1. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention, than
any other talent. Isaac Newton: (1642-1727)
Before you enter the store:
Does the store draw you in? If so, how?
Big sign and agressive colors are drawing me in.
Is the door open or closed?
Closed.
How does this make you feel?
They open automatically so they invite me inside.
How big is the sign lettering and in what font?
0,5m x 2m very big letters with specific but well readable font.
What does it tell you about the store?
The sign says about cheap prices.
Environment:
What is the color scheme of the store? How does this affect you?
Blue and light brown are used. I don’t think that it affects you.
What type of floor does the store have? How does this effect the environment?
Ceramic tiles are used. Everything is clean and tidy.
How high is the ceiling? How does this feel?
The ceiling is very high. Thanks to that, I have a feeling of a lot of space.
How brightly lit is the store? How does this affect you?
There is a lot of light. Some shelves with products are additionally litten.
How loud is the environment?
There is a little of noise, but one have to pay attention to hear it.
What is causing the noise?
People talking, registers, trolleys.
Is there music playing? If so, does it fit the environment?
No music.

2. Is the store warm or cold?
It is warm but not too warm.
Is the store crowed with merchandise or is it sparse?
It is quite crowded.
Does the store have a distinctive smell?
No.
Where is the cash register located?
All cash registers are near the exit.
How visible is the store security?
I can’t see any at first. They are very discret.
How long do you want to stay in this store?
I like to browse shelves with discounts. It could stay for an hour.
Does the environment influence the perceived value of the merchandise?
Yes. Thanks to clean and nice environment, products look expensive and worth their prices.
Personnel:
How long does it take before a sales person initiates contact?
They don’t.
Does the salesperson have a script to follow with each customer?
No.
Does the salesperson treat different customers differently?
I suppose so.
What is the ratio of salespeople to customers?
About 1:15.
What age and gender are the employees?
Mostly women about 30 years old.
Are the salespeople using the store products?
I haven’t noticed that.
Do the salespeople have a uniform?
Yes.

3. Do the salespeople match the stores image?
Yes, they even have blue uniforms.
Products:
What is the first product that you notice?
It is an energy drink.
Is there a central display table with featured products?
No.
Where are items that are “for sale” located in the store?
They are located at the corners.
How are the products arranged? By function? By price? By color?
By function.
Are there free samples or demonstrations?
No.
What products are at eye level?
The most popular. I mean, known from TV ads.
What items in the store are in the least accessible locations?
Things used to clean toilet.
Where are the most and least expensive products located?
I can’t find a pattern here.
Are the prices of the products easy to find?
Not always. Some products’ prices are hidden and difficult to find.
Are there impulse items near the cash register?
Yes. There are a lot of sweets and chewing gums.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most of people are alone.
What is the average age and gender of the customers?
About 35 yers old. Mostly women.

4. When a customer enters the store, do they tend to walk in the same path or direction? -
Yes. Everyone goes straight to the first alley.
How long do customers stay in the store, on average?
30min
Do customer touch the products? Is this encouraged?
Yes, they touch them to read labels.
Do most customers appear to be on a mission or are they browsing?
I think it is 50:50.
What percent of customers purchase products in the store?
100%
Other Observations: