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Observa(on Lab
Assignment 30 Oct 2012
1. Challenger
Before entering the store: -‐ Entrance is widely opened -‐ Outside shows some promo(on of
latest gadgets -‐ Being a gadgets lover, I love to
know what’s the latest
Environment: -‐ The color is plain and simple, I like
it as it made me feel relax. -‐ Simple (le flooring. So my focus is
more on the products rather than the environment.
-‐ Ceiling is preMy high which makes the store looks big.
-‐ Lots of white ligh(ng, bright and clear.
-‐ It is usually very loud because many people trying out the gadgets.
-‐ No music, as people could be trying the audio of PC, ipad, speaker, etc… so no need for music.
1. Challenger
Environment -‐ Store temperature is appropriate. -‐ Merchandise is well placed and
allow people to explore. -‐ Cashier located near the side of
the entrance. -‐ Not that visible but there are a
number of staff around helping -‐ I like to stay there as long as I
could as there is so much to see. -‐ Yes, the environment does
influence me, as I tend to buy something unplanned if I stay longer.
Personnel: -‐ Usually sales person won’t bother
me un(l I request, which is what I preferred.
-‐ No script. No different in treatment.
-‐ Salesperson to customer ra(o is about 7: 1
1.Challenger Personnel: -‐ Cannot tell if salesperson is using
store products -‐ They all wear Challenger polo shirt -‐ They look technical and
professional. Products: -‐ Tablets -‐ There is a central display like an
experience table, featuring latest products.
-‐ The sales items are usually near the entrance
-‐ Products are arranged by func(on -‐ You can request staff to
demonstrate -‐ Many products are at eye level -‐ Usually the soWware items are in
the least accessible loca(ons -‐ It is by func(on rather than by
price -‐ Yes, prices are clearly indicated. -‐ Yes there are impulse items near
cash register.
1. Challenger Customers: -‐ Most customers are alone, usually
are men -‐ Average age about 30 – 40 years
old -‐ Most customers walk to respec(ve
sec(ons of their interest. -‐ Customers usually stay at least 30
minutes. -‐ Customers are encouraged to
touch the products. -‐ Most are browsing. -‐ 50% would buy something
2. Bread Society Before entering: -‐ Yes it draws me because the bread
displayed is so seducing. -‐ The door is wide opened -‐ It is very welcoming and smell
fantas(c -‐ Very big sign leMering, simple font -‐ This is a bread lover place! Environment: -‐ Yellow ligh(ng with chandelier -‐ Simple (le flooring, clean -‐ High ceiling, make the space
seems big -‐ Bright so can see bread clearly -‐ Noise level is ok, people talking -‐ SoW music playing, yes fine with
the environment. -‐ Temperature is fine -‐ Store full of all kinds of delicious
bread -‐ Great smell of freshly baked bread -‐ Cash counter beside the glass
display
2. Bread Society Environment: -‐ No security seen -‐ Will stay about 15 minutes -‐ Yes, I tend to buy more than I need
because the bread looks so good!
Personnel: -‐ There is no salesperson, only
cashier and service staff -‐ Employees are young women,
early 20s -‐ There is no difference in treatment
to customer -‐ All employees wear very preMy
uniform. -‐ Yes, the employees look clean and
like a professional baker
2. Bread Society Products: -‐ The first thing to no(ce is the new
products displayed near the entrance – mouth-‐watering
-‐ There are full of display of bread, featured are usually in the glass display.
-‐ Products are arranged by type -‐ No free samples L -‐ Yes many are at eye-‐level -‐ Only those need to be kept at
certain temperature are not accessible.
-‐ No much difference in prices. -‐ Prices are well displayed -‐ Near the cashier is the glass
display showing all kinds of bakery.
