Post on 26-Jun-2015
transcript
Are you paying attention ??
Methodology
• Visited different brands of stores • Tried to capture pictures from outside as
security guards and staff don’t allow to do so inside
• Filled the Observation Lab form with in ten minutes of coming out of stores ..or else I
might have skipped important points• Average time Spent in and around a store
was thirty minutes• Was trying to portray myself as regular
browser.• And most important had a note with me in
my mind which said
Forever 21Before you enter the store: Forever 21
Does the store draw you in? If so, how?Yes, Huge
attractive façadeIs the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?Readable from
DistanceWhat does it tell you about the store? Style
Environment: What is the color scheme of the store? How does this affect
you?Blue and White,
Very Casual
What type of floor does the store have? How does this effect the environment?
Tiles, Not Premium, Casual
Stuff
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?No, some music should b there
Is the store warm or cold? perfectIs the store crowed with merchandise or is it sparse? Very Crowded
Does the store have a distinctive smell? No
Where is the cash register located?Right side of
entranceHow visible is the store security? At entry
How long do you want to stay in this store? 15 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the store Store has huge potential to increase sale as lot of customer entry. They need to work on visuals and staff. Improvement in these two areas can do wonders to the sale of the store.
Insights and hidden Opportunities • There was not music playing in
the store, Music impact the mood of the shopper, it should have been there.
• It was so overcrowded with merchandise, it was difficult to take out merchandise from the fixtures. They must reduce merchandise for the comfort of the store
• There was nobody to assist me. In a fashion store, it is I believe must to have very proactive fashion consultants to educate customers and cross sell
• Some products were placed so high that I just could not manage to get them, I had to ask a staff four times to get me something. After that I felt so uncomfortable that I stopped asking. Loss of opportunity
• NONE OF THE STAFF SMILED
Forever 21Personnel:
How long does it take before a sales person initiates contact? Nobody contacted me
Does the salesperson have a script to follow with each customer? NoDoes the salesperson treat different customers differently? No
What is the ratio of salespeople to customers? 20:01What age and gender are the employees? 20-30
Are the salespeople using the store products? YesDo the salespeople have a uniform? Yes
Do the salespeople match the stores image? YesProducts:
What is the first product that you notice? Earrings Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? No such item
How are the products arranged? By function? By price? By color? functionAre there free samples or demonstrations? no
What products are at eye level?yes, but some were really
high What items in the store are in the least accessible locations? Apparel
Where are the most and least expensive products located?
Expensive Jackets near aisle, Least expensive
accessories near cash pointAre the prices of the products easy to find? yes
Are there impulse items near the cash register? yesCustomers:
Are most customers alone or with someone else? What is the relationship? Someone else, friends
What is the average age and gender of the customers? 25When a customer enters the store, do they tend to walk in the same
path or direction? - noHow long do customers stay in the store, on average? 20 minDo customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? missionWhat percent of customers purchase products in the store? 10
Reebok JuniorsBefore you enter the store:
Reebok Juniors
Does the store draw you in? If so, how?Yes, Lighting was bright
Is the door open or closed? OpenHow does this make you feel? Welcoming
How big is the sign lettering and in what font?
Readable from
DistanceWhat does it tell you about the store? Nothing
Environment:
What is the color scheme of the store? How does this affect you?
Yellow, Blue, White Very bright and
lively
What type of floor does the store have? How does this effect the environment?
Tile, Wooden, Premium
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Very Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?Yes, very
peppy musicIs the store warm or cold? Perfect
Is the store crowed with merchandise or is it sparse? Sparse
Does the store have a distinctive smell? No
Where is the cash register located?
on the center of left
WallHow visible is the store security? No Security
How long do you want to stay in this store? 5 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the store Store was sparsely merchandised, which was actually resulting in customers browsing and leaving the storeProblem statement of the store is loss of sale due to lack of merchandise
Insights and hidden Opportunities
• Store had sparse merchandise, customers were coming and
leaving the store as they didn’t have sizes.
• Store Sign was readable but actually did not make any connection to kids, fun,
excitement, it was too boring for a kids store
• Store Staff was also unexciting to look at, they didn’t have personality to be in a kids
sports brand. They were very low in energy.
