Lab observation assignment

IKEJA SHOPPING CENTER LAGOS NIGERIA

LAB OBSERVATION

SHOP ONE: KIDS COUNTRY

OBSERVATIONS : SHOP ONE

• BEFORE ENTERING THE STORE: The door was wide opened. The font size was quite big , it says KIDS

COUNTRY. This states exactly what they are offering

• ENVIRONMENT: Multicolor- wall, cream floor, not too high ceiling and it felt warm but

too quiet, Brightly lite, no music. Crowded with merchandize, has a distinctive smell Cash register located close to the entrance, No visible security, I

would like to spend 10mins. The environment has an influence on the perceived value of the

merchandize

OBSERVATIONS : SHOP ONE• PERSONNEL:

Contact was initiated immediately I stepped in. Each customer was treated differently.

Ratio of 1:1 (one sales person to one customer) Female employees in their mid and late 20s.

• PRODUCTS:The first product I noticed were Kids clothes. Then central

display of featured products.All the products were at eye level. Kids stationery were

least accessible because they were placed behind the counter.

OBSERVATIONS : SHOP ONE• Prices were on tags quite easy to find. Some impulse

items were placed near the cash register• CUSTOMERS:

Most customers came in with relatives, Adults/children (30s/3-10years) male and female.

They go to different sections of the shop and they spend an average of 15-20mins.

Customers touch the product because it is encouraged to make them feel relaxed and welcome.

Some were on a mission while others were browsing through.

About 20% of customers purchased products

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP ONE

• Customers should be treated equally not based on their perception of the strength and capability of the customer.

• Impulse items should be placed close to the customer’s reach.• I also didn’t notice the name at the entrance (high above the

door) I walked in because of the display items and because the door was opened.

SHOP TWO: ENNZO ACCESSORIES

OBSERVATIONS : SHOP TWO

• BEFORE ENTERING THE STORE:The door was wide opened.The font size was quite big , it says ENNZO. This says Nothing

about the store or their products.• ENVIRONMENT:

White- wall, cream floor, not too high ceiling and it felt busyBrightly lite. I felt a bit out of place because it is a male shop.

Warm music at the back ground suits the environmentCrowded with merchandize, has a distinctive smellCash register located at the end of the shop, No visible

security, I would like to spend 10mins.

OBSERVATIONS : SHOP TWO The environment has an influence on the perceived value of the

merchandize

• PERSONNEL: Contact was initiated immediately I stepped in, I think the sales person

a sales script rehashed. Each customer was treated the same with respect but a bit differently in respect to how they perceive you.

Ratio of 1:1 (one sales person to one customer) Female / Male employees in their mid and late 20s and mid 30s. They

make use of their products (male) . No uniforms and sales reps match the store’s image

• PRODUCTS: The first products I noticed male shoes, clothes and a central

display of featured products – belts. No items were on sale, products were arranged by function and

no free samples.

OBSERVATIONS : SHOP TWO• All the products were at eye level and at accessible

locations• Prices were on tags quite easy to find. Some impulse

items were placed near the cash register-belts• CUSTOMERS:

Most customers came in alone, Adults (30s/40years) male. They go to different sections of the shop when they enter and

they spend an average of 15-20mins.Customers touch the product because it is encouraged to

make them feel relaxed and welcome. Some were on a mission while others were browsing

through.About 50% of customers purchased products

INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP TWO

• Some female products can be added so when couples come in there will be some thing for every one offered by the shop to choose from.

• The name should also reflect the nature of their business.

SHOP THREE: PRAG BUY RIGHT SHOP

OBSERVATIONS : SHOP THREE

• BEFORE ENTERING THE STORE:The door was closed and I felt unsure whether to go in or

not.The font size was quite big , it says PRAG. It says a lot about

the store and product.• ENVIRONMENT:

White- wall, cream marble floor, not too high ceiling Brightly lite, no music and it felt staid and cold.

The store was sparse, has a distinctive smell, Cash register located at the end of the shop, No visible security, I would like to spend 5mins.

The environment has an influence on the perceived value of the merchandize

OBSERVATIONS : SHOP THREE• PERSONNEL:

Contact wasn’t initiated immediately the sales lady remained on her seat till I walked up to her. Each customer was treated differently.

Ratio of 1:1 (one sales person to one customer) Female / Male employees in their mid and late 20s and early+ 30s. They make use of their products. No uniforms and sales reps don’t match the store’s image

• PRODUCTS: The first products I noticed Prag pressing irons, these were

centrally displayed. No items were on sale, products were arranged by function and no free samples.

All products were at easily accessible locations and no segregation between expensive and cheap products. Prices were easy to find on the tags. No impulse item near the cash register.

OBSERVATIONS : SHOP THREE• CUSTOMERS:

Most customers came in twos Adults (30s/40years) male.They go to different sections of the shop and they spend

an average of 15-20mins.Customers touch the product because it is encouraged to



INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP THREE

• Improve on the level of their customer service delivery.

• They should have lots of options of products• Create a welcoming and warm atmosphere to

drive sales.• The products arrangement was faulty it makes

the shop look scanty and dry.