2. Bread Society Customers: -‐ Customers are usually alone -‐ Average age around 35 -‐ Mostly women -‐ They tend to walk in all direc(ons,
no same path -‐ Usually stay around 10-‐15 minutes -‐ Products cannot be touched,
strongly discouraged. -‐ Most are on mission. -‐ Almost 100% of the people in the
store would buy something.
3. Paper Market Before entering: -‐ Colorful display of products -‐ Door is widely opened -‐ It makes me wan(ng to check up
what they have -‐ Big sign with simple font -‐ It is all about “Paper”
Environment: • Color is very plain with simple (le
flooring, partly because products are too colorful.
• High ceiling, store looks big • Brightly lit with white ligh(ng, help
you to see items clearly • Not noisy at all, with soW music • Appropriate temperature • With many items but orderly
placed • No smell • Cash register located near the
front entrance
3. Paper Market Environment: • Store security is not obvious • Like to stay for at least 30 minutes • In this environment, Items are very
aMrac(ve but costly.
Personnel: • Sales person will leave me alone
(ll I request for help. • No script, but know their products
well • No different in treatment • Usually only 2 salesperson in the
store • They are young women, early 20s • No uniform • Don’t see any matching of image
3. Paper Market Products: -‐ All the preMy journal displayed
right at the entrance -‐ There is a central display, side
display -‐ Sales items are normally place at
the front -‐ Products arranged by func(on -‐ No free samples -‐ Got classes to teach you how to
make some stuff using their papers -‐ Products are usually at eye level -‐ Least accessible are large size
paper -‐ Prices are not according to
loca(on -‐ Prices are stated on the items
itself.
3. Paper Market
Customers: -‐ Most customers are alone. -‐ Usually teenagers and mostly
female -‐ Customers tend to walk different
direc(on -‐ They usually stay about 30 minutes -‐ Yes they do touch the products to
feel the quality. But many products are sealed with plas(c covers
-‐ Most are browsing -‐ 40% of the customers will buy
4. Nespresso Before entering: -‐ Full glass window with a glass door
entrance. -‐ It does not draw me as it looks
expensive and too high-‐class for middle income people like me
-‐ The door is closed -‐ If not because I need to buy the
refills, I would not want to go in -‐ It is clearly for customers who
have high income
Environment: -‐ Color of wall is plain but many
display -‐ Simple, plain (le to allow people
to focus on the store display -‐ High ceiling and bright yellow
ligh(ng -‐ Very quiet with soW music
4. Nespresso Environment -‐ Feel very cold, may be because
very few customers -‐ Store is full of the products -‐ Great smell of espresso -‐ Cash register is at the middle of
the store -‐ Cannot see the store security -‐ I was invited to have a coffee at
the coffee counter, so stayed about 30 minutes
-‐ No, do not feel that I have to buy
Personnel: -‐ The sales person ini(ated
conversa(on immediately -‐ Standard ques(ons asked -‐ I do feel the different in treatment,
they tend to treat regular customers beMer
4. Nespresso Personnel: -‐ As there are few customers, ra(on is
like 1 to 2 -‐ They wear suit, look very professional -‐ Yes they do match the image of the
high-‐class coffee Products: -‐ The Nespresso machines -‐ There is a central display of the
machines -‐ No for sales items -‐ Products arrange by func(on -‐ Free samples of coffee -‐ Can request for demonstra(on on
the use of the machines -‐ Products are at eye level -‐ The refills would be least accessible -‐ No different of pricing rather by
capabili(es -‐ Prices stated clearly -‐ No impulse items
4. Nespresso
Customers: -‐ Most customers are alone -‐ Average age about 30 – 40s -‐ Mix gender -‐ No fixed direc(on, some directly to
buy refills, some browsing the machines
-‐ Yes they do touch, I think its fine as long as they are not children
-‐ Some browsing, most on mission to buy refills
-‐ 80% buy refills