• Some footwear were placed at higher level. I had to ask staff
the show the same• A4 Sheets Print signage were
there in the store on front, which made store look really
unprofessional. How can a MNC brand be so unprofessional. I
was shocked?
Reebok Juniors Personnel:
How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each
customer? Yes Does the salesperson treat different customers differently? No
What is the ratio of salespeople to customers? 2:01What age and gender are the employees? 18-25
Are the salespeople using the store products? YesDo the salespeople have a uniform? Yes
Do the salespeople match the stores image? NoProducts:
What is the first product that you notice? Floaters Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? Entire store was on saleHow are the products arranged? By function? By price? By
color? genderAre there free samples or demonstrations? no
What products are at eye level?yes, but some were
really high What items in the store are in the least accessible locations? Accessories
Where are the most and least expensive products located?
Expensive footwear at the center of the
footwear wall, least expensive accessories:
near cash point Are the prices of the products easy to find? No
Are there impulse items near the cash register? yesCustomers:
Are most customers alone or with someone else? What is the relationship?
Someone else, kids and parents together
What is the average age and gender of the customers?35 ( calculated for
parents, excluding kids)When a customer enters the store, do they tend to walk in the
same path or direction? - same pathHow long do customers stay in the store, on average? 5 mins 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? 5
Ritu KumarBefore you enter the store: Ritu Kumar
Does the store draw you in? If so, how?
Yes, Window Mannequins
were appealing
Is the door open or closed? OpenHow does this make you feel? Welcoming
How big is the sign lettering and in what font?
Very Thin Font,
Difficult to read from Distance
What does it tell you about the store? Nothing Environment:
What is the color scheme of the store? How does this affect you?
Dark brown, It made me
little gloomy
What type of floor does the store have? How does this effect the environment?
Wooden/Very
Premium
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect
you? Very Dull How loud is the environment? Comfortable
What is causing the noise? No
Is there music playing? If so, does it fit the environment?
No, some music
should b their
Is the store warm or cold? Very WarmIs the store crowed with merchandise or is it
sparse? Perfect
Does the store have a distinctive smell? No
Where is the cash register located?Extreme
EndHow visible is the store security? No Security
How long do you want to stay in this store?
20 minutes for
merchandise
Does the environment influence the perceived value of the merchandise? Yes
*Points highlighted in Red are Opportunity area for the store • Design Myopia can be term used for
this store. They have overly designed the store overlooking the customer benefit, shopping psyche.
• Some senses have been completely ignored like temperature was way to warm, no fragrance , overly dull lighting.
• A designer store MUST touch each and every sense in soothing manner, but here some were uncomfortably smothered and some were uncomfortable left to wander.
• Sign Lettering also have been made overly stylish and unreadable from distance
• Lighting of the store was really dull. Being a designer store may be they wanted a different look and feel but somehow I felt that I made store too dull
• There was no music in the store and store was uncomfortably warm
• Staff was underdressed for a designer store, they were wearing formal trousers and shirt, which was not gelling with the store ambience
• There was no impulse item near the store, they could have kept some designer scarfs, clutches etc.
• Worst trial rooms to enter, Trial Room had torn curtains as doors, which made me really uncomfortable, which means less trial and eventually less sale.
Ritu Kumar Personnel:
How long does it take before a sales person initiates contact? One minute
Does the salesperson have a script to follow with each customer? No
Does the salesperson treat different customers differently? No
What is the ratio of salespeople to customers? 1:01What age and gender are the employees? 20-30
Are the salespeople using the store products? NoDo the salespeople have a uniform? Yes
Do the salespeople match the stores image? YesProducts:
What is the first product that you notice? DressIs there a central display table with featured
products? Yes
Where are items that are “for sale” located in the store?
at the very beginning of the store right side
behind entry gate
How are the products arranged? By function? By price? By color? color
Are there free samples or demonstrations? no
What products are at eye level? yesWhat items in the store are in the least accessible
locations?Apparel,
discounted
Where are the most and least expensive products located?
Expensive dresses: center fixture and least expensive: right
side behind entry gate
Are the prices of the products easy to find? yesAre there impulse items near the cash register? no
Customers:
Are most customers alone or with someone else? What is the relationship?
