you in? If so, how?
Red coloured theme, Not that inviting.
Is the door open or closed?
Open
How does this make you feel?
Definitely different
How big is the sign lettering and in what font?
White with gray, curled with the Reliance logo.
What does it tell you about the store?
Focus on brand.
7/31/2019 Observation Lab - Ishan
8/29
Environment:
What is the color scheme of the store? How does this affect you?
Cream colored doesnt repels me.
What type of floor does the store have? How does this effect the environment?Tiled (white)
How high is the ceiling? How does this feel?
10-11 feet.
How brightly lit is the store? How does this affect you?
Brightly, shows the distant collections.
How loud is the environment?
Not Loud
What is causing the noise?
Nothing
Is there music playing? If so, does it fit the environment?
Yes, Cant say.
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?
No
Where is the cash register located?
Near the front gate, cant be seen from outside.
How visible is the store security?
Visible enough
How long do you want to stay in this store?
20-30 minutes.
Does the environment influence the perceived value of the merchandise?
No
7/31/2019 Observation Lab - Ishan
9/29
Personnel:
How long does it take before a sales person initiates contact?
5-10 minutes
Does the salesperson have a script to follow with each customer?
Yes
Does the salesperson treat different customers differently?
Yes
What is the ratio of salespeople to customers?
2:5
What age and gender are the employees?
Both in their 20-30
Are the salespeople using the store products?
Yes
Do the salespeople have a uniform?
Yes
Do the salespeople match the stores image?
Yes
Products:
What is the first product that you notice?
One Spaghetti 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, left side.
How are the products arranged? By function? By price? By color?
By brand.
Are there free samples or demonstrations?
Yes
7/31/2019 Observation Lab - Ishan
10/29
What products are at eye level?
Clothing Items
What items in the store are in the least accessible locations?
Belt, Lingerie
Where are the most and least expensive products located?
In separate sections
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?
Both , 20-35
When a customer enters the store, do they tend to walk in the same path or direction?
Different
How long do customers stay in the store, on average?
20 minutes
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
Browsing
What percent of customers purchase products in the store?
5-10 %
7/31/2019 Observation Lab - Ishan
11/29
Other Observations:
Exchange counter.
Customer care counter.
One trial room for ladies and kids.
7/31/2019 Observation Lab - Ishan
12/29
Big Baazar
Before you enter the store:
Does the store draw you in? If so, how?
No
Is the door open or closed?
Open
How does this make you feel?
Nothing in particular
How big is the sign lettering and in what font?
White, Big
What does it tell you about the store?
Vast collection
7/31/2019 Observation Lab - Ishan
13/29
Environment:
What is the color scheme of the store? How does this affect you?
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.
How high is the ceiling? How does this feel?
20 feets makes feel big
How brightly lit is the store? How does this affect you?
Ambient
How loud is the environment?
Not Loud
What is causing the noise?
Nothing
Is there music playing? If so, does it fit the environment?
Bollywood music, Not specifically.
Is the store warm or cold?
Cold
Is the store crowed with merchandise or is it sparse?Crowded
Does the store have a distinctive smell?
No
Where is the cash register located?
Near the exits
How visible is the store security?
At the exits and entrances
How long do you want to stay in this store?
5 minutes
Does the environment influence the perceived value of the merchandise?
No
7/31/2019 Observation Lab - Ishan
14/29
Personnel:
How long does it take before a sales person initiates contact?
None of the salespersons initiated contact.
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?
1:20
What age and gender are the employees?
Male 25-40
Are the salespeople using the store products?
No
Do the salespeople have a uniform?
Yes with an I.D. Card
Do the salespeople match the stores image?
No
Products:
What is the first product that you notice?
A pair of jeans
Is there a central display table with featured products?
No
Where are items that are for sale located in the store?
In specified sections
How are the products arranged? By function? By price? By color?
By function
Are there free samples or demonstrations?
Trial room for clothes
7/31/2019 Observation Lab - Ishan
15/29
What products are at eye level?
Toiletries., Makeup materials
What items in the store are in the least accessible locations?
Electronics
Where are the most and least expensive products located?
Products are located as per the price groups.
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 family
What is the average age and gender of the customers?
Both ranging from 15-45 years
When a customer enters the store, do they tend to walk in the same path or direction?
Different
How long do customers stay in the store, on average?
30-40 minutes
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
Mission
What percent of customers purchase products in the store?
50%
7/31/2019 Observation Lab - Ishan
16/29
Other Observations:
A general purpose store with everything avaialbe. From door mats to plasma TVs.
7/31/2019 Observation Lab - Ishan
17/29
Vishal-Megamart
Before you enter the store:
Does the store draw you in? If so, how?
Looks big
Is the door open or closed?
Open
How does this make you feel?
At least take a peek inside.
How big is the sign lettering and in what font?
Big and red/blue colored. Covering the front face of the building.
What does it tell you about the store?
The store is big.
Environment:
What is the color scheme of the store? How does this affect you?
No color scheme.
7/31/2019 Observation Lab - Ishan
18/29
What type of floor does the store have? How does this effect the environment?
Marble floor.
How high is the ceiling? How does this feel?
15 feet, shows the availability of many a things.
How brightly lit is the store? How does this affect you?
Not brightly, it does reduces the urge to go to next sections.
How loud is the environment?
Not Loud
What is causing the noise?
Nothing
Is there music playing? If so, does it fit the environment?