5. Uniqlo Before entering: -‐ Yes it draws me because it is very
widely open -‐ Feel relax and welcoming -‐ Sign not big but simple -‐ Store is simple with mechanize for
daily use
Environment: -‐ Plain colors with simple (le
flooring -‐ Display cabinets are plain too so as
to focus on the clothes -‐ Ceiling high and store is brightly lit
and always very big space -‐ Noisy environment as it is normally
crowded -‐ Sales persons will be shou(ng
“welcoming to uniqlo” -‐ SoW music but not very audible
5. Uniqlo Environment: -‐ Store temperature is ok -‐ No smell -‐ Cash register is at the mid of the
store -‐ Security not visible -‐ I usually stay at least 30 minutes -‐ Yes, I tend to buy
Personnel: -‐ Sales person won’t bother you
unless you request for help -‐ No script but friendly & helpful -‐ No different in treatment -‐ As there are many customers, so
ra(o can be 1 to 10 -‐ Young employees, 20 – 30 years
old, mix gender -‐ They will wear the products -‐ No uniform -‐ Match the image as they all
portray causal and friendly image
5. Uniqlo
Products: -‐ The sales items, placed right in
front of the entrance -‐ No central display -‐ Products are arranged according to
type and gender -‐ No free samples but can try the
products -‐ Most at eye level -‐ Least accessible are inner wear -‐ Products arrange not according to
prices -‐ Price clearly stated on items -‐ No impulse items
5. Uniqlo
Customers: -‐ Most customers are with
someone, usually friends -‐ Big range as customers can be
young to middle age customers -‐ Mix gender -‐ Customers tend to walk all
different direc(on -‐ Usually they stay about 30 minutes -‐ Yes they touch the products and
are encourage to try them -‐ Customers are usually browsing -‐ 70% of the customers will
purchase
6. Kinokuniya Bookstore
Before entering: -‐ Wide glass window with wide
open door -‐ Feel welcoming -‐ Sign is big and with simple font
Environment: -‐ Did not no(ce any par(cular color
scheme, it is simple and spacious -‐ Flooring is plain, simple (le. The
children sec(on is carpeted, for kids to sit down to read
-‐ Very brightly lit, good for reading -‐ Quite quiet, with soW music -‐ Good for reading -‐ Temperature ok -‐ Store full of products, orderly
placed -‐ No dis(nct smell
6. Kinokuniya Bookstore Environment: -‐ Cash register located near
entrance, there is more than one of them
-‐ There are several security guards and have security detectors at all the entrances and exits
-‐ Can be easily an hour in the store -‐ Yes, tend to buy books
Personnel: -‐ Sales person will not bother you
unless you ask for help. Usually friendly and knowledgeable
-‐ No different in treatment -‐ Ra(on can be 20:1 because store is
very big -‐ Employees are about ~40 years old -‐ Mainly female -‐ Wear uniform -‐ Don’t feel that there is any kind of
image they try to portray.
6. Kinokuniya Bookstore Products: -‐ Books on sales near the entrance -‐ Central display for new books -‐ Items arranged according to
categories -‐ Most books are available for
reading, some(mes got book reviews by authors
-‐ Most products are at eye level -‐ Least accessible would be those at
the highest shelf –seem to be storage
-‐ Products not arranged by prices -‐ Prices are tagged on items -‐ Yes several impulse items near the
cash register
6. Kinokuniya Bookstore Customers: -‐ Most customers are alone -‐ Wide range of age, from young
children to elderly -‐ Mix gender -‐ Customers walk in all direc(ons -‐ They usually stay quite long, like
an hour -‐ Yes they are encouraged to touch
the products, though some books are sealed. They can request to open them.
-‐ Customers are usually browsing. -‐ 50% of the customers would
purchase.
Insights & Hidden Opportuni(es
• Spacious and simple design is welcoming • Explora(on enhances shopper’s experiences • Regular updates and changes give surprise and something to look forward
• Knowledgeable staff give confidences and increase trust
• Interest is individual and personalized, so store design should promote these
