1. Constrain: I live in an area where there aren’t that many stores. So I have based this
assignment on a single shopping mall (with multiple stores of different products).
Also, pictures within the store was not allowed, so most of my photos were taken from
without.
My findings are a general collated output of the Mall as a whole.
Shopping Mall Location: City Mall, Onikan, Lagos-Nigeria.
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)
Does the store draw you in? If so, Yes. The product racks are stacked and visible from a distance through
how? the transparent glass walls.
Is the door open or closed? Major entrance is open, minor entrance is closed
How does this make you feel? It gives off a slight feeling of restriction
How big is the sign lettering and Medium sized and Red colored
in what font?

2. What does it tell you about the It tells me the store is family biased and targets the consumers of basic
store? household goods
What is the color scheme of the Yellow and Red
store? How does this affect you? The yellow and Red ‘feel’ tells me that everybody is welcome.
What type of floor does the store The stores uses ceramic floor tiles.
have? How does this affect the For ceramic floor tiles, they easily get dirty because of the number of
environment? customer visiting.

3. It tells me I don’t have to bother about whether my shoes are clean or
muddy, I’m welcome.
How high is the ceiling? How does The ceiling is very high. It feels like there’s space to express self. Halls
this feel? with high ceiling gives the feeling of ‘there’s room for more’, more
people, more customers, more everything.

4. How brightly lit is the store? How Most stores are brightly lit (the consumer goods stores), some other
does this affect you? stores are dimly lit.
Brightly lit stores gives a sense of safety, no danger to trip hazards or
someone startling me.
How loud is the environment? There are faint distant sounds(noise) reaching the stores
What is causing the noise? The Mall is situated beside a fairly busy street. There is also an Event
Centre on the floor above the stores; there’s music coming in from an

5. ongoing event.
Is there music playing? If so, does Music is playing from without the stores and not within the stores.
it fit the environment?
Is the store warm or cold? Pretty cold
Is the store crowed with Crowed with merchandise
merchandise or is it sparse?
Does the store have a distinctive Smell? Umm, I can’t pick out a distinct smell. No
smell?
Where is the cash register It is located at the main entrance/exit to the store.
located?
How visible is the store security? There is a security officer on every aisle of the store
How long do you want to stay in I want to get what I want and get out as soon as possible. It has the
this store? feeling of, ‘if you stay too long, we’d become suspicious of you’.
Does the environment influence It does. This mall is in a highbrow area, and so it is expected to affect
the perceived value of the the value of merchandise
merchandise?

6. How long does it take before a The sales people would normally not initiate contact; contact happens
sales person initiates contact? only when you need assistance within the store.
Does the salesperson have a I don’t think so
script to follow with each
customer?
Does the salesperson treat So it seems. They seem to be biased based on their perception of what
different customers differently? they think your worth is.
What is the ratio of salespeople I would put it at approximately 0.5
to customers?
Are the salespeople using the This is not exactly visible
store products?
What age and gender are the Age range is 25-35
employees?
Do the salespeople have a Yes
uniform?
Do the salespeople match the Averagely Yes
stores image?
What is the first product that you Chocolates
notice?
Is there a central display table No
with featured products?
Where are items that are “for Children’s clothing
sale” located in the store?
How are the products arranged? Function by Function
By function? By price? By color?
Are there free samples or Largely no free samples

7. demonstrations?
What products are at eye level? The Most colorful of all the products are at eye level
What items in the store are in the Heavier Items, unpopular items, Large surface area items
least accessible locations?
Where are the most and least The most expensive items are placed farthest from the sales cash
expensive products located? register.
The least expensive items are closer to the cash register
Are the prices of the products Yes they are; tiny but easily located
easy to find?
Are there impulse items near the Yes. Biscuits and mostly confectioneries. Readily edible items
cash register?
Are most customers alone or Most are with someone else.
with someone else? What is the Most people generally like to go shopping in the company of others
relationship?
When a customer enters the No, they averagely follow alternative routes
store, do they tend to walk in the
same path or direction? -
What is the average age and 30-40
gender of the customers?
How long do customers stay in 10mins
the store, on average?
Do customer touch the products? Yes, customers touch the products.
Is this encouraged? Well, the attendant don’t complain
Do most customers appear to be Most are on a mission
on a mission or are they
browsing?
What percent of customers 98%
purchase products in the store?
Other Observations:
Most of the stores have multiple entries and exits and all have glass walls. The products can be
viewed from outside.
New findings:
 Each arm of the store with a different product set had a different color scheme
 Some stores had distinct smell which I never took note of before now
 Some stores had shopping trolleys. This I never noticed before now (most of the customers
shopped without using the trolleys
 Some stores also had service areas for fast food sales.
 The hall had balloons hung at the ceiling which I never took note of.
 The escalator at the center of the mall works only on Saturdays. I thought they never actually
work.

8. Hidden Opportunities
 At the main entrance to the City Mall, a banner or poster or billboard can be displayed that
contains all the various product lines on offer at the different stores.
 Product –based music can be played silently in the background of stores. This should make
customers want to spend more time in the stores.
 Service attendants should approach customers immediately they step into the stores and ask
for whatever ways they could be of assistance.
 Security guards in keeping a straight face, must not put on a ‘bully’ look.
 The store can have a central table with displayed featured products
 Allowing sampling of products can significantly affect customer perception of the store,
positively.
Ako Gabriel