Someone else, daughter,
friendsWhat is the average age and gender of the
customers? 35When a customer enters the store, do they tend to
walk in the same path or direction? - same pathHow long do customers stay in the store, on average? 30 minsDo customer touch the products? Is this encouraged? yesDo most customers appear to be on a mission or are
they browsing? missionWhat percent of customers purchase products in the
store? 20
Insights and hidden Opportunities
CatwalkBefore you enter the store: Catwalk
Does the store draw you in? If so, how? NoIs the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?
Thin Font, Readable from
DistanceWhat does it tell you about the store? Nothing
Environment:
What is the color scheme of the store? How does this affect you?
Light green and white, Bright, easy to shop
What type of floor does the store have? How does this effect the environment?
Tiles, Not no Premium
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?No, some music should b their
Is the store warm or cold? PerfectIs the store crowed with merchandise or is it sparse? Perfect
Does the store have a distinctive smell?
Yes, footwear like unpleasant
smell
Where is the cash register located? Extreme EndHow visible is the store security? No Security
How long do you want to stay in this store? 5 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the store
Store was overly dull, display, fixtures, staff, no music, unpleasant smell all attributed to the dullness of the store
Catwalk
• There was no window, façade or fixtures to highlight,
emphasize products. Display was extremely straight and
failed to excite me as a shopper. A little emphasize on products using center display and/or window display could
have created something exciting for any shopper and
would have pulled her in.• There was no music which
added to the dullness of store.
• It was a women store, but all male attendants were there, therefore, were not using the products. Women staff should
be added to the store.
CatwalkPersonnel:
How long does it take before a sales person initiates contact? One minuteDoes the salesperson have a script to follow with each
customer? NoDoes the salesperson treat different customers differently? No
What is the ratio of salespeople to customers? 3:01What age and gender are the employees? 30-40
Are the salespeople using the store products? No Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? NoProducts:
What is the first product that you notice? SandalsIs there a central display table with featured products? No
Where are items that are “for sale” located in the store? No such itemHow are the products arranged? By function? By price? By
color? functionAre there free samples or demonstrations? no
What products are at eye level?yes, but some
were high What items in the store are in the least accessible locations? Footwear
Where are the most and least expensive products located?
Expensive at front, and least
expensive at the corner of
the wallAre the prices of the products easy to find? yes
Are there impulse items near the cash register? noCustomers:
Are most customers alone or with someone else? What is the relationship?
Someone else, friends
What is the average age and gender of the customers? 30When a customer enters the store, do they tend to walk in the
same path or direction? - Different directions
How long do customers stay in the store, on average? 10 minsDo 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
Insights and hidden Opportunities
Marks and Spencer
Before you enter the store:Marks and Spencers
Does the store draw you in? If so, how? No Is the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?Readable from
DistanceWhat does it tell you about the store? Nothing
Environment:
What is the color scheme of the store? How does this affect you?
Dark Brown/Black/Blue/V
ery formal atmosphere
What type of floor does the store have? How does this effect the environment? Wooden, Premium
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Dull
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?
Yes, but very low level
Is the store warm or cold? WarmIs the store crowed with merchandise or is it sparse? Crowded
Does the store have a distinctive smell? No
Where is the cash register located?Right to the
entranceHow visible is the store security? At entry
How long do you want to stay in this store? 10 minutesDoes the environment influence the perceived value
of the merchandise? Yes
*Points highlighted in Red are Opportunity area for the storeStore façade was very dark and unimpressive. It was cluttered. And the clutter got carried to each and every corner of the store. It was very complex to understand the store. I got confused what to look at where.To add to the confusion, nobody attended me in the store.
KISS ; keep it short and simple, is definitely not followed in the store from façade to store display.
Insights and hidden Opportunities
Marks and Spencers Personnel:
How long does it take before a sales person initiates contact?Nobody contacted
meDoes the salesperson have a script to follow with each customer? Na
Does the salesperson treat different customers differently? NoWhat is the ratio of salespeople to customers? 10:01
What age and gender are the employees? 20-30Are the salespeople using the store products? Yes
Do the salespeople have a uniform? YesDo the salespeople match the stores image? Yes
Products: What is the first product that you notice? Top
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? No such item How are the products arranged? By function? By price? By color? gender
Are there free samples or demonstrations? no
What products are at eye level? yesWhat items in the store are in the least accessible locations? Apparel
Where are the most and least expensive products located?
Expensive: Designer dresses, near
entrance, Least expensive;
accessories: extreme corner
Are the prices of the products easy to find? yesAre there impulse items near the cash register? no
Customers:
Are most customers alone or with someone else? What is the relationship?
Someone else, spouse, friends
What is the average age and gender of the customers? 40When a customer enters the store, do they tend to walk in the same
path or direction? - noHow long do customers stay in the store, on average? 20 mins Do customer touch the products? Is this encouraged? yes
Do most customers appear to be on a mission or are they browsing? browsingWhat percent of customers purchase products in the store? 5
Too much of merchandise, and no logic to display added to the
woe of consumer. They must add some space to for consumer to breath , a predefined aisle for customer to walk should be
added. Display should be made with
little less merchandise, at façade or inside the store.
Lighting can uplift the mood of the store. Adding light can also give clarity to customers. Lights must be added in window area
and inside the store. Impulse items were located at
extreme corner, which I believe, should be near to cash point or trail room. Customers can look at them while waiting near both
the areas and might add the shopping kitty.
Staff MUST assist customers, they were busy talking rather
than helping
ALDO
Before you enter the store: Aldo
Does the store draw you in? If so, how? YesIs the door open or closed? Open
How does this make you feel? Welcoming
How big is the sign lettering and in what font?Readable from
DistanceWhat does it tell you about the store? Fashion
Environment: What is the color scheme of the store? How does this
affect you?White and
Black,, No effect What type of floor does the store have? How does this
effect the environment?Aldo, Wooden, Premium feel
How high is the ceiling? How does this feel?
Regular Height, Made be
comfortable How brightly lit is the store? How does this affect you? Bright
How loud is the environment? ComfortableWhat is causing the noise? No
Is there music playing? If so, does it fit the environment?No, some music should b their
Is the store warm or cold? ColdIs the store crowed with merchandise or is it sparse? Perfect
Does the store have a distinctive smell? No
Where is the cash register located? Extreme End How visible is the store security? Entry
How long do you want to stay in this store? 10 minutesDoes the environment influence the perceived value of the
merchandise? Yes
*Points highlighted in Red are Opportunity area for the store
Most important aspect of retail store is people, if your people aren’t right, it can have detrimental effect on all other factors, and eventually sale from the store.
Insights and hidden Opportunities
• Display and fixtures added life to the display of the store. One
can easily compare Catwalk and Aldo store and clearly
identify even from the pictures, how much difference center table display can make
to the store
• All staff were not wearing uniform. Some of them were
wearing very traditional apparel. Not all Staff was
gelling with the store image.
• Only contact they made with me was “ Hello Mam”. Seems, they were asked to wish every
customer, but beyond that they were clueless. Staff
should be trained to engage customers, build rapport with
them insist trials.
Personnel: How long does it take before a sales person initiates
contact? One minuteDoes the salesperson have a script to follow with
each customer? Seems so Does the salesperson treat different customers
differently? NoWhat is the ratio of salespeople to customers? 3:01
What age and gender are the employees? 20-30Are the salespeople using the store products? no
Do the salespeople have a uniform? Not allDo the salespeople match the stores image? No
Products: What is the first product that you notice? Heels
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? No such item
How are the products arranged? By function? By price? By color? function
Are there free samples or demonstrations? no
What products are at eye level?yes, but some
were really high What items in the store are in the least accessible
locations? Footwear
Where are the most and least expensive products located?
Expensive: on central fixture,
Least expensive: footwear extreme
left end Are the prices of the products easy to find? yes
Are there impulse items near the cash register? yesCustomers:
Are most customers alone or with someone else? What is the relationship?
Someone else, friends
What is the average age and gender of the customers? 30
When a customer enters the store, do they tend to walk in the same path or direction? - no
How long do customers stay in the store, on average? 10 minsDo customer touch the products? Is this encouraged? yesDo most customers appear to be on a mission or are
they browsing? browsingWhat percent of customers purchase products in the
store? 5
Ooooops Are you paying enough attention ??? There is still a scope ,
lets improve ……………………….together