No
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?
No
Where is the cash register located?
Towards the exit.
How visible is the store security?
At the entrance and exit
How long do you want to stay in this store?
10 minutes.
Does the environment influence the perceived value of the merchandise?
No
7/31/2019 Observation Lab - Ishan
19/29
Personnel:
How long does it take before a sales person initiates contact?
They do not make contacts unless asked.
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?
1:20
What age and gender are the employees?
Males, in their 20-35 years of age.
Are the salespeople using the store products?
No
Do the salespeople have a uniform?
No, but they have a dress code.
Do the salespeople match the stores image?
Yes
Products:
What is the first product that you notice?
Scraves
Is there a central display table with featured products?
yes
Where are items that are for sale located in the store?
Specified sale sections
How are the products arranged? By function? By price? By color?
By function
Are there free samples or demonstrations?
No
7/31/2019 Observation Lab - Ishan
20/29
What products are at eye level?
Clothing, Toys
What items in the store are in the least accessible locations?
Daily use products like toothpaste, Soaps, house cleaning products etc.
Where are the most and least expensive products located?
Expensive products are visible, least expensive products are harder to find.
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?
Famil and friends.
What is the average age and gender of the customers?
Both 20-35 years of age.
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?
15-20 minutes.
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
Mission
What percent of customers purchase products in the store?
60%
7/31/2019 Observation Lab - Ishan
21/29
Other Observations:
Although not well organized, but the collection of merchandise enables you to find at least
something that you can put use to.
7/31/2019 Observation Lab - Ishan
22/29
HP World
Before you enter the store:
Does the store draw you in? If so, how?
Have lots of laptops
Is the door open or closed?
Closed
How does this make you feel?
It does not discourages me from going inside.
How big is the sign lettering and in what font?Blue colored. With background lighting.
What does it tell you about the store?
The store has sophisticated appliacnces.
Environment:
What is the color scheme of the store? How does this affect you?
Vibrant colors
What type of floor does the store have? How does this effect the environment?
Tiled Gray
How high is the ceiling? How does this feel?
10 feet, Cosy
How brightly lit is the store? How does this affect you?
Ambient.
How loud is the environment?Not Loud
What is causing the noise?
Nothing
Is there music playing? If so, does it fit the environment?
Yes, Yes it fits the environment.
7/31/2019 Observation Lab - Ishan
23/29
Is the store warm or cold?
Warm
Is the store crowed with merchandise or is it sparse?
Neither crowded nor sparse.
Does the store have a distinctive smell?
No
Where is the cash register located?
At the front end.
How visible is the store security?
No security
How long do you want to stay in this store?
10-15 minutes
Does the environment influence the perceived value of the merchandise?
Yes
Personnel:
How long does it take before a sales person initiates contact?
Less than a minute. They can be given credit for this.
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?
2:5
What age and gender are the employees?
Males, in their 20s
Are the salespeople using the store products?
No
7/31/2019 Observation Lab - Ishan
24/29
Do the salespeople have a uniform?
No.
Do the salespeople match the stores image?
Yes
Products:
What is the first product that you notice?
Pavillion m6
Is there a central display table with featured products?
No
Where are items that are for sale located in the store?
No For Sale Section
How are the products arranged? By function? By price? By color?
By Series.
Are there free samples or demonstrations?
No
What products are at eye level?
External Hard Disks, Headphones.
What items in the store are in the least accessible locations?
Bigger Speakers.
Where are the most and least expensive products located?
Both type of products are at the same place.
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?
Friends
7/31/2019 Observation Lab - Ishan
25/29
What is the average age and gender of the customers?
Both 20-25 years of age. (Mostly Males)
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?
10-15 minutes.
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
Mission
What percent of customers purchase products in the store?
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.
7/31/2019 Observation Lab - Ishan
26/29
Woodland
Before you enter the store:
Does the store draw you in? If so, how?
The brownish-yellow ambience is kind of inviting.
Is the door open or closed?
Open
How does this make you feel?
This encourages to go inside.
How big is the sign lettering and in what font?
Blue colored. With background lighting.
What does it tell you about the store?
White letters with green background.
Environment:
What is the color scheme of the store? How does this affect you?
Yellowish brown
What type of floor does the store have? How does this effect the environment?
Tiled Gray
7/31/2019 Observation Lab - Ishan
27/29
How high is the ceiling? How does this feel?
10 -12 feet, nothing special.
How brightly lit is the store? How does this affect you?
Sufficiently bright
How loud is the environment?
Not Loud
What is causing the noise?
Nothing
Is there music playing? If so, does it fit the environment?
Yes, No it doesnt fits the environment.
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?
Yes
Where is the cash register located?
On the left side towards the middle of the shop.
How visible is the store security?
No security
How long do you want to stay in this store?
15-20 minutes
Does the environment influence the perceived value of the merchandise?
No
Personnel:
How long does it take before a sales person initiates contact?
Less than a minute.
7/31/2019 Observation Lab - Ishan
28/29
7/31/2019 Observation Lab - Ishan
29/29
Where are the most and least expensive products located?
Every range of price is at same locations.
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?
Friends
What is the average age and gender of the customers?
Males 20-25 years of age.
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?
20-25 minutes.
Do customer touch the products? Is this encouraged?
Yes
Do most customers appear to be on a mission or are they browsing?
Browsing
What percent of customers purchase products in the store?
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.
Recommended