1. Observation lab
For this homework I choose to visit shopping center. In general I do not like shopping, never knew
why. It’s not that I don’t like nice clothes or that I don’t like to look gorgeous but I just don’t like
shopping as such. Most of the time I am rather `shopper with a mission` and in the shop I am looking
for only what I need and trying to spend as few time as possible there. Therefore for me that exercise
was quite a challenge and I am sure that I missed quite many details BUT it might have gave me
reasons why I don’t feel comfortable while shopping and for sure I looked the stores with totally
different glance.
Biggest surprises what I discovered:
o Out of 6 stores two were totally white (from the ceiling to the floor) and the light was rather
bright, kind of sterile and the costumer was behaving like that. In these shops I didn’t feel
comfortable, I personally didn’t feel that I need to touch the products just did the quick circle
to observe what they had.
I noticed that most of the costumers did the same thing (quick circle, no touching, out!).
They were not a place where you could spend hours rather place to `visit fast`.
2. o The opposite was in the stores were the environment colors were beige/brown/creamy (2
shops) and the light was soft. The customers were spending time there (not a lot, BUT!). They
were touching and trying products costumers and didn’t rush out. The atmosphere was cozy
even somehow a bit homey. I personally felt good in these shops.
Thought the stores environment was different the amount of people purchase products was
the same. Different needs need a different output.
o For a first time I noticed, felt and saw the importance of a salesperson. How it affects the
costumer behavior and how it adds that extra factor for the shop.
o How much the sign font talks about the store imagine and what they offer and what kind of
costumer are the target group.
3. Insights:
o Thought I have known for a long time that pay attention to the little things (and big things)
might show you whole new perspective, it was the first time when I actually understood the
meaning of it. For sure one of my discovered hidden opportunities was/is just to open my
eyes and observe, notice, be there and feel, understand and new angles will shine out.
o I should go to the same shops and observe more. I am sure that more interesting details
would appear.
o Progress continues…
The exercise was harder than I thought it would be but for sure it broadened the mind!
Thank you for reading!
October 2012