ObservationLab Inaki

7/31/2019 ObservationLab Inaki

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How brightly lit is the store? How does this affect you? Very bright at the fishmongers and the

supermarket. Adolfo Dominguez, in contrast, is quite dark, as said.

How loud is the environment? Quiet places usually.

What is causing the noise?

Is there music playing? If so, does it fit the environment? There is no music at Super BM or the

fishmongers. Modern music at Adolfo Dominguez.

Is the store warm or cold? Adequate.

Is the store crowed with merchandise or is it sparse? Not crowded, not sparse. Balanced.

Does the store have a distinctive smell? No.

Where is the cash register located? At the beginning/end.

How visible is the store security? There is no security.

How long do you want to stay in this store? I feel comfortable at the supermarket and at the

fishmongers. Thus I have no hurry. At Adolfo Dominguez things are the other way around.

Does the environment influence the perceived value of the merchandise? Yes, it does. The

more comfortable the environment, the higher the perceived value.

Personnel:

How long does it take before a sales person initiates contact? In the supermarket, the sales

person does not usually initiate contact unless I ask for it. In other stores, they ask you whether I

need help.

Does the salesperson have a script to follow with each customer? Probably. They are very kind.

Does the salesperson treat different customers differently? Yes. They usually adapt to different

type of people.

What is the ratio of salespeople to customers? In the supermarket the ratio is many-to-one. At

the fishmongers and Adolfo Dominguez, the ratio is one-to-one.

What age and gender are the employees? They are usually women and young.

Are the salespeople using the store products? I do not understand the question.


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Do the salespeople have a uniform? Yes.

Do the salespeople match the stores image? Yes.

Products: I will focus mainly on the supermarket for being the best example

What is the first product that you notice? Organic food, parapharmacy,

Is there a central display table with featured products? Yes.

Where are items that are for sale located in the store? All around the supermarket. They are

specially indicated.

How are the products arranged? By function? By price? By color? By function. Then by price.

Are there free samples or demonstrations? No.

What products are at eye level? Usually the most differentiated ones (best brands).

What items in the store are in the least accessible locations? The most standard and cheapest

ones.

Where are the most and least expensive products located?

Are the prices of the products easy to find? Yes.

Are there impulse items near the cash register? Yes. Doughnuts, batteries, items for children.

Customers:

Are most customers alone or with someone else? What is the relationship? In the supermarket

there are various types of customers. At the fishmongers and the store, they are usually alone.

What is the average age and gender of the customers? Adult people in general. A few young

ones.

When a customer enters the store, do they tend to walk in the same path or direction? Usually,

they do.

How long do customers stay in the store, on average? 20 minutes at the supermarket. 5

minutes at the fishmongers


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Do customer touch the products? Is this encouraged? No.

Do most customers appear to be on a mission or are they browsing? They usually know what to

buy.

What percent of customers purchase products in the store? All of them buy, except at the

clothings store, where only half of them buy.

Other Observations: Photos

Supermarket: Super BM


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Ander Fishmongers


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Adolfo Dominguez


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Documents

ObservationLab Inaki