SHOP FOUR: SHOPRITE

SHOP FOUR: SHOPRITE

OBSERVATIONS : SHOP FOUR

• BEFORE ENTERING THE STORE:The doors were wide open. The font size was quite big , it

says SHOPRITE. It says a lot about the store and products.• ENVIRONMENT:

Cream- wall, cream marble floor, very high ceiling Brightly lite, warm music and it felt very busy in there.

The store was crowded with merchandize , has a distinctive smell, Cash register located at the side close to the entrance of the shop, visible security officials, I would like to spend 1hour if I have the time.


OBSERVATIONS : SHOP FOUR• PERSONNEL:

No Contact was initiated. It was do it your self except you have an issue then you have go out of your way to find someone who can sort you out. This takes wastes part of your time.

Ratio of 1:10 (one cashier to 10 customers) Female / Male employees in their mid and late 20s and early+ 30s. They make use of their products. They had uniforms and sales reps match the store’s image

• PRODUCTS: The first products I noticed were Cakes, Pastries displayed on a table close to the

entrance left and fruits section on the right side, these were centrally displayed. Lots of items were on sale, and products were arranged by function. (Must have missed their free samples session either for drinks, a new product or promo).

All products were at easily accessible locations though some were a bit high and no segregation between expensive and cheap products. Prices were easy to find on the tags. Lots of impulse items near the cash register.(Chocolates, etc.)

I noticed a long queue for a particular product: Aunty’s Bread this is a daily occurrence in all their branches.

OBSERVATIONS : SHOP FOUR• CUSTOMERS:

Most customers came in groups Adults/children cuts across all age grade male and female.

They go to different sections of the shop and they spend an average of 30mins-1hour some more.


Most were on a mission while others were browsing through.


INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP FOUR

• Based on the queue for the bread it would be a good opportunity to study the recipe for this particular product and start up a bakery to meet up the ever increasing demand of clients.

• Sales reps should be placed at strategic locations to help clients have a stress free shopping experience as regards the use of certain product.

This also is another business opportunity to customer services agencies to help recruit hands to meet this need.• fast track cash counters should be put in place as there was

non in sight. (if you have one item you queue as someone else with 10 items)

SHOP FIVE: CASA BELLA

OBSERVATIONS : SHOP FIVE


says CASA BELLA. It says a lot about the store and products.(Female Products)

• ENVIRONMENT:White- wall, cream marble floor, not too high ceiling

Brightly lite, warm music and it felt peaceful there.The store was crowded with merchandize , has a

distinctive smell, Cash register located at the side close to the end of the shop, visible security officials, I would like to spend 30mins.

The environment has an influence on the perceived value of the merchandize.

OBSERVATIONS : SHOP FIVE• PERSONNEL:

Contact was initiated immediately. Ratio of 1:1 (one sales person to one customers) Female employees in their mid and mid /late 20s. They make use of their products. They had uniforms (T-shirts) and sales reps match the store’s image. (Very

pretty well made up young ladies)• PRODUCTS:

The first products I noticed cosmetics and wigs , these were centrally displayed. No item was on sale, products were arranged by function and no free samples.

All products were at easily accessible locations except some wigs placed behind the cash counter a bit of segregation between expensive and cheap products some expensive wigs were placed in an enclosed show glass. Prices were not so easy to find on the products they were placed behind the tags, so you need to pick up the product to see the price or confirm from the sales reps.

Lots of impulse items near the cash register.

OBSERVATIONS : SHOP FIVE• CUSTOMERS:

Most customers came in alone Adults female 20s-30sThey go to different sections of the shop and they spend

an average of 25-30mins some more.Customers touch the product because it is encouraged to



INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP FIVE

• Start up a make up school based on the products they sell.

• Have an in house make up studio for walk in clients

• Extend services to male clients for manicure and pedicure products instead of an all female shop.

SHOP SIX: DIVA HOUSE OF ACCESSORIES

OBSERVATIONS : SHOP SIX


says D - DIVA. It says a lot about the store and products.• ENVIRONMENT:

Pink/purple - wall, cream marble floor, not too high ceiling Brightly lite, warm music. The store was crowded with merchandize , has a distinctive smell, Cash register located at the side close to the entrance of the shop, visible security officials, I would like to spend 30mins.


OBSERVATIONS : SHOP SIX• PERSONNEL:

Contact was initiated immediately. Ratio of 1:1 (one sales person to one customers) Female employees in their mid and mid /late 20s. They make use of

their products. They had uniforms (T-shirts) and sales reps match the store’s image

• PRODUCTS: The first products I noticed Big colorful bangles , these were

centrally displayed. No item was on sale, products were arranged by function and no free samples.

All products were at easily accessible locations except some earrings/ neck laces placed behind the cash counter and no segregation between expensive and cheap products.

Prices were easy to find on the tags. Lots of impulse items near the cash register.

OBSERVATIONS : SHOP SIX• CUSTOMERS:

Most customers came in twos Adults female/male 20s-30s-middle age male

They go to different sections of the shop and they spend an average of 15-25mins some more.


Some were on a mission while others were browsing through.


INSIGHTS AND HIDDEN OPPORTUNITIES: SHOP SIX

• Offer products / accessories for male clients who come in with their female partners.

• Be more creative in the arrangement of their products.• Sales reps should use products that customers can easily

identify as their products.

Education

Lab observation assignment